Business in Profile

LA TORIANA

1. Briefly describe your business.

La Toriana is synonymous with quality, style and affordable baby and kids clothing, toys and accessories. Showcasing and supporting Australian and New Zealand designers in the fashion and gift industry. Our collection ranges continue to grow with some exclusive labels only to La Toriana. We have well known designers and as well as some talented up and coming ones.

Labels include: Tea Princess, fINNIGAN fINN, OOBI, annieB, Lazybones, Nanny Pickle, Three Little Birds, Oopsidaisi, gertie and me, Boxy design, mon tresor, Eternal Creation, Eco peko, Babyjo Bamboo, Huggalugs and so many more.

2. Why did you start your business?

La Toriana started September 2007 where we wanted to showcase new, unique, stylish and affordable designer products, and support the many amazing designers and businesses out there, many of whom are mums in business. After leaving a corporate position in the health sector when I was pregnant with my third daughter, and decided to pursue a dream of working from home with the flexibility of working around the family. The name La Toriana is derived from our 3 daughters' names; 2 of whom have passed away and it's a way of keeping them together.

3. Has starting your own business lived up to expectations?

It has been surprising! It's 12 months since La Toriana website went live and it's been busier than I had expected… though having said that its been a lot of hard work getting to this point too! I didn't expect the growth of knowledge and I have embraced it along the way.

I love working in this industry and having the flexibility of working from home and around my family. I don't compromise family at all as they are number 1, and neither do I with customers either... it's about balancing the both in different ways. Initially that was the hardest thing... now it is getting easier.

4. What have you enjoyed the most about running your own business?

Being able to work in a happy and positive environment! Everyone loves buying for baby and kids and it's a fun happy place to shop and work in. The customers all have been lovely and I have been lucky enough to make some wonderful friends from suppliers along the way too. I enjoy the new designer collections that come out with each season and the amazing new products. Most of all I have enjoyed the flexibility of being able to go to school and help, have lunches with friends and not have a restricted 9-5 office job. I love the autonomy I have working with La Toriana.

5. What is the biggest challenge for you in running your own business?

Growth of knowledge. Where and how should I advertise? And where is the best marketing growth for our business? Being able to choose the best products that suits La Toriana and its philosophy… and as there are so many excellent products to choose from how do I do that.

Balance. Being able to balance family and work, and friends, and oh yeah… time for me!

6. How do you manage the juggle of running your own business with family?

I always try to have a sort of routine during school hours or later at night so I make the most of that time. Outside of school hours is family time and that's our priority. Trying to juggle it all was initially hard and I am always aware. Being organised (I am a daily list person) setting priorities, outsourcing where I can (you just can't do it all, others have great expertise to draw on) and delegating (I now have a cleaner… yippee). What I am not so good at is taking time for ME… something I must also factor in…. if only there were a few more hrs in the day! (I should really book a holiday too!)

7. Do you have a favourite networking opportunity or event?

Formal, informal and social networking is invaluable and being a Gemini I love the opportunity to network with other like minded people. There are so many great networking groups online, locally and nationally that have been invaluable.

8. Do you have any advice for anyone out there who may be thinking about starting their own business?

Research… before you start research what / where/ how / who of your key industry and focus is
Know your target market
Network often
Be able to multi task and wear many hats….. and do it at the drop of a hat
Ensure you have a passion and commitment for your business for without it won't work
Surround yourself with key people you can tap into when needed
Take time for yourself as well as family and friends.
Don't be driven by the $$, be driven by your passion.
Keep track of the cents along the way as the dollars will soon take care of themselves
Enjoy your business