With deadlines looming, budgets reducing and (dare we say it) career prospects slowly coming to the fore, setting up an independent fashion business may be the last thing on our minds to kickstart a career in fashion. But it may just be our golden ticket. We catch up with one of our alumni students, Eleanor Pead founder of The Accessory Stand who did just that…
So you set up the online store whilst studying here at Leeds. How did it all start and how did you go about running the site whilst juggling the demands of your course?
I just had the ideal that one day I wanted to work for myself –I didn’t know what it would be or how. I loved accessorising outfits but found that prices were so expensive on the high street. I started selling a few hand made pieces on Ebay and had a great reaction so started selling bags and more accessories before I started the website. I enjoyed doing it, and had always worked through my degree, so in a way regardless of the end result it was something I enjoyed and would be an addition to my CV when it came to job hunting!
How did you get the word out about the launch of your online store whilst you were here at Leeds?
Social Media was a great tool whilst I was at Uni. As a small start-up word-of-mouth and social media are great tools on relatively no budget –I used to pop flyers and cards up on every board I could find in the union and common rooms! I spoke about TAS to anyone that would listen and had some great local press about the brand when I was in Leeds too!
With graduate jobs becoming increasingly competitive and increasing pressure posed on small businesses, what advice would you give to other students wanting to set up their own independent businesses? What do you feel is key for survival in such a competitive market?
I think to know your market and your competitors, if you understand your market, what they are looking for and what your competitors are offering you can always stay one step ahead. I think it is also important to have back-up plans, the retail market is fickle and it is difficult to support yourself as a start-up –many of the entrepreneurs and small business owners I know work part-time and weekend jobs or full-time jobs to have bread & butter money whilst their business is finding its feet.
What three key skills do you feel are needed to set up your own fashion business?
Motivation, I think if you are motivated and believe in something then the world is your oyster. Dedication to put the time and effort in, and patience. Set realistic goals and understand that things will take time to progress –when you are up against retail giants like ASOS and Topshop, nothing will transpire overnight.
What attracted you to studying at Leeds University and the design school?
I had heard great things about the University and knew some past graduates that spoke highly of the atmosphere and fondly of their time at Leeds. The course was right for me too –my Art & Design course was the perfect combination of creative work and business / theoretical modules, it really opened up any path that I could want to pursue.
You studied Art & Design have you always had an interest in PR and online retail?
I think for any role that you do, PR is essential –initially my interest in PR was about marketing myself as an artist throughout my degree. The more I understood of branding and PR the more it appealed to me. I tailored my 3rd modules towards Marketing and undertook a dissertation on branding. That research has proved invaluable in my current role and for The Accessory Stand.
The jewellery that you stock is bang on trend and at a student friendly price. Did you have your fellow students in mind when you set up?
Initially, students were my target market, so I had to sell something that was to the aesthetic of the age group and at a price that was affordable. Since then my market has expanded but the whole ethos of the brand is to offer trend items at great prices.
How do you go about sourcing the items on the site?
Initially, I made all of the items for sale –however this required so much time & in my third year I started to source items from wholesalers and other brands, which proved really popular. I try to still make as much as I can on the site, as it sets you apart from other competitors.
You now work for a Fashion & Lifestyle PR agency in London alongside running the online store. How do you juggle your work commitments against those of the online accessory store?
The nature of a PR role is very time demanding, and requires work at weekends and evenings so fitting in TAS is a little tricky sometimes. I just have to find the time –even if there aren’t enough hours in the day! I am lucky that my family can help with packaging in the evenings and post office runs, but if you have a minute at work to nip out for lunch –it’s amazing what you can achieve!
Where do you see the store going in the future -are you hoping to expand?
Here’s hoping that the brand will continue to expand, the future goal is to stock more designer and costume jewellery brands on the site and be a one-stop shop for accessories online.
Check out the site at: www.theaccessorystand.com
Nina Keshmiri