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Featured WBE Interview
Noel Goldman

Eureka Road, LLC

Tell us a little bit about Eureka Road, LLC.
The name of my company is Eureka Road, LLC.
We produce and market innovative products. Our debut product is STRAP TAMERS Bra Strap Concealers, the hassle free way to keep bra straps hidden.

What made you go into this business?
Living in Florida, no matter where I went - theme parks, the mall, even church - exposed bra straps were everywhere! I kept wondering, just when did it become acceptable to fail to keep your undergarments "under"?

This has always bugged me, but as my daughter rushed to leave for school one morning, I was floored to see (yes, right in my very home, right on my lovely daughter) visible bra straps! That did it. Someone had to help women fight this epidemic and reclaim our national sense of decorum. In order for my daughter (or just about anyone else) to use it, the solution would have to be easy, comfortable and convenient. Then, one bright, sunny morning in May 2004, it came to me...a pin with a clip.

What has been the worst or the biggest obstacle you've faced or had to overcome?
I was very blessed to be a guest on “The Oprah Winfrey Show” February 2nd of this year. We had to scramble to manage the explosive growth that the appearance generated. The day after the show, I had over a thousand e-mails. My Brother had just retired after 20 years as an Air Traffic Controller in the Navy. He had stopped by to watch the show with us, and I begged him to stay and help. He became my first full time employee. With my whole family pitching in, we were able to bridge the gap from small start-up company to a thriving business. We were much for prepared for the aftermath of my second national TV appearance, The Big Idea with Donny Deutch.

What has been your biggest triumph?
It goes back to when I first started… I had placed Strap Tamer prototypes in all of my teenaged daughter’s tank tops. She went ahead and shared them with a friend. One day I got a call from the friend’s mom asking where I had found the “wonderful little clips for keeping bra straps hidden” and where she could buy them. When I told her I had invented them, she said “Oh, Noel, can I please be your first customer?”

What is the best advice you've ever received?
My best advice was from The Mom Inventor’s Handbook by Tamara Monosoff. If you think you have a great idea, do your homework! For example, scour the Internet for patents and similar items. Ask yourself “If it is such a wonderful idea, how come none of the other 6.5 billion people on the planet have ever thought of it?” Imagine how awful you would feel spending time and money on an idea, then pitching it to a prospective client and having them say “I saw that product in the store just yesterday.”

Is there anyone who inspired you and why?
I have a good friend who is a very successful inventor. He has found a wonderful balance between work and home life. His willingness to generously share his advice has meant the world to me. I’m inspired to “Pay it forward” and be as readily available to those who are now asking me for advice.


What is the best book you ever read and would recommend?
As it relates to my business, it is so hard to pick just one. Never stop learning. Read books like The Women’s Advantage: 20 Women Entrepreneurs Show You What It Takes to Grow Your Business by Mary Cantando and The Mom Inventor’s Handbook: How to Turn Your Great Idea into the Next Big Thing by Tamara Monosoff and also The Purple Cow by Seth Godin (making remarkable products and marketing them). You need to become sort of a "mini expert" in every field relating to your product. Not only will you be able to converse intelligently with the professionals you hire, you will also be able to better figure out if they are any good, and you will save yourself time and money. For example: I studied patents so much that I was able to write much of it myself and hire a patent attorney to check it over for me. Her fee was greatly reduced because I had done so much of the legwork.

What is your favorite quote?
“I feared regret more than I feared failure” by -Entrepreneur Taryn Rose


What are your goals now and where do you see yourself going?
I have signed a global distribution agreement which will have Strap Tamers in every major department store and probably also Target by Christmas. Now that am well on my way to achieving my mission “To clean up America the World, one bra strap at a time”, I want to bring at least 2 new products to market next year. In the long-term, I would like to see my company become a prolific inventing house, producing products which have a positive impact on society.

How has being a member of the WBDC and WBENC helped you?
I attended my first WBENC conference last year. At the trade show, I was amazed to find what wonderful access we had to decision makers with the companies with which I hoped to do business. I listened very carefully to their advice, and my product will be in their stores by the end of this year. I also found the women at the conference to be generous and kind in sharing their hard earned lessons about business and also life balance.

What do you want to be remembered for?  

I want to be remembered for being a loving wife, mother and friend and also for inventing products which have a positive effect on society.

How does someone get in contact with you at Eureka Road, LLC?
They may use the contact page of my website: www.straptamers.com or call 877-677-8686.