Paper and Plastic PromotionalLeading Women - Shining Star
After a twist of fate propelled Carol Constantino, president of Amsterdam, New York-based supplier Noteworthy Company (UPIC: NWORTHY), into the company, she cultivated her passion for the industry into business success.
Carol Constantino didn't plan on being president of Noteworthy Company; that was her husband Tom's job. But things suddenly changed in 1989 when he was diagnosed with a rare form of cancer and subsequently passed away. Prior to his death, Tom gave Carol an intense year of on-the-job training. "He cleared off the corner of his desk, and there I sat and listened to the way he handled his customers, his employees and got a feel for his techniques," she says. "But he also told me that he knew I would not do things the same way he did them, and this was okay. He gave me permission to be myself and fulfill my own goals."
Naturally, it was difficult at first for Constantino to deal not only with her new role as president but also the unfortunate role of being a widow. But as time passed, she found her passion for the industry coming to life. "I like looking at the big picture, and I get to paint with a big brush," she says. "But the best part is being allowed to be as creative as I want to be."
This creativity has led to expanding the company through acquiring a presentation folder business, a crystal award company and an acrylic award firm. But she cautions that acquisitions must be done for the right reasons and you must find the ones that work with your current business. "Acquisitions can work for a variety of reasons," she says. "It could be the presses you obtain or the decorating process the company has perfected. Sometimes it's a seasonal business that boosts sales during your traditionally slower times. And it could be the customer list the business has."
While Constantino is passionate about the line expansions, her first love is the plastic bag division of the company. "There's nothing more rewarding than taking resin pellets no bigger than the head of a pin and watching them melt down in the process for extrusion, printed and converted into a bag to do anything we want it to do. It's cool."
So it makes sense that she has continued investing in the technology and machinery to print more colors and now more sophisticated imagery via digital means. "When buying a new machine, however, you must be very forward thinking in your investment. Since machines last 60 or 70 years, they must fulfill dreams not only for today but also for years to come," she says.
Keeping Her Eyes Open
Constantino says it is important for her to look outside of the promotional products industry for upcoming trends. When she goes on vacation, for example, she pays attention to swimsuit colors because they are indicative of the hottest colors at retail, which will trickle down into our industry. "I'm half Armenian, and there is an Armenian phrase my mother and grandmother used to say that translates to, 'Open your eyes and always be on the lookout; be aware of everything around you,'" she says. "I get inspiration everytime I go on vacation, visit an art gallery or attend a craft fair because I keep my eyes open and see things not normally found in my own backyard."
Being passionate and having fun with what she's doing have been keys to Constantino's success. If you have passion to be a business owner, she says to pursue it. But you must also recognize your limitations. You don't have to do it all. "Tom used to say 'Reach for the stars and you will get a little stardust'" she says. "You don't always need to be the star, but getting a little stardust along the way is what allows you to grow. And that's a good thing."
Exerpt from PPB, January 2009. For the complete article, click here.