ESCP ALUMNI magazine - #193 - 1er trimestre 2021 - 60

Campus ❙ École

London headband on the cover of The Mail
on Sunday's You magazine.
Alexia Alterations survived the first major
lockdown thanks to Géraldine London,
reopening its shop in mid-June. However,
there was no easy bounce-back, with income
estimated at just five to ten per cent of the
year before. With many weddings postponed the winter bridal market was virtually
non-existent, taking with it the bridesmaid
and guest alterations that come along with
a bridal booking.
" Last year there were seven fittings a day.
Now it's two fittings a week, " says Genta. " It's
just not sustainable. Without the headbands
it would have been over. "
Genta credits focusing on adapting her
business as helping her cope with the pressures caused by COVID-19 at every level.
" During this time I've been thinking so
little - entrepreneurs think less than they
act. They see a problem and have an ability
to get things done.
" This project has helped me deal with the
situation, especially psychologically, because
it hasn't given me time to think. "
As if creating a new brand from scratch and
turning an immediate profit in 2020 wasn't
enough, Genta also decided to put her love
of networking and experience to good use
and create a network and support group for
female entrepreneurs.
The #damnthepan initiative connects
women who started businesses in lockdown,
and currently has 20 members. Meeting on
Zoom each week, the group serves many
functions: mental support, brainstorms,

problem solving and skill sharing.
" One is an accountant, I am a marketer;
another is an amazing illustrator, who is so
visual and helps us out with the branding.
We are all trading our skills and being so
generous with our time to help one another. "
" I love networking - it's the favourite part of
my life, so much fun! "
Genta laughs when asked why the group is
aimed at female entrepreneurs, admitting
she has answered this question more than
once.
" I have no problem with men. I married one!
But I really believe that this crisis has impacted women so much more than men. There
is data that shows more women have lost
their jobs than men. I believe in supporting
women through this. "
With two major projects under her belt,
Genta is also convinced that the do-it-yourself mindset is a great asset - regardless of
the product you are selling.
With a second lockdown now in place across
England and various restrictions not only
in the other parts of the UK but across the
world, starting a business now can prove
to be both rewarding and risky. But Genta
is certain that the best advice she can give
relates not only to times of pandemic, but
more stable periods, too.
" When you start a business, it will impact
you on every level, " she warns. " It's a very
difficult thing to go through. I understood
it intellectually, but I didn't really believe it
was going to affect me so much. I worked
six to seven days a week for two years, 7am
to 10pm. "

" This is the reality: when you start a
business, you have to work so unbelievably
hard. If you plan to do it halfway it's just not
going to work. You have to dedicate your
entire life to it.
" My biggest practical advice is try to spend
as little money as possible. Your money is
something you have to protect so, so closely.
" If you are in the luxury business, spend
the money on your product or service and
nothing else. Make the website yourself.
Don't advertise on Google or Instagram
right away. Prove your concept and do everything for free for as long as you can. Once
you understand what works, then spend
your money on it.
" Money runs out so quickly. It's not a sexy,
inspirational, Instagrammable quote, but it's
the advice I wish I had received. "
Genta is also a cheerleader for the skills that
started her entrepreneurial journey. " I'm a
firm believer in networking. With the pandemic it's hard, but people are very kind.
On Instagram, people are happy to help
out - don't be afraid to DM people and ask
for help. "
" As an entrepreneur, you can't do things the
normal way. You have to think outside of the
box. "
❙
To join Alexia's support network for
female entrepreneurs, please email:
alexia@alexiaalterations.co.uk
This article is based on an original interview published by the ESCP Creativity
Marketing Centre.

When you start a business, it will
impact you on every level. It's a very
difficult thing to go through. I worked
six to seven days a week for two years,
7am to 10pm.

❙

ESCP Alumni Magazine numéro 193 ❙ 1er TRIMESTRE 2021

ESCP ALUMNI magazine - #193 - 1er trimestre 2021

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