Meet Lulu, Owner of LuluLuvs.

the trend with bow-maker interviews continues. 🙂

I have loved getting to know Lulu through instagram and she has been one of the warmest and most open etsy shop owners I have met. I’m in love with her beautiful Liberty of London bows and knit bows, and long before I ever owned a bow shop, I owned some of Lulu’s bows for my oldest daughter. She also makes the cutest knit hats and scarves in the winter!

Lulu has a heart for others, and she is donating all proceeds from her Valentine’s Day bows to an organization called LOVE 146 that helps rescue little girls from human-trafficking around the world.

#pressplay to hear Lulu’s story below and check out her written Q&A.

“Hi everyone! I’m Lulu, owner of LuluLuvs, an accessories line that is based in Brooklyn, NY. I’m originally from Singapore, but have called NYC home for almost 20 years. My Argentine husband, Claudio, and I live in Park Slope, Brooklyn with our 2 girls. So excited to meet you all here and share a bit of my story with you!”

What did you do before LuluLuvs? How did you decide to start your own business?

I graduated NYU with a degree in Sociology, and worked in the fashion industry until our older daughter was born. I quit my job to stay home with her and am really grateful that I got to do that! When she was about 2 years old, I got the itch to do something else in addition to being at home with her. The seeds for LuluLuvs were planted when I walked into a local boutique and the owner started admiring my scarf, asking where I got it from etc. When I told that I’d knitted it myself, she said that she’d buy it to sell in her store in a heartbeat. That got me thinking that perhaps there were other people out there who would like them too! This was back in 2011, when the whole handmade business was growing rapidly. So I purchased some yarn, knitted up a few scarves, and started selling them on Etsy. And that’s how LuluLuvs came into being!

Can you give us a brief history of LuluLuvs? How long have you been in business? What has your growth looked like? Can you tell us a story of some of the “unglamorous” moments just starting up?

I started LuluLuvs in November 2011 so it has been a little over 5 years. It began with just my hand knit scarves and I had zero expectations. I purchased about $100-$150 worth of yarn, knitted up some scarves, and remarked casually to my husband that if I were to sell 10 or 15 scarves, it would be a hugely successful season! I sold quite a bit more than that, and was completely blown away by the response! LuluLuvs has now grown to include hand knit scarves and hats for kids and adults, and hair accessories and bow ties for kids. When I first started LuluLuvs, I didn’t purchase yarn in bulk so I was having to constantly order and reorder more yarn multiple times throughout the season, calling several places to track down certain yarn colors and in the quantities that I needed, all in the midst of having to knit up piles and piles of scarves. It probably wasn’t unglam, but it was definitely a hassle and something that I wouldn’t want to repeat again.

I’m Like Brave is about creating an uncommon life. What does an “uncommon life” you love look like for you? How does your business help create this ideal lifestyle?

My mom was a piano teacher when my brother and I were growing up and she would teach from our home. I really enjoyed the fact that even though she was working, she was around if I ever needed her. My husband and I have always agreed that I would stay home once we had kids, because I wanted to be around for them just like my mom was for me. LuluLuvs allows me to do just that, and is also offers a creative outlet for me. I don’t have any overhead, I don’t have a boss or any employees, I get to set my own schedule. Call me crazy, but even though it’s a lot of work to do everything myself, I truly enjoy the flexibility of being a 1-person business!

Where did you find your mentors, or resources to help learn about entrepreneurship and running a successful business?

LuluLuvs was and continues to be a work in progress. I learn all the time from retail store owners, from other makers, from business owners. My husband is a great sounding board, we sat down together last year at his prompting and did some analytics on the business. He asked really good questions that really helped clear the fog that can arise when I’m in make-make-make mode.

Can you tell a story about the biggest business “lesson” you have learned so far?

You have to spend money to see the return. And I’m not talking about a huge chunk of money or an investment! Case in point, if I hadn’t spent the $100-$150 in the beginning on yarn, I wouldn’t have known that this business could actually work! Also, do what you love. In my case, I enjoy the whole process starting with design, to creating with my hands, to posting on social media, to packaging and shipping. I’m pretty sure that the only reason why I haven’t completely burned out is due to the fact that I truly enjoy each and every step of getting my product to the customer!

How many people do you employ? What does the infrastructure of your business look like? Any advice on when or how to hire or outsource?

I’m the only one! From start to finish, I design, execute, market, make, package, and ship everything out by myself. Ok fine, sometimes I ask my husband to drop off a few packages for me here and there. 

How many hours per week do you work? How do you balance family life with work?

This is a tough question, and the one area that I probably struggle with the most. The business has grown steadily in the last couple of years, but with our younger daughter still at home with me, I have to work whenever I can. That means I have to work many nights and weekends. I’d say I probably work at least 30 hours a week on average. With a little one at home most of the day, there’s a lot of stop and go when I’m working, which definitely cuts into productivity and efficiency. But I also get lots of kisses and hugs so it’s completely worth it!

What keeps me going is 1) I still really love what I do and 2) Starting this Sept, both girls will be in school full-time, so my days will hopefully be a lot more structured, with minimal to no work on nights and weekends.

If you were to teach a college course on entrepreneurship, what would the course be titled? What is one lesson you would teach us?

Love what you do, do what you love. Doing anything else would just burn you out.

What has been the most exciting thing to happen to your business so far? How did it happen?

The wholesale side of the business with my hair accessories and bowties has really taken off this past year, especially in the local stores where we live. I’m both incredibly humbled and proud to see my products in the same stores that I enjoy going to. And many of those relationships began at check out, when I was paying for the items I’d purchased. I casually mention that I have an accessories line and would sometimes show them photos from my Instagram feed. If they’re interested, I grab their email and will then send over linesheets.

What is your ultimate vision for your business in the coming year? Where do you see LuluLuvs in 5 years?

By God’s grace, we’re not financially dependent on my business as a source of income for our family. It takes a huge amount of pressure off my plate as it truly is something that gives us a bit more wiggle room, to share with others, for the girls’ extra-curricular activities, for little treats here and there.

This business has been and is completely God-led. Because God created me and saved me, He knows me, He knows my family, what we need, and where He wants us. I’m completely comfortable working as hard as I can, yet fully depending on Him to open and close doors. I’m just along for the ride!

In 5 years, I hope to be doing more of the same, of what I truly enjoy and love. I’m not planning on growing the business to the point that I can’t manage on my own. But I guess you never know! 🙂

What’s holding you back from where you are now and your ultimate goals?

I guess the one thing that would really help is for my younger daughter to be in school full-time. It would be a lot easier to get stuff done without interruptions during the day, but I really can’t say that she’s “holding me back” because I love being at home with her too! It would just make things a little easier I guess.

What is it that you need help with right now in order to take your business to the next level?

The only task that I foresee giving up would be the production of my tags for hair accessories and bow ties. Right now I’m printing and hand-punching/cutting them. It would be nice to be able to order a bulk quantity so they’re all ready to go!

If you could sit down with any entrepreneur for a 2 hour lunch and pick their brain, who would it be and why? What would you ask them?

I love the Cary and Jenna from Ace & Jig. Love their story, love their designs, love how they have grown their business and built a cult following. They started off in Brooklyn too! I would ask them everything, from how they raise their kids to how they find color inspiration.

What advice would you give your “just starting a business” self knowing everything you know now?

Just do you, be yourself! It’s ok to not get it all at once, part of the beauty is the process, the learning, the problem-solving, the figuring it out.

Love what you do, do what you love, be patient and that it’s ok to not get it all at once, that part of the beauty is in the process of figuring it out as you go.

Closing thoughts to other entrepreneurs or those on the verge of starting a business:

Love what you do, do what you love, be patient and that it’s ok to not get it all at once, that part of the beauty is in the process of figuring it out as you go.