Real name: Lucia Hedderley
UKBF user name: boho
Company name:: Boho Fashion Jewellery
Location: Birmingham
Company website: www.bohofashionjewellery.co.uk
Company contact: [email protected]
How did you start your business?
I had been helping a friend with the product selection of jewellery and fashion accessories for their online fashion business and using my buying skills to act as Chief Buyer, approaching suppliers and setting up accounts on their behalf. Despite being an unpaid job (I was working full time as a Purchasing Manager elsewhere) it was one of the most fulfilling things I had ever done, I got to see first hand what a difficult industry the fashion industry is to operate in, I really enjoyed helping the business along online and took great pleasure in watching it's success as it rose to page one of Google, knowing that I had been part of that via product selection, link swapping, writing good copy for the products, editing product images etc and I was spending time dealing with products I loved.
From that I knew I wanted to take the plunge and set up my own online jewellery and accessories business.
What products or services does your business offer?
My primary business is www.bohofashionjewellery.co.uk which offers a huge selection of handmade designer fashion and bridal jewellery and fashion accessories for men, women and children, approximately 90% of the products I sell are made to order for customers by either myself or one of my designers. My designers have been hand sourced from across the UK and Europe and are people whose work I admire and respect. There is a lot of talent, particularly in the UK, that goes relatively unnoticed in the industry, mainly because it's hard for new designers to get a foothold, the high street shops and boutiques generally want a huge slice and mass production at minimal cost. I take the view that I am a showcase for my designers, that they are someone to work with and encourage and that this benefits both my business and theirs and ultimately benefits the customer who is offered high quality, unique items that they couldn't get elsewhere.
I have also just set up an additional online venture called www.myfirstwheels.co.uk, which is a children's ride-on-toys, pedal toys and remote control toys business.
What were the main challenges you faced when setting up your business?
Finance was an issue when first setting up, I needed to remain working full time and use part of my income to support the business, which was tough going, not only because of making the money stretch multiple ways, but also because of the sheer number of additional hours I needed to put in at the end of my working day to get the business up and running, searching out jewellery designers who would come onboard, designing my website in Dreamweaver, spending many hours link swapping and writing content for my website, it was a long process.
Also the attitude generally in the fashion industry was hard, online retail was treated with suspicion by many (in fact still is), and going to the Spring Fair, which was the first trade show I attended after I'd just set up, was a horrendous experience, dealing with speaking to suppliers who just wanted to reject you out of hand for being an online business because they believed their products should only be in boutiques on the high street and that it would demean their products in some way to be available online. I channelled my annoyance at their attitude back into my business determined to ensure that I could achieve success without having to resort to selling their products so that one day they'd regret that they turned down the opportunity and realise that turning their noses up at online businesses like myself was a huge mistake.
How would you rate the success you've achieved?
I'm extremely proud of what I have achieved, in less than two years I have got my business to page one of Google for fashion jewellery, wedding jewellery and bridal jewellery (and many other key terms), I have a business I adore working on, some wonderful designers, a fantastic product range, had the business featured in several glossy magazines and papers and doubled my turnover in my second year of operation.
Why should customers and clients use your services?
I would like customers to come and buy from me because I offer a 100% personalised customer service, I will do whatever I can to make their shopping experience a pleasure not a trauma, building a trusting customer relationship is of paramount importance to me and I think that has been a huge part of why the business is a success and why almost 80% of my business are repeat customers or referrals from their friends and family. Plus I have an absolutely stunning collection of jewellery and accessories and I am constantly adding new designers and new products to keep things fresh.
How has UK Business Forums benefited your business?
UKBF has been a bit like having a second family at times. It's great to be able to ask any question and get valuable help and advice back, and equally to be able to do the same for others, it gives me great pleasure to see other new start ups on the forum and to be able to share tips that I've learnt and perhaps help each generation of new businesses transition be that little bit easier and more informed. I have used UKBF to look up all sorts of advice on marketing, advertising, SEO etc and the offers that are available via the network are also helping my business grow in a far more efficient manner than if I had just had to source these items from elsewhere.
What are your plans for the future?
To continue expanding my business further, I'm also in the process of designing my own jewellery range which I hope to launch in the near future and the logo design for that is currently being designed for me by UKBF member Miskellaneous (who has the patience of a saint!).
What are your three tips for business success
Email us at [email protected] with no more than 100 words outlining why we should pick you. Please note you must be registered with UK Business Forums to take part. To register, click here.
UKBF user name: boho
Company name:: Boho Fashion Jewellery
Location: Birmingham
Company website: www.bohofashionjewellery.co.uk
Company contact: [email protected]
How did you start your business?
I had been helping a friend with the product selection of jewellery and fashion accessories for their online fashion business and using my buying skills to act as Chief Buyer, approaching suppliers and setting up accounts on their behalf. Despite being an unpaid job (I was working full time as a Purchasing Manager elsewhere) it was one of the most fulfilling things I had ever done, I got to see first hand what a difficult industry the fashion industry is to operate in, I really enjoyed helping the business along online and took great pleasure in watching it's success as it rose to page one of Google, knowing that I had been part of that via product selection, link swapping, writing good copy for the products, editing product images etc and I was spending time dealing with products I loved.
From that I knew I wanted to take the plunge and set up my own online jewellery and accessories business.
What products or services does your business offer?
My primary business is www.bohofashionjewellery.co.uk which offers a huge selection of handmade designer fashion and bridal jewellery and fashion accessories for men, women and children, approximately 90% of the products I sell are made to order for customers by either myself or one of my designers. My designers have been hand sourced from across the UK and Europe and are people whose work I admire and respect. There is a lot of talent, particularly in the UK, that goes relatively unnoticed in the industry, mainly because it's hard for new designers to get a foothold, the high street shops and boutiques generally want a huge slice and mass production at minimal cost. I take the view that I am a showcase for my designers, that they are someone to work with and encourage and that this benefits both my business and theirs and ultimately benefits the customer who is offered high quality, unique items that they couldn't get elsewhere.
I have also just set up an additional online venture called www.myfirstwheels.co.uk, which is a children's ride-on-toys, pedal toys and remote control toys business.
What were the main challenges you faced when setting up your business?
Finance was an issue when first setting up, I needed to remain working full time and use part of my income to support the business, which was tough going, not only because of making the money stretch multiple ways, but also because of the sheer number of additional hours I needed to put in at the end of my working day to get the business up and running, searching out jewellery designers who would come onboard, designing my website in Dreamweaver, spending many hours link swapping and writing content for my website, it was a long process.
Also the attitude generally in the fashion industry was hard, online retail was treated with suspicion by many (in fact still is), and going to the Spring Fair, which was the first trade show I attended after I'd just set up, was a horrendous experience, dealing with speaking to suppliers who just wanted to reject you out of hand for being an online business because they believed their products should only be in boutiques on the high street and that it would demean their products in some way to be available online. I channelled my annoyance at their attitude back into my business determined to ensure that I could achieve success without having to resort to selling their products so that one day they'd regret that they turned down the opportunity and realise that turning their noses up at online businesses like myself was a huge mistake.
How would you rate the success you've achieved?
I'm extremely proud of what I have achieved, in less than two years I have got my business to page one of Google for fashion jewellery, wedding jewellery and bridal jewellery (and many other key terms), I have a business I adore working on, some wonderful designers, a fantastic product range, had the business featured in several glossy magazines and papers and doubled my turnover in my second year of operation.
Why should customers and clients use your services?
I would like customers to come and buy from me because I offer a 100% personalised customer service, I will do whatever I can to make their shopping experience a pleasure not a trauma, building a trusting customer relationship is of paramount importance to me and I think that has been a huge part of why the business is a success and why almost 80% of my business are repeat customers or referrals from their friends and family. Plus I have an absolutely stunning collection of jewellery and accessories and I am constantly adding new designers and new products to keep things fresh.
How has UK Business Forums benefited your business?
UKBF has been a bit like having a second family at times. It's great to be able to ask any question and get valuable help and advice back, and equally to be able to do the same for others, it gives me great pleasure to see other new start ups on the forum and to be able to share tips that I've learnt and perhaps help each generation of new businesses transition be that little bit easier and more informed. I have used UKBF to look up all sorts of advice on marketing, advertising, SEO etc and the offers that are available via the network are also helping my business grow in a far more efficient manner than if I had just had to source these items from elsewhere.
What are your plans for the future?
To continue expanding my business further, I'm also in the process of designing my own jewellery range which I hope to launch in the near future and the logo design for that is currently being designed for me by UKBF member Miskellaneous (who has the patience of a saint!).
What are your three tips for business success
- To believe in yourself and don't let anyone undermine your determination.
- Research your idea and make sure you know your market, then identify your USP and build upon it to distinguish yourself from others.
- Seek help and advice when you need it, surround yourself with people who you trust as sounding boards and listen to and challenge their opinions and never be afraid to ask, the worst people can say is no.
Email us at [email protected] with no more than 100 words outlining why we should pick you. Please note you must be registered with UK Business Forums to take part. To register, click here.
