She harnessed her self-proclaimed "obsessive tendencies" into a part-time business as a personal organizer and set up a separate bank account with funds from her organizing work.
As the name implies, they initially started out selling mainly handbags, but eventually extended to include stationery, personal organizers, address books, shoes, beauty products, perfume, raincoats, pajamas, and eyewear.
The functionality of the pocket viewers extended beyond the digital diary segment and targeted consumers who needed more compute power in their personal organizers.