Just Smitten
Life Instyle chats with Just Smitten to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
Just Smitten was born in 2009 from simply being frustrated by the lack of good quality, locally produced greeting cards. This came about purely by having toddlers’ birthday parties to attend most weekends and the realisation that there were very limited options on the stationery front.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
I wanted to exhibit again this year as I have done so over the years however have had a bit of a gap in exhibiting in Melbourne so I thought it was time to get back down there as it is such a great show to be a part of. It attracts the best in the game and all the top shops from retail too. Not just from Australia either but internationally too.
What do you believe sets your brand apart in today’s competitive retail space?
Just Smitten is not just like all the other brands of cards. We like to differentiate our brand by way of quality and also our aesthetic approach. We only use the best papers and printing techniques, and it all comes together with our signature handwritten font which features on many of our designs.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
I don’t have a favourite product as I have to love all of the designs I produce or they do not get printed!
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Some of the largest hurdles when starting out were finding a printer who did smaller runs. That was not easy but with a few good contacts, I found my person and JS was in production-mode. The other hurdle was sleep! Starting a business with two children under the age of two was still the greatest challenge, tbh!
What feedback or comments do your customers frequently give about your products and brand, and what aspects do they appreciate the most?
The compliment we hear the most from customers is always about the quality and the extensive range to choose from. We always have in excess of 400 products across greeting cards, mini cards and gift tags so there is always something for everyone. The aspect customers respect the most however is often being Australian made. They are not interested in “Australian designed”, they want it made here too and this is one factor we can never be swayed on and it will never change.
How did you first get involved with Life Instyle, and how do events like Life Instyle help you connect with your customers or community?
I first got involved in Life Instyle in the earlier days when they initially offered “First in Style” It was such a fabulous way to launch into the trade environment and sample what customers thought of my brand without the huge financial outlay to exhibit in one of the larger spaces. It was enough of a sample to be confident knowing I had something retailers where attracted to and it would be a relatively safe bet to take the leap into the larger spaces in the years to follow.
Can you highlight some of the proudest achievements or milestones your brand has achieved since its inception?
My biggest achievement/milestone has to be having my own business for 17 years and always going from strength to strength each year... still totally exceeding my own expectations, daily!
Is there a piece of business advice that has significantly influenced your journey as a retail brand owner?
Stay true to your brand and its values and don’t get caught up with chasing trends. Cards are not fashion so listen to what the customers / shops want and be guided by their feedback... always!
How do you stay in tune with what your customers want and need as trends evolve?
I develop great relationships with my stockists and always check-in / go to visit their stores (wherever possible) to see how their customers are liking their choices from the range and if there are any gaps or cards they think may be missing in the brand. We have produced many designs over the years simply from listening to what the shops (and their customers) want.
Could you outline the core values that steer your brand's decision-making processes and relationships with customers?
Quality over quantity, always and loyalty.
What’s next for your brand—and what dreams are you chasing over the next few years?
JS will continue to evolve as it has done over the last 17 years and improving every year. Growing bigger stronger and better... Quality always prevails over quantity. Australian made through and through...
Rapid Fire Questions
Do you have a personal motto or mantra that keeps you motivated?
Be the best version of you, everyday.
If you could have dinner with anybody, who would it be and why?
I think Kylie Minogue would be great company as she has lived such a full life and would have plenty of stories.
What's a hobby or interest of yours that people might be surprised to learn about?
I love following AFL, especially the Geelong Cats.
What’s your go-to song when you need a pick-me-up?
Mr Brightside by the Killers.
What is your advice to those looking to start their own journey?
Do your research and if your instinct is to do it, then go for it. You won’t know until you try.
