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Laura See talks to Enterprise Issues about her journey to beginning up her very personal luxurious shoe model, Laura See London.
What does your online business do/provide?
Luxurious ladies’s sneakers designed by me and handcrafted in Italy. The sneakers characteristic a splash of my very own paintings and a dainty gold hummingbird adorns the only. The model is targeted on optimistic, enjoyable and fearless ladies who admire high quality, type and luxury.
Inform us the story behind your online business?
After my husband handed away from most cancers in 2015, I left my job in architectural design to maneuver to Italy on a component scholarship, studying find out how to design sneakers. On my return, I discovered it was unimaginable to get an internship, except I wished to work for a 12 months unpaid, so when the primary lockdown hit, I made a decision it was time to work alone model and collections.
I’ve all the time had a ardour for sneakers and I’ve painted from a younger age so I made a decision to mix the 2. Working within the design trade has additionally held me in good stead – with out sensible design a product won’t work – footwear is identical. A shoe should help the foot, be wearable and aesthetically pleasing.
What’s your background?
I had a very totally different job previous to this however I’ve all the time labored in inventive industries. Though I loved the roles I’ve by no means felt actually fulfilled and have all the time wished to do one thing that concerned my ardour for artwork and sneakers. I nonetheless discover it arduous to consider that I’m now dwelling my dream!
What does your position within the firm include?
I do all of it. I design the collections, work on advertising and marketing methods and I’m constructing a community of girls who will love and help the model. I liaise with the factories in Italy in addition to managing the content material and images that must be deliberate round every assortment. It’s full on!
What units you aside out of your competitors?
My story is one that folks can relate to it. I’m from a working-class background and I’m pursuing a dream – I’ve to make it occur for myself. Laura See London sneakers are distinctive and versatile – the splash of print and the birds provides an instantaneous recognisable USP.
How do you unfold the phrase about your online business?
Primarily by social media, newsletters and networking. I communicate to everybody – In any case, you by no means know who you could be speaking to. I’m additionally holding my first Pop-Up store in John Lewis on Oxford Avenue in London from 22nd – 28th November. That can be so thrilling.
How has enterprise been in the course of the Covid-19 pandemic?
Difficult. As with every new model I’ve been discovering my ft these previous few months and it hasn’t been made simpler with folks not likely having the ability to go anyplace; it has had it’s moments. Nevertheless, I consider timing is the whole lot and issues occur for a motive.
How do you see your market evolving over the subsequent few years?
I hope that it’s going to turn out to be a model that girls love to speak about, can relate to and wish to be a part of the journey. The sneakers can be stocked by some wholesalers and over the approaching months I can be doing much more pop-ups in addition to nurturing my direct-to-consumer enterprise mannequin.
What’s the toughest factor about operating a enterprise?
Worrying that the model can be nicely acquired, time constraints and with the manufacturing unit being in Italy having to take care of points because of Brexit. There are all the time issues occurring behind the scenes, so you must be taught to be adaptable and resilient.
Have you ever acquired any monetary help for your online business?
No, it’s all self-funded. It may be tough at occasions however I get a lot out of seeing the model develop and figuring out that my arduous work has been worthwhile.
What have been the largest challenges you’ve confronted?
Coping with factories. If you place small orders, it may be difficult to search out factories who will work with small impartial manufacturers. Delays as a consequence of Brexit. Additionally attempting to juggle two different jobs while constructing the model.
What’s the very best determination you’ve made up to now?
To spend a good amount of cash on branding and images. Understanding the place to spend and the place you are able to do quite a lot of the leg work your self is basically key.
Should you might return and alter one factor, what would it not be?
I’d have employed a advertising and marketing and social media skilled proper at first.
What has been your proudest achievement up to now?
When the primary assortment arrived, and I held the sneakers with my identify on the only. Additionally being featured in some wonderful magazines and not too long ago being named as certainly one of TECHROUND’s high 26 Trend Begin-Ups of 2021.
What are your hopes for your online business within the subsequent 5 years?
I would really like my sneakers to be stocked someplace like Selfridges and all being nicely to have a retailer of my very own the place ladies can take pleasure in spending time selecting and attempting on the sneakers.
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