Jewelry fashioned along party line

Brenda Hermanson, president of the Maricopa Republican Club, said she never expected to be an entrepreneur, but that’s exactly what she is since starting to sell Republican-party themed jewelry off her website, RightWingMarket.com.

“It started off as a hobby,” Hermanson said. “I had no idea it was going to turn into a business and be this successful.”

Hermanson already had her plate full volunteering for several political campaigns and organizing such local GOP events as a “Take Back Our House” candidates’ rally.

“I’m very involved in the Republican Party and I attend a lot of events,” Hermanson said. “I would notice once in a while a woman wearing a Republican pin of an elephant of some kind.”

When Hermanson asked where people purchased their accessories, she was surprised to hear many of the women had to order off business websites and were unhappy with the buying experience.

They were looking, said Hermanson, for a “very personable experience.”

“So I thought, ‘Well, I could do that. I’m involved in the Republican Party and I like Republican jewelry and I want to show my Republican pride.’”

So she began finding and consolidating GOP jewelry. Then Larry Burlingame, a friend and treasurer of the Maricopa Republican Club, designed the website. Before she knew it, Hermanson said she found herself selling the jeweled GOP elephant pins, bracelets and cuff links nearly full time.

Initially, business was a bit slow, but Hermanson put her 20 years of marketing and sales experience, including designing ads for Yellowbook, to use. She follows up with clients by sending them a thank-you card and calling them for feedback about the jewelry.

“I get a lot of business off Facebook, which surprises me,” Hermanson said. “I have clients from all over the world.”

It also helped that there was a ready-made client base.

“We all have a common ground already,” Hermanson said. “We all are involved in the Republican Party and we all like the Republican Party. I have a niche market already.”

Crystal Kanouse, a repeat customer, said she enjoys the combination of online and personal customer service Hermanson offers.

“I actually saw a lot of the pieces online and then was invited to see her inventory in person,” Kanouse said. “That gave me a chance to get an idea of the look and feel of the jewelry. It was fun and easy.”

Kanouse owns several pieces including elephant earrings, a pendant and bracelet.

“(The elephant) even has some bling on it, which I love,” Kanouse said.

Hermanson said the most popular pieces are a crystal elephant bracelet, a “Proud to be a Republican flower” and elephant cufflinks for men.

The website also features a page selling pieces celebrating Mitt Romney.

“I admire him a great deal,” Hermanson said.

Another page offers pieces showing support for the military.