American businesswoman Angela Moore, based in Newport, Rhode Island, took time on Memorial Day weekend (May 24 to 26, 2008) to participate in a telephone interview about her life and work. Moore, whose company, Angela Moore, is a "lifestyle brand” selling jewelry, accessories, resort clothing, and home accents to women, was en route to Vermont when she spoke to this reporter.
Moore, who is in her early 50s, was a senior executive at a German crystal company for 15 years. She created Angela Moore, Inc., as a boutique in 1998, when she opened a store in Newport selling such brands as Lily Pulitzer and Tracy Reese. She also sold chandeliers. At the time, she had her office in her house.
In 1999, she opened a website and wholesale division, and “Angela Moore” was born. Nine years later, she sells jewelry over the internet as well as in Lily Pulitzer boutiques and a few retailers nationwide.Her products are also in Europe and the Caribbean.
A Valuable Experience
Moore says that her background in crystal gave her an excellent start when she began the company. “I learned about the various types of customers,” she says. “For instance, Tiffany’s would always want quality first, no matter the cost. For other clients, the price would be important.” In 2003, her jewelry became available on QVC; in 2005, her Direct Selling Division opened.
The jewelry, Angela says, is made of resin, which is long-lasting and lends itself to design. The designs are handpainted. She says that she came from a design-oriented family. “I developed designs for Mikasa, Waterford, and Lenox at a German crystal company,” she explains. “I was always keeping them and their look separate.”
Giving Back
Moore explains that Angela Moore is “a lifestyle brand that makes everyday living an art. It is something to add to people’s lives. It’s a way of giving back.” Giving back is a serious business to Moore; there are several causes to which she donates as much as 15% of net sales.
“The first organization we started working with was the Susan Komen [the Susan G. Komen Breast Cancer Foundation],” Moore says. Although she won’t elaborate, she says that she has “a personal interest” in some of the organizations, including Komen’s. “The New Jersey group won Race for the Cure,” this year,” she says proudly. In addition, she contributes to the National Foundation for Teaching, the Ovarian Cancer Research Fund, Inc., and the Autism Society of America.
“It’s meaningful to me that people buy for cancer,” she explains. “There are people who collect my jewelry. Some collect by theme, others by cause.” There are special jewelry patterns for each cause. The breast cancer collection features a pink ribbon; the ovarian cancer collection, a teal ribbon.
Her cause-related collections are not limited to jewelry. They include fashion and home accents, with 15% of net proceeds from year-round sales going to the charity itself.
Moore is also a sponsor of PBS and the Campbell’s Hall of Fame Tennis Championships.
Other Ideas: New Etiquette
In addition to her collections, Moore has created “The New ETQ,” a “lifestyle philosophy based around ‘everyday etiquette with individual style.’ The New ETQ offers etiquette and style tips for dining, dress, decorating and living your best life,” boasts a fact sheet. She has also developed Kitty Witty, a children’s etiquette brand. All directed towards customers living the best life possible.
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