#awinewith Violet Coleman
MEET Violet Coleman, Founder of Georgie Paws
You can find them here:
Transcript
Danielle Lewis (00:05):
Violet, welcome to Spark tv.
Violet Coleman (00:08):
Thank you so much for having me.
Danielle Lewis (00:10):
I'm so excited to have you on the podcast. Let's start out by telling everyone who you are and what you do.
Violet Coleman (00:17):
So I'm Violet and I'm the founder and creative director at Georgi Paws. And yeah, it's a sustainable dog accessory brand that I started when I was 13, so that's nine years ago this year, which is kind of crazy. And yeah,
Danielle Lewis (00:37):
This is wild. Talk to me about starting a business at 13. I have never heard of this before.
Violet Coleman (00:45):
It was pretty wild, but it started off, most business ideas did as an idea. This one came to me on a very long car drive coming back to Adelaide from Sydney with my mom. I play winter sport. I originally wanted to make dog coats. My mom was in the rag trade. She's like, absolutely not. I'm not having a warehouse or a house full of dog coats. It's ridiculous. Which is a bit crazy now because now we have a house full of dog collars, leads and dogs, and I thought of what does almost every dog need? It's a collar. I was inspired by sort of the equine industry with the polo belts, and it sort of just gave it a shot. I did a lot of retail markets, a lot of interest. I had my website that I built, which was really dingy, but it's much better now.
(01:36):
And just sort of went from there. I remember we did one market where it was super drizzly and it was horrible. Didn't sell a single thing. And I remember saying to my mom, I could have stayed home. I could have watched a movie. What else can I do? Surely there's another way. And that's when she first introduced me to wholesale. And a couple months later, in February, 2017, I did my first trade show in Sydney. And yeah, I got 10 stores and a distributor in New Zealand, which is wildly successful for not even a year old business to do. And then from there it's just growing, which is kind of crazy. Balancing school friends and work at 13. It was pretty crazy, but I had a lot of support, so I'm pretty lucky in that sense.
Danielle Lewis (02:27):
That is so unreal. It's like, yeah, I was just thinking about you're still going to school, you obviously have a social life now you are figuring out how to start a business and I know how crazy business is and I'm like fully mentally developed, should be able to handle life still. And you are 13 doing this, so this is absolutely unreal. So how did you go from idea to manufacture? You mentioned your mom was in the rag trade. Did she support you or how did you actually go about getting the first collars manufactured?
Violet Coleman (03:05):
Yeah, so I think it was actually probably from my savings, which was minuscule. We both looked, because obviously she's worked with dealing finding manufacturers beforehand. And we went, actually the month that Georgi four was launched, we went to India with her own business and jewelry, and we met up with just a couple of people within industry that worked with leather and they actually brought the idea to us of using buffalo leather, which is actually what we use across all our products, which is great because that's actually a byproduct of the meat industry. And it's good because it doesn't crack in contact with salt water. So beach loving dogs are completely fine. Got a few samples from there, and we actually end up finding our first communities to manufacture products in Pakistan. So even though we went to India to meet these people, we actually found more contacts there. The wonders of the internet and being able to find people online these days, I don't think this would've been able to happen maybe what, 20 years before I was born, 20 years ago or something. Started from there and got some samples, really liked them, dropped some design, see if they could do it. And honestly, it's kind of crazy because usually you are trying to get a product, you're designing it, go through lots of samples, but it was really, I don't know, really easy, but this is also nine years ago, so I'm trying to really think back.
Danielle Lewis (04:33):
Yeah, you only remember the good parts now.
Violet Coleman (04:37):
Oh yeah. Like the Canada events.
Danielle Lewis (04:39):
Yeah. Yeah. Oh my God, I love that. That's super interesting going. Yeah, because I guess we've kind of gone through this time where I almost think buying trips and those sort of trips were a big deal. Then when Covid happened, a lot of people started sourcing things online, like the whole Alibaba movement. And then I almost think people have gone almost full digital now, just they'll receive samples in, give changes, send it back, wait for new samples. But there's something interesting, and maybe that's why you think it was easier. You got to go there and experience it and meet these people and see the leather and do all of those things in person.
Violet Coleman (05:25):
Yeah, I think it's the combination of the two for me and for the business to actually go and meet our people that I work, who actually, they're the ones who make it. It's really important. I'm hoping to visit again this year because it's been a while. Covid happened and that was my final year of school, and then just a couple years after that, just trying to bring ourselves back up. Covid was crazy for everyone. So I think this year would be the year to go back and see them. And they're lovely. They've been able to upgrade their facilities, which is amazing by working with us. So I'd love to see 'em as well. They're lovely people, so yeah.
Danielle Lewis (06:07):
That's so cool. And so how do you sell now? Is it online? Do you still do markets? Where are you at now?
Violet Coleman (06:16):
Yeah, so we mainly are online. We do also do, we've got a wholesale side, which is online, and we go to trade shows, which is kind of crazy thinking pre covid. We used to do about eight to 10 trade shows a year domestically and internationally. And now there's trade shows now online as well, which is a whole new thing that came out of covid. Cool. I didn't know that. Yeah, it's really interesting. So there's a major online component now to trade shows. You can order online or you can go to the trade shows a bit of a, depending on the ones, obviously, but that's a whole new thing we've had to learn. But we do do some retail markets. I mean, I still do sport on the weekends, so I like to keep my weekends. That's my one thing. I'm like, please let me have my weekends. I'll do everything in the week. But yeah.
Danielle Lewis (07:06):
Yeah. Oh, the dream. A weekend. A weekend,
Violet Coleman (07:09):
Yeah.
Danielle Lewis (07:10):
Oh, that's so cool. I love it. I didn't know that about wholesale trade shows that they, I mean, it makes sense that they would move online, but in my mind, I just visualize the big conference center going around from booth to booth.
Violet Coleman (07:26):
I still think buyers find, well, it depends. Travel is so expensive, it's always been expensive, but it's really expensive now.
Danielle Lewis (07:34):
So
Violet Coleman (07:35):
If you are having to, you're from WA and you've got to go to Sydney for your trade shows, it's easier if you can look online at catalogs or even just if it's not an order platform on trade show website, you can still see brands and you can plan out your day if you want to. You can see what products they're offering. But it's definitely a major increase of almost all trade shows now I've been to, there's at least a small product online component you have to fill out. You just don't go there physically. So yeah, that's been a really interesting learning curve and I think it's really valuable. Yeah,
Danielle Lewis (08:10):
Absolutely. And I feel like from a scale point of view, and like you say travel and cost, being able to do a portion of it online makes sense for you as a business, as you're trying to grow and expand, how can you reduce costs potentially. So that's incredible.
Violet Coleman (08:29):
Yeah, it's pretty crazy. I mean, we have our own wholesale catalog that gets updated frequently, but going to physical trade shows most of the time is just to meet people. I still think people really value seeing product in person and meeting the people behind the business. I mean, I really value that I meeting my customers in person. I like seeing their face, not just an email signature. But yeah, that's probably my favorite part of the business is speaking.
Danielle Lewis (08:58):
And I think too, everyone's been burnt by buying things online before, right? You go, oh yeah, that picture looks so good and you get it and you're like, oh, so I can imagine
Violet Coleman (09:08):
That doesn't look the same. Yeah,
Danielle Lewis (09:10):
No, exactly. And so I imagine as a wholesaler who wants to buy 10 or a hundred or a thousand, they're like, I really want to know that It's good.
Violet Coleman (09:20):
Yeah, absolutely. So great.
Danielle Lewis (09:22):
Do you do much sampling for people? Do you send them samples or is it more that come to the trade show, check it out?
Violet Coleman (09:29):
Yeah, it's depending on the customer, which I mean can be a little bit discriminative, but if you are a person who's looking into maybe more higher quantities, or if you are a brand, Herod's anthropology, Nordstrom's, I'll be more inclined. Just maybe because we have been, because are a small business, we're a team of two, have been burnt by some people who want samples sometimes, which is unfortunate because you don't want to think about that. But if they do, yeah, if they're wanting samples, we can provide, but there might just be just a bit
Danielle Lewis (10:08):
On a case by case basis. It kind of sucks that some people ruin it for everyone else.
Violet Coleman (10:15):
It's unfortunate.
Danielle Lewis (10:17):
And what about from a social media point of view? And so obviously with selling online, have you found that social media is a big part of your sales and marketing strategy?
Violet Coleman (10:29):
So I'm the worst person at social media. That's hilarious. You're a young person, you're supposed to be good at this. People were like, you're meant to be so good at social media, TikTok and Instagram. I have on my personal, I have under hundred followers. I'm private. That's funny. I post nothing. But it is something because it is such a valuable tool and it's something that we have been working towards end of last year and this year it's crazy to think eight, nine years in, we finally have a marketing plan for social media. It's not just like a, oh, let's do a random post actually planned. And putting that into practice, it works. And I can so see why people spend so much time, so much money into it, because honestly, that's all glued to our phones. So you're going to see something, you're going to see something on there, but on. Yeah, we're getting there.
Danielle Lewis (11:27):
I love it. No, and I love it too because I think we all do have that assumption where you are e-commerce young, surely you're like a TikTok queen and you're like, no, we've got this other ways to
Violet Coleman (11:39):
Do this. There is, and I think maybe in my generation I'm a bit more old fashioned in the sense of I like meeting people, I do my emails, but it is something that I do enjoy when I have the time. So that's why we do have Hannah, who's our amazing content and marketing girl, and she just does helps us out with that, which is a life sale. Absolutely. That's
Danielle Lewis (12:02):
So cool. I love it. It's so good. And it's just such a great reflection that everyone's different in business. Everyone has their thing. You don't have to be all over everything or love everything or make yourself love everything to have a successful business.
Violet Coleman (12:19):
No, you're so correct.
Danielle Lewis (12:20):
Do you find that wholesale's bigger or e-commerce is bigger for you at the moment?
Violet Coleman (12:27):
It's interesting because it always used to be wholesale and then we just had the e-commerce. It did its thing.
(12:35):
But then e-commerce is what really got us through. So for the past couple of years, it's been really trying to get the website brilliant in the sense of inventories on there, updating regularly, and then bringing through social media, actually putting effort into the e-commerce site. And it's paying off. I think we've just had one of the most, or Christmas is usually the biggest period for everyone who sells anything. And that I think the Christmas that we've just had was the best one that we've had forever. And that's because we've just been trying to push a lot more both into wholesale, but not forgetting about our e-commerce and trying to bring that back up, which has been great. And I love it as well. That's usually what I do. Annette is more my wholesale, export, import and export, whereas now I'm doing the e-commerce and actually digging in, taking courses and learning and not just trying to, oh yeah, this looks right. Actually no, what actually works?
Danielle Lewis (13:44):
I love that. It's interesting, isn't it? So you've been in business for nine years and you're still like, no, there's things to learn, there's courses to take, there's more data to review,
Violet Coleman (13:58):
And the world is changing so fast. So my customers who I was targeting when I was 13, maybe the same a few now, but the target market that we have now is just crazy. Well, pets are so big already, but you're finding how many more people are now conscious buyers, whereas compared to back in 2016, I was good to be sustainable. Oh yeah, solar power, whereas that now there's grants to get solar power, there's a whole big push. There's no plastic bags. You can't get a plastic straw anymore. So it's definitely a focus in a lot of people's minds, which is great for us because we've been trying to do this from the start, but it's like, yeah, and buyers are changing. Yeah, it's crazy. The world just moves so quickly nowadays, and sometimes it is a bit tricky to keep up and be a step ahead. So just sort of trying to even be there is I think the best you can do.
Danielle Lewis (14:58):
Oh, it's so true, and it's a really interesting point. Obviously being sustainable is something that you've been doing from the start and have been passionate about from the start. It's funny though, sometimes when you're first, you kind of do have to wait for the world to catch up a little bit. But also amazing because if you're doing good things, the world will catch up eventually if you can stick it out. And then that's where you see that, oh, people actually now Googling sustainable X, y, Z. And so if you are already there, you've already got the website, the content happening, all that kind of stuff, you start to, I don't know, get on more people's radar. I think it's really cool.
Violet Coleman (15:34):
Oh yeah, absolutely. I think we were doing compostable mailers when I think there was only a couple businesses doing in Australia way back. And then there was, unfortunately we ran out at Christmas time and we had to revert back to biodegradable, which is completely different when you think of compostable compostible is way better because then it's actually gone. Whereas biodegradable, it still breaks down into a little something. And I had an email from a customer saying, oh, I'm a little bit disappointed because there are compostable mailers and your products are amazing, and I love how they can all go back on the earth, but you're using a bite of grable satchel. And I'm like, I don't trust me. I would rather send out your order than use a plastic bag, unfortunately from the post office or something, or make you wait for your order. So it's like, we actually use this and we use biodegradable tape and you can remove that. And I'm so sorry. But yeah, it's really interesting because I probably would've never gotten an email like that maybe even four years ago still.
Danielle Lewis (16:44):
Yeah, that's so true. It's interesting. I don't even know how, it's interesting to think about how much people think about these things. I think about my orders that come from a variety of different places, and now that you say that, yes, I know the ones that use those particular compostable mailers, the ones that just comes in a box or the ones that it comes in. Yeah, you're right. The Australia Post that Joel, and it is that from me as a consumer, nobody hate me, but I probably don't think about it that much. I'm like, whatever it comes in is what it comes in. That's not why I buy it, but I'm buying it for the product, not the packaging. But you're so right. People do care about end to end. They care about the whole, they care that you as a brand, care about all of those things and have gone to the effort of sourcing all of those things. So the whole experience aligns with their values.
Violet Coleman (17:37):
Yeah, absolutely. And yeah, it's really interesting seeing that shift in growth and people actually thinking that it's been a long time doing this thinking.
Danielle Lewis (17:49):
Totally. And I mean just super cool that it's even possible now I follow a couple of people, like the hero packaging girl who's amazing, we use
Violet Coleman (18:00):
Their products. Yeah.
Danielle Lewis (18:01):
Oh, cool. And it's like, yeah, this exists now if you want it, you can actually make that a part of your brand and a part of your offering. But you're right, 20 years ago would be unheard of.
Violet Coleman (18:16):
Oh, absolutely. I don't even know if it would've existed 20 years ago. It was a rarity nine years ago. I think it's again, with the shift in change and people become a bit more conscious about what we actually do and our impact, but this is just me geeking out being a bit of a, I love it.
Danielle Lewis (18:35):
No, it's so cool. And I think that's the fun thing about business is you can geek out as much as you want. It's your business.
Violet Coleman (18:42):
Yeah.
Danielle Lewis (18:45):
Oh, that's so good. No, I love it. So that is so on brand for you being literally with somebody. Oh my God, that's hilarious. What do you think has been the biggest challenge for you over the nine years?
Violet Coleman (19:00):
I think definitely at the start being taken seriously as a 13-year-old, or even as a 16-year-old girl trying to push this and trying to get my product out there and getting people to listen to me. I mean, I went on Shark Tank when I was 14. What did you I did, yeah, that was probably one of the most terrifying experiences of my life, but it was really valuable. You can't find the episode. I was only a snippet, but I did do the whole thing. So I pitched the idea and everything, and I remember doing that and sort the gist of the advice was, great product, love it, but stay in school and don't export. So this is just before I started exporting to the US and later that year I got my first agent and I was doing through Chase shows over there, and it was stay in school. And I was like, Ooh, but why can't I do both? Isn't that so insane?
Danielle Lewis (20:02):
I dating to do both? Yes. Oh, I'm so mad on your behalf. Hold me back. Yeah, so I have an amazing idea and the world is my oyster. Why couldn't you do both? And
Violet Coleman (20:16):
You
Danielle Lewis (20:16):
Did, obviously
Violet Coleman (20:18):
I did. I did to the end of my schooling. And I just think back to that time, and if I could go back to myself before I went onto that set and just be like, whatever they say, trust your gut and don't be so scared.
Danielle Lewis (20:36):
It's hard though, right? I'm 40 and I get scared.
Violet Coleman (20:41):
Oh yeah. I don't know. It was one of the wildest experiences, and I was really lucky that I had a really lovely group of mentors or just even moms friends who run a business or work in the business sector because they were quite supportive. And I feel like if I didn't have those adults around me when I was, then I think it would be a lot more difficult, especially for my mental health and trying to push this thing and not working. But anyway, we went through it, we grew and I think we had a great year, so we continued to, so we overcome challenges, but
Danielle Lewis (21:25):
And you have to, right? I think the challenges never end. They just change or get bigger the more you're in business and the bigger you grow. So I think you are absolutely incredible.
Violet Coleman (21:38):
Thank you. I'm 21 and I still get some people not taking me seriously. And I've had that for the, it's not as much now, but it's still like, oh, you're 21. And I'm like, yeah, this is your full-time job. I'm like, yes, yes.
Danielle Lewis (21:58):
Oh my God, that must be so frustrating. Like, but at least now, I guess you've got the track record, you've got the website, you've got the socials, you've got the stockists, you've got
Violet Coleman (22:09):
The
Danielle Lewis (22:09):
Catalogs, you've got the inventory. It doesn't matter how old I am, this is the business.
Violet Coleman (22:16):
But it's really interesting because a lot of people don't realize that there's so many cool young people doing amazing things, especially in the business world. And then we just sort of get like a, oh, you are young.
Danielle Lewis (22:29):
Totally. This is why I think it's so bad, and I don't know how the parents of the world will feel about this because I'm not a parent, but I feel like it's so bad that they're shutting off social media for younger. I dunno. I think it's like you've got to be 16 or something now to be on social media. They're bringing in a law in Australia.
Violet Coleman (22:48):
Yeah, I think that's coming. I dunno
Danielle Lewis (22:51):
About, yeah, totally. But I'm like, wait, what about all of these younger people who are doing awesome things, creating businesses, building apps, building products that would be their sales channel? And you're kind of putting that restriction on them, and I'm sure there's great things about it, but I'm like, young people do awesome stuff. Why hold them back? Why not give them access to the things that adults have? Yeah, it's wild.
Violet Coleman (23:20):
It's really tricky. And I'm pretty sure surely there would have to be a loophole if it's
Danielle Lewis (23:26):
Yeah, your parents could manage the business account or something.
Violet Coleman (23:29):
Yeah,
Danielle Lewis (23:30):
There
Violet Coleman (23:30):
Would have to be something because especially nowadays, how much of a major push that is for consumers. It's crazy.
Danielle Lewis (23:38):
Yeah, totally. Oh my God, I love it so much. Now I always love to wrap up these podcasts with one piece of advice. So reflecting on your time in business, what would be a piece of advice that you would give to another woman on her business journey
Violet Coleman (23:55):
To give it a crack? Honestly, if I didn't go, yeah, why not? Let's actually see if I can even A, get a product and B, put it in front of a person and they'll like it. Why not? If I didn't do that, I wouldn't have had this. And I don't know what I would be doing for the past, besides from school and living and life, but my career-wise, I'd have no idea. And to give it a crack in persistence, but be flexible with that persistence so I can be quite a stubborn person. So I've had to learn to be flexible because people are flexible. If your customer may not like a certain aspect or they have a recommendation or feedback, you've got to take that on board because at the end of the day, if they don't like it, you're not going to be very successful, unfortunately. So I think give it a crack, persist and keep on trying, but be flexible. I think those are my three holy grails that sort of push me through, and I think they're pretty universal as well.
Danielle Lewis (25:06):
I love it. Violet, you are amazing. Thank you so much for coming on Spark TV and sharing your story. You are absolutely incredible.
Violet Coleman (25:16):
Thank you so much. Thanks for having me.
✨ Thank you to IP Australia for supporting the SPARK podcast and women in business ✨
