Dublin City Enterprise News Talks To....
“I’m still learning about business every single day, it’s certainly been an experience,”
Fiona Fewer, Dink Design
In this month’s e-zine, we talk to Fiona Fewer, founder of Dink Design Jewellery and member of the Dublin City Enterprise Network for Women.
Fiona began her career as a graphic designer, qualifying from NCAD in 1992. However, following the birth of her second child, she decided to turn a life-long hobby into a home based business and set up Dink Design Jewellery. With the help of Dublin City Enterprise Board, she developed an ecommerce website, www.dinkdesign.ie, where she sells jewellery that she designs and creates here in Ireland.
How did you decide to start your own business?
I had worked in various areas of design, mainly graphic and multimedia and had dreamed of setting up my own business. Making jewellery had always been a hobby and while on maternity leave following birth of my first child I started to sell my designs at craft fairs and parties. The response was great and by the time I had my second child I felt I was established enough to leave the day job and concentrate fully on Dink Design. The time was right for me on both a professional and personal level. I needed to be able to work flexible hours from home in order to fit in with my family’s needs.
What was the reaction of your Family and Friends?
Everyone was very supportive. I had talked about setting up on my own for so long I think they were just happy that it became possible for me to turn my dreams into a reality.
What was the greatest stumbling block?
Having very little experience of the marketing side of business I initially found it very hard to make people aware that I existed. Obviously people weren’t going to come knocking on my door so getting my name ‘out there’ was a challenge.
How did you overcome this?
Slowly but surely I gathered as much information about marketing, selling and PR as possible. I joined women’s business forums, I embraced social networking as a free form of advertising and getting my name out there, and I joined the DCEB Network for Women. All of these avenues proved extremely useful for gathering information I would otherwise never have had access to. Working for oneself can be very insular, but through a lot of trial and error I found out what marketing mix worked best for me. I now use a member from the DCEB Network, Tara Gilleece of Gilleece Communications, to do most of my PR and Marketing for me.
How did you decide to contact DCEB and what supports have they given you?
While googling ‘setting up in business…’ (far too long after I had actually set up!) I found the DCEB website and became aware of the supports available to me. They initially helped with a grant to set up my website. I then joined the Network, which has been a really helpful resource. I get to meet and interact with other like-minded businesswomen, sharing ideas, advice and information about all aspects of running your own business and there are inspirational seminars and networking events held every month.
What was the most significant area of support you received?
I’m taking part in the DCEB mentoring programme at the moment and have found it invaluable. It’s great to have an outsider looking in on my business and offering support and advice from a different angle. My mentor is helping me to create more structure within my business while encouraging me to look forward and envisage where I see myself in 5 or 10 years time. I’m becoming more focussed on my goals and the business is running more smoothly as a result.
What is the best thing about being your own boss?
I love the flexible hours, being able to more or less work when I want, even if it is late into the night. I like that I’m responsible for everything and get a great sense of pride when I think about what I’ve achieved. I like having the freedom to make my own decisions without having to rely on anyone else.
What is the worst thing about being your own boss?
I never really imagined that I’d have to put in such long hours and that weekends off would become a thing of the past. However I really enjoy what I do and work hard at juggling my work and home life so that I’m available for my family when they’re around and then can get my own work done in the evening times or during school. My least favourite thing about being my own boss is having to fulfil all the other tasks involved in running a business. I hate the marketing, sales, admin and accounting side of things and would much rather spend all my time designing and creating jewellery!
Does the reality of running a business differ from what you were expecting, before you started?
I was extremely naïve when I set up in business, I really didn’t have a clue. I had no idea of what was involved in getting up and running from raising finance to make my product, to creating awareness of it in the public domain. I’m still learning about business every single day, it’s certainly been an experience.
What - if anything would you change about the way you set up your business?
I feel I did a lot of things the wrong way around when I set up. If I were to start again, I would make use of all resources available including the Enterprise Boards, Small Firms Association and other similar bodies. I would utilise all the free information available on the Internet and have my business planned meticulously before jumping in the deep end. I was up and running for a couple of years before I set about making a business plan! Despite the fact that everything has worked out well in the end, I feel I would have moved ahead at a faster rate if I had put more effort into planning and structuring my business in the beginning.
Where do you see your business in 5 years?
I love the freedom of running an online shop and hope that this will always be the basis of the business and next year I’m hoping to start marketing it in the States. I have quite a few regular customers from the US but the market there is huge and the increasing trend for online shopping can only be to my advantage. So in five years time maybe I’ll be a household name in the States!
At home I’m hoping to expand into selling in boutiques and gift shops and am in the process of designing and number of new collections for this purpose. I’d eventually like the Dink Design brand to be recognised and sought after, and well known for offering high-end jewellery at great value for money.
You can view Fiona’s creations at www.dinkdesign.ie , or contact her at (01) 4929708