Outside advice keeps designer on course

By ELLEN READ

Having zero dollars in her advertising budget, Auckland fashion designer and shop owner Paula Sim had to come up with other ways to promote her business.

Recognising marketing and publicity were not her strong points, she enlisted the help of a free Business in the Community (BITC) mentor last year.

Together they have come up with innovative ways to promote Sim, her Newmarket fashion shop.

One was a traffic-stopping - literally, as Sim has a corner site on Remuera Rd and Nuffield Rd - live fashion show in her shop window, where models changed in and out of the range.

Other ideas developed with encouragement from her BITC mentor, Karen Thomas, include in-store VIP evenings, starting a marketing database and handing out discount vouchers to Newmarket shoppers.

BITC's mentoring programme was established in 1991 to provide free business support and advice to small business owners. It has mentored around 9000 businesses nationwide in the past two years.

Sim began working with Thomas soon after opening her own store about 18 months ago.

Thomas initially helped her to develop a five-year plan for the retail venture and existing wholesale operation.

She has kept in regular contact since to provide an outside view of the business.

"The best thing about mentoring is that you get an independent view of your business from someone with experience," Sim said.

"Karen is a really good sounding board, and is always taking me back to the big picture. She helps me to take time to work on my business instead of in it."

Sim estimates that 80 per cent of her time is spent running the business with just 20 per cent left to design and plan the ranges.

"Often I'll be sitting at home drawing at 11 o'clock at night because that's the only time I have to do it," Sim said.

Hectic schedules aside, she said, she would not have it any other way, and going into business for herself was definitely the right step.

Sim had worked for other designers and was making wholesale sales of her own range when she decided to open her own shop.

"I wanted to have my own space where I could put the whole range out on display," she said.

Privately funded by friends and family, Sim relies on the retail outlet for sales and money to keep the business ticking over.

She still sells into other shops but said delays in getting paid meant the cash flow could get tight.


"If someone doesn't pay their bill, then when you're little like us it can pretty much put you out of business."

Being careful with the cash flow is just one of the many things she has learned, things she said nobody could possibly teach you before you started out.


One thing she is now finding out more about is developing a brand for her business.

"People don't really know the Sim look yet because we haven't been around for long enough. That's something we're working on."


While she is still adding South Island stockists to her list, Sim's next goal is to take on the Australian market. Before that happens, though, she is determined to get the New Zealand operations running smoothly.

"I have to get the shop humming first and finalise domestic distribution before getting too big."

Paula Sim

Business In The Community Mentoring Programme