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clients would perceive that she had failed financially, would not
rely on her as a designer, and thus not trust her with the keys
to their homes and their barns. Petitioner also testified that
she has to maintain the reputation she has cultivated as a
skilled competitor in order to keep her existing relationships
and to cultivate new ones. We find petitioner’s testimony
plausible in this regard.
Petitioner does not advertise her interior design business
through advertising media such as equestrian-related magazines,
Web sites, or newspapers. In addition, she does not display
banners or sponsor any events through Topping White. Petitioner
intentionally rejects this type of advertising because the ethos
of the Jockey Club and its members perceive that kind of generic
advertising of a personal service business as tacky or gauche.
In addition, petitioner does not want to convey the impression
that she is desperate for or needs the work. Rather, petitioner
relies on her exposure and reputation as both a rider and owner,
and also her popularity among the members of the Jockey Club.
Instead of actively seeking new clients, petitioner adopts a more
subtle approach to attracting prospective clients by making
herself available at the Jockey Club during key times in order
for prospective clients to find her. In addition, petitioner
also relies on word of mouth and referrals by members of the
Jockey Club.
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Last modified: November 10, 2007