Interview Contact Name and Job Title: Jayne Mayled: White Hot Owner
Website URL: https://www.whitehothair.co.uk/
Social Media Links:
Number of outlets: 9
Modern Retail talks to Jayne Mayled owner of beauty product White Hot Hair, a capsule collection of hair care products created especially for grey and white hair.
MR: How do you aim to stand out as a brand?
Jayne: White Hot Hair is a niche brand of haircare for women over 40 who celebrate their white and grey hair rather than dyeing it. There are few brands in the market that target this group of women in a positive way and our community built on real women who are breaking established beauty taboos makes White Hot Hair stand out.
MR: How would you sum up your target customer?
Jayne: Our customers are mostly women (and some men) aged 40 to forever. They’re spirited, stylish and determined not to be pigeonholed by the beauty industry. They’re largely in the UK and US, though we ship all over the world.
MR: Why should people shop with you?
Jayne: Our customers shop with us for our specialist product range not widely available on the high street, our personal customer service and our attitude to life experienced through our social presence, mostly on Facebook.
MR: What do you want to do differently to your competitors?
Jayne: Our customers tell us that we’re different because we talk to them in a voice they understand, that resonates with their life-stage and attitude to life. We’re also an authentic and unique brand, developed out of personal experience. We’re real people rather than a faceless corporate!
MR: What challenges do you face as a business, and how do you aim to overcome them?
Jayne: Like all businesses, our key challenge is cutting through to talk to the right customers at the right time, to find our niche where they are and give them the products and service they’re looking for.
MR: How do you use technology/media/ecommerce to improve your offering?
Jayne: Our business is largely on line and the heart of our brand is our social community on Facebook and Pinterest. Our customers talk to each other and to us and that helps us continue to develop both our product and our communication because they are quick to tell us when we get it right and when we don’t – knowing our customers intimately is the biggest benefit of doing business this way.
MR: What do you love about your work/business/brand?
Jayne: As a small British brand, our independence and authenticity is our biggest strength. I love the fact that we have the freedom and flexibility to be truly customer-centric, to have a point of view and share opinions and finally, watching a small brand flourish and grow is very satisfying.
MR: What are your growth aims for the next 12 months?
Jayne: Over the next 12 months we’re continuing to develop our White Hot Hair website and our e store, to trial new offers and promotions and to build our customer base.
MR: What advice would you give to a new retail start-up based on your experience?
Jayne: Choose your partners carefully. As ‘you don’t know what you don’t know’ choosing the best possible partner for your e commerce business both now and in the future is the most important part of getting a robust and scaleable business off the ground. I’ve found most people are incredibly helpful in sharing what they have learned and what pitfalls to look out for, so finding good people in similar but not directly competitive markets is hugely helpful.