WW UPFRONT
success Cut out the middleman and
IS IN THE BAG
Everybody wants more but not many of us push through our comfort zones and really live life how it was intended to be lived. KATE SKINNER has found that packing her bags and bravely venturing into the unknown to seek after her dreams – along with cutting out the middleman in the process from supplier to customer – can bring business success. At a young age Kate realised she had the courage to move into unknown waters, achieve incredible goals and experience things most of us can only dream of, including top national sales awards, national team manager accolades and winning trips across the globe. Over the years, she has climbed her way up the corporate ladder working with some of Australia’s leading brands. While most of us are sitting back waiting for a ‘safe’ time to try something new, Kate has already had the idea, booked her plane ticket and packed her bags, ready to take on her next adventure. A natural entrepreneur, Kate started her first business at 19 years of age and in 2007, she launched her highly successful handbag and accessories label Caidia. Being a mum she felt it was time to build Caidia not only for her own family, basing the business from home, but also with the vision of giving other women the opportunity to build their own small businesses under the umbrella of Caidia. Kate is living proof that dreams can come true if you commit, believe and focus on your chosen path. Caidia began as a label available in stores across Australia and New Zealand. Despite being stocked in over 150 stores, and being a very popular brand with a strong customer base, Kate was always a bit hesitant about selling as a wholesaler. She didn’t like the idea of having no say in how the product was displayed, of not having absolute control over pricing, and that her customers were not being given the opportunity to hear her story. Seeking new opportunities to help continuously build the brand, Kate took a closer look into the world of direct selling. Party plan was the answer she was looking for. Now, several years on, Caidia is exclusively sold through at-home 4 WORKING WOMEN® n Summer 2012/13
parties. This change was dramatic and very risky but Kate says, “Sometimes you need to go with that gut feeling.” This new direction made Caidia a huge success nationwide. “It’s not always just the product, it is how you SELL IT that makes it a success. Tell your company story, share your knowledge and build this into your branding.” This energetic, fun-loving, power-packed businesswoman and proud mum of three children has not only built a nationally recognised brand, she has since gone back to university and is now a Corporate Business Trainer, working with one of Australia’s largest training facilitators. With a passion to share her knowledge with other small businesses, she is one trainer who not only talks the talk, she walks the walk. Kate is also a published author having recently published her first book, How to create a million dollar business by importing. She explains, “I was receiving dozens of enquires about ‘how to’ import and start up a label – people couldn’t find any information out there! They all told me stories of wonderful ideas they had for new products but couldn’t find out how to start working with China. This is why I wrote my simple step-by-step guide.” The book is proving to be a big hit. It is just like Kate – funny, inspiring and smart. The easy-to-follow ‘how to’ guide also reads like a journal about her hilarious adventures as Kate spills the beans on how she did it! When she decided to build her own fashion label Caidia, she had two things she knew about: she loved fashion and had a strong business management background. Without any previous importing knowledge or any fashion degree, Kate set off to Guangzhou China, and her new adventure began. With passionate conviction, she weaved her way
through the maze of international trade and learnt the art of importing, investing and building a brand. The first time Kate took off to China she was alone and didn’t have anything more than a subway map, a list of hotels and a bit of research on how to find wholesale markets in China. She tells stories of being lost in the middle of Guangzhou the fourth largest city in China, of flying in small planes “inland” to tiny townships where the locals would stand outside their stores to see the westerner and how they would reach out to touch her skin, and about eating frogs and snakes to please her onlookers. She has spent hours working, shopping and falling in love with China’s people. Kate knows all too well how challenging and daunting importing can be. After spending years navigating her way through the maze of international trade she has become a master at the art of importing. Kate also runs fun and inspiring workshops on the process of importing and even takes groups on buying trips to China. Each year, she takes a small number of women to China to personally introduce them to factory managers that can make their product. This cuts out the middleman and gives them the opportunities to build their brand. A strong believer in self-talk, Kate says, “You need to say it how you want it and live as though you already have it!” Kate proves that with courage and pure determination anyone can build their own product label and a very successful business. n
CONTACT Kate Skinner BUSINESS Kate Skinner PHONE +61 (0) 448 806 995
www.kateskinner.com.au