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Tools That Get the Job Done in Style

Gary Dymski | Home Work

October 16, 2003

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When it comes to do-it-yourself home repairs, Barbara Kavovit says she knows exactly what a woman wants.

A woman wants common household tools that are a little lighter, a little smaller and a lot easier to handle. Oh, and if they have a sense of style, that's good, too.

Who is Barbara Kavovit and what makes her such an authority on what women want?

"As the founder and former CEO of a construction company in New York City, I know that there's something of a fear factor for women when it comes to using tools," Kavovit says. "I have this credibility from working in the construction industry, and I want to share this knowledge."

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Kavovit's contribution is the Barbara K line of do-it-yourself tools, designed for women by a woman. The line features neatly packaged kits - a collection of several tools, a how-to booklet, hardware items and fasteners for specific projects, like hanging pictures. The line is reasonably priced, with most kits running less than $50. All tools are ergonomically designed, and sold individually. A 16-ounce claw hammer, for example, is less than $10.

Kavovit consulted with a designer from Estée Lauder to style the turquoise-and-white toolbox kits, which at first glance might resemble a woman's makeup container. That's no accident; the whole tool line is purposely feminine. Only when you handle the tools, like a pair of spring-loaded, slip-joint pliers, do you decide that the combination of Barbie and Bob Vila will work for anyone who appreciates well-designed tools.

"We went to great lengths to make a product that is functional and affordable," she says. "And if it's something stylish, what's wrong with that? Women want things that look good."

When she's told that any man or perhaps a senior citizen with arthritis could use her spring-loaded pliers, Kavovit says that's part of the appeal. But the real reason for the line is giving women a measure of confidence.

"More and more women are taking active roles in home ownership and making decisions around the home," Kavovit says. "My tools are a starter set-type, so women can take that first step, like hanging a picture, then move on to fix a leaky faucet. The whole idea is to empower women."

Sales of home improvement products are roughly $200 billion per year, and nearly 40 percent of that is spent by women, according to the Home Improvement Research Institute. "It's really about providing a solution for women," Kavovit says. "With women more involved in decision-making, they needed their own products, and there wasn't anything out there for them."

The tool line was launched on Mother's Day this year, and success is building. The line is available online at www.barbarak .com and in about 2,000 stores nationwide, including Linens 'n Things, Fortunoff, JC Penney, Bloomingdale's and Bed Bath & Beyond. Since the launch, rivals have emerged. For example, Rubbermaid, the container king, recently introduced a line of ergonomically designed, soft-grip tools called Tough Tools.

Kavovit, 34 and a single mother, has a model's striking looks and an athlete's toughness. Born and pretty much raised in the Bronx - she moved to New Rochelle when she was 13 - Kavovit spent childhood summers on the East End of Long Island and today owns a home in East Hampton. After graduating college, she spent time in male-dominated professions, first on Wall Street as an assistant trader on a commodities desk, then running a construction management company in New York City.

If a woman can succeed in those jobs, Kavovit says, then certainly she can tackle do-it-yourself projects around the house. Provided she has the right tools.

The next step for the Barbara K line is stepping outside the home. A new collection of kits and tools is set to be released next month - in time for the holiday buying season - and Kavovit is sure they'll be popular. Sets will range from a roadside safety kid, complete with a how-to booklet that includes tips on what to do when the SUV stalls and how to change a flat tire, to a craft kit, a lighted screwdriver set and a precision tool kit.

"The idea is to fit the tool or tool kit to an immediate need," Kavovit says. "So now, we're not only for the woman who owns her home, but we have an appeal for the married woman who drives a lot or the girl who's off to college."