Adam Bannister: What inspired this idea?
Mel Serpen: I had worked for major brands for over 20 years, 16 of those in buying. It was just a progression to start my own brand.
I saw a gap in the market between the ultra brands that are forever growing and the bottom end of the market, where the bubble seems to be bursting. I wanted to create a brand for the 30-40-something aspirational customer. So beautiful products, well presented, timeless pieces really.
Just take time preparing; preparation is very important
AB: Presumably you emerged from your career with a few useful contacts…
MS: Yes, but it’s surprising how when you don’t have the big brand behind you how doors don’t open as quickly. When you’re a line director it’s a little bit different to representing Neesh – who’s that?
But of course, yes, I am well networked.
AB: How established do you feel you are after a year?
MS: I feel that we’re still starting in terms of the infrastructure, but it’s definitely not day one. It’s still long hours and hard work. And I think we have a little way to go before we see the fruits of our efforts.
AB: Have you always wanted to set up your own business?
MS: I’ve always wanted to set up a brand that had a ‘wow’ factor to it.
AB: How are the products being received?
MS: When people touch the product they immediately love it. Where we’ve sent product to PR people or other individuals, or we’ve had events, people love it.
The internet is great but you can’t touch or feel it. I think the products have gone down very well but it’s great when people feel them. A flagship shop would be great.
AB: Do you think selling on the net is a drawback in that sense?
MS: I don’t think it’s a drawback, it’s definitely a very important sales stream. But it’s such a personal product that it does need to go hand in hand with physical sales.
AB: How have you gone about finding customers?
MS: Lots of cold calling, networking and persistence really. Don’t take no for an answer.
It’s really wearing a few hats: I have to be a retailer as well as a salesperson as well as a designer – everything. And tea girl!
AB: How did you finance the business?
MS: Through my husband’s company; it’s part of his company.
AB: What have you enjoyed most about running your own business?
MS: The freedom to make decisions very quickly. And the buzz of the next day and the next stage.
AB: Could you imagine doing this without that experience in retail?
MS: I wouldn’t even touch it!
AB: Is there one facet of your experience in retailing that really stood you in good stead when you embarked on your own venture in the same industry?
MS: Process really. Product is so, so important and that is what I do naturally. I envisage how I want the product to pan out and this comes naturally. I can do it easily because it’s what I love. But you can’t make it happen without process.
AB: What has been the most frustrating thing about setting up your own business?
MS: I think the speed – that every door hasn’t opened and everyone hasn’t grabbed it from my hands.
Developing a brand takes a long time. We’re not in that market where it’s cheap and you can sell it on the back of price. To establish a brand takes time and recognition.
If you have hundreds of thousands to spend on marketing then it’s much quicker. If I have a full-page spread in every magazine you can bet I’ll have phone calls. But that isn’t efficient.
AB: So what have you been doing in terms of marketing?
MS: We’ve been doing lots and lots of networking and sending fliers.
We’re very creative in terms of how we do our marketing visually. I have just signed a PR agency in the last few months and we’ve really been looking at every avenue.
AB: What has been the most successful of these methods?
MS: The networking. People that know me and believe in me have straightaway grabbed my product. And they have been the first to say “I’m going to try this” because they know me. And they know I’ve been able to deliver.
In this day and age people are very busy. If you know someone then you’re more likely to be responsive to seeing them, whether it’s at retail or wholesale level. I know what it was like myself.
AB: So was it hard to get people to try a new brand? Do people seem set in their ways?
MS: I think at the top end, yes. We had situations where people said “we love it, absolutely love it. I would buy it myself but I’ve got to go with bigger brands.” I found that frustrating because as someone in the buying community I would always be open to taking calculated risks.
AB: I suppose once you get to that critical mass of people recognising you then it will get much easier…
MS: That’s right – and it will happen. I believe it will happen.
We need to be very focused on where we sell the brand. Critical mass is important but so is the correct address. You want to work with people who you can grow your brand together with.
AB: Has your start-up experience taught you any lessons?
MS: That I should try to pace myself more. I have done hugely long hours.
AB: Any advice for aspiring entrepreneurs?
MS: Just take time preparing; preparation is very important. Have a focus and review – always review.
