Quirky neckwear business bears fruit

By PAULA OLIVER

Slinging an onion around your neck before you leave for work may sound odd, but Wellington tie designer Robert Charles won't be shedding any tears if he sees you do it.

His imaginative range of fruit and vegetable-decorated ties is injecting a bit of fun into the wardrobes of businessmen around the globe, and a just-secured spot in London's landmark Harvey Nichols store should see him enjoying the fruits of success for a few years yet.

His self-named business is one of a new wave of companies making the most of the opportunities the internet provides, but he admits that old-fashioned qualities are what makes it a success - like help from Trade NZ and a strong marketing campaign.

The 27-year-old began his company two years ago, after two years spent meticulously preparing to turn his quirky idea into reality.

"I felt there was a gap for something different from the mundane accessories I was wearing."

The world of novelty ties was expanding at the time, and to compete he knew he needed to be significantly different. His plan to print photographs on the ties, bow ties and braces gave them vivid colour and a special New Zealand feel, which overseas buyers liked.

Discovering that he would have to get the sophisticated printing done abroad, Mr Charles had to outlay a large amount of cash to travel to Europe and find a printer. He did it through saving his wages from his bank job, while gaining important support from a business development grant.

"The support from Trade NZ has been excellent, both here and offshore. I got a couple of months off work and went to Europe with a collection of designs."

There he secured a deal with a high-quality Italian silk-tie maker, to justify a premium price, and a printer in Holland. After such careful preparation, he did not want to fall over the hurdle of quality.

When Mr Charles returned home, he quit his job as a business analyst and used his savings to launch his business.

But it was not all plain sailing.

"I came home from the first trip and realised there were holes in my idea. I had 12 fruits in my range, but I realised some of the lesser-known ones, like cherimoya, would only be purchased for the design rather than the possibility that people liked the fruit."

So he revamped the range and created a better photographic image, introducing items such as coffee beans. The advantage of the beans was that they appealed to both coffee lovers and those in the coffee trade.

"The hero of the original range was the tamarillo, because it kept going when others didn't. The key was making designs that related to people, like the coffee beans."

There are now 12 fruit and vegetable designs, including apples, lemons and onions.

He admits that the business took a year or two to get going, but it has now recouped the startup costs.

To cut expenses, he handles the distribution himself, filling an entire room of his house with fruity ties.

But being in a niche market, in such a faraway place has its drawbacks. Mr Charles had to call on all his marketing knowledge to figure out how to sell the unique ties.

"I sold some locally, but overseas markets were the key - they now take up 90 per cent of sales.

"The internet is an invaluable tool, because I can sell from a website worldwide, and find out where to advertise."

He says identifying his market and targeting potential buyers through a range of specialist publications have been instrumental in his success. After spending hours on the internet finding relevant magazines, such as American Tea and Coffee, he places ads for the relevant design in the publication.

"I've got full-page ads for the coffee bean range in the two largest coffee trade publications in the world. Similarly, a new rose design will be advertised in wedding magazines, and a rose society magazine that has 25,000 members."

The ads feature a free-call number that diverts to his house from the US or Britain, which can mean late-night phone calls but lots of business. "Often they don't know they're calling New Zealand, and I have to sound like I'm awake," Mr Charles laughs.

Getting the $149 ties into top international department stores such as Liberty in London has also been crucial. "The key to getting in there is hitting the buyers at the right time, when they're ordering and they've got money. Luck plays its part too, like whether or not the buyer is in a good mood on the day."

Packaging is the final element. Each tie is packed in a New Zealand-made wooden box, adding to the uniqueness of the range.

Mr Charles is now working on improving his range, rather than expanding too far. The rose design is about to be launched, as is a wine grape, but he says he will see the year out before creating more designs.