The entry-level job in advertising that Joanna Alberti took after getting her B.A. from the Boston University School of Management in 2003 seemed like the first step on a well established career ladder. Instead, Joanna’s passions became focused more on her personal drawings and writings. As she began exploring the idea of starting her own business, Joanna met extensively with Peter Russo, Director of Entrepreneurship Programs at the Institute for Technology Entrepreneurship and Commercialization, and Beth Goldstein, ITEC Associate Director of Communications.

Joanna developed her business idea – greeting cards based on a confident, independent, and fictional Sophie – while working at the ad agency. She also took on a part–time job as a children’s party planner to better understand the greeting card industry.

Two years after getting her B.A., Joanna devoted herself full-time to her business, which she named philoSophie’s. That same year she was voted one of Business Week’s top five entrepreneurs under 25. Her cards are now in stores nationwide and philoSophie’s have been incorporated in campaigns and events for InterContinental Boston Hotel, American Heart Association, YSL Fragrances and Macy’s East. Joanna writes a weekly blog for women entrepreneurs on entrepreneur.com and she recently completed a licensing agreement that will put her designs on mugs, shirts, and picture frames.

Although Joanna has since moved back to her native Rochester, NY, she still turns to Peter Russo and Beth Goldstein for advice and mentoring on important business decisions. ITEC interviewed Joanna in October 2007, when she returned to speak at an ITEC event about starting her business.