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Entrepreneur Magazine - July 2007

Overnight Success
By Nichole L. Torres

Dean Fortunato got lucky. Not only were his women's sparkly flip-flops flying off his display at a trendy Hollywood flea market in 2003, but a top Los Angeles accessories sales rep also happened to be shopping that day and bought one of his designs. A week later, the rep offered to present his line to upscale retailers like Fred Segal and Kitson. By the following week, she'd gotten him orders from 40 stores. It was quite a coup for Fortunato, an actor and director by trade, who was still fastening Swarovski crystals and other embellishments to the flip-flops from his apartment. An order of 2,000 had to be procured from his distributor, embellished by hand and delivered in a month. "I sent 12 pizzas to my distributor and begged him to put my order at the top of the list," recalls Fortunato, 46. "He did, thank God." A stressful month followed, as Fortunato recruited friends and family to complete the sandals.

Fortunato managed the deluge of business by keeping cool and being especially kind to everyone who helped. Today, Dini's Los Angeles  sandals are sold online and in boutiques nationwide.

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