In a recent interview in Guest of a Guest, Doe Deere was showcased in photographs and by the written word. She is a compelling figure and her rise in the business world is amazing. For some people to fully understand the realm of business, it is necessary to receive an education, and preferably obtain a Masters of Business Administration (MBA), and then will that person understand that complex, money driven world of business. But there is another business school of thought that believes in a phrase attributed to an American poet from the 19th century, Ralph Waldo Emerson, which says, “Build a better mousetrap and the world will beat a path to your door.” In the urbanized world there are few paths to beat, but the phrase does state that the invention of ideas will make people rich.
Doe Deere’s cosmetics company, Lime Crime is hugely successful, but Deere is not your buttoned down MBA grad, although she did attend the Fashion Institute of Technology (FIT) in New York City. She has no MBA, and as a typically well-read woman of Russian heritage probably knows more about Ralph Waldo Emerson than most American women.
Deere has created an enormous success out of a business enterprise starting with her first attempts at merchandising on eBay. Hers is a success story and should become a model for all business students. She took an ordinary concept, makeup, combined it with a quirky, new and untried direction, used her innate design talents, and created Lime Crime, a cosmetics company that is rivaling the bigs in the industry. Deere has captured the mood of young women who are rebelling against convention and what is expected of them, and these young women are beating a path to her probably unconventional door.
Deere and Lime Crime have been successfully promoted thanks in large parts to the efforts of Deere and her business partner and husband. Married for close to two decades, they are a proven commodity, but Deere’s persona alone accounts for much of the company’s success. She is endearing, diminutive, her looks are somewhere between cute and beautiful, and there is a sense of mystery about her that has captured the imagination of many artists.
Deere senses the new impulses being felt by women from NYC to Omaha who break conventional bonds and make a statement about their sense of spirit and future direction. She also fully understands the purpose and function of promotion. She is the figurehead of Lime Crime, the genius behind its roots, its designer of content and colorist.
Doe Deere has now advanced to the level of business mentor and offers her words of advice to other entrepreneurs around the globe. She must sense that her company, Lime Crime, has become a brand, but she does not want to relax and enjoy her success. Instead, Doe Deere and Lime Crime will continue to evolve and prosper for decades to come.