Angela Cernich, owner: Arctic Branding and Apparel.

• Author: Gallion, Mari
• Position: View from the Top

Born in Anchorage and raised in Soldotna, which she affectionately refers to as "Slowdotna," Angela Cernich (nee Jay) knows Alaska: its industry, its weather, and its, people, including life-long friends from her youth. Raised by a slope-worker father and a stay-at-home mother, fishing, hunting, and camping were a way of life. After a few stints of living out-of-state, Cernich returned to make Anchorage her permanent home. In January of 2012, Cernich opened Arctic Branding and Apparel.

FIND A NICHE: Actually, Arctic Branding and Apparel was inspired by a client. I had been working in the promotional marketing industry for quite a few years. While working for another company, one of my clients mentioned "FRC" and asked me if we could carry it. Honestly, I didn't even know what FRC stood for ... but I didn't waste any time finding out. Once I knew what Flame Resistant Clothing (FRC) was, I researched what it would take for my current boss and our company to move into the industry. Although my boss at the time was not interested in expanding into this industry, I was super excited about the possibilities. My enthusiasm wore off on my then-fiance, who encouraged me to go out on my own. He was not only supportive emotionally, he also made the initial investment (along with my very best friend since elementary school--one I had known since we were nine) to start what became Arctic Branding and Apparel.

BUSINESS PARTNERSHIPS: In September of 2012 we met with Big Bill, a manufacturer of fire retardant and work wear. Like us, they had researched the market in Alaska and determined a need. They were looking for a distribution partner, we were looking for a manufacturer, and we found that our values were in line. As we collaborated on solutions to the biggest challenges our...