Company/Designer Name: Fitlips/Fernanda Lazzaro
Designer Background Summary:
How did you get started?
When I was working in television I hired a talent manager who introduced me to a turnkey “mineral” cosmetics line, for which I just had to add my name. I liked running my new small business, but I did not believe in the product because the ingredients were synthetic and the packaging was plastic and not unique. I realized how important it was for me to believe in what I sell. I’m a terrible liar. And so I began research and development for Fitlips.
Why did you join Noblivity®?
I want to expand my company into the United States and Noblivity seemed like the best avenue. It has many boutique shops on its roster, and I like the person to person contact. Noblivity seems to really care about its clients.
How would you describe your design style, design signature and who is your targeted customer?
I would not consider myself a designer, but my products reflect who I am. I try to live a natural life. I try not to waste too much. I reuse as much as possible. My target market is the boutique shop where ma and pa still work. Its customer is the independent female who is happy with her body, takes care of her health, and respects her environment.
What inspires you?
This may sound quirky, but nature inspires me. I was born and raised in Toronto, a concrete jungle. I now live in the countryside and I fell in love with the fresh air, trees, the sound of goats and chickens… I appreciate my surroundings and I want to make sure I create a product that will not deplete what nature has to offer. 
What obstacles did you have to overcome to get to where you are?
It was interesting how easy it is to make any product, but it’s not easy to make a 100% natural product with eco responsible packaging. It took me two years to find all the necessary outlets that would allow me to create only the best. I wanted to be true to myself and it was worth the effort.
How did you overcome the obstacles along the way?
I overcame the obstacles with lots of patience and research, research, research. I asked a lot of questions along the way and made sure I covered all angles.
What has been your greatest moment on your journey so far?
The greatest moment was getting Fitlips in my first stores, but another great moment was when the stores re-ordered!
What has been the biggest change in your designs so far?
My first tins were rounder and sleeker, but I found them difficult to open at times. I now use screw-top tins, which fit the same amount of product, but are much easier to open and close.
What’s next for your brand?
I love lips. I may add more flavours, or just create more lip-related products.
If money were no object what would you do right now to promote your brand?
I tried to think of ways that cost little or no money to promote: Facebook, gift bags and blogger reviews, for example; however, if money were no object, I would create a traditional campaign with print ads and TV commercials.
What are the best and worst things about bringing a product to market?
The best is when my clients are pleased and in turn their customers are happy. The worst is not being prepared. I once had a few stores waiting for product and I had none in stock, not anticipating the demand.
What would you attempt to do if you knew you could not fail?
Fail? What’s that? J
What is your philosophy of life?
I wish it were Live in the Moment. I try…I really do. So, my motto is to appreciate everything I have, even those nasty spiders because even they serve a purpose. (Okay, maybe not the spiders.)
If you could do it all over again, what would you do differently?
I wouldn’t change a thing. All the confusion and questions, sleepless nights, terrible business plan…all lead me exactly to where I want to be.
When will you know you have made it?
I am so happy. I believe I have made it. I just want to hear more and more people tell me how great their lips feel because of Fitlips.
