travelling. I would be a stay-at-home
mum while trying to grow the business.
Making it happen
I set up an e-commerce site through
WordPress. It would have cost at
least £7,000 to outsource it and
I needed to do this on a shoestring,
so I taught myself how to create a
website – that was a huge learning
curve. I also did my own product
photography in the early days. I did
very little paid advertising, instead
concentrating on ensuring I came top
of Google searches and promoting
my business through social media.
Breakthrough MoMent
I didn’t take any money out of the
business for three years but in 2015
the turnover grew and I started taking
a part-time wage of £500 a month
to help towards the mortgage. My
photography skills were getting better,
I was getting more and more orders
and it felt like everything was
coming together. SteepeSt
learning curve
I’ve really had to
work on the skills that
don’t come naturally
to me, such as
updating my website,
photography and
keeping on top of my
accounts. Sometimes it’s
easy to think you know everything.
You might know your product but
you don’t know everything else
that comes with setting up a
business. The easiest thing for me
is making the product because
that’s where my skills are. Where i aM noW
I work flat out during the wedding
season, between March and October,
employing two women to help with
the embroidery. It’s always a thrill whena big order comes in – we recently sent
300 embroidered napkins to New York
and 600 napkins to Italy for a wedding.
My luxury garters and handkerchiefs,
handmade with Nottingham lace, are
also really popular.
My customers range from brides
buying thank-you gifts for their
parents to wedding planners
bulk-buying napkins
for the reception.
Last May, I moved
into a business unit
away from home –
until then I’d been
working in my dining
room. Signing up
for a year’s rent felt
risky but we’re still
here and we’re thriving.
Now it feels like a proper
business rather than something
I do when the kids are asleep. >>Business in figures
start-up costs: £4,450
Comprising...
Website: £200
embroidery machine: £4,000
Materials: £250
Turnover: £100,000
Website: extraspecialtouch.co.ukTop Tip
good product photography
involves loads of practice,
natural light and a decent
camera. i took an online
photography course with
Makelight, which has a
supportive facebook
group.Heidi taught
herself vital
business skillswoman&home IT’S ALL AbOuT YOu! 151