“I had no idea of what I was going to do and one day, I was sitting in my car and heard an ad come on the radio. I knew nothing about the direct sales industry all I knew was from a book I picked up in the library: The Mary Kay Way. You understand marketing and I want to scale this thing and get more people this opportunity.’ I finally said that I would do it I came back to Cincinnati, reluctantly. I moved up in the company pretty rapidly, and in 2000, my mom comes to me and says, ‘I think I have something here and I’d love for you to come back and work with me. I started in merchandising and worked my way into marketing. “By this time, I had graduated high school and left for college, and I’m working down in Atlanta, Georgia for a publicly traded company in the floor covering industry. People were looking at how they could keep their relationship creative and fun, but she also understood that there were a lot of women who were looking to make some part-time money. The thing that she figured out was that there were a lot of people who were having communication gaps in their relationships she saw the divorce rate creeping above 50 percent. She went from having 55 people to 300 people under her, doing about a million dollars in revenue. “She grew the business from 1993 till 2000. But she took her last $5,000, and that’s when she opened up the doors of what was called Pure Romance. She was reluctant to do it, because she never had any background in running a business. My mom was in the top five in that company for a long period of time, but it went out of business that year they had mismanaged some of the money and inventory, and Patty decided that she was going to go off on her own.
“Fast forward to 1993, and that’s kind of when the whole thing really started. She decided that she was going to be a representative for that company that she saw on the Phil Donahue Show. We lived in a suburb of Cincinnati, called Milford, Ohio. “She saw an ad about women who had the type of business that would go into homes and educate people about their bodies, educate them about relationships, and also sell relationship enhancement products. “My mom got into this industry 1983,” Cicchinelli begins. It’s all about how he and his mother, Patty Brisben, Pure Romance’s Founder and Chairwoman, came to create the family-owned business in the first place: When it comes to telling a good story, Cicchinelli has quite a good one to tell, himself. And then once you create that, your job is to give them that product so that they can take it home that night.” You do a one hour presentation and from that point, you do one to two hours in a private shopping room you’re one-on-one with your customer so that you create the experience for them that they’re looking for in their relationship. You pre-buy your inventory before you go to the show. “You’re not going to take somebody’s order and then the corporate office is going to ship it to them and then you’re going to get a check. “It is a sales business and you have to understand, if you’re going to be in this business, you’re not just an order taker,” he states.
PURE ROMANCE HOW TO
“You can buy produce at any grocery store the difference is our people can show you how to make a great meal out of it.” Currently, Pure Romance has over 23,000 active consultants across the U.S., Puerto Rico, South Africa, Australia, and Canada, who sell products to their friends, and Cicchinelli asserts that anyone who wants to become a Pure Romance consultant needs to know how to tell a story. “People buy people, people buy stories,” Cicchinelli declares. Key to the company’s business model are its in-home, Pure Romance parties in which its trained and certified sales consultants offer millions of women “education, entertainment, and empowerment,” according to company President and CEO, Chris Cicchinelli. Pure Romance is the nation’s largest and fastest-growing, woman-to-woman, direct seller of relationship-enhancement and intimacy products, including: sex toys bath, beauty and cosmetic products creams, lubricants, and massage oils lingerie bedroom accessories and gifts and jewelry. Business View Magazine interviews Chris Cicchinelli, President and CEO of Pure Romance, as part of our focus on best practices of American businesses.
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