Anne Beth Jordan, an accomplished businesswoman, founded and grew a textile and fashion company from startup to exit. As a notable business coach and mentor, she specializes in empowering female CEOs. She's also an author and the host of the "BethJordanchatwithme23" podcast for indie authors.
Many startup stories share similar beginnings, but how many can claim they started back in the 1980s? Back then, as a wide-eyed young entrepreneur, I found myself navigating the maze of restrictions, protocols, and formality in Communist China, negotiating with those colossal Chinese corporations; a time when few solo female importers from the UK traded with these corporations. Mine is the story of a woman without any background in business, without a university degree, just an inquisitive nature and a desire to learn everyone else’s business. It is a journey of understanding Chinese corporate culture, demanding patience, hard work, and the significance of guānxi 关系 (relationships). (The Chinese Negotiation).
This is a story to illustrate that those who may lack huge funding but possess a seed of an idea can succeed with hope, perseverance, belief in their ability, and great instincts. All these values were important then and remain as important now.
How a change in careers blossomed into a business
In the early 1980s, I explored multiple careers until I found one that aligned with my personality and drive. From secretarial work to nursing, teaching, motherhood, and selling antiques, I discovered that the world of antique textiles fit well with family and work life. After nine months of buying and selling old textiles at antique markets, I identified one type of lace I loved and could effortlessly sell. However, the demand for this old Victorian handmade lace, called Battenberg or tape lace, began to outstrip the supply.
When the supply chain hits a snag: What's next?
A chance holiday in Venice in 1982 led me to a lace market, where I saw the exact replicas I had been buying in London. The Italians were selling these linens as Italian, with high Italian prices. Expensive or not, I bought samples as I had newly acquired buyers in London who were keen to offer a "new look" in household linens. Clients such as Harvey Nichols, And So to Bed, Blakes Hotel, and Lunn Antiques, to name a few, loved the items. I initially bought my stock of bed and table linen from Italy and then from Hong Kong, delighting my clients who had never seen such merchandise. However, importing these products from both territories became difficult, and I had to find a more positive long-term way to fulfill orders.
Perseverance and essential contacts led me to the source of these same Italian products. I finally discovered that the linens were manufactured in mainland China, not Italy or Hong Kong, and I knew that I would now have to set a new course to China.
Recognizing a trend when you spot it and turning it into a market leader
Visiting China for the first time in October 1982 was a daunting experience amidst the Red Guards, millions of cycles, an unfamiliar language, and a lack of international trade experience with the Chinese corporations.
I arrived at the 72nd Chinese Import and Export Commodities Fair (Canton Fair) in Guangzhou, traveling from Hong Kong by ferry along the Pearl River. Meeting with the Shandong Arts and Crafts State Corporation, I saw the antique replicas and immediately recognized the full scope of this product’s business potential. With excitement, I recognized the opportunity to create a niche market for a new version of Victorian laces, leading to a new trend in 100% cotton lace and embroidered linens. Branded as The Lace Lady, my business quickly became a market leader, filling a gap in the market.
Branding relevant to an era or withstanding the passage of time
I chose the brand name Lace Lady because it was high time women had influence over something in which they were the principal customers, further empowering them as the primary purchasers. It was a brand ideal for that halcyon era, but I have since learned about the lasting impact of a brand name.
Can all brands endure through time? I would love to hear your thoughts.
How I funded my startup business
With a long-term desire to be a debt-free company, I initially borrowed £6,000 from my local National Westminster Bank without presenting a cash flow or budget forecast, promising to repay it within three months. By strategically planning, I quickly pre-sold my lace products. I fulfilled my promise and used the profits to gradually grow my company. I ensured every consignment was pre-ordered by clients and paid within 30 days, maintaining the bank's faith in me. Payment to the Chinese corporations was always on a Letter of Credit, which the bank supported. Those years were vastly different from today's funding landscape.
Was it easy to work with China in the 1980s?
In the early years of trade with China, deliveries took 12 to 18 months. This required trend foresight, nerves of steel, and belief in one's business. All the linens, such as tablecloths and bedspreads, were made by farming women who worked the fields by day and crafted laces by night. Countryside factories collected these laces from their homes and transformed them into finished products.
Multiple trips to the Canton Fair in Guangzhou and visits to rural factories, from 1982 to 1990, were crucial for building relationships and securing sole distribution rights in the UK. My relationship with Chinese corporations lasted over 20 years. As the political landscape in China evolved, Chinese corporations and individual businesspeople were presented with new opportunities for democratic and innovative trading practices. Interestingly, as a businessperson, I was treated equally to my male counterparts in all dealings with Chinese corporations—refreshing and encouraging for the era.
The how-to of growing a business: From import to local manufacturing
By the late 1980s, having established the import side and marketed my products at UK and European trade shows, a client asked if I could produce bed linen, such as duvet covers, with Battenberg/tape lace. With my Chinese factory unable to produce this new style of bed linen, I innovatively repurposed a 72 x 108” tablecloth by cutting around the central lace panel and reapplying it onto a cotton base fabric. The lace edges of the tablecloth became trims for pillowcases, valances, and a range of boudoir accessories.
I then set up a manufacturing base within my premises, equipped with sewing machines, and hired local retired machinists and packers.
The manufacturing side of the business became the most profitable and established us as market leaders through constant reinvention and progressive development. But it was through the sedulousness and diligence of my women workers that we achieved success. Bless them! I could not have succeeded without their expertise.
This side of the business enabled us to export to Europe, aiding in our business growth and development.
How does marketing and PR help a young business?
Employing a creative media company to design new packaging highlighted the product's story, origin, artisanry, and market benefits. A PR specialist promoted us in top women's home, fashion, and trade magazines, keeping us in the public eye.
This focus on customer care policies, product quality, and timely delivery ensured we stayed relevant and affordable, giving us an edge over our slowly awakening competition.
Those early years taught me important and long-lasting lessons – Are they relevant to you today?
Cultivate Strong Supplier and Cultural Relationships: Build and maintain reliable connections with suppliers to ensure a steady supply chain and respect and understand diverse cultures to build meaningful relationships.
Ensure continuity of supply: Plan and manage risks to avoid disruptions.
Focus on good design: Prioritize aesthetic and functional design in your products or services.
Offer competitive pricing: Balance quality and cost to attract and retain customers.
Deliver excellent customer service: Strive for customer satisfaction to build loyalty and positive word-of-mouth.
Drive innovation: Continuously seek current ideas and improvements.
Reflect and progress: Regularly evaluate your progress and adapt to changes, strengthen your business foundations and scale strategically.
Balance work and home Life: Achieve harmony between professional and personal life for long-term success and well-being.
I would love to help you
If you are in the process of or ready to launch your business or redefine specific aspects of your business, requiring clear and actionable strategy, through replanning and business process optimisation I am here to help.
Book a free strategy discovery session to assess your current approach to your business and uncover opportunities for growth.
Let us work together to ensure your business not only survives but thrives and excites.
Contact me to schedule a meeting here.
Anne Beth Jordan, Coach/ Mentor – You and Your Business
Anne Beth Jordan embarked on her entrepreneurial journey in China during its early days of global reintegration. Her immersive experiences with diverse cultures have deepened her expertise in international trade and relations. Now, she leverages this rich background in her coaching and mentoring business, offering tailored professional development for CEOs and key management, as well as personal and leadership growth for individuals. Her mission – her belief that each person is unique, and so is her approach to every client.
