PowerHomeBiz: What are the challenges you faced in designing and manufacturing your products?

Having a couple of clones would be really nice. During competition season, it usually feels like there isn't enough of me to go around, and I work incredibly long hours. This year, it actually got to the point where I was no longer able to handle it all by myself, and I took on an apprentice in January. Finding someone who thought like me, was a quick learner, had a scientific mind, and actually WANTED to do it was a challenge in itself, but I'm quite pleased with the result!

PowerHomeBiz: One of the common problems of a start-up fashion/clothing designer is where to find suppliers, manufacturers and outsourcers. What strategies did you employ in looking for the manufacturers who will create your products as well as suppliers of textile? What advice can you give others who are looking for needed manufacturers?

I can't really answer this, as I do all of the work myself, with my apprentice. I am currently in the process of crossing over to ready-to-wear, which will be manufactured by an outside company. The Internet is your friend.

PowerHomeBiz: Do you outsource the manufacturing of your designs or do you hire seamstresses to create your costumes?

Neither, at the moment. I will be hiring a few seamstresses in the summer, to deal with next year's custom orders, and am in the process of settling with a manufacturer for my ready to wear. Till now, everything has been done by me.

Growing and Managing Your Business

PowerHomeBiz: How has your business grown through the years?

I am currently in the biggest growth spurt of my life! To date:

• Started working out of my grandmother's house (kitchen table), doing orders for friends at my skating rink
• They'd go away to competitions, and I'd end up with orders from all over the province, and eventually the country.
• Repeat clients would grow up, graduate, and/or get married, and ask me to make their gowns. This became a supplementary income.
• I opened my bridal shop in St John's, only to have to close down shortly thereafter due to my back injury.
• Rented a small manufacturing space and office to handle custom bridals, after I recovered
• Quit bridals, started spandex again. Started on my kitchen table, eventually took over the basement. Now, I rent out a neighbor’s basement to be used exclusively as work space
• I ran out of room.
• Took on an apprentice in January, she is coming along well. I will be apprenticing a few more people over the summer, for hire in the fall.
• I was recently picked up by a sales agent, for ready to wear. My line debuts this spring/ summer

PowerHomeBiz: What other strategies are you employing to grow your business?

Mostly word of mouth and networking.

PowerHomeBiz: Can you give an indication of the size of your business?

I have a long way to go before I reach a million dollars total, nevermind in one year! The best indication I can think of is the globality of clients, and how fast word spreads for me. I have clients across North America, as well as in Europe and Australia. This morning, I received my first order from Aruba! It never ceases to amaze me when I hear that I have a reputation in a country I've never been before!

PowerHomeBiz: How do you decide on what product/s to offer to your markets?

The clients tell me, for the most part. When it comes to fabrics, I'm always stress / performance testing new fabrics and styles, and present them to clients as options when they pass my requirements.

PowerHomeBiz: Where can buyers find your clothing? Do you distribute your clothes in sporting stores or retail stores?

My ready to wear items has been available in stores since May 2004. I will have the final list of stores by the end of March, and they will be listed on my ready to wear site, www.unabashedlycanadian.com 

PowerHomeBiz: If using dealers, what was the approach you made to the dealers to ensure that they carry your clothing label?

It's actually completely out of my hands, my sales agent knows her clients.

PowerHomeBiz: How do you manage the creative aspect of the business (designing costumes, etc) vis-à-vis the business side of it (e.g. marketing, finding contracts, overseeing production)?

With great difficulty, at this point. I really do need to hire an office manager; I'd like to concentrate on the creative and marketing, myself.

Marketing

PowerHomeBiz: When you offered your services as a spandex costumer, what was the market's initial reaction? Was the reception as warm as you expected?

More so! I was accepted with wide-open arms here! A few friends I haven't known as long as others (i.e.: who didn't know me when I skated / made costumes before) cracked some jokes about spandex, but that's about it. The clubs and individuals were happy to have me here, and my friends and family were happy to see me doing something I love, and reaping the rewards of being good at it.

As a matter of fact, I started questioning my future in fashion a few months ago, and played with the idea of registering for University in the coming fall... I got so much flack from my clients, I decided not to! It's nice to feel loved!

PowerHomeBiz: An important part of your target market is sporting teams and clubs. How do you approach and convince sporting teams to use you as their official costumer?

Networking, and word of mouth. As I mentioned, I do have the advantages of having been an athlete, and of having a scientific mind. I like to ensure that my products really stand out against the competition! A lot of the time, it's the actual athletes that convince the clubs to order from me, after they compete against some of my clients!

PowerHomeBiz: What are your main marketing strategies?

I like to maintain a large web presence, as this makes my business, my work, and myself accessible to more people globally, at any time of day, than I would if I marketed myself any other way. It's also cost efficient, and convenient to both my prospective customers and myself.

PowerHomeBiz: You seem to do a lot of public speaking appearances, road trips, special events, shows, etc. How vital are these approaches to your overall marketing strategy?

You know, I'm not actually sure. I usually book those as a change of scenery - I get bored easily!

PowerHomeBiz: You've written some books on spandex costumes. How valuable are these books in raising your profile as an expert in spandex costuming?

I'd say it's a contributing factor. From talking to clients, I’d say I'm definitely more known for my actual work, than for my teachings... although I do get a lot of positive feedback from the manuals.

Next Steps for Your Business

PowerHomeBiz: What do you think are the keys to your success?

My intelligence, bullheadedness (stereotypical Irish here!), and scientific mind. I'm not happy with what I just know now, I'm constantly trying to outdo myself, create new techniques, and surprise my clients with even better costumes than the last. I know a lot of people fall into the rut of just doing what they do, but I like to experiment.

PowerHomeBiz: What are the next steps from your business? What are your plans for this year?

The launch of my ready to wear line is pretty much taking up most of my attention at this point! We have plans beyond that, but I'll keep those to myself for now :) World domination and the purchase of a replica Spanish Galleon factor into the mix at some point!

PowerHomeBiz: Any lessons you want to share to other start-up entrepreneurs?

Learn to delegate, and if you're going to do something, do it all the way.

June 14, 2004