Sugarpova chief Maria learns cost of business

Friday, March 08, 2013 /by

The biggest shock Maria Sharapova has suffered heading her new candy company, Sugarpova, was when she learned just how much it cost to produce a high-end commercial, even though she's starred in many ads for other brands.

“She’s done a million photo shoots, but she’s never had to pay for one,” said her agent Max Eisenbud, who is also the CEO of the company.

Sharapova, who also models, served a dual role as both star and creative director of the photo shoot.

“It was lot of pressure when making those types of decisions,” she said.

Eisenbud says that Sugarpova is expanding rapidly. He expects sales of about 1.2 million bags of Sugarpova when after its first year is complete in August. Sugarpova sells for $5 per bag, which translates to $6 million in sales.

Sharapova, who represents a slew of companies, says that this venture has become her favorite because she owns it.

“From very first decision it’s been me,” Sharapova said. “It doesn't make me feel tired and I don’t feel obligated. I really love this project. I’m so excited when I receive emails and when I have to approve something, or when we are creative and are brainstorming about a future event or flavor.”

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