Interview With Min, Little Red Heels

Dealing virtually with clients does not mean that Min does not try to add a personal touch to the interaction. Always typing and responding to emails from clients with a smile on her face, Min believes that these smiles can be subtly communicated through text. We listen to Min as she speaks about Little Red Heels, an online blogshop that she started with her friend.

What is Little Red Heels?

Little Red Heels can be found at www.iloveLRH.com. We sell apparels mostly, and whatever interesting finds we stumble across. But we like to think that we are selling a concept, a style, rather than just apparels. It was started by Min, an NUS graduate from Communications and New Media, and Zi, a SMU graduate of Accountancy, both 24.

All your items are designed and manufactured by Little Red Heels? How long is the design cycle for any one product?

Not all items are designed and manufactured by us, but we do have items that are exclusively manufactured by us. The design cycle ranges from about one to three months.

Do you manufacture them locally?

Nope. We manufacture overseas.

What is the motivation behind building this business?

It started out as fun and of course, a common passion for fashion. We kind of just stumbled into this, and started growing Little Red Heels to what it is today.

What are the difficulties that you have faced so far?

We started out when online businesses weren’t such commonplace. It is definitely interesting to see how the market has grown with many new players joining to share the pie. It isn’t really difficulty but more than like a challenge how you can outdo yourself and your competitors to stay ahead – through innovation and creativity.

Blogspot, livejournal, wordpress, weebly, your own .com — there are many ways to set up a blogshop or store. What is your own preference? Why? What experiences can you share with us about using some or all of these?

We started from livejournal, and I think there is a certain charm about LJ that online shoppers still like. We decided to move over to .com in 2008. The core reason being we believe it can bring higher efficiency and hence, better customer service for our customers – just so we can focus our energy to more worthy causes rather than sieving though comments (which is really tedious, believe me). There is also a lot more flexibility when it comes to design and execution for .com.

Any figures to share? Eg, no. of people on your mailing list? No. of items sold since opening your business? No. of pageviews? No. of visitors on your website? Feel free to share whatever you are comfortable with.

We’ve definitely lost count of the number of items sold. It’s a lot I suppose, since we started from 2006.

Considering the large number of blogshops in Singapore, how do you differentiate yourself from others?

Exclusivity of the item is always important. No one likes to wear the same thing as the next person down the street. :) But above all, we believe in always innovating and keeping your concept fresh. That’s what we always do to stand out from the rest.

What is your marketing strategy? How do you try to obtain new customers?

It’s mainly through word of mouth, and that’s the advantage of the online channel. Everything is as convenient as a click.

How do you handle customers who are practically faceless to you? Any good or bad experiences to share?

It sounds bizarre perhaps, but I always type my emails with a smile on my face. I think that smile gets communicated through the text and the customers will be able to feel it. Faceless is not an issue – it’s more like a conscious effort to inject a personal touch and words of concern to the customers. Thankfully, our experiences with customers have been mostly positive. For those that are not, just be extra tactful and try putting yourself in that customer’s shoes and imagine why she/he is reacting in such a manner. Normally, you will be able to empathise. They are not that unreasonable.

What is your biggest joy/satisfaction/achievement in this business so far?

The biggest satisfaction comes each time when we receive a nice comment or a positive feedback. We do have a direction we want Little Red Heels to move in, and those words are reaffirmation that we are doing the right things.

What is the biggest disappointment/negative experience in this business so far?

Disappointments and negative experiences are part and parcel. You will get affected and that’s rightful ‘cause it shows that this business do mean something to you. More importantly, it’s the lesson you derive from that disappointment and grow from there.

If you have a wish for something to happen in order to help your business, what would you wish for?

Okay, this is a tough one. There are many things running through my mind now. If I can be more selfish, it will be to fast forward a few years down the road and in knowledge that Little Red Heels will be one of those online businesses that is still standing strong and doing rock fine.

What would you advise entrepreneurs just starting out?

Sometimes it’s all about following the heart. Do what your passion leads you.

Thanks, Min. Good luck with Little Red Heels!

Editor’s Note: Special thanks to Kim Sia of Spree2Shop for helping me out with this interview! Do look out for more interviews with various blogshop owners in the coming weeks.

Comments