She learnt a tough lesson after her first try as an entrepreneur, but with perseverance and faith, Jane Brits has found a niche in making and selling mermaid swimsuits to clients across the country – and the owner of Magical Mermaids attributes her success to a healthy dose of patience and loyalty.
Can you give me some background on yourself and how and when you started your business?
I was born in PE and went to high school in Grahamstown.
After school I went to the University of Cape Town, though I did not finish my degree.
I met [husband and champion pole vaulter] Okkert when I was 22 and we went travelling because he was competing overseas a lot.
We were married when I was 23 and I had my first child when I was 24; a year later I had my next child.
Just after I had David, I was quite swamped because I was in Cape Town with no family nearby, and I decided I wanted to come home to PE.
I went into a business and made the mistake of not praying about it.
I thought it was a good idea, and I over-capitalised and the business ended up closing four years later.
But I didn’t want to give up – it was hard, but I hate to look back.
Then I started to pray about what was right for me.
I saw these mermaid swimsuits [being sold] overseas and I ordered one with a friend for my daughter.
When it arrived and I saw how happy it made her, I thought, why don’t I start this in SA?
I did a bit of homework.
One day, I was driving around and suddenly something inside me said: Magical Mermaids.
I went to see a manufacturer in town because I wanted to do everything in SA.
She thought I was mad and laughed at me, but said she could make them. I phoned around and finally found a supplier that could make the fins.
Once I had my samples, I started my Facebook page.
For the first few months I didn’t even have a website, but that is how I started.
After a few months, I thought I needed a website and I found someone in St Francis Bay to set it up.
This was in August 2014. It’s really gone well ever since.
I’ve been with all my suppliers since day one, I’m exceptionally loyal.
For me, business is not just about money, it’s about relationships and I have very strong relationships with the people I work with.
What is your core service?
I supply mermaid swimsuits and products for children nationwide.
What are the biggest challenges and advantages of running an online business?
The challenge is that customers can’t touch and feel the products.
You have to gain people’s trust and you only gain people’s trust by giving quality products and quality service, and then it’s word-of-mouth.
The advantages are that you aren’t city-bound or streetbound. It’s limitless, really.
How did you acquire funding for the business?
My previous business didn’t work out, so I had to borrow money from my mom.
I paid her back as soon as I could.
What makes your business unique?
The fact that I was the first person to bring out mermaid tails in SA is very unique.
Above all, it’s unique because we’re all different and we run our businesses differently.
I do it my way.
What are some of the best practices that have made your business successful?
My service, if I have to say it myself, is exceptional.
Clients have said to me that mine was the best online service they’ve ever received.
I’m prompt in replying to any questions customers may have, and I sort out problems immediately – I do not procrastinate.
Being an entrepreneur, you can never say you are not available.
How important is social media and an online presence for your business?
My Facebook page and my website are the most important aspects of my business.
I keep up with the trends and I research a lot, and I manage it myself.
For me, a Facebook page of your business needs to be an extension of yourself.
Social media for me is absolutely key, I couldn’t run a business without it.
Do you have any plans for expanding the business, and how would you go about this?
What I’m doing, is that I have my niche products and I’m coming across such amazing, talented mothers who have started their own businesses.
So instead of manufacturing new products myself, I’m actually forming another niche in my business where I link up with moms who have businesses and are prepared to wholesale, and integrating their products on my website this season.
I want to find a niche of supporting moms in our own country who have amazing ideas and work together.
As a mom and wife running her business, how do you manage to be available for everyone?
I have an assistant who helps me. If there is anything that I specifically need to answer, my phone is always on.
The orders get packed by either myself or my assistant – for three years I did it by myself.
I wanted to work from home so I have three staff members.
Because I outsource and support other people’s businesses, I don’t need a lot of staff. Everything on the website is self-explanatory.
It is made so user-friendly that children sometimes place orders [for themselves].
I had the opportunity to go into retail and didn’t take it up; it’s risky, and people can order over the website if they want my product.
If advising another mom, I’d say don’t take too big a risk.
Ultimately, in retail, you have to fund those purchase orders and they can be very big, and I just think you should grow slowly.
What have some of your highlights been in running your business?
The highlights are daily because the moms send me photos of their little ones in the mermaid suits.
It’s a wonderful business to run, I love it.
What do you think are the three key traits of a successful entrepreneur?
I think you need to be loyal, you need to be determined and not easily discouraged, and you need to have patience.
Beyond that you need to be practical.
We’re all human at the end of the day and mistakes happen, but try to get it right.