Nickyln ‘Nicky’ Williamson was always the creative and artistic child. She fondly remembers making cards at an early age for just about everyone on special occasions or handcrafted items that her mother would love.Even though Nicky was clearly creative, it was not until one day while working at a call centre, feeling unfulfilled, that she got the inspiration and decided she would start using her hands to design and create items that would make people happy. Believing that she could accomplish far more for herself, her son and her family, she began to design sandals. Though she did not have the first clue about designing or manufacturing sandals, Nicky, undeterred, sought further inspiration by using Pinterest. Let’s begin her story as she tells it to TheBeyondWomanMagazine Team.
Nicky: I believe that when we start whatever we are passionate about and inspired to do, everything will fall in place. When I started I had a flashback to a time I worked at a law firm in Down Town, Kingston, Jamaica. I would pass a couple of guys on the sidewalk who made and sold sandals. Immediately an idea formed in my head that I could ask these guys to help in creating my own line of sandals. So I went in search of them.
Unfortunately they were no longer there. I came across another lady who told me she could help. I showed her three designs and entrusted her to do a good job. Unfortunately they did not come out the way I had envisioned they would and I was disappointed to say the least. Shortly after that I met another guy whom I once again entrusted to do the job. He did a better job of bringing the design to life and I was satisfied.
I posted the design online and the reception was overwhelming. Everyone liked it and I ordered three dozen from him all of which sold except one, which I took for myself. Wearing it for the first time was an extremely uncomfortable experience and I realised I would have to make some adjustments. I called every one of the women who bought the other 35 to get feedback, and they too thought they were uncomfortable. I knew I had to fix that. That experience made me realise that if I am going to provide a product, it has to be top quality in order to receive good reviews, referrals and customer loyalty. The experience also helped me learn more about the creative side of the business which allowed me to understand what it was that I wanted and how I wanted it done. I would not settle for mediocrity in quality because I wanted to make the money. In order to make the money, I would need to be able to sell continuously, and that certainly does not happen with a bad product.
My passion translated into me wanting the best possible outcome for my business and my customers. It was a bit of trial and error, a lot of challenges but finally I got the correct formula (or at least I thought I did) and “Happy Feet” was born. My initial success was somewhat short lived. Undaunted, I consistently designed different styles and with continuous promotion I began to build my customer base. I got my first big order from a lady in Tampa, Florida who ordered 30 pairs after seeing a posting that I did on social media. After a short while, I met a potential investor who was willing to help me, we started talking and drafting an agreement after I shared the vision of the business and where I wanted to go. He was very encouraging and saw big things for Happy Feet to the point where I began to feel a bit overwhelmed but excited nonetheless because I wanted to take my business to a higher level. He opened my eyes to the possibilities that existed for my brand.
We later realised that I would need to change the name because of the movie that exists with the same name. I went back to the drawing board and after his interjection about finding a name that was meaningful to me I decided to use my mother’s name, Leonora, which means sunlight and happiness, and was in line with the original name “Happy Feet”. It could not be more fitting. A logo was designed to complement the name and I saw the beginning of many possibilities. He invited another gentleman to join us in the business and I went along with it because they had the money and I did not. Unfortunately, my hopes were short-lived.
TBWM: At this point we had to interject because listening to Nicky Williamson it was evident that despite having two investors who were willing to help her out with taking her business to a higher level she still maintained her voice and position throughout. Usually in a
situation like this the person who needs funding would go along with the demands of those investing. We wanted her to tell us how she maintained her stance.
Nicky: [Leanora Sandals] is my dream. It does not belong to anyone else and I knew exactly how I wanted it to play out. I knew that no one else, irrespective of what they were bringing to my table, could tell me how my dream should be, because I am the one who was dreaming, eating and sleeping this vision. All the things I have encountered since I stepped out and started moving this dream to reality would probably have caused me to stop, had I not been eating and sleeping my dream.
So no one could tell me how it should be. Of course I was open to suggestions, but if they do not fit the vision then I’m sorry, I could not go along with it no matter what. I just could not compromise. I pray a lot too along with my determination. I have met persons who saw the potential of Leanora Sandals, who encouraged me to register in St Lucia. I am not saying anything is wrong with being given advice, but I need to have control and I need to know exactly what I am getting into. I have to have the information and feel comfortable with it or else I will not do it. Bad compromise is a no for me. I do not like anything that seems “hurried”. I like hard work and I believe that the things that come to us easily are usually not as appreciated as the things worked hard for. I believe in the process. I later realised that I had a big issue to deal with because I was looking for investors but little did I know that the gentlemen who had approached me wanted a partnership.
I was not aware of this position until we were far along in the process. We had a conversation where I had to reiterate the fact that I wanted investors and not partnership. By this time pretty much everything was in motion to register business and open doors to Leanora Sandals. On the day we were to make final payment I was given extremely disappointing news. The gentlemen no longer wanted to be a part of the business because of not being able to partner with me. They were not interested in merely investing. I felt like crying.
TBWM: Do you think as an entrepreneur you were perhap timid or short-sighted based on what these gentlemen could do for you?
Nicky: In retrospect I do have regrets, somewhat, as I believe had they gone ahead with investing I would be in a better position. Fortunately, I still do not think we shared the same vision so partnership was out of the question, and I believe eventually our business arrangement would have gone sour. When people become a part of your business they should share the vision. Most times when people express interest I find that is not the case. They are just interested in making money, not necessarily in true partnership.
TBWM : We do appreciate where you are coming from, and that whoever you are bringing into your business – investor or otherwise- needs to share in your vision. We commend you for approaching the big vision with baby steps.
Nicky: Yes. After that meeting all I had was my stamp and could not see to the next day but when I spoke with my mom (who questioned me over and over as to whether I believe I was making the right choice) she gave me some encouraging words – “ God will never take you this far to leave you” . So I decided: however it was going to work, it would. I had to come up with the rest of the rent and luckily the landlord was willing to work with me after I gave him an explanation and today I am still in the same location. God was on my side.
Despite the fallout I can say I have come out a better business-minded individual. I learned a lot about running a business as well as dreaming bigger so I still got value personally from the interaction.The days ahead would prove challenging but I got everything I needed nonetheless. Persons offered to help me willingly but I was forced to learn a lot of things on my own (including learning how to make the sandals) for which I am grateful. Today I am able to design and make the sandals myself. I am in expansion mode because I get orders that I alone cannot fill. And even though I do not have the manpower I can proudly say I may be the only sandal company here in Jamaica that gives customers a 3-5 days turnaround, the average usually being 2 weeks.
Advice to women
Never be desperate. Desperation leads you to do things you would not have otherwise done because you believe there are no other alternatives. Women have to know that things do not happen overnight. I had this inspiration in 2015. Now it is 2018 and I am still buildingThere will be many ups and many downs, sometimes the money you make cannot cover your expenses. I use to pray for one sale and when I got it I would then pray for five and then I got thirty, then one hundred. It is a gradual build up but it will happen with hard work and dedication. I no longer focus on sales but I focus on getting referrals, not only in Jamaica but also overseas, so I make it a priority to build on goodwill and returning customers and making everyone happy.
Ladies, have the vision and know how you want it to play out. You cannot allow anyone to interrupt or change that vision or it will no longer be your vision. You have to love what you do – it shows in the product or service that you will deliver.You must want to know everything that is involved in the business – anyone you are taking into your business, workers, investors etc. you need to understand their vision/goal so as to ensure that you both can create the synergy that allows the business to operate smoothly. Encourage feedback and positive criticism, it will allow the business to grow and become better.
TBWM: What would you say is your biggest challenge to date and how have you dealt with it?
Nicky: My biggest challenge to date is when customers walk through my doors and they will name one of the bigger sandal making companies and say “Oh you are not so and so” and I will be like “that’s correct”. Comparison is my biggest challenge and just acceptance of your product when you are a small company. I love what I do so it does not stop me.
TBWM: What would you say to women who are thinking of starting a business but are very indecisive because of not having the financial resources?
Nicky: Start small, but start. Start from home. Use social media, it’s pretty much free. Put your product out. Do not focus on being the top this or that, just hone your skills over time and get as much information as possible. Make the best product or offer the best service and people will start paying attention.
TBWM: Would you say women support each other or not?
Nicky: My experience thus far is an unfortunate no, but I do understand that people build loyalty to brands over time, so I know in time I will find a more secure place in the market. It’s hard to become established in Jamaica, especially if you do not have the money backing you. I must say that the majority of my customers are based overseas.
TBWM: As a woman where do you get encouragement from while managing the rest of your life, including your son, and how do you maintain your equilibrium?
Nicky: My mom is my sounding board. She balances me. I go online and read stories of other women. I also read novels.
TBWM: What bible verse keeps you grounded?
Nicky: I repeat Psalm 23, which keeps me. I believe in God and I do the work.
TBWM: What is your favourite colour and why?
Nicky: Royal blue – it makes me feel pretty and I like what the colour represents-calmness and peace.
Visit Leanora Sandals at: 49 Old Hope Road Kingston
REPOSTED FROM OUR 3RD ISSUE – JULY 2018
