ESCP ALUMNI magazine - Special Issue 2022 - 61

Campus ❙ School
the winter bridal market was virtually nonexistent,
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 Special issue ❙ 2022
❙ 61
ESCP ALUMNI magazine - Special Issue 2022

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