The Courier & Advertiser (Fife Edition)
Connor bringing model behaviour to business
Connor Elder set up unisex hair products firm Elder & Co earlier this year
Q. Why did you start in business?
A. While modelling I realised I was spending a fortune on hair products for the shoots. I knew a lot of the products were overpriced and I thought if I had my own brand selling products of a quality that celebrities use, but at a fair price, it could be a success. I began researching the industry and received samples from suppliers across the country. I focused on making a range I felt would stand out in the market which were also affordable. After nailing the products, I designed my logo and then we were ready to start selling earlier this year.
Q. How did you get to where you are?
A. I worked as a Shared Services Planner for Diageo and I loved the job. When I decided to set up Elder & Co, I wanted to use the business to give back to the community. My brother died at the age of 21 to kidney failure which devastated my entire family. I’ve created a product in memory of Stewart, the Forever 21 Tattoo Balm as he loved his tattoos. 10% of profits from this product will be going to local renal units that supported my brother and countless other kids. I also want to use a percentage of profits to help people suffering depression and other mental health issues within my community.
Q. Who has helped you along the way?
A. I have received so much support from so many people. My family have been amazing and I also have to say a massive thank you to Tracey of Aitkens Hairdressing in Glenrothes who helped to test and develop my products. Business Gateway have also provided me with fantastic advice and enabled me to look at various funding opportunities.
Q. Your biggest mistake?
A. Not realising how quickly the business would take off and not ordering enough stock to meet demand. I’ve been overwhelmed by the support of the public. Q. Your greatest achievement? A. I’m proud I have taken a concept and worked it through to offer a quality product. It’s a great feeling to see my range stocked in local barbers and hairdressing salons throughout Fife. Q. Hopes for the future? I hope to make a positive change to communities around me through the sale of my products. In short, I hope to make an impact on people’s lives while providing high quality products. Keeping my brother’s memory alive is important to me and this is a fantastic way of doing it. Q. Do you want to recruit in the future? A. Absolutely. Once I’m fully established I hope to employ two colleagues.
Q. What is the hardest thing about running your own business?
A. Keeping a positive mentality through difficult times. A big challenge is trying to spin lots of plates at once – I need to meet potential new customers while also dealing with orders and deliveries.
Q. Advice to wannabe entrepreneurs?
A. Believe in yourself, dream big and stay positive. I’m only starting out in business but I’ve been through a lot in life so I would say never give up, stay strong and great things can happen. Also, make sure you get advice from Business Gateway and The Prince’s Trust.