What inspired you to start your business?
I was diagnosed with a severe social phobia when I was 18 and as a result became very, very poorly. I cut myself off from the world for almost 12 years and very rarely went outside. On my 30th birthday, my sister’s long-term boyfriend was diagnosed with terminal cancer. It terrified me to think I was wasting my life away hiding indoors, letting fear take control. I started going out and trying to rid myself of my phobia once and for all.
In the end I fell in love with the outside world and spent most of my time on our beautiful north-east coastline. I knew getting a job would be impossible with my lack of experience, so starting a business would be a way forward.
I spent hours sketching and coming up with different ideas, and it was during this time that I snapped the hinge on my very cheap sunglasses. Not being able to afford designer brands, I started to research why they were so expensive. The sunglasses market is dominated by a small few brands and I thought that sunglasses should be more than just a brand name. I felt compelled to start a different kind of sunglasses company, which was more about the wearer and the journey they took that person on.
Describe your products
Brave & The Bold makes quality, vibrant sunglasses for everyone who loves the outdoors. They have a UV400 polarised lens with an anti-scratch coating. Our customers range from hikers and surfers right through to travellers and festival goers. Each pair is £30.
Has being an entrepreneur helped you in your recovery?
Before I ran a business I used to have a panic attack if I had to go to the shop to buy a loaf of bread. Now I’m in regular meetings and speaking to manufacturers abroad. I’ve also done a fair number of public speaking engagements where I’ve shared my story with other business owners. My record audience is 1,600 people. My confidence has come on leaps and bounds and I’m constantly growing with every new twist the business takes.
What sets you apart from other brands?
First of all the price is a major difference. Most of the luxury brands have a 4,000% mark up – which really shocked me. Everyone should be able to own a great pair of sunglasses without breaking the bank.
Secondly, the brand is about pushing you out of your comfort zone. Our motto is “A life without limits”. I get messages every day from customers telling me where their sunglasses have taken them and some of the experiences they’ve had. It feels like we are building a community.
Why did you decide to start with a Kickstarter campaign?
When I started out I didn’t have a lot of finance options open to me. The money I did have I wanted to put into prototyping and getting the product right. Once I had something I was happy with, I decided that launching on Kickstarter would be a fantastic way to introduce the brand and raise funding.
We raised over £6,500 in 30 days and gained a fantastic group of backers who have become so supportive of everything we do. However, if I were to do it again I would begin marketing at least six months before the campaign launch date.
What have celebrity endorsements done for the business?
Before I even launched the business, Cheryl Fernandez-Versini went on TV and told everyone about what I was doing. That was a great endorsement before we even made a sale. She has asked for all three styles we have on offer, so I’ll be excited to see some photos when she receives them.
Also during my Kickstarter campaign I was lucky enough to win Young Ambassador of the Year for The Prince’s Trust. Simon Cowell presented me with my award and decided to try on a pair of sunglasses. That brought the campaign a lot of attention which was fantastic.
Do you have any advice for budding entrepreneurs?
The best thing I ever did for myself was get out of my comfort zone. I think if you want to start a business then that is something you have to do on a daily basis.
In terms of practical advice, ask for help and support from the many organisations and resources out there. Online business forums are a great way to discuss ideas and get advice. I was lucky enough to get a business mentor through the Prince’s Trust and having someone with experience to help guide me in the beginning was invaluable.
Emma Reilly is the founder of Brave & The Bold
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