Enterprise Nation

Amanda Ruiz lives in Colchester with her Peruvian husband and two children, Felix and Nina. It’s from home in Colchester that Amanda started and continues to grow her business, Peruvian Knitwear, an online clothing store selling ethically produced handmade knitwear. She tells us of her background and plans.

When did you launch Peruvian Knitwear?

I set up the business as I’m married to Manuel, a Peruvian from the capital, Lima. When we had our first child, Felix in 2005, we were given lots of beautiful and bright gifts from relatives – ponchos, chullos (earflap hats) and cardigans.

These were so widely admired and complimented on that I thought why not share this discovery with other mums and indeed everyone here in the UK and it was clear there was a gap in the market for clothing that was different to the high street offer. We launched the business in September 2007 to catch the Christmas gift market as well people buying for the cold weather.

What were you doing before becoming your own boss?

I was working in sales and marketing in London. I left to have my first baby…..and, as is the case with many new mums, I spotted a gap in the market to start a new business!

How do you source your products?

We combined a family visit to Peru with finding suppliers, looking into the logistics of exporting and meeting the local artisans.

One critical issue for me to go ahead with the business was that the goods are ethically produced. I visited the factory and saw the working conditions and I personally confirmed all this as I speak fluent Spanish and chatted with lots of artisans.

The artisans, whose lives are often blighted with problems such as no education, poverty and violence in the family are given these jobs which literally put bread on the table. This was an additional driver for me to set up this business.

For all future suppliers I have the same objective – to source ethically produced items and again I will verify this by personally visiting the factory.

What has been your single most effective marketing activity to date?

I have found that PR has been a fantastic way to introduce my business to the public
We have had some great coverage – journalists love the clothes as well as the story – mum of two sells Peruvian woollies! We have been in regional press including Colchester Gazette and Worcestershire Living and in the nationals, including The Telegraph, Crafts Beautiful, The Independent, Aga Magazine and Style MK.

What is your most popular selling product?

The berets have been the most popular selling product – they were featured in The Independent and sold like hot cakes, plus they were the accessory of the season – they have sold to both kids and adults alike. Another accessory that sells extremely well is the ski hat – or chullo as it’s called in Spanish, and we sell the authentic ones!

Are all sales generated online?

Yes, we are aiming to be an online destination for people buying gifts and clothes for themselves. Last year I sold at quite a few toddler groups, Christmas gift fairs and house parties, but in order to get national coverage the net is the best place to be available. This year I have chosen a select few Christmas fairs (selling online is also easier being a busy mum of two!). We are also doing wholesale orders this year.

Do you store the knitwear at home?

Yes it is stored in huge clear plastic boxes which stack on top of each other, so it cuts down on storage space plus I can easily identify what item is where.

Is Manuel involved in the business?

Yes he is a key advisor!!

What is the one thing in your home office you could not do without? 

My computer is key – but the next best item which I love is the laminator -  this is great for making signs look really professional – I hate nothing more than seeing tatty dogeared signs up at fairs, so I aim to have a professional looking point of sale at all times!

Amanda Ruiz talks to Emma Jones

• Peruvian Knitwear