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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 what you are promoting do/supply?
Luxurious ladies’s sneakers designed by me and handcrafted in Italy. The sneakers function 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 what you are promoting?
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 how you can design sneakers. On my return, I discovered it was inconceivable to get an internship, until I wished to work for a yr unpaid, so when the primary lockdown hit, I made a decision it was time to work by myself model and collections.
I’ve at all times 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 business has additionally held me in good stead – with out sensible design a product is not going to work – footwear is identical. A shoe should help the foot, be wearable and aesthetically pleasing.
What’s your background?
I had a totally completely different job previous to this however I’ve at all times labored in artistic industries. Though I loved the roles I’ve by no means felt really fulfilled and have at all times wished to do one thing that concerned my ardour for artwork and sneakers. I nonetheless discover it arduous to imagine that I’m now dwelling my dream!
What does your function within the firm encompass?
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 individuals 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 prompt recognisable USP.
How do you unfold the phrase about what you are promoting?
Primarily by social media, newsletters and networking. I communicate to everybody – In spite of everything, you by no means know who you is perhaps 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 throughout the Covid-19 pandemic?
Difficult. As with all new model I’ve been discovering my toes these previous few months and it hasn’t been made simpler with individuals not likely having the ability to go wherever; it has had it’s moments. Nevertheless, I imagine timing is every part and issues occur for a cause.
How do you see your market evolving over the following few years?
I hope that it’s going to change into a model that ladies 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 working 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 at all times issues occurring behind the scenes, so you need to study to be adaptable and resilient.
Have you ever acquired any monetary help for what you are promoting?
No, it’s all self-funded. It may be troublesome at occasions however I get a lot out of seeing the model develop and understanding that my arduous work has been worthwhile.
What have been the largest challenges you’ve confronted?
Coping with factories. While you place small orders, it may be tough to seek out factories who will work with small impartial manufacturers. Delays as a result of Brexit. Additionally attempting to juggle two different jobs while constructing the model.
What’s the most effective choice you’ve made to date?
To spend a good sum of money 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 actually key.
In case you may return and alter one factor, what wouldn’t it be?
I might have employed a advertising and marketing and social media knowledgeable proper at the beginning.
What has been your proudest achievement to date?
When the primary assortment arrived, and I held the sneakers with my identify on the only. Additionally being featured in some wonderful magazines and lately being named as one in all TECHROUND’s high 26 Style Begin-Ups of 2021.
What are your hopes for what you are promoting within the subsequent 5 years?
I would love my sneakers to be stocked someplace like Selfridges and all being nicely to have a retailer of my very own the place ladies can get pleasure from spending time selecting and attempting on the sneakers.
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