Tuesday 07 February 2012
A Passion For The Protection Of Elephants Brings A New Brand From Fast Rising Brighton Business
A Brighton woman and her friend have hit the ground running this year after launching a new lifestyle brand which is proving unforgettable, just like its theme and ethos.
They say elephants never forget, and Lucy Setters from Brighton and Suzanne Till from nearby Shoreham-by-Sea, launched the Pink Chillies range of elephant themed products which ensures these endangered animals are not being forgotten, as a percentage of product sales are used to support charities that directly help them in the wild.
The brand, which launched late last year, has got off to a flying start with more products and characters currently in development.
Items such as pencils, notebooks, badges, chocolates, tote bags and compact mirrors, featuring lovable launch characters Aditi and Etana, have already gained a fan base.
Lucy, 56, said: “We launched the company with just an idea and support from family and friends, with spare bedrooms and a conservatory as the office and stock warehouse.
“It came from a shared passion for elephants, endangered species and all things gorgeous, and has culminated in the Pink Chillies range of products which, to our delight, has been really well received.”
Pink Chillies supports ‘Tusk’ - a Dorset-based charity that supports African elephants, their habitat and the challenges they face - and London-based charity ‘The Elephant Family’, which is the UK's biggest funder for theendangered Asian elephant.
Lucy’s friend and business partner Suzanne already has knowledge in the area of animal and conservation based charities having worked at WWF UK for nine years, before moving into alternative therapy – which she still currently works in.
Lucy worked in finance at American Express for ten years,before moving into management consultancy and subsequently clairvoyancy.
Lucy said: “We haven’t had to give up our ‘day jobs’ as yet, but we have had a lot of late nights and calls at odd times! We hope as Pink Chillies grows this will change and allow us to focus full time on the brand.”
Suzanne had the brand name before the product ideas, but after visiting Spring Fair in 2010 to gain inspiration, and having a real passion for elephants,endangered species and environmental issues generally,it seemed an obvious progression to create an elephant character that linked into those issues and grow the ‘family’ from there.
An associate from Keel Toys loved the idea, and so the creation of launch characters Aditi and Etana followed, with more characters currently in development.
The pair embarked on a brand awareness campaign, using social media and PR to drive people to the website.
There are also plans to include retailers as well as direct sales.
Suzanne, mum-of-one,added: “We are only planning to work with a couple of independent retailers pertown and a few of the larger retailers that we feel we’d like to work with. Our ethic is to create partnerships not just with suppliers but also with the retailers we work with."
The venture has so far involved a £37K investment which has been funded by Lucy and Suzanne, as well as investment from family and close friends.
They were also offered £100,000 from a business investor, but felt they could lose their identity and the passion and ethos of the business if they went down this route.
A range of plush toys is considered the ‘jewel in the crown’ of the range.
Lucy said: “It has taken almost a year to get it exactly how we want it. We also wanted to expand that range with the satellite products but keeping it small and manageable. Where we can, we try to source environmentally friendly products, our packaging is all recycled, even the tissue paper and ribbon.
“We’re also having a new website developed which we’re very excited about. Feedback on the products has been great, awareness and support growing – for us the sky is now the limit!”
The full range of products is available online now at www.pinkchillies.com, prices range from £1.75.
by: Mike Cobley
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