Ginger snaps baby | Niche holds key to success

March 5, 2008

Benedict professor starts business that offers products for minority children

By DELAWESE FULTON - ddfulton@thestate.com

´I feel this is a part of my purpose. It combines so much of who I am. And children of color need more positive options for them. It helps their sense of self.'

After the birth of her third child, Michele Dugar was fed up with there being little to no baby toys, clothes and decor that reflected the skin tone of her daughter.

"Can someone make a princess with a brown face?" the 38-year-old from Irmo asked herself.

The Benedict College marketing professor, wife and mother of three then decided to be that someone. She spent about two years developing her specialty business and first showcased it at a National Black MBA conference in 2006.

Last month, with the help of personal savings and family investment, she went online with her store, Ginger Snaps Baby. Dugar now sells clothing and accessories with motifs of children of color as princesses and princes.

"I feel this is a part of my purpose," she said. "It combines so much of who I am. And children of color need more positive options for them. It helps with their sense of self. (My products) are positive images for these children."

At Gingersnapsbaby.com, customers can find African-American and Latina baby-designed bibs, onesies, sleepers, blankets, night lights and shower invitations, among other things. The items - in a variety of pink, blues, browns and greens - can be personalized with the child's name.

The Columbia native draws from years of experience in marketing and art production.

Dugar received her bachelor's degree in marketing from Hampton University in 1991 and her MBA from the University of Michigan in 1996.

Over the years, she worked in art production at McGraw-Hill and in marketing at Anheuser-Busch and Sara Lee Hosiery. Before staring full time at Benedict College, she ran Dugar & Associates Marketing, a consulting firm in Columbia, and taught marketing at USC.

With her art and graphics background, Dugar said she is able to do most of her invitation orders in-house, including embroidery and printing.

The Irmo entrepreneur also paints and sells prints of her work as wall art via her store site. Ginger Snaps Baby products range in price from $2.50 for personalized baby shower favors, $25 for decorated onesies, to $64 for the largest canvas prints.

Dugar outsources the manufacturing of the children's clothing. Each sleeper, bib and blanket is made with super-soft fabrics.

"I still enjoy teaching, but I know this venture is part of my divine purpose," Dugar said. "The support and feedback from consumers confirm I am on the right track."

Source: The State Newspaper

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