“Because my other job title can be considered influencer/ content creator, people pay a
-Laila Field
lot of attention and interest in what I wear so I knew that having my own clothing line
would be somewhat successful.”
Lailah Field, a 23-year-old woman, is a trailblazing leader in the beauty and fashion industry. From Cape Town, this vibrant and stylish young woman founded her business Lailah’s Closet. We read and learn about entrepreneurs who have ‘made it’ and encourage their counterparts who are coming up to trust the process. This is the journey in progress about a young woman who is trusting this very phenomenon. For many business owners success and business goals are clear but for onlookers, this sentiment can get lost as we are not offered an intimate glimpse into the journey. Lailah’s Closet provided customers with an array of affordable and fashion forward clothing options. Field began her entrepreneurial exploration by selling her previously loved items to her followers on Instagram. Having an already established engaged audience who knew and revered her for her sense of style and honest reviews.
Leveraging her already successful online presence as the springboard for success, Lailah jumped to the next level. Having a business is much more than selling a product or providing a service, creating and maintaining a recognizable and trustworthy brand is what will ultimately attract and uphold support. Using her already established personal brand and the desire of her followers to emulate her sense of style, Field solidified the foundation for a successful online business.
Inspiration & Motivation
“What inspired me to be an entrepreneur is needing to work on my own time, being a mum and committing to another person or business time was not what I had envisioned for my life/ job. So starting my own business and being able to do things on my own definitely plays a big role.”
-Laila Field
In recent years we have seen a shift in parents. Not only wanting to provide a financially stable home for their children, but equally important is a supportive and loving environment. As part of the process, Field prioritizes her role as a mother to her son and deputy parent to her younger sister (10). Being a successful entrepreneur is defined by many with facts and figures, defining personal success is different. According to Lailah, having the vision was the first step. The vision creates the road map of how you will ultimately shape your business and the impact it will have on your life.
Building a Brand Forbes outlines that building a brand is more important than ever before, stating that it is a vital part of business (Jones, 2022). Currently, there is an overwhelming amount of businesses using social media to market and sell their products and services. Organic growth on social media platforms can be difficult, it can be attributed to creating authentic and engaging content or being in the right place at the right time with the algorithm. Online, Lailah is known for her fashion and restaurant reviews, collaborations with beauty brands as well as family content. This became the foundation for her business. Known for her flare for fashion, Field materialized Lailah’s Closet. What started as a thrifting page for glamorous and trendy clothing, grew into Field sourcing items and providing them to her audience at a reasonable price in a reasonable amount of time. Today, these two things, affordability and access, are increasingly important to consumers. I do think my business is both fashion forward and stylish, my items can all be worn up or down and the good quality allows diversity and long wear. As consumers, we value quality and affordability. This is a value that this young business owner prioritizes with the added bonus of comfort, versatility and style. The brand provides a myriad of clothing options to cater for the personal preferences of consumers. Another key aspect of Lailah’s online identity is to help people achieve the confidence and self-love that she preaches and practices. This is instrumental and evident in the social media presence of her business.
L – For lesson, not loss
It is no secret that business is not always smooth sailing. Victory is sweet and should be replicated and improved. Loss is harsh and needs to be mitigated as much as possible.
The overall lesson is to adapt, but more importantly to constantly improve and grow. Throughout business history, it can be observed.
As a small business owner, it’s crucial to maintain a firm grip on your finances. By comprehending the cash coming in and going out, you can assess the financial well-being of your company and identify areas for enhancement (CFO Hub). Like most things, there is an app for that. At present, many small businesses rely on automated software to assist them in creating a profit and loss statement. However, it’s a relatively
simple process that you should have a basic understanding of, even if you don’t handle it regularly. This is the not so fabulous part of owning and running a business. Understanding income, tax and losses can be off-putting, however it is not only a crucial part of business but also life.
Overcoming Challenges
Some of the major roadblocks that business owners face in the early stages are; finding
and engaging with customers, managing time and money as well as expanding the
business. Deloitte identifies the top three challenges that companies face in the early
stages as:
- Lack of money. The distinction between “having no money” and “lack of success” might be surprising.
- Finding customers. Engaging with the right customer makes all the difference.
- Many founders who have never operated a company face the challenge of an unfamiliar road ahead, presenting a significant obstacle. Many of the challenges can be simply solved with more time and/or money. However, Laila’s winning formula is surrounding herself with supportive and positive individuals, drawing her determination from the desire to do and be better for her family as well as her passion for her business. Early-stage companies are often recognized for their
distinctive and creative concepts. However, they will encounter similar crucial challenges that affect nearly all new businesses. The key factor that sets successful companies apart is how quickly they tackle these challenges and progress with their growth strategy. In order to stay ahead of the game and to save time, Lailah’s has begun a pre-order system. A simple and elegant solution with an immense beneficial impact. This humble small-business owner utilizes strategies that have been serving major retailers for years. Retailers strategize their inventory across various seasons, making bulk purchase orders in advance, even if the shipments are months away. With prior knowledge of the incoming products, retailers can capitalize on this time by offering pre-orders for upcoming inventory. Forward-thinking retailers use pre-orders to gauge customer interest in products that have not yet been released (Patel, 2022). Being a business owner, especially today, extends beyond the online space and figures.
It is a way for everyone to manage their own lives, achieve their financial and personal goals. Possibly more important, to learn and grow as individuals while sharing what is near and dear as well as providing products and services. Entrepreneurship is about building yourself up according to your beliefs and the value that you can add to your community (online and in person) as well as the economy. Business founders or people with ideas can learn a lot from Lailah’s positive mindset, problem-solving skills, drive and determination. Maintaining a thriving business and dazzling online personality, all with a baby on her hip.
