Click here for the "Magnabilities Story" video..
The idea was born: In 2008, Susan invited neighbors Brent & Kari over to share an idea.
She had a fishing line around her neck and a washer hanging from it as her pendant. Susan began to move a magnetic insert off and on the washer. She then asked, "What do you guys think?".......
At this time, the three of us had been faced with extreme personal hardships both financially and otherwise. With families to support, we were up against a wall and literally had no choice but to make this bright idea work. After getting a few "less than perfect" prototypes together and setting up craft show booths wherever we could find a good deal, we began to sell–one necklace at a time. No employees, no sick leave, no benefits, no salary, no guarantees, no turning back. We were "all in" having no idea what we were in for.
We converted our homes to production and shipping centers and had friends and neighbors over for "design nights" to help prepare product for the next show on the calendar. Our kids would fill out time cards and assist where they could. At shows, we would hope to bring in enough to pay our basic household bills but more often than not, shows alone weren't enough. The three of us have complimentary skill sets: Kari's is marketing, I handle the technology, and Susan is the designer. Of course we wore different hats whenever required. Pushing forward, regardless of circumstances, opening doors that were never even there, thinking day and night of creative ways to somehow MAKE THIS WORK.
The response we received from customers at home parties and craft shows was so positive that we thought we should see if Magnabilities might work in the retail environment. After many more hurdles, we finally landed in a store to test the waters. Timing is everything and we lucked out. We were lucky to have the privilege of meeting so many great people who have become our lifeblood. There are no words to explain how the "perfect storm" developed around us. Everything we did seemed to have a positive spin on the next thing and that snowball effect kept rolling into what we have become.
Magnabilities officially launched nationwide in January of 2010 and is now leading the gift industry in magnetic interchangeable jewelry. Magnabilities is sold in over 3,000 U.S. locations and is distributed internationally.
Blood, sweat, and enough tears to fill the world's oceans later, Magnabilities has arrived.
A sincere thanks goes out to all that have made this dream come true. Keep an eye on us, there are many more ideas to come.
Susan Fahsel, Kari & Brent Hoke