Mum of two Helen Ellison tells us how missing the good old days ways children could play freely inspired her to start The Jollybox Company (www.thejollyboxcompany.co.uk).
Tell us about your company
The Jollybox Company offers a range of themed playtime boxes for young children, aimed at inspiring learning through fun, creative and imaginative play.
What work did you do before you set up your company?
I started my career on the Boots graduate training scheme as an industrial buyer. I had done my university work experience in France for a procurement team buying packaging and I loved the challenge of sourcing and negotiating for factories across a number of countries.
After many years in procurement and supply chain roles, having bought everything from chemicals to chicken, I joined KPMG as a management consultant, helping large organisations to buy more effectively.
I was lucky to work with some fantastic clients and colleagues and travelled extensively, but when I became pregnant with my first daughter, I realised that full time consulting was not compatible with bringing up a young family.
Since the birth of my first daughter Beth in 2001 I have continued to work as a consultant, but remained self employed or worked with smaller associate companies.
In 2006, we moved to Cheltenham and Beth started school shortly afterwards. I took a break from work and one year later I gave birth to my second daughter Alexa. It was during 2008 that The Jollybox Company was formed, providing a range of themed playtime boxes designed to inspire learning through games, role – play and other creative activities.
How did you fund the business?
I was lucky in that I continued to work with my clients and I had some savings tucked away which allowed me to fund the product design and website.
What was the motivating factor for staring your own business?
It is difficult to define the Eureka moment, when the idea for the Jollybox Company took root. But I did feel that our children were becoming very focused on things as opposed to experiences and that they were missing out on some fun times. I remember growing up in a cul-de-sac in the 1970?s: our street was the venue for rounders, home-grown Olympics, vicious marble wars, home-made perfume sales, a jubilee street party, rugby victory celebrations and of course, the odd fight or two. It was a vibrant place, with every garden, every corner and alley- way offering a new hiding place, challenge or idea for a game.
I mourned the passing of jelly and cake parties and days when children could wander into neighbours? gardens without someone calling the police!
I wanted children to experience the same freedom and imagination in their play that I had, but recognised as a working mum that parents sometimes need ideas. So I set about creating role plays, games and characters that I thought might appeal to children.
What do you enjoy most about running your own business?
As a start up business, I have had to familiarise myself with everything from web design to trademark registration. Whilst this can be challenging, it is immensely rewarding to look back on a week and reflect on all the new things I have learned.
I?ve had huge amounts of fun creating the Jollybox products and testing them on my very patient daughter. There is nothing more rewarding than positive feedback about your product, especially from happy children! Also, the process of creating something new keeps my mind alive and I find myself alert to new Jollybox opportunities whenever I read a newspaper or watch TV.
I wanted to create a business that embraced the values and aspirations I hold for my girls and also spend precious time with them. I can attend sports days, be at home for play dates and have lunch with my toddler: I just have to catch up at night.
Running a business can be a mixed bag sometimes. What have been your highs and lows so far?
In the product development stage I was consulting and juggling my time between client commitments and Jollybox development. I had to hope that my bursts of creativity came during the windows of opportunity when I had childcare!
As there was no comparable product in the market, I based the product on my instinct and conviction and in the early stages I struggled with negative feedback as it felt so personal. Now, I see it as an opportunity to change or improve, or in some cases, accept that I made a mistake.
There is nothing better than receiving credit for your own decisions and creations, but with that freedom can come isolation and uncertainty and I missed having people to bounce ideas off or provide reassurance. I made it a point to network with other women and to try and get out of the house every day, even if it was just a leg stretch. Also, whenever I felt uncertain, I searched online and found inspiring examples of women who had created and now manage successful businesses.
How have you managed to stay on top of your career with the demands of motherhood while running a business?
I would say I have had to be incredibly disciplined; both practically and emotionally. I think mothers are amazing time managers and organisers, but when starting your own business, work can become unpredictable and challenge your priorities. It?s easy to feel overwhelmed when you have an unexpected deadline or hiccup of some sort. I?ve not always been good at it, but I try to be ?present in that moment?. So, if it?s swimming with the children, or playing during bathtime, I try to put aside my concerns and deal with it when they are in bed.
I?m lucky I have supportive family, a fantastic nanny Trish and also my sister and some close friends that I can share my concerns with.
How has running your business impacted on your relationship with your partner and children?
When I began creating the Jollybox range, I worked at home and shared my office with the girls? toys. This proved a challenge and I did find myself writing in cafes and using the time when they were out of the house to make my calls.
It wasn?t easy juggling household jobs with the business, but as the product took shape and they could see samples, the family were able to get excited and their commitment to the business resulted in more help and support around the house. It did take time and compromises from everyone though.
Above all, I am proud to be able to share my journey with my family. My eldest daughter has attended design meetings, assessed ideas and generally been involved from day one. I hope this will inspire my girls to fulfil their own dreams ? whatever they may be.
Any tips for expectant mums, or mothers who feel that you can’t have a successful career and a happy family life at the same time?
Having tried every permutation of part-time, full-time and no work at various points, I would say that being flexible and doing what feels right at that point in your family?s life is important.
If you thinking of starting a business: what does that business look like, is it home based, do you have employees, what does your day – to day world look like and most importantly, will it make you happy? If you decide to turn your idea into a business you will find help in all sorts of ways and I was touched by how supportive people have been; suppliers, fellow mumpreneurs, former colleagues.
Finally, I would say be kind to yourself. The law of probability says that the more decisions and risks you take, the more lessons you will learn. Nobody is perfect; your house may be messy sometimes, you may feel guilty for not being the most supportive wife but if work makes you a happier mummy and that has got to be good for everyone.
