The First Year of Entrepreneurship

THE FIRST YEAR OF ENTREPRENEURSHIP

I was recently interviewed by Yvonne from myeverlane.com. She writes about women entrepreneurs on her fun blog. She was especially interested in hearing about my first year as an entrepreneur—the good parts, but also the not-so-good parts. (…and there are some…) You can find the interview below.

Enjoy! Best regards, Nicole

NICOLE HOEFSMIT, former founder of ANNA SCOTT, launched BREIZH a year ago. It’s a label centered around the Breton stripe. “The first year was a total rollercoaster—fantastic, tough, dramatic, fun, and yes—sometimes I really lie awake at night. But no one can take away everything I’ve learned.” Nicole on PLEIN PUBLIQUE, the most important lessons she’s learned over the past year, and her tips for you. Nicole, can you tell us more about BREIZH?

“In the summer of 2015, I was looking for a classic Breton sweater—one I’d be willing to pay a bit more for if it were truly, truly beautiful. But I couldn’t find ‘the one’ anywhere! Unbelievable, right? I kept searching—first online—and eventually I traveled to Brittany myself to see and feel the legendary sweater firsthand.

BREIZH is the Breton word for Brittany. That’s what this brand is all about—and especially the Breton stripe. It hardly needs an introduction, but I’ll give it a try anyway. Because if there’s one classic that has earned its place in fashion history, it’s the Breton stripe. Classic. Timeless. Luxurious and ingenious in its simplicity. A stripe with a rich history. An authentic Breton sweater has 21 stripes, symbolizing Napoleon’s victories. And there’s much more to tell about its history—you can read all about it on my website. The Breton stripe has proven popular among celebrities both past and present. In a nutshell: this iconic Breton stripe is the core value of what I do with BREIZH.’

So that’s how you got started with the idea for BREIZH? “

I wrote a retail plan, but several people didn’t react well to it. ‘The idea is good, but why such an old-fashioned business model?’ was the most common response. And that got me thinking. Eventually, it clicked, and within a weekend I completely revamped my entire plan and projections, shifting from retail to online. When it also turned out that I needed less capital than I’d anticipated, I was sold. I got started with a smaller budget. I found a manufacturer, built a web store, shot a campaign, and took the plunge.”

What’s involved in launching a new brand?

“Uh…what isn’t? Do you have a minute? Haha. To stay afloat in a sea of competition, you have to work as if you’re competing full-time in the Olympics. Absolutely everything has to be just right, down to the last detail. The product, the branding, the packaging, and—last but not least… the sales channels. And you’ll make mistakes, no matter how much of a perfectionist you are. But that’s part of it, even if some mistakes are unfortunately costly. That’s a bummer, but you learn from them. “Get over it, and get better.” And above all, keep going, haha!”

The best tip I can give anyone is: ask, ask, ask

Don’t be shy; talk to the people around you, reach out to people you know, and even approach strangers who you think might have experience that could be useful to you. In my experience, people are happy to help and will gladly share their know-how with you. But you have to dare to ask for it, so put on your bravest shoes and don’t be a stranger.’

How do you look back on your first year as an entrepreneur?

“A total rollercoaster—fantastic, tough, dramatic, fun, and yes—sometimes it really keeps me up at night. But no one can take away everything I learned in that first year. It was a crash course in starting a business. Bookkeeping, crowdfunding, e-commerce, writing newsletters, mastering Google, building a web store—you name it, I did it.”

What’s been the most valuable lesson?

“That asking for help pays off. People really want to help you, but you have to ask and be open to it. And that you can also go about it the wrong way, even though you want so badly to do it right. But that through trial and error, you can ultimately still achieve the result you have in mind. And the following sounds very logical, but is underestimated by many new entrepreneurs: focus on sales, set your daily/weekly targets so you know exactly where you stand. Don’t bury your head in the sand, because to measure is to know.”

And what was your favorite moment over the past year?

“That’s the beauty of starting a business; really, all the first moments are great. The first sales through the website, the first time you sell 10 items online in a single day, the first time a retailer buys from you, the first time a retailer approaches you to ask if they can sell BREIZH, the first publication… and so on. A year full of wonderful moments—I consider myself lucky in that regard.’

How do you envision the future of BREIZH?

“That BREIZH is recognized and appreciated as a beautiful and distinctive brand. Don’t underestimate the difference between ‘a selection of marketable products’ and a brand. Cherish and cultivate that brand value—it’s what sets you apart from the rest. It’s still a ways off, but I’m already well on my way!

I really love collaborating—that’s often where the best ideas come from! Right now, I’m working on three different collaborations. They’re all very different from one another, and I have high hopes for them. The first one will be unveiled this summer. Exciting, exciting, exciting!’

Finally… What’s your entrepreneurial tip?

“BE GENUINELY NICE. And be true to yourself.”

Text: Yvonne Geurts

Source: myeverlane.com

Want to read more interviews with Nicole Hoefsmit?

• On trial and error in a trade magazine FASHION UNITED

• Nicole Hoefsmit on SPROUT.NL