A Girls' World

Imagine a world where pink is the newest “power” color; where tears are appreciated, not hidden; where a woman who sits behind a truck is respected, not intimidated; and where it is “yes, ma’am” instead of “yes, sir.” That imaginative world was actually created on a napkin about two years ago by a woman who had experienced too much “blue” in her life and was determined to not only make a difference for herself, but for as many women as she could – as quickly as she could.

A summer afternoon in 2009 had been dismal for her. But regardless of the day, Jeannette Faraj insisted on always putting a smile that resembled confidence on her face. This day had defeated her, but she instantaneously wiped the frustration of the day off her face and diligently marched forward to the one place that had most recently inspired and re-energized her without prejudice.

While sitting at Pacific Moon Bar and Grill, the owner of the restaurant walked over and greeted her loyal customer. Little did Marika Olmstead know that placing a napkin and a glass of water on the table and asking her patron one simple little question about her day would spark a friendship of immeasurable value, along with a business proposition she couldn’t refuse…

Flash-forward to summer 2011. Once again, Faraj is headed to Pacific Moon Bar and Grill. She walks into the restaurant. A fresh fragrance of confidence and initiative surround her.

She is given a glass of water and a napkin, but this time, she places the napkin under the glass of water. Once again, Faraj is asked about her day, and no sooner has Olmstead finished asking that Faraj is spewing out details of her day.

As a single, divorced mother of two young boys, Faraj sometimes found it difficult to make ends meet. She picked up jobs as a contract makeup artist and also dabbled in the real estate market. Things may have been a struggle, but she never resisted the invitation to work hard and earn her paycheck.

She only became frustrated when she saw other women who shared her same struggles compromising themselves and their integrity to earn a paycheck or make ends meet. It is the struggles of other women’s realities that inspired Faraj to move forward with her entrepreneurial instincts.

Faraj and Olmstead are equal business partners in Valet Couture. Faraj’s vision became a reality when Olmstead helped take her idea from the small, napkin-based platform upon which it was originally created to a much larger empty canvas with more room to develop and expand the concept.

It is safe to say that the larger platform Olmstead created worked because the girls are proudly celebrating two young years of business infancy.

As the only child of a major in the U.S. Army, Olmstead moved from place to place as a child. She made friends often, but as an only child, she matured quickly and found herself in the middle of an adult world as a teenager. Her mother opened Pacific Moon Bar and Grill 13 years ago, and it is safe to say that Olmstead is ironically now the Rapunzel of the restaurant. She has been there ever since it opened. It is Olmstead’s experience in the business world at a young age that inspired her to take a risk at another business opportunity and formulate a new venture with a trusted friend. It is no secret that just as soon as you open your door for business and eagerly welcome your first customer, you also open the door to a flurry of competitors and nonbelievers.

For Valet Couture, being a female-owned, female-based company in a traditionally male-dominated industry undoubtedly has its obstacles. The first obstacle comes as soon as people drive up to have their car parked, and the valet is a female.

“It depends on the event, and it depends on who comes out of the car,” Faraj says. “Ninety-nine percent of the time, if a female comes out of the car, there is an immediate nod of the head or a thumbs-up for our girl who is picking up the car to park.

“A male driver will have a harder time with the situation. They may question the girl’s ability to drive the vehicle, or they may question the integrity of our girl.

“However, we have taught all of our girls to handle any situation with dignity and grace. Their interaction with a customer should be quick and professional.” It is true that the concept of this woman-based valet company was created on a napkin.

It is true that Faraj walked into Olmstead’s restaurant more than two years ago, and that in conversation, the concept Faraj had been playing with on a napkin came to fruition.

It is true that in June 2011, Valet Couture celebrated its second year of operation. It is true that 75 percent of the company’s staff is female. It is true that Faraj and Olmstead created this company with a vision of being able to provide young women with the opportunity to work in an environment where mothers could be proud of where their daughters worked.

And yes, it is true that in this same work environment, self-respect, self-worth and independence are taught. What is not true is that everyone gives this company the respect it deserves.

“There are many barriers in a male-dominated industry,” Olmstead says. “It’s almost as if the barriers from the ‘50s with regard to gender equality are still existent. While women are more often than not great supporters of what we do, men don’t always give us the same thumbs-up vote of confidence.”

It is also not true that Valet Couture only employs women. As a matter of fact, the original team was created with eight women and three men.

“We need men,” Faraj says with a smile. “These girls need to feel safe and secure in their work environment. Sometimes customers can be rude, disrespectful and confrontational. The men [who] work for us are great at protecting our girls.

“We truly are a family here. It is what I always wanted in a company: to have a strong bond with my colleagues and share the same beliefs. Marika and I share that.

“We both want to empower people. We want to give women and men the ability to earn a living without compromising their integrity or their inner beliefs.

” The future is bright for “Jeanika” (the nickname lovingly given to Faraj and Olmstead by their staff).

“[Faraj and Olmstead] finish each other’s thoughts,” says Debbie Carlin, a Valet Couture employee. “If one of them isn’t around, the other is still doing exactly what the missing person would be doing.

“They are exactly what I was looking for in a company to work for. They allow me the opportunity to make good money that sustains me and allows me to go to nursing school by day. I know this job isn’t forever, but I’m enjoying every moment of working for ‘Jeanika’ as long as they let me.”

And the last statement of truth about Valet Couture is that while Faraj, Olmstead and their team truly believe in the evolution of a girls’ world, boys are welcome. And don’t worry: They have no intention of taking over this world. They are more than willing to share.

Written by: Crystal Ragsdale Issue: July 2011 | NSIDE Business

http://www.getnside.com/sa/magazine/business/current/profiles/1787-A_Girls_World