Sabika to launch ‘youthful’ jewelry line
After 17 years as CEO of Sabika, the direct-sales jewelry company headquartered in Robinson, its founder, Karin Mayr, is stepping down from the position to concentrate on other roles within the company. Her daughter Alexandra Mayr-Gracik, Sabika’s head designer, will succeed her as president and CEO.
Her appointment comes as Sabika prepares to launch on Tuesday a new collection geared toward a youthful customer with simple pieces at more walletfriendly prices. It’s also focused on adding to its network of 1,500 active consultants in 42 states, who have helped Sabika earn millions of dollars in sales since 2001.
“It was my dream to make it a family business, but I wasn’t always sure if that was doable,” says Ms. Mayr, 67, a native of Austria. She created the company from her kitchen table when her husband’s business closed, leaving the family looking for an extra source of income. “I never wanted to do it at the expense of one of my children feeling like they needed to follow in my footsteps, but with Alexandra it almost felt like an organic growth for her into this position.”
Prior to launching Sabika, Ms. Mayr worked as a liaison between European textile mills and several of America’s leading fashion houses, such as Donna Karan, Armani A/X and Banana Republic. She taps into that expertise to forecast trends and her vision for Sabika’s collections, which her daughter then translates into the jewelry designs.
“It’s not an easy thing, but she always did it with such dignity and humility,” Ms. Mayr says. It was that discipline and grace under pressure that prompted her to seriously consider her as Sabika’s next CEO. “Over the years she was the one who always stood by my side, and I could trust her.”
While the transition went into effect this week, Ms. Mayr-Gracik has been preparing for it for a couple of years, including working with a business coach. She has also sat on Sabika’s board and worked as its vice president of marketing.
“When people hear that I’m a designer it’s always been the case that they kind of put me in that creative box,” says Ms. MayrGracik, 37, who completed her formal design training at the Fashion Institute of Vienna in Austria. “But I’ve always been so fascinated by the business side of things. I think the creativity part is a great asset for me because it’s problem solving.”
She will do double duty as head designer and CEO for now, although she’s looking to expand the design team. Among her first orders of business, though, is spreading the word of the new Basics by Sabika collection, a mixand-match assortment of everyday earring, cuff ring and necklace designs done in the brand’s exclusive Sabika cut created by Swarovski. The collection comes in a small zip-up clutch that consultants can take to meet with potential customers at the office, in a coffee shop or even a dorm room. Pieces are available in a range of colors and go for $39 to $79.
“This is an extension of the Sabika home party experience,” Ms. Mayr-Gracik says. “It really is about having that tactile experience with the product and getting women together and connecting
in a meaningful way.”
For Ms. Mayr, the next chapter includes continuing in her roles of founder and board chair while serving as a special adviser to Sabika’s national network of consultants. Being a survivor of child abuse, she also has a passion for philanthropic work that supports children and young women. That means traveling the country to share her story of entrepreneurship and perseverance.
“When I started Sabika, I didn’t do it to become a CEO. My forte is to be out in the field to inspire,” she says. “If I could do it, I know they can do it, too.”
Sara Bauknecht: sbauknecht@postgazette.com or on Twitter and Instagram @SaraB_PG.