LET IT RAIN

SHERI HAMMONDS says she’s had three careers, but the Vinrella brand of fashionable rain accessories she founded in 2011 is her favorite. “Our proprietary, ‘design forward’ bottle umbrella is what started it all,” says Hammonds, adding that her daughter serves as Art Director for the brand and husband is co-owner. “The functional idea of placing the wet umbrella in the bottle so you and your belongings stay dry has appealed to consumers and store owners since the beginning.” Today, Vinrella is a bright and colorful collection of fashion accessories for women of all ages. Its brand of products is sold in more than 3,000 stores in U.S., Canada, and Europe and is sold on the Today Show “Steals N’ Deals” twice each year.

Most rewarding part of what you do? Having a clear vision for our brand and the freedom to make my own decisions is one of the best parts of being a business owner.

How should women support other women? I had a few key mentors when I started my business and now I’m giving back by offering consulting services to other entrepreneurs. It’s wonderful to share my knowledge in sourcing overseas, production, distribution, sales, and brand development. Entrepreneurs can reach out to me for personalized guidance and strategies designed for success at [email protected].

How do you inspire others? I hope I inspire my children to do whatever they want as long as they work hard and persevere. They’ve seen me grow a business through a lot of difficult days and hopefully they realize there’s no easy road.

Definition of success? Carving out the life you want for yourself. Whatever that may be, as long as it aligns with your goals, dreams, and lifestyle.

For more information, visit vinrella.com and follow @vinrella on Instagram and Facebook.