Jooki where fashion meets practicality

In her life BC, (before children) Elvie Fernandez-Cuggy, worked in the fashion industry, designing for well-known fashion labels including Morrissey. Elvie always felt some day she would like to start her own business, ideally specialising in a niche market. It wasn’t until Elvie fell pregnant that she discovered exactly which niche she wanted to specialise in. Elvie realised there was a gap in the market for baby nappy bags.

There were no baby bags that truly “celebrate motherhood in style”. Elvie says, “The nappy bags on the market have a limited life span”. Many of these nappy bags are designed to generally cater for the limited timeframe the baby spends in nappies. To over come this in-practicality Elvie, has designed her range of innovative premium quality leather nappy bags that live on and on well beyond the time bubs is in nappies. What a great investment!

Elvie admits undertaking extensive market research was fundamental to successfully developing her idea into a flourishing business. During 2005 Elvie spent a great deal of time researching the design of her range, sourcing feedback and further redefining her designs, all whilst pregnant and working part-time. Undertaking vital market research has helped Elvie to create a strong point of differentiation in her product range. Not only are the Jooki nappy bags designed to last Mum throughout the nappy years, they are chic, made from baby-soft nappa leather, deceptively simple in form and extremely functional. Even the baby bottle holder has been designed to alternate as a holder to keep cosmetics and brushes in. The importance of extensive market research into the needs of your target is clearly reflected in the high level of attention to detail and design that characterises Jooki nappy bags.

The type of market research you should undertake to establish your own idea really depends on the nature of the idea itself. Elvie still undertakes research even though she has successfully established Jooki. Elvie points out “ you must keep ahead of changes in trends, styles and fashions”. She regularly uses the internet and fashion magazines to identify changing fashion trends, she says “it is about being aware, I might frequent a vintage store, and spot a product with great detail or design and could well inspire me to create a new design”.

Jooki’s marketing strategy is focused on changing the perception of the usefulness of the nappy bag. More often than not when some women enter motherhood the focus particularly in the area of fashion is generally on the baby. This is evident when we see a number of major brands like Country Road, start to deviate and specialise in children’s wear. Elvie believes Mums should also have the opportunity to spoil themselves, “celebrating motherhood in style”, Jooki dual nappy bags are designed to do just this, the nappy bag can serve more than just one need. Elvie acknowledges she really wants to let Mums know some baby products can be specifically designed to have a life after baby, and still functional and practically perform.

Elvie admits by establishing her business in an industry she was familiar with and has worked within she had an added advantage when it came to sourcing appropriate suppliers. However she recommends if you are going into business it is just as important to research all possible suppliers to ensure you are getting competitive prices, the best value, quality and service. Elvie has says she has a great relationship with her suppliers, “It is important to maintain open lines of communication with your suppliers” says Elvie, “they need to understand your brand, your business and the needs of the market you seek to satisfy through your product”.

The Jooki product range is distributed through a number of premium retailers, Elvie decided to distribute her product range by hand picking the retail stores she wished to stock her range. Rather than invest in promoting her range at any and every trade fair Elvie believes it much more important to participate in the right trade fair in order to promote her range. I did not do one straight away as it was such a big investment, Elvie found initally it was more cost effective to “do her own road show”, approaching retailers one on one. Elvie says she found the transition from designer to seller, quite easy. She believes “when you feel so passionate about your product, and whole heartedly believe in your product, you can’t help but feel comfortable selling the product”.

In conjunction with her road shows, Elvie says she has found undertaking her own publicity campagin, extremely worthwhile and is currently negotiating with a public relations agent to formerly take over this role in the business. “It is important to increase the awareness and growth of Jooki to secure fashion editorials and editorials in baby magazines” says Elvie.

Elvie points out another key to her success, has been the support she has received from her husband. “I have been blessed with a great partner who is supportive and helps, he’s my back bone”. It was once said behind every man is a good woman, perhaps as times change with more and more women successfully owning and operating their own home-based business it is now a case of behind every successful business Mum is a supportive partner.

Some final tips from Elvie:

Costing – kept an eye on everything you spend, don’t over spend unless you have too
Be realistic when forecasting sales
Research your idea
Be passionate about what ever it is you intend to pursue
Understand owning and operating your own business is hard work! You don’t work the hours of an employee
Turn to family when and if you experience those challenging days

Jooki stockists include

Victoria

BEBE South Yarra, VIC (03) 9821 4405
There’s A bear in There Hawthorne, VIC (03) 9815 0303
Vita L’Amore Collingwood, VIC (03) 9486 9509
Bimbi Kids Elwood, VIC (03) 9531 4304
Souk Lifestyle Armadale, VIC (03) 9481 0416

Queensland

Little Kisses Fortitude Valley, QLD (07) 3852 3338
Cocoon Petite Living Paddington, QLD (07) 3367 1173

South Australia

EGG Maternity Hyde Park, SA (08)8357 2077

Western Australia

Morrison

Fremantle, WA (08) 9336 2001
Claremont, WA (08) 9385 2001
Garden City, WA (08) 9315 1135

New South Wales

Morrison Paddington, NSW (02) 9380 6004

Online stores
www.urbanbaby.com.au
www.babsgotstyle.com.au
www.bebeonline.com.au
www.oneontheway.com.au

International UK distributor: Charlotte Whitehead Ltd. Click here to contact Charlotte.

www.jooki.com.au Founder: Elvie Fernandez-Cuggy. Click here to contact Jooki

Product range includes:

Two styles in the mother and baby leather bags

Accessories;

Bottle holders, Wet wipe holders, Change mats, Laundry Pouch.
Colours: Black, Tan, Moonbeam, Cedar & Dusty Rose.

New range out in July 07

2 new Leather mother & baby bags.
3 new Accessories (Essentials bag, double bottle holder and lunch carrier).
Colours: Black, Beige, Dk. Chocolate and Black/ White

We will show you how you can make money in the new economy!

Our aim is to Show Mummy the Money!

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