What you study in college may not necessarily determine your ultimate career path, as proven by Rufus founder April Straten. April Straten studied broadcast journalism, spent five years in London introducing the Nautica brand in Europe, then launched a successful men’s shirt company.

Setting out in 2004 to create a brand that spoke to America’s “updated traditionalist” male, Straten’s boyfriend (now husband) was an instrumental source of encouragement.

Starting a business in a market that she only knew as a consumer was what April found most difficult. “American’s are very brand conscious, so trying to launch a new brand with zero brand awareness into the retail community was a challenge.” Recent economic downturn has presented some hurdles recently for Rufus as well as learning to balance family and work life. “I try not to be one of those moms pushing their kids on the swings while typing on the blackberry but sometimes I can’t help it,” says Straten. She makes it a priority to work, live, and enjoy her family all at once.

Despite personal and professional challenges, Rufus has remained a key brand in a very competitive apparel market for the last six years. It is all about approach, and Straten’s is based on commitment to impeccable quality, consistent deliveries, and dependable customer service. “Our customer, this mid-tier luxury shopper, expects quality and service and wants something distinctive and unique without paying one of a kind price points,” she mentions.

Rufus means RED in Latin: bold, charismatic, undeniable. This compelling hue reflects the company’s approach to life, as does Straten’s plan to expand her business into the international markets within a few years. Big thinking like April Straten’s, combined with ability and confidence, will get you in a position not only to achieve your dreams but to influence others to do the same.