#WIB-Q&A With Lyndall Moodley Owner Of Hannah Grace Maternity
1. Can you tell us more about your business?
A. Hannah Grace was established 6 years ago to service the market of expectant and breastfeeding (nursing) mothers. The brand was initially and solely the designer and producer of the Dealer own brand (DOB) of The Kids Emporium National and international chain of 32 stores, and traded as Kids Emporium Maternity.
Two years later the online store of Hannah Grace maternity was born where consumers in far reaching areas could purchase directly online, and from a different variety of clothing. The online store sells premium clothing and specializes in breastfeeding basics, based on the consumer insight of the 4th Trimester. This trimester is one where the mother has given birth however; the baby is still very much attached to her due to feeding and other needs. This mother still boasts a post partum body and her clothing needs to facilitate effective breastfeeding as it is top of mind for her. She is a millennial mother and requires her nursing and everyday wear to be fashion forward and trend conscious.
In 2017, the Meoli Maternity brand was bought and added to the Hannah Grace Label. The Meoli brand had boasted a vast pattern bank in its day and was represented by a strong retail franchise presence around South Africa.
2020 saw the birth of the Hannah Grace in-house manufacturing division. We now boast over 18 industrial machines, and we have created over 13 employment opportunities.
The positioning strategy of Hannah Grace has evolved to target new families ( including baby wear) locally and globally and in all price segments of the market based on consumer insight whilst remaining true to the company vision of offering expectant and nursing mothers with affordable solutions .
2. When, how and why did you start your business?
A. The journey of the brand is steeped largely in my journey as a mother and has grown to stretch my capacity as an entrepreneur and job creator. I started in the baby industry in 2012 with the purchase of Kids Emporium Kwa- Zulu Natal. This was after my long and satisfying career in corporate marketing of 16 years. My decision to go my own way was largely due to my growing family and time demands. To be the master of my own time, the most precious commodity was my ultimate goal at the time.
After I sold the franchise, I was fortunate enough to be offered the Kids Emporium Maternity label by people who believed in my work ethic. My sister (who is a teacher) toyed with entrepreneurship around the same time and decided on the name Hannah Grace after her first born. She sadly immigrated and I decided to take on the Hannah Grace name as it was dear to me. The two businesses then became one with Hannah Grace taking on the flag ship brand.
Being a mother of 4 children, I’m all too familiar with the quandary of never having the right outfit to wear on the right occasion let alone during pregnancy. I share the same body issues most mothers have, the mum tum, disproportional waist to thigh ratios to name a few, however I have discovered that wearing the right clothing can increase my confidence and comfort levels. Our Re-Define range was started on the insight of the “mom tum” . Every garment is sampled by myself or a team member before production to make sure that its ideal for both pregnancy and after. If you meet me personally there is a very high possibility that I would be wearing my own garment.
We’ve grown our capacity to stretch into baby wear, linen and even men’s wear.
I’m also keenly aware that a good value proposition is extremely important in our current economic climate so we always strive to offer value for money.
I’m proud to say all our garments are manufactured in SA, and that we are helping to grow our economy and create jobs with our small business.
Hannah in the Bible was a woman who yearned to have a baby of her own and was driven by faith to dare believe she would have one. My journey has been founded in a similar faith and what started as a goal to own my time, has grown into a vision to build a legacy for my children, employees and their children.
3. What is your role in the business?
A. As the owner of a small business I wear multiple hats. I oversee design , marketing and material sourcing.
4. Where did you study and what did you study?
A. I studied BComm management and marketing and attained my Honours Degree at the University of Kwa Zulu Natal ( UKZN).
5. How did you finance your business?
A. My business was proudly financed by myself after leaving cooperate, I had accumulated my own pocket of savings.
6. Describe your average workday?
A. My day revolves around my family first. I have married a very supportive man and he is an excellent father. Together we make the wheels of our family churn. We start the day by sending our kids off to school ( 2020 saw all our kids being homeschooled which required a juggling of a different kind), I head to work straight after school drop off’s and head back around 3pm, in time to receive my kids and sort out homework, and extra murals. My husband is the cook of our home and sorts out dinner. We generally head to church two nights in a week as well. We try to ensure our children have a balanced life of school, sports, music family and very importantly church.
7. How do you balance your home life and work life?
A. My support structure is strong, and my priorities are clear. I am lucky to have my parents and mother in-law to step in with our 4 children whenever the load requires them to. My support at the office is a VERY strong brand administrator, Natasha who manages the team and sets the course of action weekly. My husband is also my support on whom I lean on for advise and often business mentoring.
I don’t have grey areas of life, I love having a plan and sticking to it.
8. What drives and inspires you?
A. My drive was instilled at a young age by my parents. My mother was in sales and marketing long before such a job title existed. She pursued many entrepreneurial interests and seeing her passion in every area of life inspired me. My dad was a truck driver for most of his life and his hard work ethic taught me to never have an excuse. He educated three daughters on a humble salary. My beginnings are part of who I am and inspires me to always be moving forward.
9. Where and when do you have your best ideas?
A. My best ideas are had in conversation with people who think outside the box. I love collaboration and brainstorming.
10. Where and how do you market and advertise your business for sales leads?
A. Our business has grown in capability and skill this last year so our marketing channels have been diversified. We have invested in a new website with improved SEO this year. Our sales team regularly does online sweeps to present ourselves to businesses in the same category or related ones. We are lucky that most retailers approach us due our strong social media and online presence. The new year will see us market our manufacturing arm.
11. What is next for your business?
A. We have dreams to expand our online store into franchised retailers around the country and globe, and through our manufacturing to enable other entrepreneurs to start their own labels.
12. What advise would you give female entrepreneurs hoping to start their own business?
A. Just do it! The longer you think or procrastinate you will find excuses to not do it. Take the first step even whilst you are in full time employment to test the waters and make mistakes that wont cost you your savings. Don’t get caught up being polite, if you are uncomfortable or have a question, ask it. When its your money being spent you have every right to negotiate, ask questions and say No when you are not happy. Always enter a meeting knowing your stuff, don’t be the one that knows the least around a table.
Contact Info:
Cell: 0824510408
Landline: (031) 3054549
Email: lyndall@hannahgrace.co.za
Website: hannahgrace.co.za
Social media:
Facebook: https://www.facebook.com/hgmaternity
Instagram: https://www.instagram.com/hannahgrace_sa/
Youtube: Hannah Grace Maternity https://www.youtube.com/channel/UCR_cVQoI0jrr0bH9-hRnSYg
Pinterest: Hannah Grace Maternity