Meet Karen J. Gerrard, founder of SEAMS
My name is Karen J. Gerrard, founder of SEAMS. I’ve been in the beauty and fashion industry since leaving school 40 years ago! I’m a wife, mother and I am based between the UK and the US.
What’s the most common problem your customers approach you with?
Our customers generally approach us for advice on how to look after their hands, especially now as hands are getting sore, dry and chapped with all the extra hand washing.
What inspired you to launch your business and what is the end goal?
It was during a Millinery course at The London College of Fashion my hands got cut, sore and extremely dry, I couldn’t find a hand cream that helped to heal, moisturise that wasn’t greasy so that we could use it in the day whilst working. So I created SEAMS Couturiers Hand Cream. We now have extended the range to 3 products and have another 9 in development. My end goal is to be a global household brand.
How do you set yourself apart from other businesses in your industry?
Our products absorb instantly and are not greasy, other brands hand creams sit on top of the hands so don’t really do much, whereas ours sinks into the skin. SEAMS is not only a beauty brand, but all our products have a practical use. The practical made beautifully. We use innovative methods and ingredients so that our products get into the skin fast. The Biominic Lipid Complex in SEAMS Hand Cream has the ability to mimic the lipids in your skin and helps hold in moisture.
Keeping an eye on the numbers in any business is important. How do you ensure that you’re always up to date?
At the end of every week, the numbers are checked, I work very closely with our accountant who keeps everything up to date and highlights anything that needs our attention. Keeping us within set boundaries!
How much business is concentrated among your top customers?
We believe in giving all our customers our best service no matter how big they are. Yes, our top customers take more of our time but it really depends on the time of year. We always get back to every customer within 24 hours and are proactive.
What’s the biggest lesson you’ve learnt so far as an entrepreneur?
The biggest lesson is to listen, it’s so important to learn from everyone around you and always take professional advice in areas that are not your expertise.
With all the success stories around entrepreneurship and how innovative people have to be to take the leap. How do you think you’ve innovated your sector and why?
We have stuck to the original ethos of our brand.
What are your thoughts on failure?
Failure isn’t an option. Not everything goes to plan and when it doesn’t learn from your mistakes and see how it can be done successfully next time. Sometimes failure is a blessing knowing what not to do can equally be as productive as knowing what to do.
As a business owner, do you know when to walk away from a sale?
Yes, you have to feel comfortable with what you are doing and it has to be mutually beneficial for both sides.
Do you have a morning routine or ritual to get your day started on the right foot?
Never rushing into anything! When I first wake up I always take around half an hour to think about the priority of the day, it can often be different to what I thought the night before. Then I have breakfast you cannot work at full capacity on an empty stomach.
What are your top tips for entrepreneurs wanting to get their business out there?
Stay focused, keep your mind on the end result, take advise from experts in areas you are not sure of and be very organised.
What plans do you have for SEAMS over the next two years?
Over the next 2 years, we plan to launch our new products and we are in the lab working with new natural ingredients building our skincare range to target specific areas on the body.
How important is company culture and what is your top tip to get it right?
Staying transparent and communicating not only virtually but also directly too, picking up the telephone or meeting in person is so important many things can get misinterpreted on a screen.
Any new product launches we should know about?
We have just launched our Hand Sanitiser and have 2 other hand products ready to go. Hands need intense moisturising and we have developed non-greasy products that address all your hands needs.
How did you fund the launch of your business and what creative strategies did you use to execute a minimal cash flow?
You really have to keep a tight reign on your spending. This often means changing the areas of priority depending on what is happening in the world.
How did you conquer those moments of doubt that so often affect entrepreneurs or stop many with great ideas – what pushes you through?
Belief in our products, knowing they are the best and at the end of the day, a good product sells itself.
How do you believe the evolution of tech will affect your industry over the next 10 years?
Technology has made it so that a business can grow faster than ever before I am looking forward to seeing how technology will advance so that a customer can virtually try a product.
What would be your top marketing tip, to grow a business that is niche?
Work with the micro-influencers as well as the macro and engage a professional in PR I was lucky enough to meet Lauren Lunn Farrow MD of The Expert Agency in the early stages of SEAMS and they look after all our PR and Media.
How much time do you spend on things that don’t add customer value?
Everything we do is guided to give our customers the best value.
Is word of mouth working to your advantage?
Yes.
What social media channel would you say has worked the best for your business and why?
Instagram, it’s visual and you are able to showcase your products and we love interacting with our customers.
Any moments where you thought you’ve bitten off more than you can chew?
No, you just take one stage at a time.
What do you think gives a brand longevity?
We are honest, true and have the best ingredients in our products we offer luxury products at affordable prices.
