In the late 1970's my family fled Laos amid the chaos and violence of the Secret War that had overtaken much of Southeast Asia. My father left first swimming across the Mekong River to Thailand with absolutely no possessions but his life. He would be imprisoned abused and sent to a refugee camp. He was only 17 years old. Soon after he would risk his life again, crossing this time to bring my mother to the safety of the camp. His rescue attempt failed and my mother who was 15 was arrested for trying to escape. Three years later she made her way to the camp in Thailand and reunited with my father.
Eventually a few countries around the world agreed to resettle the refugees and my parents chose Argentina. My father had worked as a farmhand for my mother's family in Laos and Argentina was said to have work in agriculture. As soon as they landed in their new country they faced poverty, ignorance, culture shock, and discrimination. Their new lives began, again in a refugee camp this time thousands of miles from their home.
In 1982 I was born in Misiones in the far north of Argentina. I was the second, my brother born two years earlier. We lived a life of poverty that only a refugee could ever know. Hundreds of families lived in a warehouse without electricity or running water. Work was sporadic and often impossible to find. We didn't speak Spanish and the Laotian people were subject to harassment and treated with little respect.
My mom grew tired and hopeless by the conditions in the camp. She believed there were greater opportunities and a better future outside of Argentina. With the little money she had earned by smuggling clothes from Paraguay and selling them to local stores, she moved to Canada leaving my brother and I behind with my father.
I was much too young to understand how this would impact my life. For a few years we would take a bus to town and talk with my mom on a payphone. As time went on the calls stopped and she was gone. I forgot how she looked and the few memories I had of her were very distant. When I got a little older I would pray every New Year that I would have a normal life like all of those around me. There were no other girls in our community without a mother. Having a broken family was not something that was accepted in our culture.
We moved to different houses but never anything more than a shack. Even a basic amenity like a gas stove was a luxury. Most of my nights I wandered around the neighbourhood hoping someone would invite me for dinner and in exchange I would do their dishes or other chores in their homes. Often I went to bed hungry. My brother and I were left with no mother and my father struggled to raise us under those conditions. Life never got much easier and when I was 14 I dropped out of school.
At 15 I moved to Buenos Aires and rented a room in a boarding house with two other girls, all of us sharing a bed. I got a job at an apparel wholesale company and worked 60 hours a week in a small space filled with dust, standing on my feet for 14 hours a day. My bosses did not have an issue taking advantage of my desperate position. I was working in horrible conditions with very little pay. But for the first time in my life I could afford groceries, shoes and a winter coat. That meant a world to me and I was happy.
When I was 17 and having the best time of my life my mom returned to Argentina. She came to stay but not for long. Less than a year after she arrived she left again, this time for Philadelphia taking my brother along. Two months after that she unexpectedly sent me a one way plane ticket to New York along with some money. I was eager to rekindle our relationship and try to make up for all the time we had lost. Two weeks later got on a plane for the first time in my life and landed at JFK not knowing one word of English.
I got my first job in America at a chocolate factory making $5 per hour. Every morning I would get picked up in a company van and driven with my coworkers 2 hours just to begin my shift. I was making $200 per week, more money than I'd ever earned and it felt incredible. I contributed a portion of my earnings for rent and food and I paid my mom back for the plane ticket.
After some time living with my mom, I left Philadelphia and stayed for awhile in North Carolina reuniting with an aunt and her family. They were lucky to have arrived in the US directly from Laos and their lives had been much different than mine. I was still seeking my true independence and moved around eventually landing in Connecticut and working at Express. My English still wasn't perfect but now I was finally fully immersing in American culture. I took every shift that was open to work and I never refused any task. I wanted to outwork all of my coworkers and when I did I was promoted to manager.
At the end of the summer of 2006 I bought a ticket on Greyhound to New York. When I arrived in NY I had two suitcases and $200. I used $73 for a metrocard and budgeted the rest to survive on the dollar menu. I had a friend living in Coney Island who was willing to share her room with me. I worked a few retail jobs until one day I decided I was ready to deliver my resume to the luxury stores on Fifth Avenue. One month later I was hired by Burberry. In my first year I was the top salesperson in their men's department of their NYC flagship store. I was promoted to accessories where I continued my success. After 4 years I was ready for my next challenge and I quit my job at Burberry. I put up a wall in my apartment and took on a roommate to cut my costs and have a little money to launch my own business. By then I had met a few vendors and designers and I was able to convince many that I could sell their product if they let me have it on consignment. I started doing street fairs all of NY, dragging suitcases full of clothes around the city and spending all day in the sun. The work was far from luxurious. I was working a lot harder than I ever had but I loved it! I was unconsciously working toward my dream. I could not have imagined back that I would be where I am today. I didn't even know I wanted to be an entrepreneur but already I was doing it.
As my network grew so did my opportunities. I was able to build relationships with more vendors and designers and I was ready to move beyond the street fair. I considered creating a couture service website. I had met many emerging designers who didn't have the audience that I believed I could create. While I was developing this idea the opportunity to set up a retail shop with little initial investment came to me. With a few rolling racks full of clothes I opened a 100 sq.ft space at the iconic Limelight Shops. In our first year sales surpassed a million dollars and within 3 years my space grew to 4000 sq.ft. We quickly became one of the hottest destinations for shopping in Chelsea.
As the business grew so too did my leadership skills. I can confidently say that my ability to drive resourcefulness with my team accounted for the milestones we achieved. I am grateful to have gathered a team of true executors, who will do anything and everything to make sure our vision materializes and all our customers are truly impressed.
After the third year at the Limelight the building owner decided to lease the second floor space to a gym which was going to mean a long period of construction and a drastic shift for the building. The writing was on the wall that it was time to find a new home for the store. In the fall of 2013 I traveled to Laos to learn more about my family background and consider my future. I wanted to make sure I was ready to leave my 4000 sq.ft store and dedicate all of my time and energy to creating something new. After returning from my trip the seed for Modabox was planted and I began preparing for something big. My business acumen was evolving and I was ready to create something that matched the potential I believed I had. I believe to be a true entrepreneur you have to see opportunity where others see only risk.
I wanted to be able to reach a greater audience than I could in a traditional retail setting. Instead of relying on customers having the time to shop, I could provide them with a much a more personalized experience in their own homes. We provide the luxury of a personal shopper and concierge service at no premium. With Modabox the consumer is no longer a customer. They are members whose preferences and needs can be more efficiently addressed by our technology than is possible by traditional retail. We can present products that our members are looking for without spending time searching through endless options.
Modabox is a data driven online personalized shopping service for women. We're delivering fully coordinated outfits curated by expert stylists powered by the data and high-level recommendations from our custom built algorithm. Using our platform stylists are able to increase productivity as well as the accuracy of their recommendations.
Monica will share her story at the Online Retailer Conference & Expo (OR), hosted on 20-21 July at the Royal Hall of Industries and Hordern Pavillion, Sydney. This year, OR will launch a partnership with Remodista and their global Women2Watch in Retail Disruption Program, offering Australian female Retail leaders the opportunity to be globally recognised for their success. Remodista's annual list of Women2Watch celebrates women who are leading the way in online and brick-and-mortar retailing, experimenting with new ways to solve problems in operations, marketing, commerce, supply chain, logistics and globalization. The 2017 Women2Watch list will be announced at the end of this year.
http://www.onlineretailer.com/
Question: What is ModaBox?
Monica Phromsavanh: ModaBox is a data-driven, online shopping service for time-starved females; we deliver complete outfits to the doorstep providing the time-saving luxury of a personal shopper and concierge service with no premium. Members create a style profile with preferences and size and then are matched to a professional stylist who curates wardrobe updates as often as needed.
Question: What inspired the creation of ModaBox?
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