Dublin City Enterprise News Talks To... Georgia in Dublin
In this issue, we talk to Georgia Scott and her mother, Nicola Orriss, about their clothing and accessories business for the casual cyclist and walker called ‘Georgia in Dublin.’
Georgia and Nicola identified a gap in the market for elegant yet functional rainwear, while also keeping cyclists in mind, which inspired them to set up an Irish rainwear company in December 2009, called ‘Georgia in Dublin.’ They now sell their branded products to the UK, Germany and Ireland.
How did you get started?
We focused on the idea, which had been in the back of our minds for some time, to design a range of elegant yet functional rainwear for the casual cyclist. We developed the prototypes and learned the basics of starting a business. It wasn’t until the recession hit and my role as an interior designer ceased that the enthusiasm and potential for us to start our own business took hold. It seemed a natural and timely progression to enter a partnership and use our natural attributes to create something innovative. We started with a small quantity of products produced in Poland which we showcased at trade shows and city markets to gauge general interest. Having established that there was a market, we began selling to bicycle shops and boutiques.
What assistance or advice have you received from family and friends?
As we are not from a business background, we needed and were grateful for the encouragement we received from friends and family. One friend in particular has been of enormous support since we started. A successful entrepreneur himself, he gave us a nudge, almost a shove to get us going! We used to agonise over problems but he taught us to not let them dominate progress. We were advised to concentrate, though not exclusively on exporting to countries with larger populations and more disposable income.
What valuable lessons about running a business have you learned in the early days?
Once you know your idea has commercial promise don’t let small hurdles put you off, perseverance is key. A project plan regularly focuses the mind. We kept our start-up costs low which has helped us now as our costs increase. We learnt the importance of keeping a record of income and expenditure. Talking to others running successful businesses also helped.
What kind of supports have the Dublin City Enterprise Board given you?
The Dublin City Enterprise Board awarded us a priming grant this year at an important stage of our development. The business initially paid for itself but as we grow our costs are getting higher so having this financial assistance has been paramount for business development.
The mentoring service has also been helpful in giving us an instructive perspective on the company’s development. We are also grateful for the tips we are sent regarding events we should know about.
Georgia – from your point of view, what is the best thing/worst thing about being your own boss, so far?
One of the worst things is having total responsibility for the company and its success. Also, the emotional roller-coaster, some days you have a strong sense of direction and achievement, other days I feel a little lost, but much less so now! Lastly, keeping on top of sales, marketing, business development and accounts, some days you feel like the “master of none!”
One of the best things is seeing the company grow. Also the widening range of experience I am getting in all aspects of starting a business.
And how about you Nicola?
The best and worst things relate to motivation. I have to generate the products which can be daunting but having brought them to market is very satisfying. Winning the iF Design Award for design innovation and production quality has been a real thrill for us both.
In 5 years....?
I would love Georgia in Dublin to be holding its own as an international Irish rainwear brand. We are distributing to Germany and have interest from French, Swedish and Canadian distributors so it’s not impossible!
Would you do anything differently during the start-up phase?
I would have been quicker to start. We procrastinated at the start and should have looked at the export market sooner. However we did need time to assess the market here, the proliferation of female cyclists is quite recent and we also needed to build confidence in ourselves and our brand.
What businessperson do you admire and why?
I admire all small businesses that have managed to stay afloat in these hard times or who are starting up. I particularly admire companies encouraging sustainable urban mobility. I also admire the place that Mary Ann O’Brien has very successfully carved in the export market for an Irish chocolate brand.
Our thanks to Georgia and Nicola for taking part in this interview. To find out more about ‘Georgia in Dublin,’ please visit www.georgiaindublin.com.