Hannah Golightly

What gave you the idea for Tamakeris?

I was talking to a friend who makes a living from selling alternative fashion on eBay, when I realised that there wasn’t really any swimwear aimed at the alternative fashion market. I had wanted to start my own alternative fashion label for six years and had been preparing for it by studying fashion at college and university. I did some additional business courses after I graduated and this gave my idea a focus, namely swimwear.

What were you doing at the time you had the idea?

I had just been sacked from a minimum wage job that I couldn’t stand. I was walking down the street towards my house chatting to my friend when I came upon the idea.

What was the first thing you did to try and make the idea happen?

I made a prototype bikini and showed it to friends to get feedback. I spoke to my jobcentre advisor about getting support to start my own business (I was on the dole at the time). Next I started attending business courses and seminars run by Creative Bias, Creative Advantage, ACME and other Liverpool based organisations who specialise in helping creative business start-ups. I did some work experience at a leading Lingerie Label. I also conducted plenty of market research in both the swimwear industry and the alternative fashion industry, to prove that there was a market for my product.

Who helped you, and how?

The New Deal programme of training administered by GTR. They helped me write a business plan. I received training from GTR in business seminars about everything from Marketing to Tax.

I went to seminars run by ACME Merseyside, Creative Bias, Creative Advantage, David Parrish and Innovations Factory.

I managed to win a place on the New Entrepreneur Scholarship programme and was awarded around £1500 worth of funding when I graduated from their course. I did an NVQ Level 2 ITQ qualification through the Chamber of Commerce. I entered two high profile business competitions and won first prize in both. The first one was run by the Art and Design Academy, at Liverpool John Moores University, in conjunction with the EU Merseyside. The other competition I won was the BusinessLink ‘Don’t Just Dream It’ competition. The prize was £2000 and some awards. BusinessLink have helped me by providing me with a mentor and contacts.

Make Your Mark in Liverpool have been particularly helpful in promoting my business, putting me in promotional films about entrepreneurs in Merseyside, magazines, websites and inviting me to networking events and informing me about opportunities such as competitions.

Has anyone influenced you and if so who?

My friend Elizabeth, Courtney Love, Vivienne Westwood, all my fashion and business mentors in different ways.

What obstacles did you encounter along the way?

My factory kept fobbing me off for six months before they finally made my order of bikinis. This was very frustrating as I could not start getting orders for my bikinis without a prototype sample to show to retailers. The photographs that I had of my hand made sample bikinis gained plenty of interest, but no buyer can make a decision based on a photograph alone- they need to see the exact product that they are buying. This was a very testing experience and I almost gave up on my business. One thing that I had not planned for was personal problems getting in the way of my work. I had a severe problem at home which is where I was running the business from, so moving house set me back time-wise, and the whole problem sapped my energy and drive somewhat. Both of these unpleasant experiences have taught me to get contingency plans and back ups in place and to be wary of depending on other people.

When did the idea start looking viable?

As soon as I did my market research I knew that the idea was likely to succeed. The one thing I needed to get the business up and running was money. I have just sold my first bikini through the internet and they’re not even officially for sale yet! The more I showed the catalogue (designed like a calendar) to people, the more I realised that people were really into what I was doing. I run a myspace.com Tamakeris profile which is an excellent way of talking directly to my customers, getting feedback and suggestions.

Future plans for the idea?

I am starting to become more interested in having my own outlets. That has always been a plan for the future of the label. The next thing I am working towards is a trade fair where I aim to gain my first wholesale orders and raise the profile of my swimwear label within the industry. I am also about to begin production on a complimentary collection of dresses, which can be worn with the bikinis, bags, flip flops and bespoke lingerie.

How do you encourage enterprise in Liverpool / your company?

I encourage enterprise in Liverpool by acting as a role model for young people who dream of starting their own business. I know that I have inspired several people around me to follow suit and start a fashion label or other types of businesses. My success has made it look possible to others and I am proud of that.

Do you attend any networks? If so which ones and how have they helped you or if not why and what would help you?

I regularly attend networking events. I have a policy about them- I go to everything I am invited to. I like the social aspect of networking events. I think the best way to approach them is to go and have a glass of wine, meet some new people, talk about what you’re are doing with your business, find out who they are and what they are doing with theirs- and take an interest even when you don’t think their Catering company has any relevance to your fashion label- you never know who will need them or when you may need them or indeed, they may pass your contact details onto someone who wants your product or service. I recommend mentioning your business to literally everyone you come into contact with. It can help to create a buzz and spread the word and it’s FREE. I like taxi drivers for this too- they are always surprising me. I frequently attend networking events run by Make Your Mark, The Prince’s Trust, Train 2000, NES, Liverpool John Moores University, Merit Merseyside, BusinessLink, Musicians Network events at the Barfly, amongst others.

Have you/your business entered/won any awards if so which ones?

I won the Art & Design Academy Business Bursary run by Liverpool John Moores University and the EU Merseyside. I won first prize in the Don’t Just Dream It BusinessLink competition. I was judged on my business idea, the sustainability of my business idea and my ability as a person to make it happen. I had to submit the idea and also do a presentation and interview with a panel of judges. The awards ceremony was very exciting.

Advice to anyone else who wants to make their idea happen?

Make sure you have a good idea- one that will make money and that you will find fun to do. There is no point working as hard as you have to, to set up a business if you would be better off in a 9-5 job that you enjoy more. If it isn’t fun to start with, you will find it difficult to overcome the obstacles.

Be passionate about your business, people pick up on it and want to be a part of the buzz, enthusiasm and excitement - it’s natural.

Get in touch with all of your local business start-up organisations. I was on 5 different training programmes at the same time and it almost killed me, but I got so much out of it that I recommend others to do the same. Starting up a business can be lonely (or so I am told) but I have not felt lonely thanks to the support of the organisations I have worked with. Keep going no matter what problems you face, if you believe in your idea, you will get there in the end.

Be unique. Do something different or do the same thing as other people differently, find a niche. I believe in copying other people’s marketing strategies and studying my competitors, but I also believe in trying new things and being inventive and moving things forward.

Be focused with your business and what it is about. I went to a really good seminar run by David Parrish who taught me to focus my business idea down to one product: the bikini. As with many entrepreneurs, I had a head buzzing full of ideas and I seriously wanted to do them all. This seminar made me channel all that energy into one simple garment, which I hope to make a name for myself with.

And finally, always be yourself.