Interview with
Eunice Cho
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CAREERS IN GOLF
Interview by Nancy Berkley
You see them everywhere – sparkly ball markers clipped to a golf visor or pocket or belt, glittering with hundreds of tiny Swarovski crystals. They are worn by golfers of all ages, including stars like Morgan Pressel and Paula Creamer. The creator of those popular ball markers is 33-year-old Eunice Cho, a golfer since the age of nine. After pursuing a career as a professional golfer, she found herself "burnt out" from the travel and pressures of golf. She realized that she wanted a different life, one that included marriage and children, and that she would have to make choices. When she dreamed up the idea for crystal ball markers a few years ago, she discovered there was a way to have it all. Follow Eunice's career choices from tour professional to pro shop assistant to successful business woman and, finally, to working mom.
Tell me about yourself? Where and when were you born?
I was born in 1975 in Southern California and have lived here all my life. My mom and dad were born in Korea and came to the United States in the 1970's when they were in their twenties.
Who taught you how to play?
My parents introduced the game to my brother and me when I was around nine. We didn’t like baby-sitters, so our parents took us on the course with them. My brother loved driving the golf cart, and I enjoyed raking the sand traps. My first serious instruction was from John Hartman at our local Newport Beach Driving Range. I took lessons from him for a long time.
It sounds like you had a lot of natural talent. How would you describe yourself as a junior golfer?
I was serious about golf. I started competing in junior golf tournaments when I was 11. I played Southern California Junior Golf tournaments as well as AJGA. I think putting was my strength. Today, I play with a Scotty Cameron mallet putter.
Were any of your good friends also golfers?
In high school I was on the boys’ team, because back then there weren’t any girls’ golf teams. Also, growing up on a golf course, the boys outnumbered the girls, so I played golf with a lot of boys.
It seems that lots of girls drop out of golf in their teen years because other things are more interesting. Any thoughts about this?
I think the decline of junior girl golfers is because most girls aren’t as fueled up by competition as boys are. A lot of time girls get bored by golf, and they’d rather concentrate on how their makeup is done or how their hair looks.
I have to admit when I was younger I got bored with golf, too. Sometimes, I was more interested in the snack bar than working on my game. But my parents kept pushing and encouraging golf. And I’m glad they did or else I don't know what I would be doing now.
What advice would you give parents who want to keep their teen-age daughters focused on golf?
I think that parents have to make golf fun for their kids. My parents played games with us. We didn't get an allowance but were paid for pars and birdies -- $1 for a par and $5 for a birdie. But, if a girl athlete really hates golf, I don't think that parents should push it.
Hopefully, my ball markers will help girls see the fun in golf and stay excited about playing.
Tell us a little more about your golf experience in college.
I went to UCLA and my major was Sociology. At that time, I was pretty sure that I wanted to become a tour professional, so I chose a major that was low-maintenance, giving me time to work on my game and play on the golf team. I never took any courses in art or design because at that time I never dreamed that I would have a company that designs ball markers.
After graduating, I decided to pursue a career as a tour professional. I played on the Duramed Futures Tour for four years.
The Duramed Futures Tour is a tour that helps young female players develop their competitive skills so that they can qualify to play on the LPGA Tour.
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See www.duramedfuturestour.com for more information.)
But then you had a change of heart. What happened?
I stopped playing competitively back in 2003 because I was burnt out. I wasn’t happy anymore. The traveling became tedious, and I wasn’t playing as well as I used to. I wanted more stability in my life. And I didn't want golf to consume my whole life. I wanted to get married and have kids. And I was realizing that it would be pretty hard to be a serious golfer and a mother. Some Tour pros do it, and I admire them. But it was not for me.
So I left competitive golf and took up a job as an assistant golf pro at a private club. I LOVED it. I loved that I didn’t have to pack up my bags and be on a plane. I loved that I could sleep in my own bed EVERY night. I loved that I got a steady paycheck every two weeks.
Wasn't it a step backwards at that point to leave the tour and work in a golf shop?
Yes and no. One of the problems with playing on the tour right out of college or high school is that you don't build up a resume with work experience. That makes getting a job difficult. When I left the Futures Tour, I decided to get my LPGA teaching certification which opened the way for employment as an assistant pro.
Tell us a little more about your work as an assistant pro.
My job consisted of taking tee times, ordering merchandise for members and giving golf lessons. As I look back, I realize that the merchandising experience gave me the confidence and basics to start my own business.
What inspired you to start your company?
One day about three years ago, I was playing golf and I saw something sparkle on the putting green. The sparkle was probably only a piece of metal glittering under the sun, but the ideas started flowing through my head. At the time crystals on jewelry and even cell phones were becoming popular and I knew about Swarovski crystals. So I thought: Why not put the crystals on ball markers?
Also, I was newly married, and my commute to my job was over an hour long. I knew I wanted to have a baby and the ideal thing was to work at home. The pieces all fell into place and I decided to start the business. My husband and family were very supportive of my decision.
Where does the name "Bonjoc" come from?
“Bonjoc” is an Americanized spelling of the Korean word “bban jack,” which means “sparkly.”
Once you decided to start a business, did you go to anyone for advice? What skills are most important?
I called friends who were in business and asked for their advice – "How do I do this? How do I do that?" The internet was also very helpful. But, I think most important were the relationships I had built up growing up at a golf course and then working at one. I knew many successful business people and I went to them for advice. The great thing about golf is that it introduces you to a wide range of people. It's a great network!
For me, the most important skill for my business is creativity. I am constantly thinking of new ideas and designs to add to my collection. My knowledge about golf is also important. I know all the rules, and I know what is functional and practical. I think the hardest thing about my job is that there is a LOT of work. I used to work 18 hours a day. Now I work only 14!
Where do you find inspiration for your ball mark designs? Do you have a favorite design?
Well, being a female who likes cute things, most of the designs are my own. Sometimes, I do get requests from others, which I either go with or disregard. I think my favorite design right now is the penguin because it looks like my baby – small eyes, fat cheeks and a round belly! The markers that seem to be most popular now are the ladybug, the butterfly… and anything pink!
Why would you encourage young girls to learn how to play golf?
I think that young people today spend too much time sitting around playing video games or hanging out at the mall. I think that golf gets you outside doing something physical. On a more personal level, golf has taught me a lot about discipline and patience. I don't think I could be doing what I do now without those qualities.
When will you take Donovan to the course?
We plan on taking him to the range when he is about three. My husband is an avid golfer and we will just have him watch us for a while. We will not give him any lessons until he is a little older.
If you could give our readers one piece of advice, what would it be?
Golf can open up so many avenues for your future. Don’t be afraid to try new things or meet new people. Maybe pull this quote out and feature it. As you look back on your success, what are you most proud of? I’m proud of the fact that my background in golf helped me to succeed with my business. Although quitting professional golf was a really hard decision for me, I am glad I had the courage to do so.
Hearing rave reviews of my ball markers from my customers makes me proud. Seeing the LPGA Tour players on television wearing my ball markers makes me proud. I don't have to ask any of them to wear my markers. They call me and when they ask what they can do in return, I ask for a testimonial. [See the testimonials on www.bonjoc.com]
And now, at 33, seeing my little baby smile back at me makes me proud. I think any mother would say the same thing!
To see all of Bonjoc designs, go to:
www.bonjoc.com
Bonjoc markers are sold online at:
www.crystalballmarkers.com and at selected golf shops.
Ask your golf pro to contact Eunice at Bonjoc to place an order. Markers are generally priced between $20 and $30. Eunice will also consider custom designs.
What are Swarovski Crystals?
Crystals are natural elements found in rocks and have always been special for their beauty, mystery and possibly even magical powers. In 1892, Daniel Swarovski (then living in Bohemia, which is now a part of the Czech Republic), invented a special process for cutting crystals to amplify their brilliance and glitter. The business has continued to grow and now Swarovski crystals are seen and sold around the world in many forms. For more information about these crystals or the company, see www.swarovski.com.
Nancy Berkley is the author of our career-interview series. She is also the Chair of the Advisory Board for Golfer Girl Magazine. Nancy has written several books about marketing golf to women and one book specifically about careers in the golf industry. For more information see www.nancyberkley.com. |
