More and more women are taking the plunge and setting up their own business. With the internet making this easier than ever, many of these businesses are being run solely online. We meet some of these

inspiring women who have made cyperspace their marketplace.

Ladies Online

Dee Puddy Garden and InteriorsInterview by Kelly Lavender

Dee Puddy’s passion for creating beauty both indoors and out, led to her setting up shop over 10 years ago. We find out how her business has evolved, where she finds

inspiration and how she goes about sourcing her beautiful range of decorative and functional homewares.

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How long have you been running your online shop?

I started out around 10 years ago but somewhat differently to how I am now. Initially I sold at lots of small fairs. In many ways it was a great way to kick-start my business as my experience was fairly limited so it let me in gently to the world of retail. A great friend, Harriet Campbell of Hunter Gatherer, who I’d met through working at the various fairs, was taking the plunge and exhibiting at the Country Living Fair in London and encouraged me to join her. This proved to be a good move as it reinforced how much I enjoy dealing directly with my customers and helped to reach a wider audience. The website launched in 2007, but it wasn’t until 2008 that it became a full e-commerce site due to the demand of customers wanting to buy online.

What inspired you to set up the business?

The foundation of my business, like many people, is based on what I like.

I think following this route means you are able to sell with conviction as you have faith in your products. It also means you develop a coherent style and customers will come back to you for that very reason.

Have you always had a love of interiors and gardening?

I was very lucky to grow up in a big family – I am the youngest of nine - and I spent a lot of time outdoors. My father had a random approach to gardening that somehow produced great results. It was his enthusiasm that got me into gardening. My mum cooked anything that was there and available for a family of nine, and now, when time allows, I love sowing, growing and then cooking my own produce. All the things I love - design, interiors, cooking, outdoors, gardens and vintage, overlap in so many ways. I love practical, well made pieces and functional design as well as natural materials and the colour palette associated with them. I also love all the little details and quirky finds. I try

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not to get too caught up in big trends as inevitably they change, so it’s nice to try and carve out a style of your own and therefore a unque selling point for your business.

Tell us about how you source your stock and where do you search for inspiration?

I never stop looking for vintage, handmade and new products. I’m also developing some of my own exclusive and quite functional products. Partly because that’s what I like, but also because I think people want less throwaway items. Over the years I’ve built up a network of dealers in this country and abroad. Many now know what I’m looking for and will often contact me when they

have interesting pieces. I absolutely love the diverse range of people that I meet from all over Europe and farther afield. Language may be a barrier at times, but you always get by with sign language and a smile. The internet has now become a huge resource. There’s so much fantastic inspiration to be found via stylists and interior blogs. Aside from that, I confess to collecting random pieces of natural materials from holidays and days out. I’m usually the ‘naughty child’ dawdling at the back with my head down looking for a special piece of weathered wood, odd feathers or worn coloured glass. I take them home and add them to windowsill jars.

What do you love most about running your own business?

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Independence, plus the freedom to choose and follow my instinct. I love my customers - there is nothing more gratifying than someone sending me a thank you email when they are happy with the products and service. I also love meeting new people - over the years I’ve gathered a really eclectic range of friends. This wouldn’t have happened without my business.

How important is social media to the success of your online business?

I love the spontaneity of social media. It’s an instant way of letting your customers know what’s happening. It also adds personality to your business - I think we all like to find out about people, how they live, what they like and dislike etc.

What advice would you give to anyone considering setting up their own online shop?

From a creative perspective, it’s essential to have good quality imagery. A well photographed product can convey so much. Customers like to see detail as well suggestions for use and display. Practical advice, make sure to keep your paperwork in order. The best thing I ever did was to get a bookkeeper! Assessing figures and cash f low helps to make for a more efficient business. If you are working from home, it’s important to have a separate space to close the door on at the end of the day. Finally, be very prepared for how much it can take over your family and personal life.

Visit Dee’s website to view her full range: www.deepuddy.co.uk135