There's something to be said about the reality TV entrepreneur. We have featured quite a few ladies who have utilized their TV presence to build businesses and leave the limelight behind. Tamara Ecclestone stands apart in her unnerving capabilities to create a brand so glamorous and chic that women are only too enthralled to be buying it en masse.
Ecclestone, formerly of her TV show Billion $$ Girl is the daughter of billionaire Bernie Ecclestone, Formula One Mogul. And yet, instead of relying on her fame for her fortune, Ecclestone has gone out of her way to become a powerhouse female entrepreneur and role model to her three-year-old daughter Sophia. She weighs in on subjects such as breastfeeding and raising children as a working mother on her "Fifi&Friends" blog that she has also managed to turned into a business.
But the real star in her business repertoire is her haircare brand Show Beauty, which has gained respect worldwide for its quality and branding prowess. Sold in a range of stores including Sephora, Harrods and everything in between, Show has managed to stand out in a very saturated haircare market as a burgeoning industry leader.
Below Ecclestone talks with SWAAY about business, motherhood and how her father inspired her to get into the business world.
1. What inspired SHOW?
After years of having my hair styled on photoshoots, I never liked how the products made my hair feel or how the products looked. I realized there was a gap in the market for a luxury haircare line that looked beautiful and worked. I always felt there was something missing when it came to a haircare brand that felt luxurious, so that was the inspiration for SHOW Beauty.
2. How does it differentiate from its competitors?
SHOW Beauty is luxurious, and the products not only work but smell special and look beautiful in your bathroom or handbag. Most luxury haircare brands still look pharmaceutical, but SHOW is something to be displayed, and not hidden away.
3. Describe your business strategy in short - what do you do to stand out in a saturated beauty market?
SHOW Dry allows women to have fabulous hair without having to sit in a salon for hours, and we ensure the experience is as luxurious as possible. We have both signature and express services which allow for very busy schedules alongside early and late opening times to accommodate busy women. We also offer personal iPads at each station and complimentary refreshments and nibbles throughout the appointment.
4. What advice would you give to female entrepreneurs starting up?
Women should believe in themselves and follow their interests. If you are passionate and driven about your career and industry, you are more likely to work harder and go further. I am so passionate about beauty and hair which is why I created the SHOW Beauty brand.
5. Do you plan on remaining in haircare or will you branch further into the beauty business?
We've just launched our Care Collection consisting of shampoos, conditioners and treatment masks which target key concerns in the market including moisture, repair and volume, so we're concentrating on those currently. I'm also very excited to share that we have also launched a new SHOW Dry salon in Manchester UK, and next, I'll be focusing on my new parenting venture, Fifi & Friends.
6. Does your father's being in the public eye affect your business?
I've always been inspired by the resounding professional successes of both my parents; my motivation stems directly from my father's fortitude to maximize every opportunity, and my admiration and affection for fashion come from my mother. These family values remain the cornerstone of all my endeavors and I relish the challenges of being a wife and mother, while building on my passion for business and beauty.
7. Briefly describe your morning routine.
I'm an early riser so I wake up around sunrise at my home in Kensington Palace Gardens in London, where I live with my two-year-old daughter, Sophia, and my husband, Jay. First on my agenda is making a cup of green tea. I then check my emails and wait for my daughter to wake up.
As a family we have breakfast together before Jay leaves for work. Then it's mother-daughter time: we laze in the lounge watching cartoons on television, playing games and having cuddles. This is my favorite part of the day – I cherish playing together before the day gets into full swing.
8. Name a business mogul you admire.
My dad gave me a lot of advice when I started SHOW Beauty; it was important for me that he believed in what I was doing.
I have always been in love with all things art- I was obsessed with drawing and painting before I was even walking. In high school, I started a career selling art through various gallery art shows and on Etsy. I then went on to study fine arts at the University of Southern California, with an emphasis in painting, but took classes in ceramics, printmaking, cinema and architecture to get a really well-rounded education on all sorts of art.
During my senior year of college, my career path went through a huge transition; I started my own temporary tattoo brand, INKED by Dani, which is a brand of temporary tattoos based on my hand-drawn fine art designs.
The idea for the brand came one night after a themed party at college. My friends, knowing how much I loved drawing, asked me to cover them in hand-drawn doodles using eyeliner. The feedback from that night was overwhelming, everyone my friends saw that night was obsessed with the designs. In that moment, a lightbulb went off in my head... I could do some completely unique here and create chic temporary tattoos with an art-driven aesthetic, unlike anything else on the market. Other temporary tattoo brands were targeted to kids or lacked a sleek and millennial-driven look. It was a perfect pivot; I could utilize my fine arts training and tattoos as a new art medium to create a completely innovative brand.
Using the money I made from selling my artwork throughout high school and college, I funded the launch of INKED by Dani. I had always loved the look of dainty tattoos, but knew I could never commit to the real thing, and I knew my parents would kill me if I got a tattoo (I also knew that so many girls must have that same conflict). Starting INKED by Dani was a no-brainer.
I started off with a collection of about only 10 designs and sold them at sorority houses around USC. Our unique concept for on-trend and fashion-forward tattoos was spreading through word of mouth, and we quickly started growing an Instagram following. I was hustling all day from my room, cold calling retailers, sending blind samples and tons of emails, and trying to open up as many opportunities as I could.
Now, we're sold at over 10,000 retail locations (retailers include Target, Walmart, Urban Outfitters, Forever 21 and Hot Topic), and we've transformed temporary tattoos into a whole new form of wearable art.
My 4 best tips for starting your own business are:
- Just go with your gut! You'll never know what works until you try it. Go day by day and do everything in your power to work toward your goals. Be bold, but be sure to be thoughtful in your actions.
- Research your competitors and other successful brands in your category to determine how you can make your product stand out. Figure out where there is a need or hole in the market that your new offering or approach can fill.
- Don't spread yourself too thin. Delegate where possible, and stay focused each day on doing the best and most you can. Don't get too caught up in your end goal or the big picture to a point where it overwhelms or freezes you. You're already making a bold move to start something new, so try to prioritize what's important! I started off in the beginning hand packing every single tattoo pack that we sold and shipped. If I wanted to scale to align with the level of demand we were receiving, I needed to make the pivot to mass produce and relinquish the control of doing every step myself. I am a total perfectionist, so that was definitely hard! From that point on, overseeing production has been a huge part of my daily schedule, but by doing so I've been able to free up more time to focus on design, merchandising, and sales, allowing me to really focus on growing the business.
- Prioritize great product packaging and branding. It's so important to invest time in customer experience- how customers view and interact with your product. The packaging is just as important as the actual product inside! When we were starting off, we had high demand, and I definitely jumped the gun a bit on packaging so we could deliver product to the retailers when they wanted it. Since then, we've completely revamped the packaging into something upscale and unique that reflects what the brand is all about. Our product packaging is always called out as being one of our retailers' and customers' favorite part of our product!