"Joanna Wiseberg began Red Scarf Equestrian, which makes stylish handbags
and other luxury goods for horse lovers, two years ago, just as the
economy plunged into recession.
Nevertheless, Ms. Wiseberg was soon meeting people who invited her to showcase her goods at elite places like the Cannes Film Festival, the Monaco Grand Prix and a luxury goods conference in China. Now, she said, Red Scarf Equestrian, based in Toronto, is poised to take off.
“My business is a niche within a niche, and I opened at the worst
possible time,” Ms. Wiseberg said. “You try and push a ball uphill.”
Her tool was LinkedIn, the social network for business professionals
that is often perceived as a workaday cousin to the social butterfly of Facebook.
But as Ms. Wiseberg discovered, LinkedIn is actually more than just a
place for job seekers to post a résumé. “I wouldn’t be here without
LinkedIn,” she said."
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