Grails.co.uk

To inspire and connect with busy discerning Women to deliver an exceptional experience of personal tailoring, choice and advice to ensure they and their friends are customers for life.

URL: www.grails.co.uk

Description of Company services:

We make individually tailored, hand-finished quality suits. We provided a confidential personal advice service, one of our experienced consultants will visit customers at a time and place convenient to them. At the consultation particular requirements are discussed and advice is given on style, fabric and colour.

Once a customer has ordered from grails and the perfect fit established then reordering can be done easily in 21 days.

Have you always wanted to run your own business?

Yes – I considered setting up my own business before going to University, once I graduated from University, then got into the corporate world and parked the desire.

After graduating from Leeds University with a degree in Textile Management, I joined Courtaulds Textiles as a graduate trainee, thereafter I moved in to Retail joining Asda as a Buyer and leaving them when Wal-mart took over the business as a General Manager responsible for a trading division with a turnover of £260m. My next role was Buying Director at Mothercare – I was made redundant after 7 months in that role. This gave me the opportunity to stop and think about what I wanted and where I saw myself in 10 years time.

Qualifications:

9 O Levels, 3 A Levels from Headlands Comprehensive School, Bridlington, East Yorkshire

BA (Hons) degree in Textile Management from Leeds University

Diploma in Marketing – Institute of Marketing

Member of Chartered Institute of Marketing

When and how did Grails come about?

As a senior woman in the organisations I worked for I found it increasingly difficult to buy good quality, appropriate clothes that I felt good in for work. If I found a shop with the right style, often it was in the wrong fabric, if it was in the right style and right fabric, it would not fit. I always seemed to compromise. Equally it all took time and the more senior I got the less time I had.

With the rise of women into more senior positions and this set to double in the next 10 years, this was a problem that was not going to go away.

I knew that I had always wanted to create a business in the Women’s clothing market but I also knew the traditional retails was over populated with brands and shops all desperately competing to achieve the right profit per square foot.

The rise of internet shopping and mail order also highlighted the need for more convenience in clothes shopping. Increasingly women are less and less satisfied with retailers too, 50% of women hate shopping completely. Often because of lack of time, standard size and shape or simply not being able to find what they want when they want it.

Initially I thought the business would be internet only but research and focus groups showed that women wanted service and advice as well as the product – again a failing in bricks and mortar retailers.

One piece of advice in starting a business:

60% of businesses fail in the first 3 years – its is a long, hard journey that tests you and those around you – you have to want to do it, if you have any doubt it will be exposed – belief in yourself and your business is essential.

Role Models/Mentors and Why?

Emily Pankhurst and Archie Norman influence my view of business and the challenges a woman in business faces.

Role Models – Rachel Elnaugh – Founder and CEO of Red Letter Days – even before I met Rachel on Dragons Den I had read about her and her story and felt inspired. Rachel continues to be a good source.

Dawn Gibbins – Flowcrete – Founder and CEO – an amazing energy level and leadership style.

My Mum and Dad – They took a big risk in their lives to start their own Hotel and catering business – neither are no longer alive but their spirit lives on.

Company/Website admired most:

Company – John Lewis – great ethos and customer focus – they are in it for the long game.

Website – Because of its Functionality / Ease of use – Amazon

What I look for in an employee?

Customer focused, Creative in problem solving, Multi tasking, Positive Mental Attitude, Proactive, Loyal and Trustworthy.

Culture – what kind and how established tone and why?

Every Customer is an Individual and has a name, passionate about quality; every problem creates an opportunity, hard working and enjoyable. Detail matters.

Tone established because it is inherent in the brand and the values that I stand for. Why because any business will only succeed if there is a clear sense of self, expectations of those in it and expectations are clear from those outside.

Funding:

Start up - Personal investment and initial Small Firms Loan through HSBC plus a small amount from friends.

Phase 1 – after market need established – Equity injection through being a winner on Dragons Den – BBC2 show – with investment from Doug Richard and Rachel Elnaugh.

Phase 2 – Expansion – Top up of SFLGScheme.

Offline:

Very personal service visiting clients to fit and advice

Networking

Partnerships with other businesses that compliment Grails Ltd

Events – to recruit grails consultants and raise awareness of business.

How has business grown/expanded since launch?

Sales in second year 10 fold that of the first, however the growth curve has been longer and flatter than initially imagined.

Want to read more? Buy the book now:

Buy direct for $24.95

Includes free shipping worldwide.

~~Normal price $34.95~~