Meet Charlene Hurlock, co-founder of Swoperz
Charlene Hurlock was inspired by her daughter and her best friend who independently started swapping their pre-loved clothes. Aside from being a Mum, Charlene's background is predominately in global exhibition sales and media advertising. Together with her Co-founder Vicky Fuller they are on a mission to save parents time and money, empower kids to make their own fashion choices and save the planet one swap at a time with Swoperz.
Why do you think now is the right time for the world to begin exploring and adopting technology that aids sustainability?
In relation to fashion, now is the perfect time for the world to research and invest in technology that supports sustainability which we have seen happening in recent years. The environmental effects of the fashion industry's practises, including excessive waste, pollution, and overconsumption to name a few, are coming under more and more scrutiny. By incorporating technological advancements and more importantly educating the next generation, we can move towards more sustainable production, distribution, and consumption practises. Education is key.
What inspired you to launch your business and what is the end goal
Our inspiration to launch Swoperz came from witnessing our children, Pretti and Sophia, engaging in independent clothing swaps. We realized the potential of this idea and began validating it through informal friend and family exchanges, as well as a Facebook group that we set up. Our daughters' experiences empowered them to experiment with their style and express themselves, leading us to create a safe and grownup-verified environment where kids can swap clothes without worrying about the planet or online safety. Our ultimate goal is to instil healthy consuming habits in young people worldwide.
What’s the biggest lesson you’ve learnt so far as an entrepreneur?
The most important lesson we've learned as entrepreneurs is the significance of gaining trust and remaining authentic. By staying true to yourself allows you to build trust and genuine connections which is what truly leaves an impression.
Working with a co-founder can be tricky, so understanding and compromise is important. How have you both found the process of building a business together? What makes it work?
Vicky and I have found building a business together to be challenging and rewarding. We prioritise our friendship and keep lines of communication open because our families are entwined, and we are best friends. Establishing clear roles and recognising our individual strengths has been essential. Despite the fact that Vicky is a strategic thinker, and I am a natural leader, our differing traits compliment one another and help us succeed.
How did you fund the business in the early stages?
In the early stages, I personally funded the business through bootstrapping, while Vicky, as a stay-at-home mum, dedicated her time to the venture. Vicky's time and my full-time employment gave the essential financial backing for the traction to occur.
What does your business offer its target audience?
Swoperz offers a unique preloved marketplace for kids aged 6-16. Through our subscription-based technology platform, children can swap high-quality preloved clothes in a user-verified environment that prioritises their safety. We save parents time and money while empowering kids to embrace preloved fashion.
How do you set yourself apart from other businesses in your industry?
Swoperz is different to traditional resale platforms. In contrast, we focus on swapping with a cashless system in a verified environment with children as the primary end user.
Does your company help the community that you’re located in?
Yes, Swoperz is committed to supporting and benefiting our local community. We ensure inclusivity and accessibility for all in the swapping revolution. Our initiatives include providing children with the opportunity to exchange their preloved school uniforms for free, easing financial burdens for parents with the cost-of-living crisis. More generally, we save parents time and money which is needed more now than ever.
Best describe your company in 3 words?
The three words that I would use are disruptive, conscious, and fun.
What are your top tips for entrepreneurs wanting to get their business out there?
Top tips for entrepreneurs: Keep your minimum viable product lean, validate your idea early, build a supportive network, find a co-founder or mentor, and most importantly, be yourself.
Entrepreneurship can be a lonely journey. How are you combating that feeling whilst pushing forward?
The relationship between Vicky and I is vital in combating the loneliness which is often experienced in entrepreneurship. For those starting the journey alone, find someone who shares your vision within your community or a mentor to lean on. We each highly recommended this, we each have different personal mentors, and this works for us.
Why do you think now is the right time for the world to begin exploring and adopting technology that aids sustainability?
Now is absolutely the right time for the world to explore and adopt technology that aids sustainability, particularly in the fashion industry. The industry is becoming more conscious of how waste and excessive consumption have an adverse influence on the environment. By embracing technological advancements and prioritising education, we can address these challenges and transition toward more sustainable practices in production, distribution, and consumption. Education plays a crucial role in driving positive change.
