What did it mean for you to win the new breed scholarship in 2022?

When I won the Life Instyle New Breed Scholarship, I had only been wholesaling my products for just over 5 months. To be acknowledged amongst the calibre of other businesses as a finalist, and then to WIN the scholarship was a total pinch myself moment. It meant that my future plans for growth were expedited.

 What advice you would give to those wanting to apply in 2024?

Don’t hold yourself back from throwing your hat in the ring because you are nervous, feel you aren’t ready or aren’t a big enough business to apply. I was completely out of my comfort zone, and very very new to the world of starting a product based business. Never in a million years did I think I had a shot at winning…and I did!

Since winning the new breed, what has changed in your business such as what processes?

Since winning, I’ve been able to give focus to the wholesale side of my business through the mentoring received and hands on lessons learnt along the way. Things such as an automated wholesaler enquiry process, streamlined catalogue & pricing information, new stockist onboarding process and customised wholesale portal with assets, content and imagery to make things as easy as possible for stockists to be able to support and sell my brand.

 What inspired you to start your brand and pursue a career in the retail industry?

My inspiration for the business was my eldest daughter. We faced the same challenges most parents do with everyday tasks. Getting her to help pack away, brush her teeth, put pyjamas on, etc never ran smoothly...despite our best efforts to practice patience amongst the 427 reminders!

As she couldn’t yet read, I created a picture-based prompts which not only empowered her, but saved our sanity as parents! The aesthetic of my DIY laminated routine chart always bugged me though. I wanted to create something that I didn’t need to hide away when we had visitors over. I wanted a simple, paired back design, using quality materials, that wasn’t only practical, but beautiful too. I went on a mission to create it!

How has winning a scholarship in 2022 impacted the development and growth of your brand?

Winning the Life Instyle New Breed Scholarship gave me immeasurable exposure to new retailers. It also gave me opportunities to connect with some incredible mentors and like-minded businesses. These relationships have formed a community for me, where we can share setbacks and successes, learn from each other, and support each other through sometimes uncharted territory! This has resulted in huge personal development for me, which in turn supports growth of Second Scout.

How do you differentiate your products from competitors in the market?

The products are magnetic timber. To the eye, they look like a solid piece of timber, however inside they have concealed magnets.The whole range is compatible across the different timber stands and boards, and can also be used on your magnetic surfaces at home like a fridge or whiteboard. They are laboratory tested and safety certified too, giving parents (just like me!) peace of mind.

What is your target market and how do you reach out to them?

Our target market are parents who are looking to bring some calm to the chaos with a young family. I find it quite natural to find and connect with my ideal customer, as I am my own target audience! Social media is one of our largest channels for connecting with our community.

 What advice would you give to aspiring entrepreneurs in the retail industry?

Ask questions. Be brave. Reach out to other businesses. You’ll soon find that so many other entrepreneurs are in uncharted territory making it up as they go along too! Be prepared for many scarifies ahead. Bring resilience to the table (bucket loads of it!) Always come back to your purpose. And remember why you started.

What path led you to Life Instyle and what about the show makes it a great fit for your brand?

It was another small business owner who told me about the New Breed Scholarship and encouraged me to apply. I feel like Second Scout is a great fit with Life Instyle as our products talk to the curated nature of the non-traditional trade show model. We are bringing in something unique, that has a purposeful design, quality execution, and is new to the market.

What are some of the challenges you have faced in the industry and how have you overcome them?

My biggest challenge to date has been around manufacturing set-backs. I am still in the thick of it at this very moment, so watch this space as to how I overcome it!