Balance September 2019 - 43

BODY & SOUL
WOMEN ON TOP

K AT R I N A
LARKIN
CO-FOUNDER

BETH NOY
FOUNDER,
PLASTIC FREEDOM

AND HEAD OF
EXPERIENCE
AT   F O R A

J E N N Y CO S TA
FOUNDER AND CEO OF
RUBIES IN THE RUBBLE
What prompted you to set up Rubies
in the Rubble?
"After visiting New Covent Garden
Market, I noticed the huge quantities
of perfectly edible fruit and veg from
all over the world that was thrown
away if it hadn't been sold. I learned
one third of all food is wasted,
contributing eight per cent of
greenhouse gas emissions. I made
my first batches of relish from surplus
fruit and veg from Borough Market,
and set up a stall. Eight years later,
we're still as committed and excited
to lead the fight against food waste
as we were on day one."
What advice would you give to
women thinking about starting up
a sustainably-focussed business?
"Be clear about the problem you're
solving, and remember you can't be
all things to all people. For us, leading
the fight against food waste without
compromising on taste, has always
been our main focus."
How should fellow female business
owners hunt for investment?
"You need to communicate
clearly and commercially to
your audience. Many investors
want to see the 'magic' and
brand purpose, but they also
want to see a real commercial
opportunity at hand."

What was the most
difficult thing about
starting your own
business?
"Realising when you reach an
obstacle, challenge or critical
junction to not let it take over your
whole life. At the end of the day,
when you're lying there summing up
your whole life, are you going to be
thinking of that day when you felt
like everything was about to fall
apart? No, you won't."
Is there anything about the wellness
industry that frustrates you?
"The idea that it takes an hour out of
your day really annoys me. Wellbeing
should become a part of how you
live. You may not have an hour every
day because of all sorts of things, but
it's about making decisions in your
day and the simple things that keep
you in the flow. You can do a
10-minute meditation, swap coffee
for water, walk to work instead of
getting the bus... it's about taking
that 10-15 minutes out."
What advice would you give to
women thinking about starting up
a wellness-related business?
"You can never stop learning. Trends
move quickly, so you have to have
a two-way conversation with your
customers. If you become successful,
that is the time to take a look around
and support others: nobody ever
builds a company alone."

What is it about the wellness
industry that appeals to women?
"It's a super-positive industry to be
in. It seems to be a special movement
of women working to make the world
a better place, whether it be self-care,
wellness or the environment."
What advice would you give to
women thinking about starting up
a wellness-related business?
Do it! It'll be the hardest thing you do,
but if you are confident and have a
passion for something, it will be the
best thing. Look at
what the market is
missing and bring it
to the forefront;
people want to feel
IT'S TIM
they are investing in
someone they know."
TO RISE
Are you looking for
investment?
"I wanted to get my
customers involved
from the start and
reward them over
borrowing money
from a bank. You
have no say where
they spend the
interest, and it could
be in industries
I don't agree with.
I started with £300
of my own money,
then crowdfunded
another £2,500 for
my first month's rent
and to employ some
help when I wanted
a bigger premises."

E

3 QUICK TIPS FOR
NEGOTATING A PAYRISE,
BY CLARE SUTCLIFFE &
KATE PLJASKOVOVA
FROM SHE WINS
1. Plan ahead of time what
you want to achieve. If your
company doesn't set KPIs,
set your own so you have
something to measure and
prove your effectiveness
2. Identify the decision
makers, find a senior ally and
begin a campaign of self
advocacy. You have to be your
own loudest cheerleader
3. Look at the market value
for your role and go armed
with data if it's higher than
you're being paid. You might
want to solicit offers of higher
paid roles to strengthen your
negotiating position

43



Balance September 2019

Table of Contents for the Digital Edition of Balance September 2019

Balance September 2019 - 1
Balance September 2019 - 2
Balance September 2019 - 3
Balance September 2019 - 4
Balance September 2019 - 5
Balance September 2019 - 6
Balance September 2019 - 7
Balance September 2019 - 8
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