Most mums would agree, raising kids is a full time job – and anyone who’s managed their own business knows it feels like juggling 3 jobs! But despite our fears of the unknown – regarding how to accomplish equal work, rear and play – women throw themselves in the deep-end every day!
In our opinion every working mum is a SUCCESS story, but for now we want to introduce you to Helen – mother of three and owner of instylefashions.com.au – as part of SNOBS’ Confessions of a Shopaholic-month. At the end of February, we’re going to make one person’s shopaholic dreams come true with a $1000 online shopping spree and in the lead-up we’re getting confessions from the successful women behind these Australian cyber-stores.
Helen launched instylefashions.com.au from her home office three years ago. With the youngest of her three girls just 10months old now, she was a working mother of two back then, who barely had enough time to grocery shop let alone clothes shop.
You and your husband were already managing a business before you launched your own, right?
Yeah, I had been working as an accountant but at age 26 I was ready for a change so we decided to buy a Baker’s Delight franchise which wound up happening in the same month I gave birth to my first daughter; it was total mayhem!
When did your second child come along?
That was just 13 months after my first and we were struggling with staff shortages at the time so I was busier than ever. I wound up going back to work at the bakery just a few weeks after giving birth!
Was instylefashions.com.au the business you launched to get away from the bakery?
Well, actually no. I still work there three days a week and do all the paperwork so getting by on minimal sleep hasn’t changed [laughs]. But I love my online store; it gives me a break from the kids and hubby – and it satisfies my passion for fashion, which is why I launched it in the first place.
Tell us about that…
I always wanted an ‘actual’ store but with two kids and a bakery it just wasn’t possible. The other main reason behind it was my frustration at not being able to buy the labels I wanted unless I shopped in the city or travelled far elsewhere – I barely had time to grab groceries down the street.
How did you research the business viability?
I just studied other online stores; I didn’t actually seek advice from anyone else. I totally believed in what I was doing and knew there must be more women in my shoes, struggling with time/location hurdles in relation to shopping.
ENOUGH OF THE SERIOUS STUFF, LET’S TALK ABOUT SHOPPING!
You launched instylefashions partly because you couldn’t access the labels you wanted to buy as a busy, working mum. Are those labels/designers some of the first you approached to stock online?
Yeah, some of them were Fleur Wood, Valerie Tolosa and Nicola Finetti and they were lovely; they believed in me and my business intentions.
I was disappointed by a few other designers that I really wanted at the time, but I look at it now as their loss; not only for the free advertising but they also missed out on selling their clothing to people who live in remote areas of Australia. My customers are women who don’t have time to beat traffic queues and shopping crowds to buy their favourite labels and I have international customers in similar situations who love Aussie labels.
What sort of fashion to you search for to stock, or is the key to keep it really varied to suit all tastes?
After nearly three years in business I’ve come to learn what my customers look for and need when buying online. I do try to keep it varied but I always go by my intuition; if it caught my eye the first time I glanced at it then it will catch my customer’s eye too!
In your opinion, who is one of the best labels/designers on the market at the moment for quality, style and affordability?
That is such a hard question because each label is so lovely but I can tell you Valerie Tolosa sells really well; her unique and girly styles are breathtakingly beautiful. Karen Walker Jewellery is also a great seller; her jewellery is fun and affordable. Fleur Wood, Magali Pascal and Shona Joy – all great labels that have affordable price tags and lovely designs. I could go on and on…
What can online shoppers expect from instylefashions in 2009?
At the moment I’m in the process of revamping the website so look out for that in the next month or two. As of March I’ll be stocking Cooper St [label] which I’m really excited about, especially with the economic downturn. This label is cheap and chic, and I’m sure everyone knows their clothes are stunning!
FOR YOUR CHANCE TO WIN THE ULTIMATE SHOPAHOLIC’S PRIZE – A $1000 ONLINE SHOPPING SPREE… ENTER HERE NOW! Competition closes Saturday, February 28 [2009].
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Well done, great to see! I also work fulltime, have started our own company as well and have 2 children nearly 4 and 18months. All I can say is THANK GOD for my MUM and Step Dad for there support!!!!!!!