Quick heads up. Make sure you stick around after the interview today. We're trying something a little

different with our No Limits Entrepreneur of the Week, and I'd love to know what you think. So without

further ado, here's this week's episode. When you are starting a company, especially a small business,

you do not go out and poll everyone. You just don't. So, you know, I love that Henry Ford quote. If

he had asked people what they wanted, they would have set a faster horse. From ABC, it's no

limits. I'm Rebecca Jarvis, and each week we're talking to the most bold and influential women

playing at the top of their game, trying to demystify success and what

it really takes to get there, and all the tradeoffs. Whether you're looking for answers or

you just want to hear a good story, you're in the right place. On today's episode, Amy Smilovic,

she is the founder of the fashion brand Tibby.

She's managed to build the company now 20 years old into a fashion empire that's outlasted

many of its competitors through some very tough times.

But in 2010, Amy had to make a difficult and risky decision when fast fashion was starting to take over.

She did a complete overhaul of her label, changing everything except the name.

It was going to be either the best or the worst decision she ever made.

Here's what happened.

Amy Smilevik, welcome to No Limits.

Thank you.

It's great to have you here with us. And for our listeners, I just want to say an extra special thanks to Amy. The last time she came here, there was breaking news as she walked into the booth and I had to run up to set. And you were so gracious. So thank you. And I'm glad this is happening now. So the founder and creative director

of Tibby, now the brand is a little over 20 years old. That's right. 21. 21. And you left what was a

phenomenal career already in advertising to start this brand. So what made you do it?

I always wanted my own business. And I wouldn't have said that I knew that it was going to be in fashion.

...