In only two years the designers at Built NY Inc. is already influencing the housewares accesories market into a positive direction. Co-founders, Aaron Lown and John Roscoe Swartz spoke about the "Mojo Majic", the success of their company and brand. Their quick rise to the top is entrepreneruialism at it's finest. They attributed their success to three things: Style, Press, and Sales. For them, the product has to have style, "the style factor is more important than anything else, it's gotta have mojo." Their second key to success, press, got them exposed to over one hundred magazines. Their concentration on style was because function was a given, they said. "What's more serious than industrial design?" says John with a smile and adds "Hey, what's the radius on that!? We're not into that." But with success comes immitations and they frequently face intellectual property issues. 13 companies have already tried to sell the same product or a derivative of it. Hardship doesn't get them down though, because they've seen it before. REI wouldn't carry their products. They sent samples multiple times and was rejected every time. They're presistance paid off when the store finally took the product last year and it became their number one selling accesory last holiday season. They're suggestions for people starting out they said, is to never accept no.