INWITHTHENEW
Ladies who launch They say that when the going gets tough, the tough get going… And that’s certainly true of these entrepreneurs, all of whom launched new business ventures – and made brilliant successes of them – despite dire economic forecasts. Proving that if you have a great idea, and the passion to back it up, there’s no time like the present… ➤ Interviews LUCIE GREEN Photographs SIMON BROWN
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YOU 10 JANUARY 2010
Kinvara Corbett, 30, created Wizz-It, an online DIY website-design service
Lorraine Pascale, 37, founder of Ella’s Bakehouse Flour and icing are a world away from the world of fashion, but former top model Lorraine is happier in a kitchen than on the catwalk. Having spent most of the 90s fronting campaigns for Versace, Donna Karan and Gap, Lorraine decided to quit modelling to study cookery in 2000 – and started supplying cakes to Selfridges shortly afterwards. Then last year Lorraine took the plunge and launched Ella’s Bakehouse in London’s Covent Garden, making cupcakes. ‘Our lemon-raspberry is the most popular. People fall in love with our cakes instantly,’ says Lorraine. ‘I think people indulge in smaller things in tough times, which is why lipstick is selling so well right now, too. I work long hours, but gone are the days when I would bake nonstop for 19 hours – I now employ a small team of people and spend a lot of my time in meetings. At the moment I’m looking at new sites for more Ella’s Bakehouses. There are still teething problems. People say, “You have to hang in there for the first year as it is a little tough…” Well, it’s a lot tough!’ One of the biggest hurdles for Lorraine has been balancing her work with being a single mum. ‘I set up my company so I could be at home more. But when you have your own business the hours can seem endless – I barely sleep!’ Does she indulge in her creations? ‘Yes. Sometimes my jeans feel as though they’ve shrunk in the wash!’ WISE UP ‘I love Churchill’s quotation: “If you are going through hell, keep on going.”’ ellasbakehouse.co.uk 52
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‘You can spend thousands on a professionally designed website or choose the DIY option. But in the past, if you wanted something that looked great and didn’t cost the earth, it was tricky,’ says West London web designer and mum-to-be Kinvara, who last year founded wizz-it.com, which aims to provide an idiot-proof service to allow consumers to create professional-looking websites without breaking the bank. Prices start at £100 and you can get help with everything from font choices to blogging options. Wizz-It has hundreds of customers already, and the recession is adding to its popularity. ‘Because of our prices, the recession has helped us – budgets are shrinking and creativity is growing. I now have two staff and my own office. It’s so rewarding being my own boss.’ WISE UP ‘Spend money on getting a proper logo designed – it’s the first thing your customers will see and is totally worth it.’ wizz-it.com
‘The recession has helped us – budgets are shrinking and creativity is growing’
Kats Palmer-Tomkinson, 30, established Memento, a professional gifting company ‘When I worked in advertising I was often given corporate gifts, but, to be honest, they were never very impressive,’ says Kats. ‘No one seemed to understand that a fantastic personal token can really make people remember a brand.’ So Kats put her money where her mouth was by setting up Memento, a boutique gifting company that sources bespoke products, such as customised Monopoly boards or rare film memorabilia, for businesses to give as corporate gifts. ‘Giving something special and beautiful – whether to a friend or a company client – makes people feel valued,’ she says. ‘And retaining loyalty during difficult times is really important, so this sort of service is just right for now; in the past two years I’ve built up a great corporate-contacts book.’ Kats had quit her job and started working for a charity for a complete life-change before she started Memento, which she funded with her own money and runs on her own. ‘I work from home to keep my overheads low. It’s always me visiting the client, so it’s not necessary to have a formal office, and I love that.’ WISE UP ‘Some people will always criticise you, but don’t take things too personally, and realise that all criticism can be useful, even if it doesn’t seem so at the time.’ memento.uk.com YOU 10 JANUARY 2010
HA I R A ND MA K E- UP : E M MA T UR LE , O O NA GH C O NN O R A ND A LIC E T H EO BA LD AT JO Y GO O DM A N. SE T DE SI GN ER : NA D INE TU BBS
Bettina Vetter, 40, co-founded Love Me Again, a second-hand clothing and toy boutique
Shireen Jayyusi (below left) and Amanda Waterstone, both 34, own Gilda’s Tryst boutique in London
Love Me Again in Southeast London was founded by Bettina and best friend Maritza Masiello, 35, last year. The store specialises in quality second-hand children’s clothes and handcrafted wooden toys. Children come and play on the store’s rocking horse while mothers browse or pop in to sell anything that’s in good nick but has been outgrown. In exchange, Bettina and Maritza give them cash or vouchers to then spend in store. ‘Parents are seeing the value in reusing things more than ever,’ says Bettina. ‘The recession is a daunting time in which to launch a business, but, in a way, it has helped us – people are really into supporting local ventures,’ says Maritza. The idea for Love Me Again came about over afternoon tea last year. ‘One minute we were sitting with our children talking about it, the next thing we knew a shop came up for let in the area – and that was it. We just did it!’ says Maritza. Luckily the store was supported by a private investor, whom they refer to as their ‘dragon’, and they split staffing the shop between them. Bettina, a part-time fashion editor at YOU and mum of one, works half the week, and Maritza, a full-time mother of four, the rest. ‘It’s hard work, but we love it,’ says Bettina WISE UP ‘Be honest about your goals and expectations. What hours will you both put in, how much money do you need to make? Sometimes you’ll say things the other doesn’t want to hear, but if it’s for the good of the business you have to speak out.’ love-me-again.co.uk
Best friends Shireen and Amanda grew up in London and set up their own boutique just off London’s King’s Road last year. Their store specialises in evening bags, accessories and jewellery created by the duo. ‘It all started a few years ago when I was living in Buenos Aires,’ says Shireen. ‘Amanda visited and I took her to amazing boutiques where designers create their own lines and work as shop assistants too. We were both at crossroads in our careers and thought, “We could do this!”’ ‘The economy was getting worse and people kept telling us we were crazy,’ says Amanda. ‘But we went for it. You are never totally prepared to set up your own business, but you need to have conviction.’ Gilda’s Tryst is the product of blood, sweat and tears from both girls, who invested their life savings in the venture and staff the shop seven days a week. ‘We launched in a recession, so it’s difficult to know what’s “normal”,’ says Shireen. ‘We know that if we can get through the first year, we will be in a really strong position in the future.’ WISE UP ‘Think big, even when you’re tiny.’ gildastryst.co.uk y
YOU 10 JANUARY 2010
Christina Moss, 29, founded Bloom and Blossom, a line of natural skincare products for mothers and babies ‘Many of my friends had started having babies, and when I went looking for gifts to buy them, I realised that lots of the products on offer were packed with chemicals. So it was easy to spot the gap in the market,’ says Christina. ‘My aim was to develop a range using the minimum number of ingredients with the maximum results.’ Bloom and Blossom launched in autumn last year, and Harrods has already agreed to stock the line. Christina, who continues to work part time for a marketing firm, says it has been a long journey from her light-bulb moment to the launch. ‘I didn’t have the luxury of being able to give up the day job – I still had to pay the mortgage. This has meant 16-hour days, seven days a week for the past year. But you work through the exhaustion if you have the passion. And I don’t think it’s such a bad time to launch – I’ve been telling myself that we’re on the verge of one of the biggest baby booms since the 60s!’ she laughs. ‘It was a real challenge to create the kind of product I wanted and to balance the commercial aspect. I cleared out my savings to fund the initial investment as there isn’t much access to business loans at the moment, but that means all the decisions are mine, not the bank manager’s.’ WISE UP ‘It’s essential to research your market, competitors, suppliers, finance...’ bloomandblossom.com
‘You are never totally prepared, but you need to have conviction’
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