From business advice and health screenings, to jewelry and clothes, the Head to Toe Woman’s Expo is a for-women-by-women event this coming weekend featuring women in business from San Diego and afar.

Tagged as the "ultimate weekend for women," co-founders and San Diegans Rosemarie Gibson and Debbie Adelman strive to have something there for everyone.

“It’s really a good feeling to feel a little empowered after you leave,” Gibson said about the fifth annual event, which runs Friday-Sunday.

More than 10,000 women are expected to drop by the Del Mar Fairgrounds to shop at more than 200 booths. Chefs from local restaurants, including Rigo Gutierrez of Zocalo and Noah Russell of Hornblower Cruises and Events, and speakers sharing advice on hot topics, including better business practices, mothering and weight loss, will be on two stages during the weekend.

Health screenings and fitness experts are annual guests at the expo, and Gibson said that there are some who walk away learning news of high blood pressure or other ailments. Because of those women -- who may save their lives through early detection -- the event is a success.

The vendors -- many who are women in business -- thrive from the show. The Head to Toe Woman’s Expo has a 70 percent return and referral rate, so Gibson and Adelman, former advertising executives, don’t have to do a lot of recruiting. The duo said that the health care, jewelry and fashion vendors flourish at the expo.

“I think there is a lot of networking, they’re also getting business,” Adelman said. “It’s a cash-and-carry show so they are selling a lot of product.”

Adelman and Gibson operate the expo under the umbrella of Wiz Marketing, a company they started planning over lunch at the Hong Kong Café. The original business plan was drawn out on the back of a placemat -- and the expo creators laughed as they confirmed that, despite doubting friends, they stuck to the plan.

Part of the plan was to get a sponsorship for the first show. Ralphs Grocery Store and Saturn signed on – and have stayed. The two credit it to effective marketing.

“I think it really speaks well too, that if you get a sponsor like that and they stay with you for five years, that you did what you said you would do,” Gibson.

What the two didn’t predict was how successful the event would be. Encouraged by vendors, there are now three shows. The spring show is this weekend, and then two fall shows -- one at the Orange County Fairgrounds Oct. 10-12 and back in Del Mar Nov. 7-9.

“We really found that it was popular enough and supported enough by vendors to do a second show here,” Gibson said.

Some of the highlights at this expo include the North County firefighters -- straight from the pages of their 2008 calendar, the proceeds of which help the San Diego Burn Institute and area fitness programs. The fashion show Saturday and Sunday will feature therapy animals from the San Diego Humane Society dressed to the nines.

About the expo:

Show hours are 10 a.m.-6 p.m. Friday and Saturday, and 10 a.m.-5 p.m. Sunday. Tickets are $8 for adults, $7 for seniors (on Friday only) and free for children 12 and under. There will also be tickets at the door. Parking is $9 at the Del Mar Fairgrounds. For more information, visit headtotoewomensexpo.com or call (619) 491-0677.