Hi everyone, thank you for picking up this issue of Style of the City; it’s that time of year when seasons are changing, and perhaps you’re thinking about doing something different too. We’ve taken a different approach to this issue, and the aim is to give you that spark of inspiration you might need to take the first step towards something new for yourself. With Style of the City being an independent female-led business, we decided to share some insight into how we started Spectrum and what we’ve learned along the way.
How did Spectrum start? Was it planned out?
“We were unemployable; that’s the accidental starting point for Spectrum nearly ten years ago for myself and my sister Hannah. I rarely made it through probation for any job and handed my notice in less than 24 hours on more than one occasion. Without realising it, I was an entrepreneur desperate to work for myself. Hannah held steady jobs in TV production and felt like she was being told what to do rather than given the freedom to do a better job herself, which is infuriating for any naturally entrepreneurial person. So we quit and started freelancing instead, working for ourselves as the perfect chaotic mix of ambition, creativity and stubbornness it takes to start a business.”
Did you always want to have your own business?
“We’re very close, so working together was our dream but running a business wasn’t. We both have a creative rather than a business background, so you could say we didn’t have a clue, but then you could say we were doing what we’re good at, which I think is the natural starting point for any business even if you don’t quite know what the end goal is. Before Spectrum, as freelancers, we created everything brands needed for marketing, including photoshoots, graphics and even basic websites for e-commerce; when independent brands were starting to see success online and before social media was a business itself, we were selling products, just not our own. We chose makeup brushes as we noticed a gap we could fill in product and marketing, so we took a risk to start Spectrum. Nearly a decade later, we’ve learned a few things we hope will inspire other would-be entrepreneurs.”
Top 5 pieces of advice you now know that you wish you could have heard five years ago
“I wish someone told us to take a break. Sometimes you forget to take a moment to step back and appreciate your achievements. It’s also essential to do only some things at a time. We’ve said no to opportunities when the timing hasn’t been right because we wouldn’t want to do half a job, but other business opportunities have come around when the timing is better, so that would be our version of trust in the process. Your brand identity is key, who you are, what you do and why. There are so many products out there, so having consistency and integrity in your brand will give you longevity. That being said, innovation is equally important, especially when everything moves so quickly, so try and stay ahead of trends rather than follow them. Finally, be social on social media. Followers are great for numbers, but communities are where you can test ideas, ask for feedback and keep your product or brand evolving. It’s about more than just follower count; influencers have arguably lost some influence. People value honesty and personality, so try to be yourself on social media rather than portray a persona.”
For any women planning on starting a business, what would you say are the first five key steps they need to consider?
“The first five things to consider should make you really think about starting your own business, and if it’s right for you, if you answer yes to all of them, then certainly go for it; otherwise think it through a little longer.”
Do you absolutely love your product, brand or service – if you don’t, you won’t love your business.
Do you embody that brand – if you do, it makes it far easier to make it part of your everyday life rather than just ‘work’.
Do you want to get rich quickly – If you do, you may not want to start your own business; it’s certainly a long game!
Do you have the motivation to get through difficult days – you’ll often be exhausted, but you still need to keep going.
Do you have a good support network – If you’re faced with running a business alone, it can be lonely. You need a good group of family and friends who you can rely on for a pick me up and to cheerlead you through the tough times.
Finally, how do you measure success?
“I don’t think success has anything to do with numbers, it’s more about how you feel. If you’re doing something you love every day and get that sense of satisfaction, that is success. Whether that’s running your own business, creating a beautiful and happy home for your family, or just putting together a really great outfit, I’ve learned success is in the small daily wins that we often overlook, so take this as a sign not to try and measure success, but to feel it instead.”
To find out more visit: www.spectrumcollections.com.
Follow on Insta: Spectrum Collections ® (@spectrumcollections) • Instagram photos and videos.
