USAID helps a Moldovan children’s wear company to improve its marketing, resulting in increased sales and employment.

As a young girl, Silvia Lazu dreamed of becoming a fashion designer. Since she can remember, Silvia has drawn clothing sketches and sewn her designs using old sewing machines at the community center in her village in southern Moldova.

Shortly after her graduation, Silvia’s first child was born. Her daughter sparked an idea: she could design and manufacture children’s clothing. Slowly, Silvia’s dream took shape. At first, she designed and sewed outfits herself, selling them to friends and family who were impressed by the quality and style of her designs. Encouraged, Silvia began to expand. She bought five sewing machines, rented an apartment, and hired five seamstresses. With a steady flow of orders, her business eventually grew to 30 employees.  However, business slowed and Silvia began looking for ways to continue growing her company. Then she learned about a local U.S. Agency for International Development (USAID) project, Competitiveness Enhancement and Enterprise Development II.

USAID project staff recommended that Silvia improve her marketing, starting with the company’s image. With USAID’s assistance, Silvia rebranded her company to Bombonici, which means “sweets” in Romanian. USAID consultants helped her to design a new logo and slogan, and prepare new marketing materials. “USAID’s assistance came quite in time,” Silvia says. “It was a complete turnaround, and would not have happened without the project’s help.”

Shortly after rebranding, Bombonici participated in a local exhibition. The company’s new look caught the eye of new clients, wholesalers who began buying and reselling Bombonici clothing, allowing Silvia to expand her distribution throughout Moldova. In 2010 Silvia began to export to Romania, and opened her first company store in Chisinau, Moldova’s capital city in 2011. During three years, Bombonici’s revenues grew by more than 225 percent, reaching nearly $150,000 in 2011. Silvia also steadily employed more people. By early 2012, Bombonici had 60 employees, nearly double the number from a little more than one year before. With her success, Silvia is optimistic about the future, and is still dreaming.

Today Silvia’s company, thanks to her vision and hard work, and with the help of the American people, now employs 60 people and has annual sales of nearly $150,000.

She is optimistic about the future, and still dreaming.

“When you are true to yourself and seek out your purpose in life, all doors begin to open, and dreams start to come true. USAID helped me to believe in myself, to totally change the image of my company, and to attract more clients and increase sales.”

Silvia lazu,
Owner, Bombonici