Peek&Boo designs, produces and sells bespoke handmade jewellery both online and offline, and actively participates in domestic and international trade fairs.
The ethos at Peek & Boo is to help make a difference around the world by using their wonderfully cute jewellery inspired by Nature to raise awareness in hopes of encouraging new consumers to help against environmental issues. To make their message go deeper than just visually crafted timeless cute jewellery. Peek&Boo will be donating 10% of the profits to their charitable partners, your purchase does not just help awareness of environmental issues, it helps the people who are on the front lines trying to make our world a better place.
We managed to have asit down with Kaze Ng the Founder of Peek&Boo as she shares the secrets that makes her entrepreneurial hunger growl;
A2S: What ignited the spark in you to start a new business venture or to make significant changes in your life? How did the idea for your business come about?
KAZE: This was back a few years when I was studying in Germany, and every one was so conscious about going green and saving the planet. It was a culture shock compared to back home in Malaysia, although we were slowly progressing to the Green Concept and idea but it wasn’t so widely accepted. And as a student abroad, I was also struggling with expenses which got me thinking, “Why don’t I use the skills I have to make some money in order to make a change and help others to create Environmental and Civic awareness”.
One of the key trades as an entrepreneur is that you need to be resourceful. By observing my surroundings and experiences from my travels, I was able to assimilate this with my background in Jewellery and Design to create PeeknBoo.
A2S: When you first started, how or what did you do, to get the word out for Peek&Boo? Could you share with us on where you got your funding to start your own project?
KAZE: It was a DO or DIE situation for me, when I decided to take on this project. Initially when I first launched Peek&Boo, I decided to put the project on Kickstarter to crowd fund and promote the brand. Adopting a simple “pay and promote’ strategy, I withdrew all my savings to buy myself a marketing package from a US company to help me market the campaign. But the package was a complete failure. I did not manage to pull a single customer from it. Having only 30 days to promote and I was already broke, it was a stressful period for me. By the time I had 15 days left and only 20% goal achieved, I was mentally broken down as I had no idea what to do. No money for marketing. Knowing that I can’t give up, I went and start doing what I ‘think’ I can do ( at that moment ). I went on Instagram and start liking every single picture that are related to my post ( nature / wildlife picture ) , I started sending them a private message promoting my Kickstarter. I did that on Instagram, also in Pinterest , Facebook , Twitter. I spent countless hours every day doing that and even Email and private messaging the companies. Slowly but surely, I saw some progress, as the 15 days slowly pass, my % of funding slowly increase. And in the final dash for the finish line, the very last 2 days, a company found my campaign, they like my idea on how the concept of my brand is , they funded 80% of my campaign with nothing in return. This was how I got Peek&Boo started.
A2S: What would your 3 best advice you would give to newbies who wanted to start their own business?
KAZE: If I had to sum it up, it would be
- Make sure you have done extensive research to ensure that your product and concept is unique. Its a ‘Dog eat Dog world” out there. So make sure you are able to differentiate yourself from the competition.
- “Cheong” ! Which means ATTACK or GO FORWARD! in native Hokkien. If you are constantly on the go and moving forward, I believe you will always see progress. If you stay put however, then you would never move.
- Do not be afraid to make mistakes. You make a mistake, you learn from it and then you move on. You will become stronger with time.
A2S: What have been some of your failures and what did you do to overcome them?
KAZE: One of the things that I have learnt in the course of starting up a business, is to ensure that you have a strong product concept. Some people start a business by thinking that the only ingredients you need is just money and product. I have learnt that without a concept, I was unable to sell as there wasn’t a valid selling point.
Just to elaborate more on product concept. Product concept is the understanding of the dynamics of the product in order to showcase the best qualities and maximum features of the product. Marketers spend a lot of time and research in order to target their attended audience.
A2S: How did you manage to address this problem?
KAZE: Picking the right mentors and brainstorming with them always works for me. Finding the right people who has similar entrepreneurial experience and learning their mistakes and how they managed to overcome these hurdles have helped me with my own.
A2S: How long do you stick with an idea before giving up?
KAZE: NEVER. That is why it is so important to ensure that your initial idea is valid and you have done all your homework on the back ground and scalability of the idea. Once I start, I will tell my self ‘My idea will always work”!!
ONCE I START A PROJECT, I ALWAYS TELL MY SELF THAT MY IDEA WILL ALWAYS WORK
A2S: How many hours do you work a day on average? And what are your tips on staying productive and efficient? Because being busy and productive are 2 very different things that people often get confused with.
KAZE: I have my full time job from 9am til 6.30pm. I tend to work on my own brand after dinner which is 7.30pm til late ( usually til 11-1am). On weekends, i work 7-9 hours on my own brand. I try to give myself a day off per week and a weekend off per month just to reward myself for working hard. I go to the gym, swimming and morning hike. I believe working out and maintaining a healthy diet helps give me better focus.
To keep track of my productivity and efficiency, for every task, I will set a specific deadline to complete it.
A2S: Jewellery is a very niche and specialised product. Could you share where you get your inspiration and ideas for your designs from?
KAZE: Haha, ideas pop out after coffee, but most of the time I have some sketch on what I want to do. like if I know I am going to Japan, I would search on places I want to go (reference places : cafe , wholesale place , textile area ), the meaning of Japanese symbols, so when I am there, I take photos of it and then brainstorms my way to my collection.
A2S: Protecting Peek&Boo as a brand and its designs would or course be your utmost concern. In this modern world of technology where information is shared so freely, as a designer yourself, do you have to deal with copyright and infringement or ideas/designs?
KAZE: Copyright and patenting costs a lot. This is one of the challenges you will face as an Entrepreneur. Even if you have a written agreement with your retailer (pertaining to copyright issues) and somehow the designs are copied. Both of you would have to go to court, and go through a lengthy legal process which takes time and money. And maybe at the end of the day, the compensation isn’t enough to cover the legal fees. You need to ask yourself if you are ready to go through this. For now, I just have to continue innovating Peek&Boo’s designs and hope no one copies them.
A2S: When you first launched your product and while you were trying to make your first sale, what are the hurdles both emotionally and physically did you encounter and how did you overcome them?
KAZE:I was mentally and emotionally prepared for the hardship of starting up a brand that nobody knew about. When I first started, different days had different problems that needed different solutions. There were some days that I had a handful of sales, and some days I didn’t have even one. I didn’t allow this to make me sad or pull me down or give up. For every sale I made, I reminded myself how lucky I was, and that I was doing something correct. I just had to continue doing what I was doing. Keep on pushing forward.
A2S: What are the top 3 must have marketing app that you would recommend ?
KAZE: Facebook, Pinterest, Instagram
- Facebook – By far is the largest social media platform on the internet, Facebook boasts more than 700 million active monthly users. If you’re looking to reach the masses, this is the best place to start. It’s also the most credible platform. Any healthy and established business has a Facebook page, and a lack of one is a warning sign to potential customers.
- Pinterest- Pinterest is of supreme value for many businesses. It’s the fastest growing social media platform and is particularly conducive to startups with physical products.
- Instagram- You have a blog–great. You tweet your posts, and you update your Facebook page–that’s great too. But Instagram lets you brand like nowhere else. Only 123 of the Fortune 500 companies have adopted Instagram, and plenty of startups too are guilty of not using Instagram as a core part of their content marketing strategy.
While corporate Instagram adoption may not be overwhelming just yet, big companies are learning quickly from more marketing-savvy peers. Check out the growth in the chart below. This is the number of Fortune 500 companies using Instagram between December 2010 and August 2013.
Why are they betting on Instagram? Well, if you want to put a piece of content in front of someone, 40% of people will respond better to visual information than plain text.
A2S: As an entrepreneur you would have your share of ups and downs. When you are feeling down and out, as some of us normally do. How do you dig into the extra energy and keep yourself motivated?
KAZE: Failure is not an option for me. The margins for error is so small, that I need to be really precise in my execution. I take great pride in my planning and detail in my products. This is exceptionally true, when designing and producing Jewellery Pieces. As each piece is small and delicate, and needs to be produced with care. We cannot afford any mistakes especially in the moulding stage. (When the master mould for each design is created. Otherwise all the subsequent products will have defects).
Traveling works best for me. Being in a different environement helps to distress me, and by experiencing various sights and ideas, I am able to refresh myself with new concepts. Each time I come back from travelling, I have so many new ideas that I would want to start.
Peek&Boo was also recently featured on Taiwans lifestyle magazine JUKSY.
All her items are made with plenty of care and love. Below are some of her processes while making the beautiful pieces.
You are able to shop for Peek & Boo items direct from their website www.ipeekyouboo.com
( also available in Etsy, Dawanda and Pinkoi )
We at Addicted2startup.com would like to wish Kaze all the best in her ventures and may she be successful in bringing Peek&Boo to the international jewellery scene.
Like us, share and follow us for more inspiring stories. Do tell us what you want to hear or if you have an inspiring story to share. We would love to hear from you.