
San Diego Fashion Institute of Design
A Boost Up onto Wild Horses
Amidst the curved glass walls with bright orange etchings, and the grey modular sofas forming “S” shapes instead of “L’s, sat my brown leather saddle displayed on a wooden pedestal.
As nervous models huddled in a back room and party coordinators checked on finishing touches, friends and fashion lovers gathered around the food table, selecting their wine and eateries and visiting with one another.
This was no ordinary holiday party. It was both a launch and a benefit put together by entrepreneurs who want to do well by doing right.
Joanna Wasmuth, former director of microfinance marketing for World Vision, has a dream—that small businesses can grow by helping other small businesses grow. She calls the movement “Erase Poverty,” and has designed a plan that allows business owners to contribute to microfinance enterprises through cause marketing. She has established the first cause marketing firm of its kind in the United States, and this party was designed in part to benefit the cause.
My part was the product launch of my LBJ Lifestyles line—which are “unique accessories for the creative life.”
Joanna shared her moving story of seeing poverty up close in more than 60 countries around the world, and knowing that small loans of even $25 can help end poverty one family at a time.
I thanked our venue sponsor, The San Diego Fashion Design and Merchandising Institute, who had donated their fabulous facility overlooking Petco Park. I thanked the “Snooze” restaurant for donating the food for the evening. I thanked the volunteer catering coordinator, Sean, and the photographer, Leyla—all who were giving of their time and talents to make a difference in San Diego and beyond.

Launch Location for LBJ Lifestyles
And then I took the microphone, set a Santa Fe styled suitcase full of my first prototypes on an orange chair beside me, and began to speak.
I told of how I got started in business with a microloan of $500 from my mother. I had ideas, energy, and talent, but at the time no way to move beyond my minimum wage paycheck to launch myself into business. I pointed to my saddle on the pedestal, saying that many people know where they want to go, and know how to ride, but need a boost up to get into the saddle for the journey.
I then one by one pulled out pieces from the suitcase, telling their stories of origin.
This wrap around leather journal was made on a rainy day, after determining I would make my own art piece journal rather than paying $1200 for something similar at a high end designer store.
This piece, a combination rabbit and leather draped over a notebook, was made from scraps I had laying around.
This piece was made from black and white speckled goatskin and a red purse strap I salvaged from a thrift store.
As I pulled out each piece the people oohed and ahhed and nodded.
I shared how one day I woke up at 5 in the morning to ride my horse, then showered and got in a cab to the airport, only to find myself at 7 pm in a boardroom in New York City, still missing my horse. How I designed the saddlebag purse, now named the Cheyenne, so I could carry the memory and closeness of that ride with me even into the boardroom.
I told how one day I noticed that nearly everything I was touching was made of aluminum, plastic, or synthetic material, and it made me long for the natural touch and feel of leather and fur.
I shared that my goal with these pieces is to honor the animals and the beauty of their after they are gone, and to be able to keep them close to me all through the day.
My products are designed with minimum bling, desiring that the eye marvel at the natural whorls and colors of the rich leather and cowhides…..that I wanted the products to almost feel like you found them in a forest.

The Models and the Merchandise
I shared that standing in the midst of this fashion setting was in honor of my mother, who studied at Pratt Institute of Design in New York City, with hopes and dreams of being a fashion illustrator, only to have her dreams crushed by the Depression…causing her to work as a book keeper for the next forty years.
I shared that I believe that we can all be “spiritreneurs”—people who can say yes to these three things…I am honoring God with my work, I am honoring myself and my talents with my work, and I am making a living full time doing both of the above.
I shared that my pieces which hold both iPpads and journals are a desire to inspire us to return to Renaissance thinking….with my mother teaching that Renaissance thinkers made such an impact on society because they took the time to observe nature and also record their thoughts. I wondered if we were losing that mindset today, with a constant barrage of synthetics and technology, causing us to be passive rather than proactive in our destinies.
And then I signaled to Ebony Aldridge, the fabulous director of LBJ Lifestyles, to signal the models to begin their walk, each carrying a different piece and saying who they were and why they liked it.
Out came Jessica with the rabbit fur on buffalo hide “De Leon” saying she appreciated the fact that the piece could be worn with casual or dress up clothes.
Next came Diana with the “Tuxedo” white rabbit fur with black feather journal, saying she is always sketching her thoughts down in journals, and now could use this instead of writing her thoughts down in throw away notebooks.
Then came Justin, sporting the Cheyene saddle bag in black leather, stating that he loved it because he could take it on his motorcycle as well as into work.
Then came Amy, my niece Tara’s best friend, carrying the “Fling” rabbit fur covered journal with a red leather strap, saying she would find it handy to make notes for her students.

Snooze Eatery Donates for LBJ Lifestyle Launch
And finally came Tara, my beloved niece, who laughingly shared that she loved her deep brown/red Brindle leather iPad cover because it matched her hair and was handy at her work, as well.
As they all did their final walk around and posed for pictures, I unveiled the table covered with a black tablecloth, full of merchandise, and the people clapped and then rushed over to view all the available pieces.
I had asked for feedback and comments, and people were excited and gracious, sharing ideas as I tried to swallow some of the delicious food and mingle and talk at the same time. Realizing this was not going to be possible, I ditched the food and chose mingling and talking.
Here is what came out of that event so far.
Erase Poverty raised over $1,300 for microloans, and made many new friends to help carry the word.

Erase Poverty and LBJ Lifestyles Partners on Micro Finance
Christmas gifts were purchased from the existing product table, with several more put on hold for personal delivery later.
Ebony got an offer to teach a course at the Fashion Institute in her spare time.
And one person there, a celebrity stylist with her own shop and fashion magazine, requested an urgent appointment for the next day, saying she could sell every piece we have, and more.
As of today she has pledged to help us find not only a rep in New York, but also match us with celebrity “endorsers.” She told Ebony that these pieces were fresh, original, exciting, and that clients would eat them up. She also warned that copy-catters would hurry to knock off, and we must be wise in our approach to market. We are scheduled to meet next week to strategize master planning.
The next day Ebony went into her shop and the woman showed her the rabbit fur/leather “De Leon” purse matched with a $6,000 ball gown.
Ebony said it took her breath away to see it. The woman smiled and said “That’s why I am so good at what I do. And that is why your product is going to hit it big.”
Today Ebony is in Las Vegas for a long scheduled birthday celebration for her sister and friends. I am heading to El Paso to see my mother, sister, and best friend Catherine. Joanna has lined up two more showings for the product line.
Right now my saddle is thrown over the sofa in my living room, amidst a jumble of left over party props and prototypes. I smile as I realize it is being “ridden” again on horses of air, leaping impossibilities and running free with wild imaginings.
With God, and a boost up micro-loan, all things are indeed possible.
Laurie Beth