Good day! Who’re you and what enterprise did you begin?
Hello! I’m Emily, and I based Bravery Co. in 2016. Bravery Co. is an organization and neighborhood that helps chicks with most cancers. We create Australia’s solely vary of designer headwear for most cancers warriors with $2 from every scarf donated to most cancers analysis to finish this silly illness.
Dropping your hair is without doubt one of the most traumatic components of most cancers. Your illness turns into seen, and also you lose a giant a part of your identification. Bravery is about empowering girls to regain their model, confidence, and sense of self.
Our designer vary is made in collaboration with world-renowned artists. The scarves are designed to make girls really feel fashionable, highly effective, and assured. We would like girls to really feel they will tackle the world carrying a Bravery scarf – whether or not they have most cancers or not.
On common, we make 3-5K revenue a month, however that is all the time put again into the enterprise. (Positively no superyacht story right here but!)
What’s your backstory and the way did you provide you with the thought?
Bravery Co is a biz born from 3 x most cancers diagnoses. I used to be first recognized with Hodgkin’s Lymphoma at 27, then relapsed at 29 and obtained a very completely different most cancers, a sarcoma, at 34. The complete trifecta.
Throughout my second stint with most cancers, I obtained sick of carrying my wig, and I used to be annoyed on the lack of cool most cancers headwear on the market – particularly for youthful most cancers warriors. All the pieces is daggy and aimed toward a a lot older girl. So I began taking part in round with scarves by on-line tutorials.
As soon as I nailed tying the turban, I abruptly felt extra like myself. It was a glance that didn’t scream ‘most cancers affected person.’ I ended getting pity stares and began getting requested how I tied my scarf. Half the time, individuals didn’t even know I used to be sick till I informed them!
Earlier than most cancers, I used to be working in promoting as an Artwork Director. I really like the thrill of working in promoting, however it was exhausting, and I used to be craving work that had extra coronary heart behind it. It appeared like my enterprise concept landed in my lap after exhibiting ladies the way to tie headscarves in chemo wards.
I really feel fortunate that I can nonetheless use my design, writing, and artistic problem-solving abilities whereas passing on the sense of confidence I discovered in carrying headscarves to others going by the same ordeal.
Take us by the method of designing, prototyping, and manufacturing your first product.
I began tremendous lean by shopping for 3 completely different scarf designs from a model I’d worn once I’d misplaced my hair. It was the proper method to launch Bravery shortly, with out the overheads or dedication to massive portions of inventory.
I went on to supply many extra scarves. Nevertheless, I shortly discovered that discovering the proper scarf for a warrior was close to not possible. They had been by no means the fitting dimension, or the material was too tough for a bald and delicate noggin’. I used to be after pure fibers to assist fight sizzling flushes, and naturally, the design needed to be massive, brilliant, and colourful. So after elevating 50K (AUD) in 2018 by a crowdfunding marketing campaign, I went about manufacturing the primary vary of designer scarves for most cancers warriors.
Inform everybody about your concept. Not solely will they get excited however they’ll need an replace subsequent time they see you which can maintain you accountable.
Though I had designed billboards, I’d by no means labored with textiles earlier than. I had no concept what I used to be doing! I shortly found with a purpose to maintain the value level comparatively low and reasonably priced for my goal market. I needed to manufacture abroad. I misplaced days on google looking for a producer that made high-quality scarves and would settle for my small portions. I ended up putting gold by a advice from a pal of a pal, and we nonetheless work collectively now.
The primary cargo arrived 2 weeks late (I didn’t think about China’s Golden week holidays into the timeline), and so I had my complete household packaging the 300 scarves that had been pre-ordered.
Now we manufacture hats as properly, and though these are made regionally, in some ways, the method was much more advanced. There was a lot of backwards and forwards with my sample maker and I discovered about spec sheets, markers, grading, and the place to search out the perfect cloth in Melbourne.
Describe the method of launching the enterprise.
The concept for Bravery had been effervescent round in my head for 3 years. I had been quietly growing the branding and constructing the web site, however therapeutic and getting my life again on observe took precedence.
In 2016 I used to be given the all-clear from my oncologist, developed itchy toes, and jumped on a airplane to affix a mob of digital nomads by Distant Yr. (A program the place every month the group of 60 of us would transfer to a brand new metropolis and mix work and journey.) It was in a co-working house on a Thailand seashore that I launched Bravery Co. into the world.
Earlier than I left Australia, I’d roped a photographer pal from promoting to shoot myself and one other most cancers warrior. I knew the imagery needed to be as sturdy as my branding. I do know the significance of sturdy pictures – I needed the model to really feel prefer it was from the style world, not a hospital.
Discover your individuals. Make some associates which have companies too.
Each Bravery mannequin has had/has most cancers, and it’s all the time been tremendous vital to painting the most cancers warriors as sturdy, resilient, and badass girls they’re – not weak or passive as most different headwear corporations do.
For the primary 4 years, Bravery was a facet hustle whereas I continued to freelance remotely in promoting and journey. (The inventory lived in my guardian’s spare bed room, and my Mum was my distribution queen.) This sluggish begin suited me completely because it meant I by no means needed to depend on the revenue from the enterprise. I might go at my very own tempo, make errors alongside the way in which and keep passionate.
Nevertheless, though my launch was pretty low-key, there have been particular moments which have seen a noticeable increase in gross sales. These embody crowdfunding $50K with the assistance of ING financial institution, successful Frankie Journal Good Stuff awards, and launching our designer vary. In the end although, it’s the P.R. that surrounded these occasions that obtained Bravery massive consideration.
Since launch, what has labored to draw and retain prospects?
Telling my story has been probably the most highly effective advertising and marketing device. I do know it’s been stated 1,000,000 instances earlier than however an actual and genuine model will win the hearts of others. I don’t maintain again once I speak about most cancers – I converse with honesty and swear phrases which have all the time attracted the fitting sort of consumers.
After I open up and share my story or the tales of different most cancers warriors in my One Warrior collection, I get hundreds of likes and shares. After I write a weblog that’s sincere and actual but additionally useful and insightful, my web site views undergo the roof. This doesn’t all the time end in on the spot gross sales however most of my prospects say they’ve been following me for some time however by no means wanted to purchase a shawl till their pal/mum/co-worker obtained recognized with most cancers and so they knew precisely the place to go.
The story behind Bravery has additionally attracted a lot of P.R from Ladies’s Well being journal, Timeout weblog even to mentions in Vogue. Probably the most worthwhile piece of P.R. was once we had an excellent standard scarf collab within the Sunday paper which resulted in over 100 gross sales in a single morning which was a brand new report for us!
I’ve performed round with paid Fb and Instagram promoting however it’s exhausting to see a return because it’s not possible to outline a most cancers warrior who’s available in the market for a scarf. Fb doesn’t have your well being data (thank god!) so the advertisements have simply been used for model consciousness which is difficult to trace.
Late final yr we ran the primary Bravery design competitors with the ten winners creating our 2022 scarf assortment. It went nuts and we obtained round 900 entries by over 500 artists. This elevated our Instagram followers by 20% over the month it ran. (You’ll be able to see the entries by looking out #braveryscarfcomp2021 on Instagram).
How are you doing right now and what does the longer term appear like?
After Bravery turned my full-time gig in 2020 it went gangbusters and that yr we turned over 6 figures in gross sales. Nevertheless final yr I had my first child so gross sales have actually yo-yoed up and down as I get used to the juggle.
I now have one worker who takes care of the packing and logistics and I’m presently trying to make use of a social media professional. I’m wanting ahead to having a crew to help me and provides Bravery the consistency it wants. The one-woman present is certainly over!
Nearly all of our gross sales come from our web site however our wholesale facet is beginning to develop which is absolutely thrilling. We’re now stocked by 15 different companies throughout Australia and America. Plus, now we publish covid, I’m being booked for talking gigs and scarf styling workshops which is an excellent method to promote the model, inform my story, and supply an enormous revenue stream.
We’re in the course of growing a variety of pre-tied hats and headbands for ladies to make use of when their hair begins to develop again. And now we have a giant lineup of fantastic artist collaborations for our assortment of scarves.
We’re additionally planning Bravery occasions to offer additional help for most cancers warriors after remedy has ended. I can’t await these as they’ll give me the chance to be head to head with my prospects and followers – one thing that you just miss as an internet enterprise, particularly by covid!
By means of beginning the enterprise, have you ever discovered something notably useful or advantageous?
I’ve discovered that despite the fact that I can do the whole lot, I shouldn’t! In the beginning, I assumed I used to be going to design the scarves myself which technically I might be sincere, my designs kinda sucked. After some time, I had the brainwave to ask skilled illustrators and artists. Their designs had been unimaginable and by collaborating with identified inventive superstars – my model benefitted. I suppose the lesson there may be to belief others with your corporation child from the beginning – typically they’ll do a a lot better job than you ever imagined!
When you’re working with abroad suppliers, know their public holidays! I didn’t think about China’s Golden Week whereas manufacturing my first batch of designer ranges. I’m certain nobody minded ready one other week for his or her scarf to reach however my nervousness went by the roof. At all times buff out your timeline with extra fats than you assume you’ll ever want!
What platform/instruments do you employ for your corporation?
- Plann – to organise my Instagram posts.
- Xero is my primary for all issues accounting. I hated numbers till I obtained the dangle of utilizing this website.
- I exploit Lightroom to shortly edit any pictures of my telephone but additionally have Adobe Artistic Suite for design jobs and extra advanced picture modifying.
- Veed– an internet video editor so as to add captions and edit my movies.
We’re in the course of migrating to Shopify so watch this house as I’m fairly certain I’m going to fall in love with all of the time-saving apps.
What have been probably the most influential books, podcasts, or different sources?
Recommendation for different entrepreneurs who need to get began or are simply beginning out?
- Begin small. Beginning is so overwhelming so break all the large duties down into tiny duties and simply begin. Possibly start with shopping for the area identify or Instagram deal with. It’ll begin to really feel actual then and that’s thrilling.
- Inform everybody about your concept. Not solely will they get excited however they’ll need an replace subsequent time they see you which can maintain you accountable. It’s like a mini deadline that can maintain you shifting.
- Put money into good pictures and branding – particularly if you happen to’re an internet enterprise. It might appear costly however it’s value it. Nobody can pay a very good value from an internet site that appears crap.
- Discover your individuals. Make some associates which have companies too. They may get all of the highs and the lows and they’re additionally nice individuals to bounce concepts or ask questions. When you don’t know anybody – be a part of a Fb group or go to some community occasions.
- Take care of your self. You solely get one physique (I discovered this the exhausting method!) and also you’re by no means going to look again at your life and assume – wow, I spent extra nights working. The to-do listing will nonetheless be there within the morning – get some sleep!
Are you trying to rent for sure positions proper now?
Sure! We want a social media guru. When you’re Melbourne-based and on the lookout for a part-time gig, please observe us on Instagram @braveryco as I’ll be placing out the decision out asap.
The place can we go to study extra?
When you’ve got any questions or feedback, drop a remark under!
Founding father of Bravery Co
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