When Danielle Davies started her maternity leave and subsequently decided not to go back to her primary school teaching career, she came up with the idea of The Tired Mama Collection. The Neath-based business was set up in 2017 as a brand-new clothing brand for mothers all over the world, inspired by the daily struggles of being a ‘tired mama’.
Danielle has already been able to hire 3 part-time assistants.
What they did
Following support from the Welsh Government’s Business Wales service, Danielle was able to create a business plan and put together a finance application to fund her expansion and growth plans. Danielle was successful and received a £25,000 grant from Pen Y Cymoedd Wind Farm Community Fund.
“At The Tired Mama Collection, we are committed to celebrating raw motherhood – from sleepless nights to changing body shapes, we get it all. We provide comfortable, flattering and stylish wear that will make you feel ready for whatever the day shall bring.
All our design, print, sewing and packing work is done in house from our South Wales studio by our wonderful team of Mamas, and each order is custom-made.” – Danielle Davies, Owner at The Tired Mama Collection.
Thanks to her remarkable growth, Danielle was also a runner-up in the Swansea Business Awards in November 2018.
What would they do differently?
“The biggest realisation for me recently was to focus on who I already have. Of course, this doesn’t apply to all business structures but for me, switching my focus from finding new customers to focusing on those I already have has really seen an increase in my sales. I spend my time and effort targeting new customers, trying to encourage them to trust this new online business, convincing them of our quality and service. Yet, I had women that already knew this, they had experienced our service and quality, so to bring them back really should have been my focus.
In April this year, I really focused on these customers and have seen my best sales months yet. After all, word of mouth is the best method of reaching new customers. If each of my customers recommended just one other mama, that’s my customer base doubled without any input from me. I wish I’d really thought about this before! I love seeing my customer return rate grow. From having a 12% monthly sales rates from returning customers at the end of 2017, to last month having 37% of them – to have achieved a 25% increase simply from this, just seems like an obvious route for me.”
Their proudest moment in business
“My proudest moment is seeing my items out and about. Being an online business, we never see the faces behind the sales. Amongst the craziness of it all, I often forget that the items we’re creating are actually going out there into the real world! So, when I see a mama rocking a jumper or a tee, I often have to restrain myself from dancing in the street!”
Do they use Welsh in their business?
Welsh is used in the business wherever possible.
Describe the type of support (financial / non-financial) they’ve received from Business Wales / Welsh Government
Danielle benefitted from a wealth of support provided by Business Wales. Business Wales’ adviser Eve Goldsbury helped with Danielle’s business plan, cashflow and financial forecasting to accompany a successful funding application with Pen Y Cymoedd Wind Farm Community.
Eve’s employment advice, including help with recruitment, contracts, policies and procedures, was instrumental in Danielle successfully expanding her team with 3 part-time assistants.
Danielle was also supported with marketing issues and is further benefitting from the Business Wales Mentoring programme.
Danielle said: “By having Eve as a contact within Business Wales, I know that whenever I am unsure of something or need reassurance, I have Eve to pick up the phone to. A bit like a mother in the business world. Eve is there for me when I need advice, a shoulder to cry on or even just someone to cheer me on from the corner. As a primary school teacher, my knowledge of business was non-existent. I really had to learn it all. Even now, two years on, there is a lot for me to learn. So, by having Eve at the other end of the phone, it really is an invaluable line of support that I am very grateful to have! I look forward to working with her to continue my business growth.”
Top Tips
Here are The Tired Mama Collection’s top tips for anyone looking to start or grow their own business:
- Don't be ashamed of being small. We all thrive for success and to be the biggest and the best! Of course, there are many businesses where you need to portray yourself to be a big professional brand. But for me, as an online business, I am competing with the giants. Fast delivery times, a huge variety and lower prices. These are sometimes just not manageable for a small, one-man band. So, focus on the things you can do that they can’t! Put a face and background to the brand, let people get to know you and in turn, trust you. Offer personal customer service. Talk to your customers, thank them personally. Hand wrap things beautifully, give a great service from start to finish!
- Ask for help and take it! Business can seem terrifying! With tax returns, employment laws or just the general management of a business, it can often feel overwhelming. There are amazing resources out there that can be really beneficial. The free Business Wales courses and mentoring sessions have been so important for me and my business. If you're not confident or unsure about something, chances are there is something out there to help you. If you can’t find it online, pick up the phone and ask for help. Business Wales want to see you succeed, use the resource. Use the time to invest in yourself and your knowledge. It really is invaluable.
- Put yourself out there. It is often daunting to stand up and say: “I am good enough”, especially to strangers! But if you don’t, then who will? With small business emerging from everywhere recently, you can quickly get lost amongst it all. Stand up and shout. Share your customer reviews, awards and achievements! For me, it was important that I reached out to local retailers to stock our items, it was terrifying to pick up the phone or email and convince someone, who has probably never heard of us, that we are worthy, and they need your items in their shop. But if I didn’t do it, who would?
- Plan and set targets. With a teaching background, my work ethic is set on targets and plans, and it’s proved to really help my business. Set yourself small targets, whether this is sales targets or new social media engagements. Have an idea of where you’d like to be that month and plan how you’re going to get there. What will you do to drive sales when you’re quiet? How will you encourage new people to your social media accounts? Not achieving them, then sit down and review them into more realistic goals. Even if it’s just getting that one extra sale a week.
- Don’t be disheartened by knock-backs. Remember, even the greatest have tried and failed, and have been rejected.