Ten years ago, Al and Marcia Parks launched their hosiery company “out of necessity,” Al said.
“For years I had complained to Al about not being able to find pantyhose to fit my height, curves and skin tone,” Marcia said, “so we created our own line of pantyhose and the rest is history.”
Al backed up her story from his perspective.
“My wife went to one of the major department stores one day and came back complaining that they didn’t have her color. She had to settle for a color that she didn’t want and that didn’t match her outfit,” Al said.
“I said, ‘Marcia, if you’re having this problem, then other women are having the same problem. So why don’t we do something about it?’ We started our own business so that [women of color] won’t have that problem.”
Touting their business as the only “black-owned hosiery company in the United States,” Divine Dzion caters to women of all proportions, who find it difficult to find pantyhose that compliment their figures.
“One of the qualities of our product that we are most proud of is that our pantyhose don’t roll down at the waistline,” Al said. Besides the fact that they come in 11 colors and six sizes, the pantyhose also come attached to a “100 percent satisfaction guarantee.”
“There is certainly a need in the marketplace, especially for women of color,” Al said. “They’re all looking for a comfortable product that will match their skin tone, and we have that product. I think the fact that we eliminated a lot of the problems women were having when they were looking for hosiery is what has made us successful.”
With business relationships throughout the U.S. and Bahamas, the Parks willingly offered up their tips for aspiring small business owners:
Target market. “You should understand your target market. You need a very detailed marketing plan because your marketing plan is like your GPS system—if you don’t have that, then you can’t go anywhere.”
Marketing budget. “It is very important that you factor in a marketing budget. Most people have a great idea and may even have a great product, but if you can’t promote it, you can’t sell it.”
The Parks pride themselves in mentoring other entrepreneurs. They also are heavily involved in their community, offering fundraising opportunities for churches and non-profit organizations through Divine Dzion.
In celebration of their 10th anniversary, the Parks will host a gospel concert featuring Dottie Peoples 6:30 p.m. Saturday, June 28 at Friendly Temple Missionary Baptist Church, 5515 Dr. Martin Luther King Dr. Divine Dzion hosiery be available for purchase, with a percentage of proceeds going to Community Women Against Hardship.
To buy hosiery or tickets to Divine Dzion’s 10-year anniversary celebration, visit www.divinedzion.com .
