Shrewd moves crack market

By IRENE CHAPPLE

Relentless enthusiasm and shrewd targeting of the "pink dollar" are proving to be smart business for two self-confessed drama queens.

Life and business partners Jenny Chan and Nadine Morris began DQ Company last April.

It blossomed, and now has 45 outlets in New Zealand and 40 in Australia.

The DQ Company sells a mix of positive messages emblazoned on homeware, giftware and stationery, with a broad wink at the gay community.

The company has a philosophy, which reads, in part: "The Drama Queens came about as part of a dream for a better world ... Life is about honouring and celebrating love and friendship, family and friends."

The company's website welcomes visitors with a slew of slogans encouraging acceptance and love.

DQ Company products, such as its Do Not Disturb signs, are created to promote just that. The signs come emblazoned with figurines - couples and singles, heterosexual and homosexual.

"Double income, no kids," quips Ms Chan. "The gay market isn't our main target, but it is the cream on top."

And the partners are savvy enough to exploit it with the help of Australian public relations and advertising company AKA Entertainment.

AKA director Robert Manser met Ms Chan and Ms Morris at a Sydney trade fair last year.

Mr Manser was checking the wares with top Sydney drag queen Maxi Shield, who spotted the DQ Company products with delight.

"They were just so camp," says Mr Manser. "They also carry strongly affirmative statements."

Maxi Shield's instant passion for the products was a positive market indication, he said.

"They were instantly a hit, and when things are a hit with the gay community in Sydney they will take off with straight people as well."

He is now looking at sponsorship opportunities for DQ, including prize naming rights at this year's Sydney Gay Games and involvement in Diva (Drag Industry Variety Awards), an annual celebration of drag shows and queens.

As part of a Trade New Zealand export push, DQ Company will also show its range at this month's Sydney Gift Fair, which starts on Saturday. It attracts around 20,000 visitors, including buyers for upmarket stores such as David Jones.

Meanwhile, the effervescent Ms Chan has turned her eye to the United States market. Working with Trade NZ, DQ plans to get its products into America by mid-year.

"We need to learn the lingo," says Ms Chan. "Americans can be so blah, blah, but we will be taking them on this year."

Ms Chan believes the company will have a turnover of $2 million by next year. Because, she says, no one can resist a positive message.