Small business Q&A
Claire Long, founder of lingerie retailer Avokado talks to Aimee Shaw about running a small business and overcoming consumer misconceptions
the business? business@nzherald.co.nz
thought and consideration into but the complex nature of our stock holding and staff expertise makes it challenging.
What we do in Auckland has been carefully and lovingly created over the past 10 years.
We’ve yet to decide whether we can expand that experience successfully elsewhere.
What challenges have you had to overcome to run Avokado?
Most of all, misconception around bra sizing. I’d say the majority of women that need to be in a D+ cup don’t realise they need to be, so educating women is a big part of growing our business.
Being a seven-day-a-week retail business is also challenging as we put a big emphasis on trained and experienced staff — it’s critical to our customer experience.
We’ve overcome this by putting a lot of energy into our recruitment process, getting the right people and providing regular training.
What’s the most rewarding thing about running Avokado?
It’s definitely all about the people. We honestly feel that we make a significant difference in our customers’ lives.
The nature of our service means that we actually build quite strong bonds with our customers, and get a good deal of positive feedback, which
makes the business very rewarding.
What advice do you give to others thinking about starting their own business?
I think most business ideas can succeed, if you get the execution right.
You really do have to live and breathe your business, it’s not a 9 to 5 job. Look at your business from every angle, be critical, constantly assess and have good systems in place. Most of all, listen to what your customers want and maintain high standards.
Avokado is one of two Kiwi businesses to win a trip to Hawaii for the Nurture Change business conference as part of a Herald competition. For more information visit nurturechange.com