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Tennis isn’t only about high performance on the court. Players want to look the part, too. Lynne Tauchen of Jet Imports is giving women what they want with her own line of eye-catching equipment bags.

Venus and Serena Williams notwithstanding, the tennis industry has long cried out for a woman’s touch. Enter Lynne Tauchen, the president of Jet Imports. Three years ago she began selling an innovative tennis bag that combines fashion and functionality. Today her styles are seen in more than 500 pro shops nationwide. Retail prices range from $49.95 to $70.

“I offer a tennis bag created for women by a woman,” says Tauchen. “I took a very practical approach to the initial design, and the company blossomed from there.”

According to Tauchen, she never envisioned Jet Imports growing so big or so fast. A social tennis player, she originally wanted a simple carry bag for herself that looked good and was easy to cart around. The compliments she received from friends and strangers hinted that she might have hit on a need not yet met by the tennis industry.

“I went back to the drawing board,” Tauchen recalls. “Based on suggestions from other players, I made improvements to my design. I wound up with a incredibly stylish bag that can hold two rackets, balls, a water bottle and accessories.”