E04 - Founders Journey Narelle Lane
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[00:00:00]
[00:00:00] Shelley: Hi, I'm Shelley Cox, founder of The Regional Collective, where we're all about empowering entrepreneurs like you. Our podcast is for anyone navigating the world of small business, especially in regional areas. I'm based in the Barossa in South Australia, a place where I love, have three young children and also play in community club netball.
[00:00:27] Shelley: My previous career as a winemaker has taken me all over the world to New Zealand, Japan, USA, and all around Australia, but there's no place like home. I've started not one, but four businesses from the ground up since 2018, and have helped over 50 other small and micro businesses, and I can't wait to help share my lessons with you.
[00:00:49] Shelley: Over the coming weeks and months, you'll hear tales of success, challenges, and community spirit in small and micro businesses. Let's redefine small [00:01:00] business with big hearts and determined hustle, and be inspired to thrive.
[00:01:04] Shelley: Get ready for some serious inspiration on our next episode of the Regional Collective Podcast. Today we're diving into the founder's stories with Narelle Lane, the creative, hardworking founder behind Barossa Body. We're excited to have Narelle join us to share her incredible journey and insights. She has not only spent over a decade perfecting her beauty and body products, but has steadily and sustainably grown her brand.
[00:01:36] Shelley: All the while working a full time role. So stay tuned for your dose of motivation from Narelle and her start up journey.
[00:01:43] So today we've
[00:01:44] Shelley: of starting your brand, where you've been, the things that you've learned. So do you want to just let us know how you've sort of. Got started in your business.
[00:01:54] Narelle: Yeah, sure.
[00:01:54] Narelle: Well, I had a bit of a staggered start, so I started making [00:02:00] skincare products quite a long time ago. And it took quite a while for me to get the courage, I suppose, to formally start.
[00:02:07] Shelley: So how long.
[00:02:08] Narelle: So I would say probably around 10 years.
[00:02:13] Narelle: So. A bit of a slow learner,
[00:02:15] Shelley: slow start,
[00:02:16] Narelle: slow burner.
[00:02:19] Narelle: But once I plucked up the courage to actually start a business. It probably took me a good two years to get to where I am now. And there's been quite a staggered approach to that.
[00:02:32] Shelley: Yeah. And so when, when did you first launch Bourassa body?
[00:02:36] Narelle: So I launched, Barossa Body back in 2021. Yep.
[00:02:40] Narelle: And I started with my base. I guess body product line. And I started with Makers and Merchants, which was amazing. Yeah. In store and that was a really key Part for me. Or key part of my launching my business.
[00:02:56] Shelley: Yeah. And did you also do, so you sold online with your website [00:03:00] as well.
[00:03:00] Shelley: And did you do markets. As well. Reach new customers as a brand new brand.
[00:03:06] Narelle: Yes. So I was in my, I was in store at makers merchants. I was also online, which took a long time to actually get going. You need a following before you can have online sales. And then I was at markets, but markets were quite challenging.
[00:03:22] Narelle: Yeah. But very important to have that face-to-face.
[00:03:26] Shelley: And and then, so you said sort of like two years to get to where you are now. What changed? Two years ago. How did you sort of pivot in your business?
[00:03:36] Narelle: Yeah, so. So I've pivoted probably two pivotal moments within my Within my business. So when I first launched. Back in 2021, I had a vision of what I, it would look like, and it was mainly going to be market at that point in time. But after probably around 18 months, I realized that actually wasn't the direction I wanted to be.
[00:03:58] Narelle: And I wanted to be [00:04:00] more in store in more of those boutiques. And so I went through a pivotal moment of rebranding and that went from being a bit of a, I guess, a cute. Type. Label to a more serious. But organic style label and brand. Yup. And then another pivotal moment was when I launched my skincare, my facial skincare range. And I actually held a launch. And re ignited, I guess, the interest in the business.
[00:04:34] Narelle: Yeah.
[00:04:35] Shelley: And so this is not your only job. What else? Do you work? Full-time part-time. What else have you been doing in the last couple of years or?
[00:04:43] Narelle: Yes. Yes, it's very challenging. And people often say to me, how do you do it? I work full time in human resources. Yeah. And I'm actually, I really love that job.
[00:04:56] Narelle: So I'm often torn about having that steady income and [00:05:00] doing that part of my, having that part of my life. Yeah, when I'm very busy, but then my creative passion. Comes out with my own brand where I have control of where I'm going and my destiny.
[00:05:13] Shelley: And I guess the hard thing is how do you manage that with also creating and making the products yourself as well?
[00:05:18] Shelley: Because that's quite. It's not like Other consulting or service based business you're actually having to physically create. So when do you find time to do those? That part of your business.
[00:05:28] Narelle: Yeah. So I have to be very organised. And so I do a lot of that after hours. Sometimes in the morning before work.
[00:05:37] Narelle: And then I definitely work on that on my business, on the weekends. And I actually have my niece she's helps me most Sundays as well, to help me with packaging and labeling and refilling the products.
[00:05:53] Shelley: And how have you so over the last couple of years with that, I suppose, growth and also you know, a new [00:06:00] direction for the business. What things have you. I guess implemented or outsourced to make that happen.
[00:06:07] Narelle: Yeah, I guess one of the biggest challenges for me, or two of the biggest challenges for me has been the time management. So having to outsource some things has been crucial. And so having someone to come in and help me and I even called all my friends to help me sometimes get ready for markets or my launch. So outsourcing. But I need to get better at it because I am a little bit of a control freak, and probably want to try and do too much on my own. And that's an area.
[00:06:35] Shelley: So many hours in a day.
[00:06:36] Narelle: Oh, exactly. So that's where I really need to focus, but also with that comes a cost. And so it's balancing the funds of the flow of small business when it's you know, you have your peaks and troughs.
[00:06:49] Shelley: Yeah. How do you do, have you done more sort of strategy sessions to map out your year? Like how do you organise your time and your, or your week and your month, or do [00:07:00] you set aside time to. Plan and So that you're not reacting so that you can be proactive in your business.
[00:07:06] Narelle: Yeah, absolutely. a lot of the mornings is when I get up a little bit earlier in the morning and I sit and plan what the week is going to look like, what my social media, what things. What what products am I looking to promote or what there's some key focuses coming up, like mother's day, Christmas, Easter, those sorts of Focus areas.
[00:07:25] Narelle: Yeah. Changing seasons. So focusing on that, but and also it's time for me to loop back to the RDA. I've used them as the B2B programs been quite instrumental. Yeah. Having some guidance and support through them. Yeah.
[00:07:40] Shelley: And that's the thing I think encouraging and letting other small business owners and startups know about those resources. It's quite a lot that are either free or low cost.
[00:07:50] Shelley: Yes. To be able to help you get through any bottlenecks in your business. Yes. So what sort of types of services have you used through them?
[00:07:59] Narelle: I've [00:08:00] used some financial guidance and support. I've had some business coaching. I've had some social media and website support.
[00:08:09] Shelley: So that covers a lot of things.
[00:08:11] Shelley: Doesn't. Yes. A lot of yeah. A lot of things within your business. Yes. Get some outside eyes. I was on. Yeah, it. So it's really good.
[00:08:18] Narelle: I also had so I've also recently trademarked my. Brand as well. And my initiation. Into that was through the regional development through the RDA. And so I then pursued. That a specialist.
[00:08:33] Shelley: To see it through.
[00:08:34] Shelley: So, which is also part of That bigger plan, like how do you. And have you go today working? Here having to go to work and do your job, but then also hold that bigger vision. How do you manage.
[00:08:48] Narelle: I think that's part of me having a creative mind in that. I'm constantly thinking. About things. Yes. I don't sleep very well. I've got too much on my mind, [00:09:00] but I think It's key to have some plans in place.
[00:09:03] Narelle: So otherwise you could just be going around, around in circles. Yeah. So putting those plans in place in those mornings. Yeah.
[00:09:09] Shelley: Yes. One of my key. Reminders. And I would tell myself is hold the vision. Trust the process. Like kind of, sometimes it's hard when you, when you look and see what other people are doing. How do you handle that? We have, you know, that. Oh, but they're doing that in. Comparative, you know, syndrome of looking at what else other people are doing and they're doing it so much better or what. We perceive, how do you manage that?
[00:09:34] Narelle: Oh, I struggled with that initially, because there are some beautiful brands out there, like in and I mean, you look at how well "A-Live" is doing and it's, I would. I was wanting to be like them or still do. But in different ways. But then you have to realize sometimes slow and steady wins the race.
[00:09:51] Shelley: And you are you
[00:09:53] Narelle: I'm me. Yeah, exactly. And so, and my brand is unique. And so I have to remind [00:10:00] myself. Often. To run my own race, stop looking at what other people are doing. Yes. I can get some good ideas and get some. And get some inspiration. Absolutely. And add fuel to my fire. But I don't need to replicate what they're doing.
[00:10:14] Narelle: They're doing them and I'll do like, I'll do my thing. Yeah. So I just, it's taken me a little while to, to get to that point though.
[00:10:22] Shelley: And because you've looked at. Moving into some more distribution sort of channels. I think we've spoken about before. Yes. What was that process like? And how did you not pursue it?
[00:10:33] Shelley: Like what made you sort of. Choose that wasn't the right path for you.
[00:10:37] Narelle: Yeah, look, I I've been working with a distributor and we've spoken about going into chemists and he thinks my brand would do exceptionally well in chemists. However I had to stop and think. Do I want to be a chemist brand. And is that where I see my vision? And initially the excitement of being in the chemists and being able to showcase my brand to everybody. It was really [00:11:00] exciting. But then if I stick true to my brand and my vision, I don't necessarily see myself. They're certainly not at the moment. More boutique luxury. You know, even homeware stores or gift stores. More of that.
[00:11:16]
[00:11:16] Narelle: Yes.
[00:11:18] Shelley: And you know, being in that kind of realm. Yes.
[00:11:22] Narelle: Yes. And that's been really crucial because the customers get to experience the brand. And the products through those. Experiences. Yeah. And so, and hopefully they enjoy that experience and then they have an opportunity to purchase products from there.
[00:11:39] Shelley: And so that's been part of, I think that collaboration that you need and that you need to seek as an emerging brand and business owner.
[00:11:47] Shelley: Yes. Yes. Yes. Is finding those brands that align with you. Absolutely. But get your product and your vibe is. So, yes. I think really good that you've seen. Or recognize [00:12:00] that. While exciting to be in every chemist with. Yes. How many. That's also, you've got a sort of. Remember, and I think be true to your values and what your vision is and go, okay.
[00:12:14] Shelley: That's exciting, but probably not the right path. Yes. For you. Yes, because you'd probably be pretty miserable.
[00:12:22] Shelley: You would've compromised too much of what you set out to do exactly. Went down that path. Exactly.
[00:12:28] Narelle: And if you think about Being in every store around Australia. Yes, that's great. But there's that comes with, then I don't get to make those products by hand anymore. That's and there's no longer a small batch.
[00:12:40] Narelle: It's yes. It's mass produced. I lose a bit of control over the quality. I would be relying heavily. Just, it just, it's not where I see myself at the moment. At 10 years time. I, my, my regroup and rethink, and it might be the time then, but it's not the time for me at the moment.
[00:12:59] Shelley: So you've [00:13:00] managed to, to still grow, but keep that hands on approach.
[00:13:03] Shelley: And by having, you know, family. Employed as well, but keeping a closer eye on things, that's sort of how you've managed to keep control, but I think. You've also learned as well of. What things you can't do. The need to outsource as well, especially if you're working full-time that's seven days a week that you're talking about that you're trying to do
[00:13:23] Narelle: exactly and long days.
[00:13:26] Narelle: So I think some of the next steps for me is, is outsourcing. Some of my marketing and my finances, because they're the two areas that I'm not great at. And recognizing that I should. Do I've got to a point where I I've kept those things alive. But they can be done a lot better. And by people that enjoy doing that or that's their specialty and and I'll stick to creating and formulating because that's mine.
[00:13:55] Shelley: And I think and that's. Part of that learning as a small business owner, I [00:14:00] think you've got to do all the things.
[00:14:01] Shelley: Yes. And then, you know, I don't like that. Or. I'm not great at it, but I also know how important it is. So I'm going to value that outsource. Yes. Isn't that? Absolutely. I had to do everything, then you can appreciate. When people do it well and quickly, and they love it. You're like, wow. That was money well spent.
[00:14:19] Narelle: Absolutely something that might take me three hours might take them one hour. Yeah.
[00:14:23] Narelle: And so yeah, fumbling my way through it at the moment, but that's that's next steps.
[00:14:28] Narelle: But you can see that. And
[00:14:29] Shelley: that's the thing. You can see the outcomes going to be, or the light at the end of the tunnel. Can't. Yeah, absolutely. Because you've sort of worked through it and at that next stage, so yeah.
[00:14:38] Narelle: And that's part of that evolution and growth.
[00:14:40] Narelle: Yeah.
[00:14:41] Shelley: Yes. So, what advice would you give to someone who is starting up as what's a.
[00:14:48] Shelley: Main priority, I think to work out before you. Kind of getting launching and growing.
[00:14:53] Narelle: Yeah. I think it's really important to know. Who you are. And what is your, why? Why have [00:15:00] you started this business? And who are you marketing your business to knowing that? And, and what is your vision? That will change over time, potentially, especially a vision. But. You can't, you can't market to everybody.
[00:15:15] Narelle: So knowing who you're marketing to who are your key customers knowing, establishing that. And then working from there. Yeah. My other piece of advice is done is better than perfect. Sometimes I've held back because I'm trying to perfect. Video to release or a marketing campaign, and sometimes. Just getting it out there. Yep. You know, that's part of that authenticity, isn't it?
[00:15:40] Shelley: Yeah. Yeah. And that's also, you know, There's not late before you land kind of thing, but you can't have also. If you wait until it's perfect, you may have missed an opportunity or you've missed. you've missed the timing or Or whatnot. So you do need to. I think that's part of the learning is letting go.
[00:15:59] Shelley: [00:16:00] Yes. Yes. Because we, we portrayed it so personally, because it is an extension of ourselves, but you do need to. Set some boundaries. Don't you. Yes. Manage that. Because I know that I've struggled with that, but being so personally involved in businesses yes. How do you manage that? Because you are a key part of your business, but you're also your, not your business.
[00:16:23] Narelle: Yes. I still think it's something I don't do particularly well, to be honest, because. Because it's me and my brand and my, and my representation.
[00:16:33] Narelle: And as you said, an extension of me, I want to try and get that authenticity out and, and and then sometimes I don't do it well, or I, or I miss, I miss the opportunity because I've thought over thought about it and procrastinated for so long. Yeah. But, you know, that's part of growing and that's part of being in small business and learning.
[00:16:54] Narelle: So
[00:16:55] Shelley: I don't think also you. You reflect on where you've come from and then [00:17:00] you've, you've learned and you're getting better at it. Absolutely. And I think it's I think, you know, for our parties to be aware, Of it as well, like. And I think to be aware that we can't. Because we can feel it all consumes our lives. Yes. And making sure you've got people around you to sort of just have a little bit of a break sometimes.
[00:17:20] Shelley: It's good. Then you'll go back into it more refreshed. Whereas if we eat, sleep, breathe it. Yes. For too long. Yes. And lose a bit of perspective and lose some of that creative juices. So setting some boundaries is good and at least you've caused. In your work and full-time work. Can be a bit of that relief as well, because, correct.
[00:17:40] Shelley: Yep. Because you've got to think of other things other than your business.
[00:17:43] Narelle: Absolutely. And you know, I've got a family. So I have to remember, and that was probably challenging in the beginning is remembering that. I have to invest. All of my time. I don't need to invest all my time in growing my business.
[00:17:58] Narelle: I need to also be aware of. There's a [00:18:00] family that, that need me as well. So sometimes you just have to shut the laptop, switch your brain off and spend time with them. So, yeah. And I think that's an ever evolving lesson. This is life. That's why.
[00:18:14] Shelley: If you had to start over, would you do anything differently?
[00:18:18] Narelle: I would use my networks better. I feel like I can. I can be quite an introvert.
[00:18:25] Narelle: And so the networking I sometimes struggled with and I didn't always attend or show up. When I should have, because when I do, I get so much from it. And and even just the relationships and know that you're not in it alone. You've got all these other people that are, are also building small businesses and and learning from them.
[00:18:47] Narelle: So my advice would be, you know, Show up and attend those meetings even. You know, those networking opportunities. Even if you're feeling miserable, because sometimes it can [00:19:00] actually pull you out of your slump
[00:19:02] Shelley: Yes. It's perhaps being. Afraid to. Especially when we start up and being afraid to saying. I'm starting this, or I'm doing this and I'm creating it.
[00:19:14] Shelley: What do you think? We're afraid of what people are going to think about it. Yeah, perhaps. Sort of hold you back, do you think
[00:19:21] Narelle: potentially yes. Because your vision. People. You're not going to please everybody. So there might be some people who think, oh, that's not going to work. Or. I've actually had someone say to me why skin care, because that market is saturated.
[00:19:35] Narelle: You, you probably won't do very well. And if I had listened to that person, I wouldn't be where I am today. So it was, it's really important to know that sometimes. It's okay to get the advice, but do you listen to it? Do you. Take it with a grain of salt and, you know, you might get some golden nuggets out of people's advice, but then other times it might not be for you, but you're definitely [00:20:00] sometimes worrying about what others think can, can be a game changer. Yep.
[00:20:05] Narelle: So,
[00:20:05] Shelley: and like you said, hold you back and miss out on opportunity. Yes. Yes. But if you circle back in, you always go, well, look, I know why I'm doing it. I know what my values are. I know what my vision is. Yes. That's probably good. Just to repeat. Every week. I have a blade to get you through, because like you said, you're going to be faced with lots of people who go. I don't understand why you're doing this.
[00:20:30] Shelley: Why would you want to? Yes. Because, you know, and the answer because I love it and I really want to use. Comfortable for them. Yep. It doesn't mean that you shouldn't. Do it?
[00:20:39] Narelle: No. That's exactly right. And it's also been you know, I've got some friends who, who haven't even tried my skin care and their close friends and, and that took me a long time too.
[00:20:50] Narelle: And sometimes I still like Dan, you like. You're my friend should try this. But that's okay. Because if they don't necessarily want to, they don't [00:21:00] have to, but it did take me awhile to actually feel, not feel offended.
[00:21:05] Shelley: Yeah. So. And that's because you've poured your heart and soul into it at the so. Personal for you?
[00:21:10] Shelley: Yes. And that's the thing I think. You know, there's quite a few quotes around of, you know, that your family and friends probably won't. Buy from you. That's okay.
[00:21:19] Narelle: Yes.
[00:21:19] Narelle: So to finish up. What's next for Barossa Body.
[00:21:24] Narelle: So next
[00:21:25] Narelle: for Barossa Body, I've got a few little additional product lines to come in. Yeah. But also I do want to broaden my scale. Or scale up and broadened across Australia at the moment I am in store in a few places across the Barossa in south Australia. But I really would love to be in some stores in Victoria. New south Wales, Western Australia, you know, the rest.
[00:21:50] Narelle: So. Just looking at some of those Key areas, but in us on a small scale that suits me. Not not not in all the big, big [00:22:00] warehouses.
[00:22:00] Shelley: Yeah. Oh, that's exciting. And I think. Yeah. You know, doing you're going sort of in a bit of no. Really calm mode at the moment, but you know, you're trying to build up your base to be a strong base and then you can grow again. This is really. Important, like you've had it. Like you said multiple startups?
[00:22:18] Shelley: Yes. The business. Yes. And every now and again, you'll sprint. Yes. And you're. We're in kind of a bit of a rebuilding. Before you can go to that next step, which I think is key to sustainable growth.
[00:22:29] Narelle: And that's. I think it was actually you, that advise me on that is do you don't necessarily keep to have to keep climbing that hill and keep going and going and going.
[00:22:38] Narelle: Sometimes it's okay to have a bit of growth and then stay at that level for a while. Reassess is this working and then grow again when you're ready and. Definitely find that that's sustainable. It's it's manageable. It makes me happy.
[00:22:52] Shelley: Yeah. And I don't great reason to do it because if you're not happy and you're doing it, like you're doing correct.
[00:22:58] Narelle: Correct. Exactly. And you [00:23:00] know, like anybody, I have days where I'm like, is this, is this working? Is this right? Should I keep going? And then my. Can you get this beautiful customer review? And you're like, absolutely, this is reminds me why I'm doing this and why some days is you slug it through.
[00:23:14] Narelle: And other days you fly. So.
[00:23:16] Shelley: I've always reflected. And I said, look, I've had hard days, but I haven't had bad days. No. Yes. Small business as well. Is that you worked bloody hard? Yes. Don't always see the results, but are they bad days? No, I will still do it again,
[00:23:31] Narelle: yeah, exactly. I yeah, I don't have any regrets. In in what I'm doing.
[00:23:38] Shelley: Excellent.
[00:23:38] Shelley: Well, thank you so much. Time and for sharing your story as well. And also being part of the regional collective in, in helping us to share, you know, success stories from founders like yourself. So. Can't wait to see what Barossa Body does next.
[00:23:53] Narelle: Thanks so much for having me. It's been a pleasure. Thanks. [00:24:00]
