Starting a business can be both exciting and daunting in equal measure, but Bargoed-based businesswoman Fiona Stephens says she needs the right support to get her new venture off the ground. proves to be the key.
Fiona Stevens launched LAL Fragrance, a luxury fragrance line named in memory of her mother, in 2022. But when orders did not initially pour in, she feared she would have to discontinue her business.
Thankfully, Fiona came across the support of Business Wales online who helped her start trading in South Wales.
Almost a year after Business Wales helped her start trading across Caerphilly County Borough, Fiona is now working on an extensive range of bath bombs and shower products.
Fiona, who was working full-time at the time, got into creating her own scented products during lockdown, filling her room with handmade wax melts, diffusers and candles. A true fragrance lover, Fiona decided to turn her hobby into a business.
No stranger to entrepreneurship, Fiona previously ran her own brick-and-mortar upholstery and fabric shop in Ystrad Mainach. However, despite Fiona’s background in running businesses, she was left feeling depressed after making zero online sales within her first eight months of starting her business.
Fiona said:
There was a lot of interest in my product, but no sales at all. I couldn’t put a finger on why. I was frustrated but most of all I was disappointed. I was almost on the verge of going out of business, but I changed my mind at the last minute.
The LAL fragrance is named after my mother, Leslie. After she was diagnosed with Alzheimer’s disease in 2016, I realized the importance of not only making memories, but also being present in those happy moments. I wanted to give others that opportunity through the power of scent. It breaks my heart to think that I was so close to giving up. I urge all entrepreneurs to not give up and contact Business Wales.
In March 2023, Fiona got in touch with Kara Reynolds, Growth Advisor at Business Wales. In her weekly one-on-one meetings, Carla helps Fiona understand the core values ​​of LAL Her Fragrances as her business is a sustainable luxury fragrance based in the valleys of Wales. We encouraged people to sign the Green Growth Pledge and the Equality Pledge. Carla also encouraged Fiona, who speaks Welsh, to make her website bilingual with help from Helo Blod.
As part of Business Wales’ mentoring programme, Fiona was also matched with Marianne Pettifor. Marianne Pettifor has experience managing and selling a variety of businesses and was able to provide Fiona with direct business support. Realizing that giving customers the chance to see Fiona’s products in person was key to securing sales, they began identifying opportunities for local face-to-face trading. For the past five months, Fiona has been working as a stallholder at local school craft fairs and hosting several sales parties in Swansea and Blackwood, and expects to see increased profits from in-person event sales in the near future.
Fiona said:
Long periods of no sales really shattered my confidence as an entrepreneur, but Business Wales played a pivotal role in helping me overcome that huge hurdle. Thanks to Carla and Marianne’s support, I was able to build a business around my passion and successfully close transactions using only face-to-face contact. And most importantly, I was able to keep my mother’s name alive.
In March 2024, Fiona hosted her first Mother’s Day pop-up event at Dwell Coffee Shop (Bedwas). Fiona is currently partnering with more local businesses to host product parties, as well as exploring exciting new ways to market her business on social platforms such as Instagram.
Carla Reynolds, Business Wales Growth Advisor, said:
I am so glad that Fiona sought support from Business Wales before giving up on her business dreams. Helping entrepreneurs regain confidence and belief is often just as important as sharing business advice and directing entrepreneurs to resources ranging from training to grants . Fiona is a great example of how asking for help can help you overcome major business hurdles, regain your passion, and find the success you’ve always wanted.
Business Wales is funded by the Welsh Government. For more information and support and to speak to one of our expert advisors to help you discover opportunities for your business, please contact Business Wales. Visit www.businesswales.gov.wales/ or call 03000 6 03000. Rydym yn croesawu galwadau’n Gymraeg – Welcome to call in Welsh.
