I am currently the founder / owner of a company that develops and markets products primarily targeted at women over 40, called Connie Elder International.  The company started with ‘Lipo in a Box’ -- a widely popular brand of women’s shapewear. The company also develops “Smart Foundations of Beauty,” products for women that include a full skincare line ‘UNDEROLOGY’, bras focused on C-DDD sizes, intimate apparel items and slimming bathing suits. 

The impetus behind the product lines is personal.  In 2000, after trying several shape wear products myself, I realized there was a need for a product that offered control, shaping, and all-day comfort. It occurred to me, after 20 years of experience in the medical field that the technology found in medical-related compression garments might also work for shapewear.  I searched for a manufacturer who was using this technology to develop a line of undergarments for all women to wear every day. The result: SMART shapewear, that offers support, shaping, toning and comfort-- a surgery free solution to figure problems.  Now all I needed was a name!

When it came time to decide on a brand, it was important to me that the name be whimsical and fun. Lipo in a Box^® was the perfect answer. As the owner of the company, today my goal is to continue developing products for women that help them look and feel better. I continually participate in women's shows around the country to interact with customers one-on-one regarding their shape wear "wish lists." Ideas for new products, improvements to existing ones, and lots of laughs come as a result of these shows. Most of the laughs come from women's reactions to the brand name LIPO INA BOX and the logo.

 I feel women are so busy these days and they've been frustrated by shapewear that doesn't work and isn't comfortable. Women are tired of spending money on garments that decorate their underwear drawers, instead of helping them look and feel better.  This is why I decided to find a venue to "Show and Tell" my shape wear products, and demonstrate the difference between Lipo in a Box, and other control garments. I began by introducing the shapewear to attendees at Women's Shows throughout the southeast, averaging audiences of 25,000 per show. My "Show & Tell" presentations allow me to demonstrate why my products are better and more wearable than any other shapewear products on the market today. They also allow women attending the shows to give me valuable feedback. This feedback is used when I work with my technical designers to create new products and make improvements to current products.

I always listen closely to my customers and their needs – which is why I developed  a line of bras.  Many women voiced a desire to have pretty bras with lots of support in larger cup sizes. I understand personally the lack of bras on the market that offer these features, which is why I continue to develop a line of bras that will satisfy any woman's bra wardrobe needs.  As a result, there are currently several styles of bras in my line available and many more in development, soon to be released.

Skincare has also always been a passion for me. A long background in the medical and skincare fields has given me a depth of understanding about ingredients and how they affect our skin, which has always intrigued me. After completing a consulting project with a French company looking to introduce their skincare line into the USA, and marketing and consulting with a Swiss skincare company, I was hooked.  I knew I had to develop the best products for the best price for all women, especially baby boomer women!  I made a commitment to bringing products that have a high dose of active ingredients (not diluted with fillers) with  proven results, at a fair price to women like myself. In that spirit, I introduced UNDEROLOGY Skin Care  as an alternative to cosmetic surgery -- or the perfect compliment!

As a QVC Spokesperson since 2002, I am delighted and honored to have the opportunity to demonstrate my products to an even larger audience in homes across the country.

Through building my company and through continual development of new products, I have found a way to help others and interact with women on a variety of levels.  I personally, as well as my company, support three charitable causes that affect women daily.  Our chosen charities are Soles4Souls, Breast Cancer Research (we support several different organizations), the National Domestic Violence Hotline and the YWCA Nashville.

*Currently I serve as a board member of Soles4Souls, a non-profit organization providing impoverished people around the world with the gift of shoes.  We currently give away a pair of shoes every 13 seconds.

*I am a domestic violence survivor myself and feel compelled to support and serve in ways that can help victims and help prevent women/girls from becoming victims.

*Breast Cancer has touched the lives of many of my customers, my mother, my mother-in-law, a woman who has been a very encouraging mentor in my life.

These causes are very near and dear to my heart!  Giving back and forward is so important.  I am thankful to have this opportunity.

How did you get to where you are now?

Wow, that's a tough question! 

Via the University of Hard Knocks with an advanced degree!

I grew up with a father who was a very hard worker (plant worker) which taught me work ethic that I never forgot. My mother had an eighth grade education and never drove a car.  I was a middle child and the first in my family to go to college.  In my mind, who knows why, that was not an option.  I wanted more....

I worked continually throughout college and had a resume with good work experience before I even graduated.  I started college in the middle of my senior year of high school, therefore I graduated from college a complete year earlier than all my high school classmates.

My first job out of college was with a medical company even though my major was criminal justice.  I sent over 20 years in the medical field and during those years, many times had part time jobs that were self employment.  Little did I know that was all a learning experience for things to come.

In 2000, I was single, no kids.  I  was about 3 years removed from a marriage that was abusive.  I had spent the time to heal and get my feet financially and emotionally back under me.  I had a desire to start a business that was fun and could put me in an environment to help women. 

The rest of the story is in my bio.....

How do you see yourself differently now than you did 10 years ago?

If you would have told me 10 years ago I would be regularly appearing on National TV and selling women's undergarments, I would have told you that you were crazy.

Well, alot can change in 10 years.  Nine years ago I filed the paperwork to start my own company and registered my first website.  Shortly after that I filed for my first trademark.....

How do I see myself differently....10 years ago I was vulnerable to downsizing of my company that I worked for and feared losing my job, worked very hard and long hours to make my quota and the reward was keeping my job, maybe. 

Today I understand why I experienced all the different companies that I worked for; small, big, start ups, 3M, consulting jobs, part time jobs, etc.

Every experience helps me in my daily work today.  I am amazed at which experiences of my past provide me with the tools to do the job I am doing now.  I was scared to death in speech class, didn't enjoy all the facilitation skills seminars and sales classes, where they would video my presentations to critic them.  Who knew???

Today I am amazed at the things I have the opportunities to do and more amazed at the ones I sometimes say no to.  It shows me that all your life you are on a path and sometimes we take detours and sometimes we try to take control, but ultimately if you go through doors that open and explore, the possibilities are endless.

Where do you see yourself in 10 years?

I don't spend alot of time thinking of where I will be in 10 years.  I now know it will be greater than I can imagine, so I just live in the moment and explore all opportunities to learn put in front of me.

I do want to spend more time giving back and helping others in areas I have the most experience to serve.