To think that an artist as successful as Jennifer Lopez He may have been a failure at some time in his life, it is hard to believe. And not to mention if we are talking about a failure in her facet as an entrepreneur, one that she has known how to work and prepare in recent years, being already an established actress and singer.
But, oddly enough, Jennifer Lopez failed as a businesswoman/entrepreneur. And it wasn’t that long ago, let’s say! Because between 2003 and 2007, JLo was the creator and visible face of a business that went beyond the cameras. And that, for sure, she believed would be a real success. But that, unfortunately, she had to discontinue from one moment to the next and without much explanation.
The ambitious business that Jennifer López developed and ended up being a ruin
In 2003, Jennifer Lopez -who was already savoring the honeys of Hollywood celebrities and the recording industry as well- had an idea that, at that time, seemed very promising to him: launching his own line of urban clothing. Sweetface was the name she chose for the garments, and she herself was not only the visible face of the clothing, but also its main model.
In various public presentations, Jennifer Lopez she wore the garments that she made herself and that bore her brand and personal name. The distinctive feature of it was the urban and contemporary concepts. But unfortunately for “The Bronx Diva,” her clothes never really caught on with the public.
A year before he stopped manufacturing his clothing line, it was said that the brand of Jennifer Lopez it was grossing $200 million at retail, which wasn’t entirely profitable either. And that’s how in 2007, JLo herself announced that she would stop selling her clothes. “My name was stamped on things I just didn’t believe in,” she summed up when she announced the end of Sweetface.