THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Friday, February 9, 1996 TAG: 9602070188
SECTION: VIRGINIA BEACH BEACON PAGE: L4 EDITION: FINAL
SOURCE: BY DAWSON MILLS, CORRESPONDENT
LENGTH: Medium: 54 lines
When something goes wrong at the office for Suezette Cafritz, she can't complain to the boss.
She is the boss.
With more than 30 years experience in all forms of advertising, and having served clients ranging from small businesses to the largest national and international corporations, she is the founder of Cafritz Rea & Associates of Virginia Beach, a media buying service.
``I sort of fell into it by accident,'' she said. ``I came down here from New England to marry my late husband and couldn't get a job that paid my asking salary, so, I started free-lancing.'' She started the business in 1979, incorporating it in 1980.
Cafritz will discuss her experiences as a business founder and owner at the Hampton Roads Woman's Show Sunday at 2 p.m. at Pavilion, as part of a panel addressing ``Women Starting Their Own Business.''
Sharing the podium with her will be Carletta Waddler of Simba Communications Inc. and Andrea Davis of Insty-Prints Printing Center.
``It's not all peaches and cream,'' said Cafritz, ``being your own boss. There are rewards and failures. It all rests on your shoulders. It feels great when you win and horrible when you lose.''
Cafritz noted the many changes that have occurred in the way people do business over the past 10 to 15 years, including the advent of computers.
``It's far more fast-paced,'' she said. ``You can be frightened or excited by it. You simply cannot allow yourself to be frightened by it.''
She cited the Internet as an example. ``It scares the heck out of me,'' she admitted. ``But I have it, I'm on-line; the only way I know to try it is to use it.''
Like the optimist, she said, she always sees the glass half-full rather than half-empty.
``Although, sometimes, it's in the middle,'' she said with a laugh.
``One of my favorite sayings is, `Nothing ventured, nothing gained.' Failures are a part of life, along with the conquests.'' MEMO: The Hampton Roads Woman's Show continues through Sunday at Pavilion.
Hours are 10 a.m. to 6 p.m. today and Saturday and noon to 6 p.m.
Sunday. Tickets are $3 in advance and $5 at the door.
ILLUSTRATION: Photo by DAWSON MILLS
Suezette Cafritz, founder of Cafritz Rea and Associates, an
advertising media buying service, will be on Sunday's panel at the
Pavilion.
by CNB