15 Gifted Women: Shonnie Bilin
By Meredith Schwartz -- Gifts & Decorative Accessories, 11/9/2009
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| Frances Gravely |
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| Isadora Frost |
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| Jenny Hammons |
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| Anne McGilvray |
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| Maxine Burton |
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| Susan Roghani |
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| Joan Ulrich |
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| Wendy Rosen |
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| Anna Griffin |
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| Barbara Baekgaard |
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| Andrea Grossman |
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| Andrea Sadek |
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| Ande Rooney |
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| Marian Sullivan |
Vice President/COO
Franz Collection Inc.
Shonnie Bilin began her gift industry at Enesco Corp. in 1981 as director of the newly formed, 500,000-member Precious Moments Collector’s Club. She soon became its spokesperson, traveling the U.S. to store-sponsored events, educating collectors about the figurines and meeting with club members. As demand grew, she hired additional spokespeople and created a consumer marketing division. She also developed similar clubs and consumer marketing programs for 12 other lines. By the time she left Enesco, she had risen to the level of executive vice president of collectible. In 1998, she was involved in the launch of GoCollect.com and was its CEO for four years. In 2002, she launched the Franz Collection Inc., a collection of nature-inspired porcelain tabletop, vases, decorative accessories and jewelry. As vice president/COO she is responsible for all aspects of the U.S. business including marketing, sales and operations.
Gifts & Decorative Accessories: What have your biggest challenges been?
Shonnine Bilin: When I first got into the industry, there weren’t as many women in the middle and upper management positions, so it was a challenge to prove myself and find my place within the organization.
G&DA: What have been your greatest successes?
SB: My greatest successes have been taking a product and really making it a brand. I started at Enesco back in ’81 on the ground floor with Precious Moments, which ended up being a phenomenon in the gift industry. Then starting a company when I was CEO of GoCollect.com.
G&DA: Do you think that as a woman you approached doing business differently?
SB: I think so. I mostly worked with almost all men my entire life, especially when I first started out. I think we do bring more emotion into the position. I don't mean that in a negative way, but we do look through the eyes of a female, and you have to remember that 90 percent of our customer base is female. When I went to college and went into business, there were very few women in [the] business [program]. When I first started out, there were very few women at Enesco in middle or upper management until I worked my way up. Even when I left, there were 12 VPs and only two were women. There were some challenges to get the men to believe in you, because we do think somewhat differently. You had to earn their trust and respect. I don't feel it is the same today; there are many more women in upper management. But back in the early ’80s it was quite different and you really had to prove yourself. The men were always cooperative, but at the same time you really had to strive to be successful and accomplish your tasks.
G&DA: How has being an executive affected your personal life and relationships and how do you deal with it?
SB: What personal life? I have been a career woman. Obviously my family and friends are very important to me, but I have made my career in this industry the major part of my life, and it has been first and foremost. You have to make time for family and friends because they are the ones who will be there for you, you have to work hard at it, but it has affected it. I've traveled a lot for every position. It has been my choice and I deal with it by making an effort to set personal time for myself.
G&DA: How and why did you get into business?
SB: I've always liked the field of business. I've been very interested in marketing in particular.
G&DA: What advice would you give to a woman starting out in the business?
SB: Whether it's a man or a woman, in today's climate you have to really love what you're going to do. You put a lot of effort and time into your position. You have to be committed.
G&DA: What is the best — or most memorable — gift you ever received?
SB: I was with Precious Moments for 17 years. When I left [Precious Moment artist] Sam Butcher made a one of a kind Precious Moments figurine of me with my two cats and signed it, and wrote me a beautiful letter thanking me for all my contributions over the years.
To read the interviews with each of the other 14 Gifted Women, please click on their image at right.
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