A BUSINESS THAT'S ALL ABOUT TAKING RISKS.

BUSINESS NAME: Bad Martha Co.

BUSINESS ADDRESS: 11684 Ventura Blvd. #159, Studio City, CA 91604

PHONE: [phone]

WEB SITE: www.badmartha.com, badmarthaco(AT_SIGN)aol.com

OWNER: Reesa Krickler

ESTABLISHED: 2004

NUMBER OF EMPLOYEES: Three

DESCRIBE YOUR BUSINESS: Bad Martha Co. is a woman-owned business about women's empowerment. We're a retail fashion designer of a poker-inspired line of women's apparel and accessories.

IS THIS YOUR FIRST BUSINESS? Yes.

WHY DID YOU START THIS BUSINESS? Having recently quit my job and just started a natural and organic products export company, I was convinced to do something more than what I already know. Do something that's a risk, something new.

WHERE DID YOU GET THE IDEA? I woke up from a dream one night around 3 a.m. and had a vision of a poker-chip bracelet. The next morning, I consulted my sister and dream interpreter Imelda. Her interpretation was that poker is a game of risk, skill, chance and luck. The dream means to take with your skills a chance on something different. So I turned to her again, this time for her artistic talent, to sketch the bracelet I had in my dream and some card face queens that paved the way for a new company called Bad Martha. A woman-owned business about women's empowerment.

HOW LONG WAS IT FROM CONCEPT TO OPENING? Four to five months.

WHAT DID YOU DO DURING THAT TIME? Worked on designs, sourced materials and manufacturers and studied and researched the market. We didn't find high-quality products in this category.

WHAT WERE YOUR STARTUP COSTS AND HOW DID YOU FINANCE THE BUSINESS? $10- $20,000 from a small business loan.

WHO DID YOU RELY ON FOR ADVICE? Close friends and family.

WHAT HADN'T YOU CONSIDERED BEFORE OPENING? We think we covered everything before we launched. We're just thrilled that people reacted to the line positively.

WHAT IS YOUR EXPECTED REVENUE THIS YEAR? $60,000-$80,000

WHAT GOALS DO YOU HAVE FOR THE COMPANY? To be successful and profitable to the point to fulfill a major company goal. One of which is to set aside part of our sales profit to support organizations like Global Fund for Women and the Foundation for International Community Assistance, which serves those without access to financial services through small business loans or free classes on becoming independent and successful. We want to sell and promote the products to women here in the United States and abroad and create awareness of women's empowerment.

CAPTION(S):

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Photo:

(color) Owner Reesa Krickler, left, and designer Imelda Diltz model some of Bad Martha's poker-themed clothing and accessories.

Evan Yee/Staff Photographer