2019-08-01_Red_UK

65

August 2019 | REDONLINE.CO.UK

smart women

HOW I

GOT HERE

A

t 21, I left university with a BSc in
economics, then went on to a graduate
scheme with Deloitte. I worked across
different companies in the strategy
consulting team and built up an
understanding of the bones of business.
Interior design and fashion have long been loves of mine.
When looking into starting a fashion business, I came to
realise the high-speed turnover of clothing and, because
I was determined to manufacture in Britain, competition
from low-cost factories overseas would make things
challenging. Furniture, however, has a much longer shelf
life and I knew there was a strong textile industry in the
UK that could produce hard-wearing fabrics for products
such as sofas and mattresses.

AFTER SEVEN YEARS, I LEFT DELOITTE TO START MY OWN
COMPANY. My vision was a British-made but affordable
online sofa brand that would target the 40 to 50-year-old
age bracket. I’d spotted a gap in the market and worked
tirelessly from my front room for six months to sculpt
a company that could slot into it. I had no background
in design, but I sketched every sofa by hand (which
I still do today) and built my website from scratch.

IN 2012, I LAUNCHED WILLOW & HALL ON A SHOESTRING
BUDGET. What drove me as an entrepreneur was the
thought of seeing my ideas come to fruition, so when
the website finally launched, it was a moment of true
pride. I made my first sale (the Dunsmore three-seater
sofa bed) within three days of going live.

BY THE END OF THE FIRST YEAR, MY TURNOVER WAS £1.5M.
I invested in print media and pay-per-click online ads to
get the word out. I think the key to my success, though,
was carving a niche in the market for handmade British
furniture that was accessible and affordable.

AFTER A YEAR, I TOOK ON MY FIRST EMPLOYEE AND WE
CONTINUED RUNNING THE COMPANY FROM MY FRONT ROOM.
We finally moved the business into an office in 2014
and launched our showroom in Chiswick the same year.

Today, we work across three locations (Chiswick,

Twickenham and Swindon), with a team of 38 people.

THE BRAND HAS GROWN SO MUCH OVER THE YEARS, WHICH

HAS BEEN DEMANDING BUT EXCITING. In 2017, we were

included on the Fast Track 100 list of swiftest-growing

companies; it was rewarding to receive outside

recognition for all our hard work.

THAT SAME YEAR, I GAVE BIRTH TO MY DAUGHTER. Starting

your own business consumes so much time and energy

but, luckily, my husband is a full-time parent. Our

setup means I can keep up my role in the company by

working flexibly at home two days a week alongside

long hours in the office.

IN 2017, WE REBRANDED TO BE SLIGHTLY LESS TRADITIONAL

AND OFFER MORE AFFORDABLE PIECES. Change can be

painful, but it’s the only way to move your business

forward. Emotionally, my advice is to switch off when

you can. My business is one of my great loves, but I make

sure I prioritise time with the other loves in my life, too.

Weekends are reserved for my daughter and husband, so

the laptop goes away until Monday.

THERE’S ALWAYS MORE TO IMPROVE UPON. Stepping back

and letting others take control can be difficult, but I’m

learning to let go. I now mentor other women who are

launching business ventures to help support their

journeys. There is a lot of talent out there but we

sometimes lack confidence in our abilities. I hope

to see a lot more female entrepreneurs in the future.

Sarah Massouh, founder of Willow & Hall, shares her career journey

‘CHANGE CAN

BE PAINFUL, BUT IT’S

THE ONLY WAY TO

MOVE FORWARD’