PAÚLA GIESELER HINKS

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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

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