Woman patents own sleeve cruncher invention
Bethany Iverson patented her Shizzles Sleeve Crunchers and manufactures them right here in Prairie du Chien. (Photo by Correne Martin)
Bethany Iverson’s 16-year-old daughter, Diamond, has been her model for Shizzles. Here, she shows a couple ways they can be worn.
By Correne Martin
Three years ago, Bethany Iverson was delivering mail in Prairie du Chien, in the heat of the summer. She would roll up her uniform’s long shirt sleeves, only for them to fall down again moments later. It was driving her crazy.
In order to solve her problem, Bethany came up with the idea of putting a button she cut off her jeans onto a piece of elastic. She then slid the elastic under her sleeve and bra strap, through her collar and intertwined it with the button.
“I came up with the idea really quick. The idea for Shizzles is that they make your shirt sizzle,” she remembered. “Then, my mail customers started asking me about them. I’ve worked at this for so long; it’s just now starting to gain major attention.”
Hence, her very own invention of Shizzles Shirt Crunchers was born. Shizzles basically transform a shirt into a tank top or a racerback. They can be also worn as bracelets, ponytail holders, bunnytails on the back of shirts, flip flop accessories and more. Melania Trump even wore a gown recently with comparably cinched straps.
“I was so excited to see that. I thought, if this style is up and coming, then maybe I’m on the cusp of something,” she raved.
Shizzles come in many colors and designs, from photos to frilly, to enhance classic, elegant or sporty tops, or anywhere in between. They are currently manufactured in Prairie du Chien, by Bethany and her family, and distributed everywhere. Shizzles’ target market is 6- to 13-year-old girls, though a lot of her designs are appreciated by all ages.
“I’ve sold in nearly all 50 states,” she shared.
Bethany initially attended inventors and entrepreneurs workshops in the region to increase her knowledge of growing her invention into a product desired by consumers. She’s connected with a brand coach; started a website, an Etsy site and Facebook page; sells the product at trade shows and demonstrates how to use them on YouTube. She’s applied to the popular TV show, “Shark Tank,” taped a similar pilot show called “Big Idea Hunt” in New Hampshire, sold to 10,000 cheerleaders in Kansas City and gotten her distinctive Shizzles into boutiques.
One of Bethany’s greatest accomplishments thus far has been patenting the function of the sleeve holder design. She said the patent gives her “perceived ownership” over that design, though others can and have created similar products. Her next goal is to license that patent to a large company like Goody accessories. By doing that, she can collect royalties on global sales. And then, she plans to move onto another invention.
“People’s reception to [Shizzles] has just been amazing,” she said. “It hasn’t been easy though. I feel like it’s moving at a snail’s pace, and it’s so up and down; I’m either overjoyed or ready to pull my hair out.”
Bethany has made countless phone calls to agents, distributors, companies and business professionals across the country, trying to boost Shizzles’ presence among consumers.
Recently, Bethany’s story was broadcast to 250,000 live listeners on a national radio show called “My Cool Inventions,” which is owned by the Home Shopping Network. After personally tuning in one day, she heard an ad encouraging entrepreneurs to submit their ideas for consideration of the show. Upon completing her submission, she learned there is a typical 10-month waiting list to be featured on the show. However, within only four hours of sending her application, the producer called her and asked her to appear via Skype the next week.
“I got 98 percent thumbs up from voters,” she proclaimed. “It’s such great exposure and a wonderful opportunity for me.”
Bethany added that the “My Cool Inventions” TV producer has also contacted her to possibly appear on the TV version as well. And, on Friday, an “As Seen on TV” scout contacted her regarding her YouTube videos and shared interest in possibly featuring Shizzles some time too.
As Bethany hopes to license her product soon, she also dreams of a day when this simple idea becomes an everyday necessity for consumers.
“Just like we own a belt to hold up our pants, I would love to see a day when we’re working outside and working really hard, so we need sleeve crunchers to hold up our shirt sleeves,” she added.
The process of marketing an invention may have been difficult, but it has also fueled Bethany’s passion as a product developer.
“I’m an ideas girl. I have a book full of them,” she said.
Once Shizzles is licensed, she plans to focus on her next product, which instantly puts a bow into a dog’s hair. She thinks the invention could be a big help for groomers and dog owners who struggle with long-haired pooches that are basically “begging” to get their hair out of their eyes.
When she’s not envisioning something new, Bethany works in the design department at Cabela’s and she runs her own decal/sign business, Bethany Joy Designs.
To see the various sleeve cruncher designs, order a pair or find out more, visit www.shizzles.net or find Shizzles on Facebook.
