An Earth Artist from Powys starts her own natural earth paint business with support from Business Wales.
Realising and promoting the importance of looking after our natural world, Jackie Yeomans started META – a business that produces natural paints, made of soil pigments. She received support from the Welsh Government’s Business Wales service and was able to launch the business successfully in November 2020.
- Successfully launched and created 1 job.
- Start-up support.
- Commitment to the Business Wales Equality Pledge to provide an inclusive service to customers and run a fair, open and honest business.
- Commitment to the Business Wales Green Growth Pledge to monitor and improve the business’s environmental performance.
Introduction to Business
Following 15 years of painting only with raw earth pigments, soils and clays, and a lifetime of love and fascination for soil – from living rurally and growing plants to making art with mud and studying soil health at University, Powys-based Earth Artist Jackie Yeomans decided to invest her knowledge, respect and love of soil into her own business.
META produces paints made from natural soil pigments and a vegan binder, to help people create artwork, which will make them feel more connected to the natural world.
We caught up with Jackie to find out more about her business journey.
Why did you decide to set up your own business?
I have been painting with earth for over 15 years and decided to make a business from this passion. I left my job in February 2020 to pursue an opportunity in New Mexico, where I voluntarily hosted therapeutic art sessions at a retreat called 'Not Forgotten Outreach' that supports veterans suffering with PTSD.
As the Covid-19 pandemic became more prominent and restrictions became tighter, I was forced to return to the UK. With industries hit hard, and jobs scarce, I decided to sign up to the Newtown Enterprise Hub and pursue my passion.
What challenges did you face?
One of the main challenges I have faced is the initial costs with setting up a new business. I needed to purchase equipment and packaging to streamline my processes.
As well as this, I suffered from a lack of confidence. I didn't know if I was investing in something that was marketable, or was simply a niche to myself. I have overcome this after receiving such positive feedback from my customers.
As well as this, I've struggled with pricing my products, marketing and working out the best routes to market.
Business Wales support
Having decided to take the plunge into self-employment, Jackie received advice from a Business Wales start-up specialist, Debra Davies-Russell, who walked her through developing a business plan and financial forecasts. Addressing some of Jackie’s concerns, Debra further advised on marketing, social media, trading standards and labelling, which allowed Jackie to start the company in November 2020.
Jackie also signed up to the Business Wales Equality Pledge, committing to working with integrity, promoting wellbeing and minimising barriers to customers, as well as the Business Wales Green Growth Pledge, making a promise to achieve a paperless office and reduce carbon emissions from logistical services.
Outcomes
- Successfully launched and created 1 job.
- Start-up support.
- Commitment to the Business Wales Equality Pledge to provide an inclusive service to customers and run a fair, open and honest business.
- Commitment to the Business Wales Green Growth Pledge to monitor and improve the business’s environmental performance.
Debra has been a fantastic mentor throughout the process of starting up and running a new business. From the beginning, she has encouraged my product with enthusiasm for its authentic and unique qualities. Debra is very approachable, always available with advice and making connections to support my venture. I am most grateful to her.
Future plans and ambitions
In the next 12 months, I will carry on operating out of my home, but I do have plans to set up my own workshop. With this, I can then scale up the business.
I hope to have the opportunity to travel more in order to forage soils from different areas. This will help to create new and unique colours.
If you want to read more success stories of how Business Wales has helped other people like you to start or grow their businesses, visit https://businesswales.gov.wales/case-studies or follow @_businesswales / @_busnescymru on Twitter.