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50 YOU 10 JANUARY 2010

INWITHTHENEW

Ladies wholaunch

They say that when thegoing gets tough, thetough get going… Andthat’s certainly true ofthese entrepreneurs, all of whom launchednew business ventures– and made brilliantsuccesses of them –despite dire economicforecasts. Proving that ifyou have a great idea,and the passion to backit up, there’s no time like the present… !Interviews LUCIE GREEN Photographs SIMON BROWN

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52 YOU 10 JANUARY 2010

‘The recessionhas helped us – budgets areshrinking and creativity is growing’

Flour and icing are a world away from theworld of fashion, but former top modelLorraine is happier in a kitchen than on thecatwalk. Having spent most of the 90sfronting campaigns for Versace, Donna Karanand Gap, Lorraine decided to quit modellingto study cookery in 2000 – and startedsupplying cakes to Selfridges shortlyafterwards. Then last year Lorraine took theplunge and launched Ella’s Bakehouse inLondon’s Covent Garden, making cupcakes.

‘Our lemon-raspberry is the most popular.People fall in love with our cakes instantly,’says Lorraine. ‘I think people indulge insmaller things in tough times, which is whylipstick is selling so well right now, too. I worklong hours, but gone are the days when Iwould bake nonstop for 19 hours – I nowemploy a small team of people and spend alot of my time in meetings. At the moment I’mlooking at new sites for more Ella’sBakehouses. There are still teethingproblems. People say, “You have to hang inthere for the first year as it is a little tough…”Well, it’s a lot tough!’

One of the biggest hurdles for Lorrainehas been balancing her work with being asingle mum. ‘I set up my company so I couldbe at home more. But when you have yourown business the hours can seem endless – I barely sleep!’ Does she indulge in hercreations? ‘Yes. Sometimes my jeans feel as though they’ve shrunk in the wash!’WISE UP ‘I love Churchill’s quotation: “If youare going through hell, keep on going.”’ellasbakehouse.co.uk

Kats Palmer-Tomkinson, 30, established Memento, a professional giftingcompany‘When I worked in advertising I was oftengiven corporate gifts, but, to be honest,they were never very impressive,’ saysKats. ‘No one seemed to understand thata fantastic personal token can reallymake people remember a brand.’ So Kats put her money where her mouthwas by setting up Memento, a boutiquegifting company that sources bespokeproducts, such as customised Monopolyboards or rare film memorabilia, forbusinesses to give as corporate gifts.

‘Giving something special andbeautiful – whether to a friend or acompany client – makes people feelvalued,’ she says. ‘And retaining loyaltyduring difficult times is really important,so this sort of service is just right for now;in the past two years I’ve built up a greatcorporate-contacts book.’

Kats had quit her job and startedworking for a charity for a complete life-change before she started Memento,which she funded with her own moneyand runs on her own. ‘I work from hometo keep my overheads low. It’s always mevisiting the client, so it’s not necessary to have a formal office, and I love that.’WISE UP ‘Some people will alwayscriticise you, but don’t take things toopersonally, and realise that all criticismcan be useful, even if it doesn’t seem so at the time.’memento.uk.com

Kinvara Corbett, 30,created Wizz-It, an onlineDIY website-design service‘You can spend thousands on a professionallydesigned website or choose the DIY option. Butin the past, if you wanted something that lookedgreat and didn’t cost the earth, it was tricky,’says West London web designer and mum-to-beKinvara, who last year founded wizz-it.com,which aims to provide an idiot-proof service toallow consumers to create professional-lookingwebsites without breaking the bank. Prices startat £100 and you can get help with everythingfrom font choices to blogging options. Wizz-Ithas hundreds of customers already, and therecession is adding to its popularity. ‘Because ofour prices, the recession has helped us –budgets are shrinking and creativity is growing. Inow have two staff and my own office. It’s sorewarding being my own boss.’ WISE UP ‘Spend money on getting a properlogo designed – it’s the first thing yourcustomers will see and is totally worth it.’wizz-it.com

Lorraine Pascale, 37,founder of Ella’s Bakehouse

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53YOU 10 JANUARY 2010

‘You are nevertotally prepared,but you need tohave conviction’

Bettina Vetter, 40, co-founded Love Me Again,a second-hand clothing andtoy boutiqueLove Me Again in Southeast London wasfounded by Bettina and best friend MaritzaMasiello, 35, last year. The store specialises inquality second-hand children’s clothes andhandcrafted wooden toys. Children come andplay on the store’s rocking horse while mothersbrowse or pop in to sell anything that’s in goodnick but has been outgrown. In exchange,Bettina and Maritza give them cash or vouchersto then spend in store.

‘Parents are seeing the value in reusingthings more than ever,’ says Bettina.

‘The recession is a daunting time in which tolaunch a business, but, in a way, it has helpedus – people are really into supporting localventures,’ says Maritza. The idea for Love MeAgain came about over afternoon tea last year.‘One minute we were sitting with our childrentalking about it, the next thing we knew a shopcame up for let in the area – and that was it. Wejust did it!’ says Maritza. Luckily the store wassupported by a private investor, whom they referto as their ‘dragon’, and they split staffing theshop between them. Bettina, a part-time fashion editor at YOU and mum of one, works half theweek, and Maritza, a full-time mother of four, therest. ‘It’s hard work, but we love it,’ says Bettina WISE UP ‘Be honest about your goals andexpectations. What hours will you both put in,how much money do you need to make?Sometimes you’ll say things the other doesn’twant to hear, but if it’s for the good of thebusiness you have to speak out.’love-me-again.co.uk

Shireen Jayyusi (below left)and Amanda Waterstone,both 34, own Gilda’s Trystboutique in London Best friends Shireen and Amanda grew up in London and set up their own boutique just off London’s King’s Road last year. Their storespecialises in evening bags, accessories andjewellery created by the duo. ‘It all started a fewyears ago when I was living in Buenos Aires,’says Shireen. ‘Amanda visited and I took her to amazing boutiques where designers createtheir own lines and work as shop assistants too. We were both at crossroads in our careersand thought, “We could do this!”’

‘The economy was getting worse andpeople kept telling us we were crazy,’ saysAmanda. ‘But we went for it. You are nevertotally prepared to set up your own business,but you need to have conviction.’ Gilda’s Trystis the product of blood, sweat and tears fromboth girls, who invested their life savings in theventure and staff the shop seven days a week.‘We launched in a recession, so it’s difficult toknow what’s “normal”,’ says Shireen. ‘We knowthat if we can get through the first year, we willbe in a really strong position in the future.’WISE UP ‘Think big, even when you’re tiny.’gildastryst.co.uk

Christina Moss, 29,founded Bloom andBlossom, a line of naturalskincare products formothers and babies‘Many of my friends had started havingbabies, and when I went looking for gifts tobuy them, I realised that lots of the productson offer were packed with chemicals. So itwas easy to spot the gap in the market,’says Christina. ‘My aim was to develop arange using the minimum number ofingredients with the maximum results.’

Bloom and Blossom launched in autumnlast year, and Harrods has already agreedto stock the line.

Christina, who continues to work part timefor a marketing firm, says it has been a longjourney from her light-bulb moment to thelaunch. ‘I didn’t have the luxury of beingable to give up the day job – I still had to paythe mortgage. This has meant 16-hour days,seven days a week for the past year. Butyou work through the exhaustion if youhave the passion. And I don’t think it’s such abad time to launch – I’ve been telling myselfthat we’re on the verge of one of the biggestbaby booms since the 60s!’ she laughs.

‘It was a real challenge to create thekind of product I wanted and to balance thecommercial aspect. I cleared out mysavings to fund the initial investment asthere isn’t much access to business loansat the moment, but that means all thedecisions are mine, not the bank manager’s.’WISE UP ‘It’s essential to research yourmarket, competitors, suppliers, finance...’bloomandblossom.com

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