"Believe in yourself and always maintain your integrity" with Logan Rae

Photo Credit: Argon Agency

Highly innovative and passionate with a dash of sass, Logan Rae is a spearheading marketing professional whose underlying mission is to help businesses achieve new levels of scalable growth. As the founder of a leading marketing resource Argon Agency, Logan has an extensive background involving social media demand generation, brand/product strategy, SEO, customer engagement, and revenue optimization, and knows how to creatively foster cutting-edge executions that allow businesses to advance above their competition.

Can you tell our readers about your background?

Born and raised in one of the toughest areas within Miami, Florida (Carol City), I discovered early on the true meaning behind commitment, resilience, and a strong work ethic. Furthermore, I grew up in a home with a mother facing mental health challenges and an absent father, which ultimately became the catalyst to leverage education to leave my home environment.

Upon graduating high school at 15, I proceeded with my undergraduate studies at Cornell University and Florida Atlantic University, all while simultaneously becoming emancipated at 16 and becoming a teen mom at age 17.

In 2015, I chose to branch into the world of entrepreneurship, founding the Bacon Boxes brand. My marketing efforts and business plans were effective enough that the brand became nationalized in less than 20 weeks from product conception, we won notable awards (SCORE American Business Championship, Inc Magazine’s Coolest College Startup, etc) and entered an accelerator program (FAU Techrunway).

From that point, I shifted my education merging behavioral sciences with technical marketing. I worked across many industries both freelance and holding various positions from Digital Marketing Director to Chief Marketing Officer until founding Argon Agency.

What inspired you to start your business?

I started Argon Agency after being disappointed in the company I was working for at the time. I left a 6 figure c-level position in the middle of the pandemic and everything just fell into place.

Traditional digital marketing was a series of smoke screens, empty promises, one-size-fits-all cookie-cutter campaigns, and charts and graphs that look pretty, but don’t actually mean much. There had to be a better way. There had to be a way to provide clear, customized marketing campaigns that provided results, not just pretty charts and vague answers as to where your budget went. From that realization was born Argon Agency.

Where is your business based?

Argon Agency is based in downtown Lake Worth, Florida.

How did you start your business? What were the first steps you took?

Due to my prior company (Bacon Boxes) and notoriety from self-branding, it was easy to walk into my new industry. I immediately had support and I had clients before I had processes. The universe really came through and helped uplift my efforts.

What has been the most effective way of raising awareness for your business?

I believe your network is your net worth. I do for myself the same thing I do for my clients. I tell my story and I build genuine relationships. My goal is to be in as many rooms as I can at the same time.

What have been your biggest challenges and how did you overcome them?

My biggest challenge has been finding the right employees. I have been trying to build an environment that we look forward to being in - work that doesn’t feel like work.

I have made the mistake of hiring friends. I have hired people with fabricated resumes and portfolios. I have overpaid and invested months with inexperienced people to get their skill set where it needed to be. I have hired people that took my processes and ideas then started replications.

All of these situations weren’t good for my business. I wasted a lot of time and finances trying to make situations work. On a personal level, it hurts to have people I invested in, trusted, and respected take from me with no regard. However, it validates my structure, processes, and ability to mentor.

The biggest way to overcome these challenges has been to focus on the bigger picture, never stop looking for the right people, and keep my mindset on what I need to improve on in order to support getting the right team in place.

 How do you stay focused?

I love what I do and have built my company with the goal of it fitting my dream life. Most people work to retire and enjoy life. I built a life I don’t want to retire from. Staying focused is easy.

How do you differentiate your business from the competition?

Most marketing agencies offer a service, but not a strategy. You can go to a marketing agency and say you have “x” dollars to spend monthly and you want a specific service yet that budget could be more effective in a different type of campaign. Most agencies won’t care enough to tell you and most freelancers don’t have a diversified background to evaluate it beyond what the client is asking for.

We are different because we offer full strategy support. We evaluate EVERYTHING you are investing in your marketing and help businesses take action through our campaigns but also in-house to optimize their scalability. It is our goal to act as a knowledge bank and chief marketing officer for every company we contract with.  

What has been your most effective marketing strategy to grow your business?

Results and being accessible. Ironically we are a marketing agency that has not marketed itself yet. We have no social media presence. We only have a website because we needed it to obtain a merchant account. Yet, we are overwhelmed with business and actually have a waitlist for our services and companies that have paid a deposit to hold their place.

 What's your best piece of advice for aspiring and new entrepreneurs?

Believe in yourself and always maintain your integrity. It is so important to stay true to yourself, your team, and your clients. When you cut corners you lose value. It’s okay to go at your own pace. When you give yourself the time you’re less likely to burn out and more likely to build a stable brand with longevity.

What's your favorite app, blog, and book? Why?

 This is a hard question to answer. I would have to say I’m a big fan of Simon Sinek. I was introduced to his books while taking a leadership course in college and have kept his teachings integrated into everything I do.

What's your favorite business tool or resource? Why?

Another hard question. I would be lost without my mentor Ron Cocquyt. I met him through an accelerator program I won entry into with my first startup, Bacon Boxes almost 5 years ago.

Mentorship, accelerator programs, and boot camps are a godsend. If we’re talking just software I would say Teamwork - it manages my life.

Who is your business role model? Why?

I admire so many it’s hard to just pick one.

I find myself checking in on Reshma Saujani who founded Girls Who Code. I find her story and motive inspirational and I love the goal of her company. She is facilitating an environment where women can become inspired, obtain resources and learn valuable skills that put them in a predominantly male industry.

I also admire Shannan Monson. She’s a mom and entrepreneur on a mission to change the statistics for women in leadership. I can’t wait for my obligations to calm down a little bit. One of the first things I plan to do for myself is sign up for her CEO School.

How do you balance work and life?

I integrate them into each other. I find it's best for my whole team.           

We have a leisurely 9 am start time. The goal is for everyone to come into the office between 8:30-9:00 am and not stress if there's extra traffic or jeopardize their safety if they’re running late. We take the first 15-20 minutes after everyone has arrived to get personal chit-chat out of the way, make a cup of coffee and grab a snack.

I found that if I order everyone’s favorite caffeinated beverage, snacks, and lite lunch items for the office every week it keeps us in higher spirits and balances us. Whereas before I did that I would often be too busy to leave the office and end up not eating all day.

I implemented team building into our routine. Monthly we do something different than the group votes on whether it be yoga, a company-paid lunch, or a two-day stay at a beach club for example. This allows us some leisure and bonding time to just relax and decompress. What’s your favorite way to decompress?

I like the gym. It's a place I enjoy when I’m in all moods. No matter what I end up leaving feeling motivated yet relaxed.

What do you have planned for the next six months?

Growth, education, and fun.

I have been tightening up processes and implementing new services. We’re going to be recruiting additional talent and working on new ways to exceed our clients’ expectations of us.

How can our readers connect with you?

www.instagram.com/thatmarketingbitch

www.instagram.com/argon.agency

www.argonagency.com

logan@argonagency.com

561-867-0027

11 S. J Street, Lake Worth, FL 33460

"Do not be afraid to get materials, content, products, and services up quickly" with Stephanie Stabulis

Stephanie Stabulis is a veteran marketer and storyteller with a knack for understanding the psychology of brand and consumer.  She is a former VP-level executive strategist who has designed award-winning, press-worthy creative influencer marketing campaigns and programs for start-ups through Fortune 500 companies. As the legacy she is working on leaving through her career, Stephanie's mission is to shape the next generation of digital advertising and marketing in a way that merges new technologies with human creativity, emotion, impact, and purpose. She launched Social Creates Impact (socialcreatesimpact.com) in 2019 to help bring innovation and education to influencers, creators, and brands and provide solutions to some of the biggest issues plaguing the influencer marketing industry.

Can you tell our readers about your background?

My favorite fact: I used to create Facebook posts for free pizza in college. That’s how long I have been in the business of social media. I started with a small PR firm right out of college at a time where more traditional public relations were being challenged by the rise of digital. Most of my early years with the agency were spent trying to pilot brands’ first forays into social media marketing, including utilizing online communities and social media influencers for sampling, user-generated content, and influencer marketing. I loved being challenged to tackle the “new” head-on while designing new pathways for brands to leverage technology and tools for marketing and advertising goals. In 2015 I went freelance to niche down from general marketing to digital and social media marketing. In 2016, I stepped into a more prestigious corporate position, niching down further to design influencer marketing campaigns and strategies for top brands. I started Social Creates Impact in 2019, and amid the chaos that is 2020, Social Creates Impact has morphed into a space where I am able to provide the knowledge and resources for influencer-creators and brands with the purpose of creating better winning partnerships that audiences love. 

What inspired you to start your business?

I bounced between entrepreneurship and the corporate world at least 3 times throughout the first 10 years of my career and both had benefits and their own advancements to my knowledge and capabilities. However, in my last stint in a more corporate position, I was feeling a complete lack of purpose and connection to the “bigger picture”. I wasn’t clear on who was I impacting and how was I helping people through marketing. It was something that felt energizing as a smaller business and freelancer, yet lost in a bigger company. I was missing the ability to “create” and think outside of the box, the freedom to read and apply learnings to my own entity, and the ability to really express who I am through the business that I create. 

When I started Social Creates Impact it was just going to be a playground for me to create purpose and form a legacy of what I wanted to accomplish throughout my longterm career. It was the first place where I took a stand and said, “my purpose, passion, and legacy is in designing new pathways for brands to leverage technology and tools and to help shape the future of marketing and advertising.” 

The biggest way that I can impact that goal right now is using my deep knowledge of influencer marketing to help bring influencers and brands to better partnerships and to help make partnership ads something that audiences enjoy. I feel empowered to be able to do this as a more neutral party whose chief interest is the industry growth that will occur through better partnerships. Over 2020, I have shifted Social Creates Impact toward influencer and brand education, as well as market innovation. It has allowed me to pursue relevant corporate opportunities and consulting roles, all while building a community and introducing physical products like workshops. 

Where is your business based?

The business is currently based out of Irvine, California. 

How did you start your business? What were the first steps you took? 

When developing both entities and businesses I created as a freelancer, I maintained corporate part-time and full-time roles while building my business. This allowed me not to stress the finances and actually focus on building a good product or offer.  

The secondary steps looked extremely different across two businesses. My first business was scrappy and fast. I put up a quick portfolio website just to explain what I do and what services I offered and I immediately started looking for and responding to opportunities on sites like Upwork. I worked one-on-one with clients on customized proposals until I had signed a full capacity of clients to an ongoing retainer.

Social Creates Impact was the opposite. It was slow and intentional and most of my first steps consisted of planning an actual brand. During planning, I sat on key questions like, “What is this entity’s purpose?”, “What will this entity house? Will it be writing? Products? Is this a portfolio?” and “How will it be monetized?” I built up the website. I built up content, social channels, and a podcast. I built test groups for workshops without taking payment. I networked with industry thought leaders about some of my ideas to see if they believed there would be demand for them. I had the opportunity to also be mentored by some amazing women during this phase. Though the planning was slow and deliberate, the result of a slower and more organized approach allowed my community and potential leads to grow faster. My purpose and offering were clear - and because I spent time designing solutions for a larger group of people, as opposed to customizations for one client, my business scaled more effectively.

What has been the most effective way of raising awareness for your business? 

Giving knowledge away for “free” and networking. I stay very active in online social media groups dedicated to the influencer marketing industry on Facebook, Instagram, and LinkedIn. I also gathered a pilot group of 6-10 customers when I launched the first digital workshop. Not only has this group helped me optimize my product, but it has been pivotal in giving recommendations and exposure to my business that has turned into profit.

I have also directly reached out to potential customers who have shortlisted me for training programs while providing recommendations and referrals based on the concept of my offer alone.  

What have been your biggest challenges and how did you overcome them?

I pivoted Social Creates Impact toward influencer and brand education because I felt there was a huge gap in the industry. Education for brands is being provided mostly by the companies who profited monetarily - it’s biased. Education for influencers is being provided by other successful influencers. There wasn’t really another entity that shared my background, mission, and ideas for the industry.

What I wanted to create and sell was very unique and I had a different story. I started to question the merit of my idea and whether audiences were going to be open to it. The feeling intensified when I lost my income through my corporate job and started questioning if the months I have been putting into bringing my business in this direction would pay off.

I went toward the discomfort. I let the fact that it scared me to fuel the reasons why I should keep dedicating myself to it - but I also sought highly respected opinions from people I didn’t know. I went to other agency owners, my peers, and my mentors, and I asked for feedback on my idea. The more people could envision the demand for what I wanted to produce, the more confident that I became in what I was building.

I also have dealt with a lot of pushback on my goal to bring influencers and brands together - some still want to remain within their self-interest as a brand or creator. I have to really embrace the fact that my opinions, perspective, and mission will not resonate with every person and really focus on the customers who it will positively impact.

How do you stay focused? 

Building a sense of purpose into my businesses and deliberately connecting the dots to the people I am helping has kept me focused on the goals and mission of my personal legacy. I have more days where I wake up wanting to make the day count, and it brings focus to my day more naturally. 

I also keep people in my life with the same focus. I find that I feed off their energy and dedication to their own legacies. 

How do you differentiate your business from the competition?

I own my personal story. I have had a wild ride flipping back between entrepreneurship and the corporate world. My evolution from Public Relations and Social Media Marketing give me a different perspective of how influencer marketing fits within a business. A history of working on the brand side gives me a unique perspective on what I bring to influencers. Competition may offer the same or similar products, but those products don’t come with the same perspective, résumé, and personal story. 

What has been your most effective marketing strategy to grow your business? 

Referrals! Referrals allowed me to double sales in my last corporate position and it is how I scaled 2x faster than my last stint as an entrepreneur. If you have a great product and you do good work, people WILL refer your business. If you truly take the time to HELP people, they WILL refer your business. Referred and repeat business often takes less effort, risk, and time to convert and lets you build a base while you focus on new customer acquisition. Never sleep on retention and loyalty! 

What's your best piece of advice for aspiring and new entrepreneurs? 

Most everything you put out when you start will undergo its own evolution and refinement. The “brands” and businesses you see did not launch looking like they do now. Do not be afraid to get materials, content, products, and services up quickly. You can adjust them and refine them as you get more clarity on your brand’s purpose and the people you impact. Aim for continual improvement of what exists.

What's your favorite app, blog, and book? Why?

Peta Jean’s “Earth is Hiring” and Ray Dialo’s “Principles”. “Earth is Hiring” is a very spiritual approach to business where “Principles” is logical, however, both share a lot of core themes. “Earth is Hiring” really forced me to look at the bigger purpose of my life’s work and realize the impact of what I am bringing to life through my business and career on future generations of people. “Principles” helped me understand what the evolution of business actually looks like while allowing me to feel comfortable with building better principles into my own business - such as radical open-mindedness, failure, and thoughtful disagreement.

What's your favorite business tool or resource? Why?

CRM. I am currently using Active Campaign with automation. I am putting a lot more effort into retention and loyally and CRM helps me collect, categorize, and engage existing customers and leads. My goal is to build a really tight and loyal community as my baseline and my CRM is helping me achieve that while allowing me to automate some of it to save time.

Who is your business role model? Why?

Gary Vaynerchuck. I know that sounds super redundant, but I have watched this man evolve over nearly 10+ years and what attracts me most is that his opinions and principles change drastically. He is not afraid to adopt new ideas and mindsets, even if that means admitting that his very strong opinion was wrong. He embodies what it means to evolve as a human and how that impacts your business and business model. 

How do you balance work and life?

I draw hard boundaries around my time with both work and personal obligations. I tend to work in flow, which means I may have days where I’m working longer hours without realizing it. I will then purposely schedule myself shorter workdays. I also care for myself outside of work. I am careful to assure I am spending the needed time to eat right, exercise, sleep well, journal, and build deep relationships. I consider these non-negotiable because they have a direct impact on my energy and mental state which allows me to work with high-quality. 

What’s your favorite way to decompress?

I’m such a fan of yoga when I need to decompress. I choose a slower practice that embeds some kind of mindful meditation. I started a regular practice about 3 years ago during a time of high stress and I almost immediately felt more calm, patient, and focused.

What do you have planned for the next six months? 

I will be building up my free content and developing new products for creators and brands. I will also be maintaining the networking I have been able to do during the pandemic to connect with mentors and peers around ideas for how I could help the influencer marketing industry with the goal of fostering more collaborations within my industry.

How can our readers connect with you?

You can find me at @socialcreatesimpact on Instagram and Facebook, on all your favorite podcast platforms by searching “The Era of Creation” or at socialcreatesimpact.com

Q&A with Kismet Cosmetics Founder, Caitlin Picou

Today's interview is with Caitlin Picou, founder of Kismet Cosmetics. Here is what she had to say about launching and growing a successful beauty business, despite the competition.

1). Can you tell our readers about your background?

I have been developing products in the beauty industry for over eight years now. I began creating hair care products, and then made the switch to creating my own cosmetics line and becoming a licensed makeup artist. And since I started my company four years ago, I have grown it to have five employees and have been featured on CNBC's Billion Dollar Buyer. 

2). What inspired you to start your business? 

My father was a major influence on me and my want to go into business for myself. My father believed in entrepreneurship and small businesses. He passed away unexpectedly in April of 2012, and this pushed me further into my drive for my own brand. By July of 2013, I had developed and launched my first product. 

3). Where is your business based?

Kismet is based out of my hometown of Covington, LA. It is a suburb just north of New Orleans. 

4). How did you start your business? What were the first steps you took?

I had developed many contacts throughout my career, so once I had the product idea in my head, I reached out to a few friends I had made to see if they could point me in the right direction of a manufacturer. I knew I wanted to launch a product that wasn't typical. It had to be eye-catching and create a dialogue. So I went with Opulent, a body bronzing lotion that doesn't contain DHA like self-tanners. Some have called it 'Liquid Gold'

5). What has been the most effective way of raising awareness for your business? 

Obviously, the TV show skyrocketed us into a totally different category. But pre-television, I built my brand by getting out there and doing as many pop-up events as possible. From New Orleans Fashion Week to reaching out to brick-and-mortar stores, I slowly built my following by getting in front of people, social media, and quality products. 

6). What have been your biggest challenges and how did you overcome them? 

My biggest challenge is probably myself. The self-doubt that enters your head when you are in such a highly competitive market is probably the biggest thing that hinders me from moving forward. But this comes with the territory of owning a business. The dangerous rabbit-hole that makes it worse is social media. So don't compare yourself, stay focused on your goals. 

7). How do you stay focused?

These days it is extremely challenging. I am a new mother to a beautiful daughter, Ruby James. So yes, she comes with me to work everyday. And I actually learned I was pregnant the week before we started filming the TV show. So by the time it aired, I was 7 months pregnant and life was changing personally and business-wise.

But my biggest tool is time-management. I schedule out certain blocks of the day for calls, emails, and business development. Plus I have a to-do list notebook that never ends. 

8). How do you differentiate your business from the competition? 

This is an extremely competitive market. Our key point-of-difference is our distribution method. We make it possible for smaller boutiques and salons to carry our cosmetics line. We also let our products speak for themselves. The quality is there. And that keeps customers coming back for more. 

9). What has been your most effective marketing strategy to grow your business? 

I would have to say our Pop-Up strategy has been key to growing the brand. Whenever a new store carries us, we set a date to have an in-store pop-up. The store owners can invite their favorite customers, and we can pamper them, inform them about the product, and have them leave with some in hand. The key is getting people to try it. Once they do, they love it!

10). What's your best piece of advice for aspiring and new entrepreneurs? 

Ask for advice. Seriously, don't hesitate to reach out to other inspiring entrepreneurs. Odds are they have been in your exact same shoes and have advice for you. Experience is priceless in this industry. But don't be afraid to learn. I am learning new stuff every day. 

11). What's your favorite app, blog, and book? Why?

I am a big fan of podcasts. I can listen to them while I work. Currently, I am a huge fan of Boss Girl Creative, while this is focused more on the business of being a blogger, it has tons of useful tips for a business owner. As far as a book, does an audio book count? I am really into 'Grace Not Perfection' by Emily Ley. Since having my daughter, it has been an adjustment of expectations. And this book helps me through. 

12). What's your favorite business tool or resource? Why?

Asana has been a great resource for me with my growing team. It keeps tasks and to-do lists all in one spot. Also, don't even underestimate the power of YouTube. I am pretty sure that is how I taught myself Photoshop, Quickbooks, Photography and even how to create YouTube videos. 

13). Who is your business role model? Why? 

Kendra Scott is a 'Goals' brand and person I look up to very much. She started with hats at a mall kiosk and has built this boutique-brand that has taken over. She did it with class and originality. And I just want Kismet to be to cosmetics like Kendra is to jewelry. 

14). What do you have planned for the next six months? 

The next six months are our busiest time of year. We are working on a lot of gift items and sets, along with TONS of new products. Plus, I have an exciting partnership that I am ironing out with this major product that will disrupt the beauty world. Hoping to announce it very soon. We are also focusing on Dallas next for our next big market to open up. We like to spend about six months in a new city to really get to know and meet the consumers. 

15). How can our readers connect with you? 

As with most brands, we are available on Facebook, Instagram, YouTube, Pinterest, SnapChat and Twitter with the handle @kismetcosmetics. Of course, you can learn more about the brand, and even send us a selfie and we will help you pick the right lipstick color, from our website www.kismetcosmetics.com. 

I have worked with multiple brands, people, and bloggers and have built real connections to grow the brand. For example, I develop lip colors for collegiate dance teams, LSU, WVU, and SLU. That has been a really fun partnership and hope to continue to grow this part of my brand over the coming years. I have also partnered with local Kendra Scott stores to host beauty nights. And in regards to bloggers, this has been a hard territory, because so many want a lot of money just to post one time on one social media outlet. I totally get it. But I look more for bloggers who truly love the brand. We build a partnership and they get all of our products plus their own affiliate links. But I want them to truly embody and believe in what I am doing. So you won't ever find me paying a blogger to talk about us. If they do, it is simply because they love Kismet. 

Q&A with Sun Protection Entrepreneur, Casey Bryden

Today, I finally had the opportunity to chat with entrepreneur Casey Bryden of Sunbella, a brand of premium sun protection umbrellas (which comes at the perfect time now that summer is here in full swing). And here's what she had to say! 

1). Please tell our readers about your background. 

I have a degree in marketing and management and began my career in research and analysis, which gave me an appreciation for the value of statistics and market research as a foundation for business decisions.  Just prior to starting my own business, I worked as Campaign Manager at Tourism Western Australia, managing multi-million dollar campaigns and working with some of Australia's best marketing agencies. 

I live in Perth in Western Australia, with my husband and two children.  Perth is the sunniest capital in Australia, so we spend much of our free time enjoying the outdoors, either camping or at the beach.  As a result of our sunny, outdoor lifestyle, Australia has one of the highest rates of skin cancer in the world, which is what led my mom and me to start our business, Sunbella.

We design and manufacture personal sun umbrellas. We aim to help women feel beautiful, and stay beautiful, by providing them with elegant and effective sun protection.

2). Why did you start your business? 

Jillian (Sunbella Co-founder) is a clinical nurse who spent years spent witnessing and treating the long-term effects of UV exposure. She heard firsthand from frustrated skin cancer sufferers who avoided sun-safety because existing products compromised their style or gave them hat-hair. At just 32 years old, I have lost count of how many moles I’ve had to have removed from my body - I think it is around 13. 

A global search unearthed a gap in the market for a modern sun umbrella with appropriate UV protection, so we set out to create one.  Together, we have developed a range of award-winning UPF50+ parasols that offer effective and attractive sun protection for every occasion. 

Our designs are sleek and modern iterations of the traditional sun umbrella that enhance a woman’s style, rather than overpower it. Signature wind-vents allow the breeze to dissipate through the center. The unique straight canopy can be angled, allowing the wind to pass across rather than flip it inside out and light-weight and high-quality materials ensure comfort and convenience.

Sunbella won the 2015 AusMumpreneur Business Excellence, the 2015 Stirling Micro-Business Award and, most recently, a Sunbella parasol was gifted to The Duchess of Cornwall by the State of Western Australia.

3). What market does your business serve? 

Broadly, our customers are women who want, or need, to protect their skin. Their motivations range from short-term protection against sunburn to long-term prevention of premature aging, aversions to sunscreens, or a dislike of hat hair, photosensitivity due to medications or illness, through to those that have been directly or indirectly affected by skin cancer.

They use their sun umbrella daily, either on the commute to work, walking the kids to school, taking the dog to the park, or going to the beach or local cafe. They also use their sun umbrella for special events such as weddings, polo, races, celebrations, or even official ceremonial duties as it allows them to remain unflustered throughout the day and maintain their look into the evening. 

We sell online and through retailers. We also offer bespoke branded parasols for corporate clients as well as hire packages for weddings.  

Our products are unique worldwide, which has been proven by our international clientele, including the One and Only Resort in the Maldives, our stockist in Mauritius, and regular sales to the UK, Canada, and the United States - particularly to California, Florida, and New York.

All of our sun umbrellas are certified to UPF50+ in accordance with AS/NZS 4399:1996 by the Australian Radiation and Nuclear Protection Authority. The tightly-woven fabrics are further enhanced with a UV-blocker.  Our designs make it possible for women to protect their skin and feel elegant at the same time.

4). What's the largest challenge you've encountered as a business owner? 

Our greatest challenge has been overcoming the stigma associated with using an umbrella for sun protection, and simultaneously, the perception that you can’t be sun-smart and look good at the same time. 

To overcome this, we’ve avoided advertising (telling) and have chosen to position our product as a high-end fashion accessory through collaborations and third-party referrals.  Our strategic, below-the-line marketing activities focus on PR and social media, to demonstrate to women that a Sunbella parasol negates these barriers, allowing them to be sun smart and stylish at the same time. 

This has included actively partnering with fashion bloggers and local labels as well as our own brand ambassador program. Our sun safe and stylish message comes from well-respected and stylish women from across Australia, rather than, say, an ad telling people that they should buy a Sunbella. This gives our product credibility, improves our brand awareness and integrity, and has seen our sales grow by 200% year on year for the last six years.

One example of how third-party referrals have worked for us occurred in 2015 when we worked with the state Government to arrange for a custom-made Sunbella to be gifted by the State to The Duchess of Cornwall on the Royal Visit to Perth. The Duchess used the Sunbella throughout her visit and this resulted in over $20,000 worth of sales in a two-week period. 

5). What's your best piece of business advice? 

Seek out other entrepreneurs who are on a similar journey, and travel the road with them. 

Starting your own business is daunting and, particularly in the first few years, there were many occasions when we felt that we were pioneering uncharted territory. However, over the last few years, we have built friendships with incredible, inspiring businesswomen from across the country. And despite us being in a variety of industries, from fashion, food, charities, wellness, services, etc, our journeys are very similar. 

There is much that we can do and learn from each other.  By sharing the things that we have learned (be that about leveraging partnerships, branding, pricing, book-keeping, importing, SEM, shipping, wholesaling, managing social media, website design, inventory management, etc.,) either through our mistakes or our wins, we all grow together exponentially.

6). How do you like to relax? 

Managing a business, raising a six-year-old and a three-year-old, and running a household has its challenges. My computer lives on the kitchen bench and, while flexible working hours has its advantages for a young family, it can make it difficult to switch off - it’s after 10 PM as I write this.

My relaxation comes through exercise. I take 30 minutes every day to either run, cross-train, HIIT, or cycle. I’m currently three months into a #30for365 challenge; 30 minutes of exercise every day for a year. I completed this challenge back in 2015 and found that I was happier, more productive, and more content. Plus I love a challenge!

To pick up a Sunbella or learn more about Casey, visit Amazon or follow the brand on: 

www.facebook.com/sunbella.australia

www.instagram.com/sunbella