Enterprise Nation

Caroline Taylor started blogging in October 2008. Little did she know that the blog would turn in to a business. It’s a business she runs whilst continuing to hold down a day job. The combination is working just fine and Caroline is delighted to be earning an income from something she calls her passion.

When did you start Patchwork Harmony?

www.patchworkharmony.co.uk launched in April 2009 after around 5 months of planning.  I wanted to make sure everything was exactly as I wanted it before going live.  I spent those months finding my products, doing the photography, reading books on starting your own small business and working with my web designer to get the actual site up and running, amongst many other things!

How did the blog turn in to a business?

I started writing my blog in October 2008.  I didn't know anything about blogging before this, and when I felt the need to output some of my ideas and inspiration about interiors, this was what a friend suggested I try! I wanted my blog to be a bit like a magazine - full of ideas for decorating your home, new products and shops that I'd found, book reviews, news on events and new designers etc.  And being from a photography & publishing background, I wanted it to be as visually appealing as I could make it with my limited knowledge of HTML!

Once I'd been writing the blog for about 2 months, I started thinking if it would be possible for me to open my own shop.  I'd been inspired by so many of the gorgeous shops I'd featured on the blog, I thought - "I could do that!" I've always wanted to have my own little venture and I soon found myself looking into how much it would cost, how much the bank would lend me, and if it all went wrong if I would still be able to pay it back! And I soon realised that trading online was actually quite a low risk idea, I wouldn't have to pay rent on a commercial property or physically be a 'shopkeeper', all I needed was a website and some products!

What were you doing before becoming your own boss?

Well actually, the best thing about setting up a business online was that I didn't given up my day job while getting things off the ground!

I work as a Picture Editor for the Financial Times Weekend paper during the day, and spend every other spare minute working on my business - whether it is sorting out orders, doing admin, replying to customer queries, ordering new stock or as it often is on the weekends, out sourcing items for my vintage section.

How do you find the products you sell? Online/at shows/in friends’ homes?

Well there are various trade shows throughout the year which are a great way to find lots of products under one roof, but i also research online for independent designers, and I plan to visit the New Designers show in London soon to see if any of the emerging talent will be suitable to fit into my range.  And obviously with the vintage products, I scour markets, car boot sales & charity shops everywhere I go!

Which e-commerce system do you use for your site? Have you been pleased with the system?

As I mentioned I had a web designer set up the site for me, and the system he used is called Joomla. So far I’m finding it really good as I can easily edit products, text and pictures myself and I can manage all my orders via this system.  I wanted a simple, straightforward website, that was easy to view and is user friendly and I think this has delivered, at least I hope that's what my customers think anyway!

Do you have any partners in the business/family members involved?

I didn't have any financial help with setting up, apart from a large overdraft from the bank! But I have had amazing help from family and friends. Two very patient friends helped me with the photography of all my products.  They put up with my indecisive nature and never complained about spending another evening in the studio after we'd all already done a days work!

Also my mum has given up hours of her time to sit behind a sewing machine and help me produce my little Patchwork Harmony fabric hearts which are free with every customers first order on the site.

I really am hugely grateful for the help I've been given and I couldn't have done it without this support.

Have you found that social networking tools such as blogger and twitter help promote the business?

Well without blogging I would not have found the inspiration to start my shop, so I am definitely a huge advocate for that tool!  While I do often use my blog to tell readers about new products and what is happening with my boutique, I do also try my best to keep up blogging about inspirations for interior design, other shops, designers, books etc. as this is what attracted so many of my readers in the first place, so I think it is really important to do this, plus I love to write about and post pictures of beautiful things so it is not a chore - it is what I am passionate about.

Regarding the likes of Facebook and Twitter, I have to admit, while I think they can be useful for networking, I am not fully on board with them as a marketing tool. Although my statistics show I do receive visits to my site via these websites, I don't think so far they have actually generated any sales.  I have found that print media is still a very powerful medium - I think if your favourite magazine or newspaper is championing a new business or product, you are more likely to put your trust in it and actually buy something, than if you just happen to come across them on Twitter.

Do you have any of the items for sale on your site in your home/home office?

Definitely! All the products on my website are chosen because i genuinely love them and would have them in my house, so yes I do have many of them dotted around.

What are your plans for 2009?

Well I am definitely planning to expand the range and add various new products.  As I said I am always looking out for new designs that will suit the aesthetic of my boutique, but at the same time keeping prices affordable and the shop in a 'boutique' style.
I am also considering possibly holding some kind of event, where both press & customers could come along and view my products in real life.  There are certain items such as my scented candles which i wish people could smell as they are so delicious, but being online this is obviously impossible, so I think it would be great to do something like this, and also get to meet some existing and potential customers in person! So, watch this space!! :)

• Caroline Taylor, Patchwork Harmony
• Main image: Photo ©Daniel Lynch