Retail Startup Empowers People in Developing Countries

Keryn Hutchison manages a surprising amount of business from the playgrounds of Auckland, New Zealand. This mother of two always knew she would start a business, but it wasn’t until a few months ago that the light bulb went off. After leaving a career working with large multinational corporations, she decided to launch Beloved, an online retail marketplace and social enterprise that connects shoppers with the unique stories, personalities, and products of people in the developing world. On a mission to empower and enable people to overcome adversity, this new CEO shared how the business came to be, and what she has learned along the way.

WHERE DID THE INSPIRATION FOR YOUR BUSINESS COME FROM?

I started this business so I could work from home and spend time with my kids, and give back to the many parts of the world that need help. On the advice of a friend, I started making time to sit down and think of potential business ideas. From this, I discovered an organization in Mumbai, India that rescued women from human trafficking and taught them to make jewellery. My mind was made up! Each piece of jewellery had the name of the amazing woman who made it. Once I realized that I, as a stay-at-home mom, living far away from the poverty and hardships these women were going through, could actually do something to help, I just couldn’t consider anything else. I quickly discovered there were amazing organizations like that one all over the world, with amazing stories and unique items to be sold. With that, Beloved was born.

Otto, a shoe-maker in Guatemala

WHAT’S YOUR ELEVATOR PITCH?

Beloved is an online marketplace where people who have overcome human trafficking, poverty or gang life can sell their goods and share their story. Beloved is about connecting people, letting them know the name, the heart, and the dream behind each person and item, and working together to give people a better life.

WHAT’S THE BEST LESSON LEARNED THUS FAR?

Just go for it! After years of working in a career of carefully crafted business plans and financial models, when it came to my own business I just went for it. There was no business plan or carefully crafted financial model, and I can’t say I’d recommend that! For me it would have been impossible to juggle two toddlers and a busy home life with a proper business plan, extensive market research, and investors. It would have simply never happened! So, I took the small amount of starting capital I had and just went for it!

Another lesson I’ve learned would be to find a niche. I know that it sounds cliché. I got tired of reading it over and over again in business articles, but sometimes it’s actually just about the way you present your idea. There are many ethical companies out there selling products like mine. The key difference and focus for Beloved is that I choose to only sell items where I know the name of the person who made it. Every purchase comes with a thank you card from the person who made that item. I also encourage the someone who bought a dress, for example, to connect with the person who made it by sending a photo of themselves with the dress and the thank you card. That really makes people stop and think about the fact that there’s a real person spending time and energy creating the pair of earrings, the dress or the shoes that just arrived. They were screen-printed, or woven by hand.

WHAT HAS BEEN YOUR BIGGEST SUCCESS?

Since we’re so new, just launching has been a huge success! With no IT experience, retail experience, or marketing experience, getting this far has been quite a feat! As well, being able to donate 10% of the profits back to charity has been a big success. If you ask me again in a year, I hope to say that more people have been helped thanks to our ongoing work!

WHAT HAS BEEN THE BEST PIECE OF ADVICE YOU’VE BEEN GIVEN?

Seek out and listen to advice, and try to follow up on every possible idea. Beloved would simply not exist without the encouragement and advice from my friends and family.

IF YOU COULD GO BACK TO THE BEGINNING, WHAT ADVICE WOULD YOU GIVE YOURSELF?

Tell people about your business plans, way before the business takes off. In hindsight, I would have spread the word about Beloved long before it launched. It’s never too early to get people excited!

WHAT DOES THE FUTURE HOLD?

For me, it’s a simple answer. I want to help more people get out of human trafficking, poverty and gang life. That can all by achieved if more products are sold. I have plans to work with New Zealand organisations to help make goods here, which will raise awareness and funds for key charities, and give people who are struggling gain a feeling of self worth and accomplishment. I would also love to visit Cambodia, Guatemala and Mumbai to meet the people who make the products sold via Beloved.

FINAL THOUGHTS

Keryn has touched on a couple of important things here. First, even though she didn’t have a formal business plan, she still thought about the marketplace she was entering and how to differentiate herself from the competition. Second, she had the courage to go for it, which can be the hardest step. Sharing your business idea, asking for help, and listening to feedback as early as possible will make your business better as well as give you confidence and momentum. Take the first step. You’ll never know unless you try.

Image courtesy of Beloved and The Root Collective.

Retail Startup Empowers People in Developing Countries