PAÚLA GIESELER HINKS
launched kids’ swimwear range just jump! after yearning to utilise her vast experience in children’s marketing.
With experience in sales, account management, and marketing under her belt, Paúla started just jump! after 21 years in the corporate industry. ‘During my last few years in corporate, I took on the role of franchisee for three years in the Western Cape and was exposed to running a business and the challenges that come with it, which helped prepare me for starting my own company.’ After her divorce, Paúla went back into corporate as the category manager of confectionery at Clicks, but decided to start her own business a year later. ‘I really wanted to utilise my marketing experience and with Cape Town being the design capital and textile hub of the country, clothing seemed like the perfect choice. However, with a number of kids’ clothing brands already established I felt the market was quite saturated, so I did a bit of research, discovered a gap for swimwear and just jump! was born.’
In December 2013 Paúla introduced her range at various pop-up shops and a few retailers, and was fortunate to get into two stores over this busy period. She also launched her e-commerce shop shortly afterwards. With years of experience gained in corporate, Paúla was able to implement essential skills, including sales, new business development, product development, marketing, innovation, and managing budgets, in her new venture. Paúla also used social media to help grow her business. She believes social media is an effective marketing tool for small businesses without big budgets. ‘However, it’s hard work and time consuming. I do everything myself in my business and sadly sales and marketing are often the first to take a back seat. Even though there are apps available to plan your posts I prefer to post spontaneously as this keeps it real. I also don’t believe you can base the success of social media on the number of likes; engagement with the brand is far more sustainable when it comes to brand building.’
Within the first year of operation just jump! was invited to exhibit at Baba Indaba. ‘Being the new kid on the block, I gave it my all.’ Paúla’s efforts paid off as she received the award for Best of Enterprise Development. Justjump.co.za