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Who says it’s a man world? Not these four local women whose success is driven by a passion for business only matched by a love of their community. An emphasis on customer service and unique offerings has helped their businesses weather tough times, and now they’re sharing their wisdom with us.

Judy Clayton
Owner of ProShop Golf

Laura Ganzinotti
Co-owner of LUSH

Victoria Diffee
Owner of Victoria’s

Rhonda Van Tassell
Owner of EuroPhoria Medical & Personal Spa

What led you to start your own business?

Judy Clayton: My husband and I decided to start ProShop Golf because we realized that we needed to supplement our income if we were going to be able to pay for our children’s college educations. Therefore, in 1993, when presented with the opportunity to purchase a golf store that was in economic stress at a low cost we thought this would be a great opportunity.

Laura Ganzinotti: My partner, Kathy, and I had a passion for sharing unique and beautiful items with others.

Victoria Diffee: It was actually my husband’s idea. We always wanted to own our own business, and one day he came up with this bright idea. He said, “You’re good with people and have a good sense for fashion, why not open a boutique?” He must know me well, because I’ve been loving it ever since.

Rhonda Van Tassell: I love, love, love business! I’ve always been deeply passionate about discovering what the market lacks and finding the answer … or at least, ways to improve it. For years, even as a young girl attending BC, I’d read business books instead of magazines. Business is truly a science and its mysteries continually intrigue me.

How has the community contributed to the success of your business?

Judy Clayton: The community has contributed to ProShop Golf through constant support, which we deeply appreciate. More importantly, the community comes to ProShop Golf for golf tournament donations, which they need, and the exposure that we need. We have been able to work together to help numerous foundations and charities.

Laura Ganzinotti: Our customers become our friends and friends support each other. Word of mouth is priceless.

Victoria Diffee: The community has been wonderful in allowing us to take part in so many great events and fundraisers. We’ve had a lot of fun taking part in local fashion shows such as Links for Life, Guild House and the federated Republican women’s organization, just to mention a few. Through the community’s outreach we’ve been able to expand our customer base.

Rhonda Van Tassell: The people of Bakersfield are the greatest! They’re friendly, open and supportive. They make my job so easy because you really want to serve them well. They are my motivation to get out there and discover new things that will enhance their lives.

What advice do you have for other women who are thinking about starting up their own business?

Judy Clayton: Owning your own business as a woman is a wonderful opportunity if given the chance. Because I have the flexibility to choose my hours to work, I am able to work around my children’s activities. As our employees can attest, I am a multitasker. There have been numerous occasions at work that I am on the phone with a vendor ordering product, and at the same time answering calls or receiving text messages from my children needing to be picked up from school or activities. Often I can be seen running out the door (late as usual) to pick up one of my kids from school, sports practice or attend one of their sport games.

Laura Ganzinotti: You should love what you do so it never feels like work and remember to be patient.

Victoria Diffee: Make sure it’s something you can enjoy and see yourself doing, because, you’re going to be putting in some long days and the work doesn’t stop when the store closes. Be sure to do your homework first before starting such an endeavor. It can take many years to see a return for your efforts, so it’s important to be financially prepared.

Rhonda Van Tassell: Do it! If your concept fills a “need” and you’re passionate about it, do it! Just make sure it’s a sound business model and not a hobby that you’ve grown to love. There is a difference in owning a business and buying yourself a job.

Has the decline in the economy made you reinvent your store in any way to attract customers?

Judy Clayton: The decline in the economy has only made me a better business owner. Because of the size of my store, I am able to react to the economic situation quicker than the large golf retailers. During the slow months, I cut staff working hours back and canceled inventory buys and streamlined my product inventory. I am not shy about getting on the phone and contacting my golf distributors and fighting for golf deals so that I can give discounts and markdowns to my customers as quickly as possible. Many times when negotiating a situation with my distributors, they get nervous dealing with a woman in a man’s business, but I have learned to turn the situation to my benefit.

Laura Ganzinotti: We learned not to put all of our eggs in one basket. We’ve been in the home décor business for over 10 years, but with our recent move to 1022 Calloway, we’ve added clothing to our inventory including BCBG, Nicole Miller, Rock Revival and Free People with new items arriving daily. The diversification strategy has been successful for us.

Victoria Diffee: In this business I’ve always believed in being proactive and take nothing for granted. We are better utilizing the information we have to keep our customers better informed of new products and events. My younger employees, who grew up on the computer, are definitely keeping us on our toes.

Rhonda Van Tassell: Offering more value for their dollar! The “Personal Spa” portion of EuroPhoria Medical & Personal Spa has been our “offering” to this declining economy! In tough times, people seek out a place to refresh their bodies, minds and spirits. Offering steam with Russian mud and a salt scrub, a deep heating sauna with hydrating oils or light therapy that refines the face, all done with minimal staff involvement, allows a person to relax and enjoy the experience affordably. We’ve also added spa-type treatments to each of our other six locations.

What is the difference between your business and its competitors that keeps faithful customers coming back?

Judy Clayton: With the economic times we are enduring right now, the major ingredient to differentiate ProShop Golf from the large-box sporting goods stores that have a golf department is having good customer service. We constantly stress to our staff to go the extra mile and give the best service we can. Unlike our competitors, we have a very knowledgeable staff that can explain the pros and cons about each piece of golf equipment and explain through the use for our golf simulators which piece of golf equipment is best for the customer’s abilities. An added feature to the store that differentiates us is our ability to provide golf lessons in an air-conditioned environment with cameras that can give instant feedback on your golf swing during instruction.

Laura Ganzinotti: LUSH is unique because it’s not just a clothing or home décor store — it’s a one-stop shop. For example, if you’re throwing a party, LUSH can send one of our on-staff designers to decorate the home. With our extensive clothing selection, we’ll dress you in one of the latest styles that’s perfect for your event, complete with shoes, purse and fun accessories. For party guests, we’ll help you pick out a hostess gift you can’t find anywhere else in town that includes complimentary gift-wrap. Our selection and service is what keeps our customers coming back.

Victoria Diffee: We take pride in taking care of our customers. They’re not just our customers; they have become our friends. I’ve also been very fortunate to have such an outstanding and supportive group of ladies that work with me. I’m always striving to keep my fashions looking new and fresh and on the search for new and exciting merchandise that’s not only good quality but a good value for the price.

Rhonda Van Tassell: At EuroTan, it’s the technology. Our tanning beds are different from any in the world and our clients can see and feel the difference. We manufacture our tanning equipment and our tanning lotions, allowing us to deliver a superior product over the competition. EuroPhoria Medical and Personal Spa’s technology is unique, as well. While attending the world’s largest beauty show in Bologna, Italy, I was introduced to several anti-aging devices used by European women with remarkable success. Combining this new technology with a revolutionary skin-care line from Rome ensures anyone serious about skin care is faithfully coming back!  

As a business owner, what goals have you set for your business in the future that you hope to achieve?

Judy Clayton: The goal we have set for my ProShop Golf is to be the best off-course golf retailer in Kern County. Many people are surprised to hear that Proshop Golf is owned by a woman, which thrills me because we have outlasted all the other off-course golf retailers in this town that have been owned by men.

Laura Ganzinotti: We want LUSH to be a place where Bakersfield’s women feel they can come in to shop, hang out and relax while receiving the highest level of personal service and attention.

Victoria Diffee: I look forward to continue to serve my customers and keep them up on the latest in fashion and accessories. We have some wonderful events planned for the upcoming holiday season, including our third annual “Kisses for Cures against Breast Cancer.” I will also continue to look for new avenues to better reach the community.

Rhonda Van Tassell: In 1997, Jim Bock (of Daniells Phillips Vaughan & Bock) asked me the same question. My goal then, was to build 10 to 12 stores in 10 years. We opened our 10th location in 2008 and employee over 100 people.