We are CLV: A Q&A with Cathy LaValley

Lifestyle Jun 14, 2019


Welcome to the first installment of the CLV blog! In honor of our first post, we thought we’d go straight to the top. Cathy LaValley started Cathy’s Concepts over 30 years ago, and now she is spearheading the CLV brand! We sat down with Cathy to find out a little more about how CLV came to be. Enjoy! 

How did you develop the idea for Cathy’s Concepts? 

“You know it wasn’t something I planned. I had moved to Indianapolis. I didn’t know anyone, I didn’t have a degree, and I had been fired twice in the last two years. I didn’t know what I was going to do.  I answered an ad in USA Today about becoming a wholesaler, and I began selling jewelry to small boutiques and bridal stores around Indianapolis. There was no internet, so I just looked up stores in the yellow pages and drove to these little boutiques. What started as a venture born out of desperation in the late 1980’s became a thriving company with multiple employees and successful accounts just a few years later.” 

In what ways has the company changed over the last 30 years? 

“The first major step in growth came after I developed a catalog and started getting calls from retailers as far as California. You send out catalogs, but you never really know that they get where you want them to. That led to the company becoming a direct shipper. Our next step was making the move into accessories and becoming one of the first companies to show national retailers how to personalize products online. Cathy’s has continued to grow, evolve, and provide original and innovative products to accounts. The next step for us is developing the CLV brand.” 

Tell me a little about the CLV brand. What is it, who is it, and where do you see it going? 

“By offering contemporary designs on products that consumers want, the CLV team is on top of all rising trends, and the products we produce show we are in tune with the ever-changing consumer. I see us being a lifestyle brand offering personalized products that are all about how people live. CLV is for people on the go. It’s for people with a lifestyle on the move. I want CLV products to elevate people’s lifestyle by giving them a personalized piece that enhances their everyday life. I love our products. That’s my favorite part about CLV.” 

How do you define success? 

“I think it’s by the lifestyle and how the employees are impacted by the company. I think it’s all about having people who can grow and improve both themselves and the business. If the company is able to provide a good life for the people that work there and is able to provide a good product for the consumer, then it’s successful.”  

What has been your greatest entrepreneurial achievement so far? 

“Staying in business for 31 years, especially with all of the changes we have had to make over the years. That’s a big accomplishment.”