Profile: Claire Edmunds, Creator of Lulu & Boo
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September 21, 2011 TheFreshOutlook  |
Claire Edmunds is the woman behind the success of LuLu & Boo, an award winning organic skincare company based in Cardiff. Using the finest certified organic essential oils and active plant extracts, Ms Edmunds’ products are certified organic by the Soil Association and are registered as Vegan with the Vegan Society. Ms Edmunds spoke to The Fresh Outlook about her experiences of running her own business.
Where did you find the inspiration for LuLu and Boo?
After a period of ill health which forced me to leave my career as a make-up artist, I decided that it was time to change my way of life. I started eating organic food and experimenting with herbal remedies, creating special blends for my own skin which helped my health and skin improve dramatically. Through these experiments I discovered a real passion for holistic therapy. I did a few courses in cosmetic chemistry, made some formulas and tried them out on my friends who loved them. Finally, about three years after having the initial idea, I decided to take the plunge and set up Lulu and Boo Organics Ltd in 2009.
What difficulties did you come across while trying to launch your own business?
Starting a business in a bad economic time was very difficult and I had difficulty sourcing capital from the bank. Also, things such as Lack of time - I never have enough hours in the day! The Soil Association has strict organic standards and gaining certification is quite rare for a small start up business. It was also difficult finding suppliers that are Soil Association Certified.
As part of my business ethos I maintain ethological consistency by promoting recyclable and FSC packaging, and the use of vegetable inks in all my packaging, so it was often difficult to source packaging and then having to calculate the organic ingredients which must be clearly displayed on the packaging. The packaging also had to be labelled clearly and accurately using international nomenclature on cosmetic Ingredients (INCI) so consumers can make informed buying decisions. I then had to find stockists to retail Lulu & Boo Organics.
What kind of expectations did you have before setting your business? Did your business meet those expectations?
Before I began Lulu & Boo I envisaged a small business selling locally and online in the UK. I knew it would be hard, working long hours and not being able to have a large salary, but I didn’t realise just how hard it would be. I didn’t take a wage for the first nine months, living on savings and help from family and friends. It’s also really tough to make personal time and this is something I struggle with every day as I try to find a balance: do I take a day off or do I make money for our family?
Did launching your own business change you in any way?
Once I got over the challenges of launching Lulu & Boo I soon realised its potential to be a great success. That gave me a lot more confidence in myself and proved to me that my passion for the things I love could enable me to achieve anything.
Did you learn something positive or unexpected about yourself?
I think the main thing it’s made me realise is just how determined and competitive I am. But it’s still early days so I may learn something else in the near future.
What kind of person were you before setting your Lulu and Boo? What kind of person you are now?
I was just a regular mum bringing up my son. I had a lot of personal challenges which I overcame with complete determination. I’ve always been a very positive and motivated type of person but perhaps I am now a bit more realistic.
Do you consider your business your biggest achievement? Yes? No? Why?
I wouldn’t consider it to be my biggest achievement, but it has definitely been one of them. The birth of my son, getting my qualifications and many other things I’ve done throughout my life are also big achievements.
What was the response to LuLu & Boo like? What feedback have you had?
So far we’ve had a fantastic response. Customers, Beauty bloggers and journalists seem to love our skincare. Our sales are going from strength to strength.
What are your ambitions now?
I am planning to expand my range to include men’s organic skincare products and am looking to take on extra staff to enable me to have some well deserved time off with my family.
Have you got any tips for women who want to launch a new business?
Get as much advice as you can but don’t be afraid to go with your gut instinct. Do your research - you can’t be successful by just jumping into an industry. Deliver high standards, keep everything well organised, and believe in and love your products.
For more information on Lulu and Boo Organics, please visit www.luluandboo.com
[Image courtesy of Claire Edmunds]
