What do you get if you combine dogs, aromatherapy, and a previous career in sales? If you are Elizabeth Newman, 59,  the answer is a new business selling an original line in aromatherapy shampoo for dogs.

By combining her two great loves with her work experience, Elizabeth is now running “The Pampered Pooch”, which supplies luxury shampoo for dogs. Coming up with the name was the easy bit – “I’m always calling my pugs pampered pooches”, she says. But has the rest of the journey been a walk in the park?

How it all started

For most her career, Elizabeth worked in the retail jewellery business as a manager and a buyer, spending over 25 years working in Ipswich and then for just over the year at David Morris in Knightsbridge. But at 55, she found it difficult to get work. “I was looking for a part time job and found I was either ‘too old’ or ‘too experienced.”

Around the same time, Elizabeth had a serious operation, and with it, a little thinking time during the recovery period. “I’ve always been a devoted dog lover, and I’ve always had a deep interest in aromatherapy. I started to think about combining the two into natural products for dogs.” This is when she found PRIME on the web and applied for an information pack.

How the product was developed

With an eight-week course in aromatherapy under her belt, Elizabeth knew she had a knack for blending oils. The next step was turning this into a professional product. She called in a favour from a friend of her Partners a conveniently fully-qualified aroma therapist.

“My Partner had landscaped her garden, so she was more than happy to help.” Elizabeth had soon created the blends and samples she needed. The blends were then sent to the Veterinary Medical Directorate to be approved and soon after, Pampered Pooch had four shampoos to its name. 

Getting the product out there

First sample shampoos were sent to friends. Good reviews got the ball rolling, “I haven’t heard of a dog that doesn’t like it.” Particularly appealing thinks Elizabeth, is the fact that the shampoos entice dogs that usually don’t like being bathed into giving it a go. “Maybe it’s the aromatherapy, but it seems to calm them.” Elizabeth also took samples to other potential outlets such as dog breeders, saddleries (horse shops),country stores, pet boutiques and gift shops, “The local garage sells lots of the shampoos”, she says.

As a “born and bred salesperson” Elizabeth ensured she capitalised on opportunities where buyers may be lurking, hitting dog shows and charity events. Giving shampoos away as raffle prizes at a RSPCA and Suffolk Dog Day event was a bright idea. There was also a slot on her local radio Suffolk.

Apart from the cost of some samples, above-the-line marketing costs [where you give money to someone else] have been low. Elizabeth is holding back on creating a website,. She had quotes of over £1,000, but thinks that £150 is more what it should cost. “I wanted to try and stick to that.”

What’s next?

 Elizabeth hopes to expand the business from the local area where she lives in Suffolk and eventually take in the rest of the UK. She also wants to expand the range, continuing to draw on her marketing know-how. Possible products include doggie gift bags with appropriate towels and brushes, dog clothes and even her own range of dog aromatherapy soaps.

‘I was told that I couldn’t’ do it in my late 50s, but I know from the responses that I’m getting that it’s the right move.’

As told to Clare Dyson

Contact details for The Pampered Pooch

 Telephone: 01394 450264

Email: elizabethnewman@btinternet.com

Tony Palmer of Crystal Mountain Glass

Made redundant at 52, and suffering from Myalgic Encephalopathy (ME), the Job Centre told Tony Palmer that his chances of paid employment were slim. Tony took matters into his own hands and started his own engraving business.

Crystal Mountain Glass sells engraved awards, wedding gifts, decanters, bowls, and paperweights, as well as rock tablets with multilevel carving, and Swarovski crystals. Tony bulk buys the glass from a supplier in Scotland, and engraves it in a 12ft x 15ft workshop in his back garden. Prices vary, with engraved pet tags at £5, Swarovski Suncatchers from £15, and Champions Trophies at £250.

Tony was made redundant in April 2008. He applied for jobs, but was never granted an interview. Tony suspected this was due to his age and health issues, and the Job Centre agreed with him. Tony says ‘I sat down and discussed it with my wife Marion. We chose self-employment because it was the only option’. On the 1st September 2008, the business was launched.

Starting up

Tony cashed in his pension to buy his equipment and start the business. The equipment cost around £12,000 as some of it had to be imported from America. By giving up his pension, Tony runs the risk of relying on job seekers allowance if the business is unsuccessful. Yet Tony is confident in his ability, and so far, all is going well.

Tony’s first step to becoming self-employed was to ‘get advice’. Tony attended free HMRC workshops on tax returns and VAT. This helped Tony decide whether to be VAT registered or not, and helped him understand about accounts and bookkeeping. Tony is now thinking of taking on an accountant to save time, but is clued up enough to know what is what.

Tony took part in Business Link workshops, which focused on starting in business, and creating a website. He plans to attend a further course on increasing website traffic, and has requested an information factsheet (or Cobweb) on the same, from PRIME. Tony’s main tip in becoming self-employed is ‘Get as much advice as possible. It is free and always valuable’. You can find details of free workshops in your area by going to www.primebusinessclub.com/category/events.

Marketing

Tony and Marion attend craft fairs each month. A pitch can cost anything between £70 and £170 for a 6ft area. The fairs are a way of spreading the word, and can often bring in large orders a few months down the line. Tony says ‘people will talk to us at an event, then a sports day or award ceremony will pop up, and they’ll remember and give us a call’.

Tony wanted to employ a website designer, but every quote was 4 figures so he did it himself instead. Tony went to www.123-reg.co.uk and bought a domain name. It was then about £70 for a software package, which allowed Tony to upload information via already formatted templates.

When looking for a glass supplier, Tony made a shrewd move with The Glass Scribe International in Scotland. As well as getting a good deal on wholesale glass, Tony became sole distributor for The Glass Scribe in London. This meant that Tony got a free listing as a stockist on The Glass Scribe’s website, as well as being able to show off his collection to those picking up orders.

Networking

Tony attends a small business club, once a month, in Thurrock. ‘It is good to mix with businesses that are in different stages of development’ says Tony. People share knowledge and tips, and it is also a good chance to gain contacts, and talk about your own product.

Problems

Tony suffers from Myalgic Encephalopathy (ME). ME can cause severe fatigue and malaise after mental or physical activity. Tony’s old job demanded long periods of visual processing; about 60% of the time dedicated to looking at a computer screen. Tony would go for so many weeks, but then have to take time off to recover. Now his own boss, Tony can have what his specialist calls ‘a modified living style’. He brakes up his time in front of the computer, interchanging it with other aspects of the business. As a result, Tony’s ME becomes more manageable.

Seven months after Crystal Mountain Glass began, and the business is beginning to fund itself. But work is sporadic, and Tony and Marion sometimes have to dip into their bank account to keep the cash flow going. This is a temporary solution, until orders become more regular.

What Tony really wants, is enough profit to support a showroom or a shop. That way people could peruse the collection first hand, just like they do at the craft fairs. With an increasing customer base, and regular marketing, it is surely just a matter of time.

Contact

Crystal Mountain Glass
23 Somerset Gardens
Basildon
Essex
SS13 3JJ
Tel: 07504 779038
E-mail: tony.palmer@crystalmountainglass.co.uk
Website: www.crystalmountainglass.co.uk