FROM WEEKEND MARKET STALLS TO TAKING ON MULTINATIONAL BEAUTY HEAVY WEIGHTS, JELLAINE DEE’S CLIMB TO THE TOP HAS BEEN BOTH RAPID AND UNCONVENTIONAL.
Jellaine began her career in the advertising industry, but fairly quickly discovered she had the “entrepreneurial bug”.
Her first big product to bring to market was the Bag Organizer – the bag is a metaphor for the product developer behind it – organised, practical, adaptable and fashion-forward.
When Jellaine instinctively knew she’d found inspiration for a flagship product that is the Fiber Lash, she became obsessed with fine-tuning it and bringing it to the west.
The product met Jellaine’s own desire for luscious lashes as she had been spending hundreds of dollars on a monthly basis on “uncomfortable” and “unhealthy” eyelash extensions.
After selling out at local shopping events to soft launch her product, Jellaine knew she was onto a beauty game-changer.
Determined to get it to market as quickly as possible, Jellaine traveled to the world’s largest beauty expo in Las Vegas in the US, accompanied by her then six-month-old baby girl, one assistant and 13 suitcases packed with sample products.
She created a buzz and became the talk of the international tradeshow, with a frenzy of distributors lining up to sign contracts and take her brand back to their territories.
Her orders jumped from a typical 30 units per customer to up to 10,000 units.
Cherry Blooms Brush On Fiber Lashes was a runaway success, once again selling out, oversubscribed and trailblazing a brand new Fiber Lash category.
Within 12 months of launching Cherry Blooms Brush On Fiber Lashes, Jellaine had become a multi-million dollar business. She was doing deals, bigger than the lashes she was creating.
Today, as well as being a favourite among beauty therapists and makeup artists in Australia, Cherry Blooms is distributed across 50 states in the United States, Canada and several South American and European Union countries. It can be found in leading department stores like Dillard's.
Through channeling social media and numerous tradeshows, as well as staying at the forefront of new innovative trends, Cherry Blooms has excelled within the highly competitive women’s beauty and style industry.
Despite numerous competitors since entering the Fiber Lash category Jellaine created, no product has come close to the efficacy nor the cult-following Cherry Blooms Brush On Fiber Lashes has attracted.
Among other high performing products, Cherry Blooms has also added a Fiber Brow Kit with Stencils along with an Extreme Waterproof Eyeliner and Matte Lips Volumizer liquid lipstick to its list of cult-following beauty products.
Cherry Blooms’ goal is to be in the hearts and makeup bags of every woman in the world.
2012 – Selected to be included in the Golden Globe Gift Bags
2013 - Nominated Entrepreneur of the Year by Cosmopolitan Magazine
2013 - Winner for the prestigious Telstra Young Women’s Business Award
2013 – Selected to be included in the Oscars Gift Bags
2013 – Included in the list of Queensland’s Best and Brightest Top 50 under 50
2014 – Trailblazer Award for Gold Coast Young Entrepreneur Awards
2014 – One of 12 entrepreneurs selected nationwide to meet Prince William and the Duchess of Cambridge Kate Middleton during their Australian tour. During this meeting, Jellaine had the opportunity to chat with the Duchess and gift her with Cherry Blooms’ flagship Brush On Fiber Lashes
2014 – Natural Solutions 'Beauty With A Conscience' Award
2015 – Cherry Blooms become PETA-approved.
2015 – Finalist for Brisbane Lord Mayor Awards, "Young Entrepreneur of the Year"
2015 – Finalist for the QLD Premier Export Awards
2015 – Winner for the Business Achiever Award for the Women in Business Gold Coast Awards
2015 – Winner for the Women in Business of the Year Award, Gold Coast
2015 – Finalist for the Gold Coast Young Entrepreneur Awards
2015 – Winner for the International Stevie Awards for Women in Business, Silver Stevie Award.
2015 – Launched into 110 Nordstrom Department Stores in USA
2016 – Raised Private Equity Investment
2016 – Launched into David Jones Department stores Australia
2016 – Launched into 130 Dillard’s Department Stores USA