Ever wondered how someone makes it as their own boss? What it takes to run your own business? Here at VIP, we love speaking to some of Ireland’s top business people to find out the secrets to their success.
This week we chatted to Tipperary based designer Melissa Steele about her stunning range of luxury sleepwear, Loom Linen.
Have you always dreamed of owning your own brand?
To be honest, not really! The idea came first and then the brand followed. I wanted a pair of pyjamas made from Irish linen – the fabric is amazing to sleep in, it gets softer with every wear and has temperature regulating properties – but I couldn’t find any that I wanted to buy, so I decided to make them myself. As it turns out, I wasn’t the only one who wanted a pair!
What have been your biggest challenges you have faced so far in business?
From the start, I knew that every element of my business needed to be as sustainable as it possibly could be. Sustainability has become a real buzz word in recent years and I did not to be accused of “greenwashing” – whereby a brand might not be quite as green as it claims to be. Being environmentally conscientious can be expensive, particularly as a small brand, and cutting corners on this would have been an easier option.
We took the long-term view though, keeping our production plastic-free and in Ireland, using materials that are biodegradable and packaging that is recycled and recyclable. We are by no means perfect and all the time I am learning of new ways that we can improve our environmental impact, but I am proud that we have managed to stay true to our brand values in creating “sleepwear with a conscience”.
How do you balance work/home life as a business owner?
Good question. My husband and I welcomed our first baby into the world in January this year and so the hours in the day have become even shorter. I often find myself working into the evening to catch-up on anything I’ve missed during the day.
In truth, having your own business means that you never really switch off from it and there are evenings when I, quite literally, take it to bed with me. However, I realise that in order to keep things fresh and to avoid “burn-out” finding a balance is key. Exercising regularly helps me with that, as well as making time for socialising and having fun on the weekends.
What advice would you give a young woman who wants to start her own brand?There is probably never a perfect time to start, so stop talking yourself out of it and go for it. You’re first product is unlikely to be your best so you might as well jump straight in and learn from it. If you’re in the position to do so, keep your business as a side-line to begin with, it will put less pressure on yourself and sometimes that helps the creative process. Don’t underestimate the hard work it takes to get off the ground but equally, with hard work there comes high reward.
What do you wish you’d known when you first started out?
To always keep a notepad at the side of my bed. Those bright ideas that come to you in the middle of the night can easily be forgotten by morning. Equally, there is little point letting small problems grow into mountains when you should be sleeping – write those down too, they will seem far more manageable when you come to tackle them in the morning. After all, everything is easier after a good night’s sleep.
What has been your biggest business mistake? What lessons did it teach you?
There have been plenty of these! I used to keep my deadlines incredibly tight which allowed little room for any delays in the production process, consequently leading to a lot of unnecessary stress and sleepless nights.
A particular low point was when a large amount of stock spent a long 48 hours lost somewhere between Dublin and Tipperary, arriving with just hours to spare before launching. I have learnt now that good things take time and putting myself under undue time pressure was no good for anyone. I give myself plenty of leeway now for any unforeseen circumstances which has made the whole process a lot more enjoyable.
What has been your biggest achievement?
I think bringing my idea to life and launching Loom has been my biggest achievement. It was a real “pinch me” moment when the first orders started to come in and I still get incredibly excited every time an email pings in with a new order. It is the greatest validation you can get as a small business.
What woman in business inspires you the most?
Anya Hindmarch. Far more than a handbag brand, Hindmarch has built an empire through challenging the status quo and always going above and beyond. Her launch of “I Am A Plastic Bag” in 2007 significantly raised the profile of the war against plastic and during the Covid-19 pandemic she put her team to work on producing an accessories “holdster” for NHS staff. Also, the title of her first book – “If In Doubt Wash Your Hair” – should be a mantra for anyone setting up a small business, or indeed for life in general.
What are your plans for the next five years?
I have a head filled with ideas but ultimately, I want to grow the brand sustainably and organically. There are plans to expand into a line of pyjamas for men and possibly children but we’ll take each twist and turn as it comes. It’s a wild ride at times but most definitely a fun one!