Nicci Workum, 41, is from Perth, Australia. She started her lingerie retail business, Nicci’s Smalls, in 2011. Nicci’s Smalls is a lingerie retailer which aims to enhance women’s confidence, body image and self-esteem. They particularly specialize in smaller sizes, helping smaller breasted and petite women find beautiful bras that fit them correctly. They run an online boutique and also have a small boutique in Perth which is open for bra fittings by appointment.
Starting the Business
Q: Where did the idea for your business come from? Where were you in your life and career?
A: Nicci’s Smalls came about as a result of my own frustrations with bra shopping. At the age of 37, after finishing breastfeeding two children, I went looking for some beautiful bras to replace the old, ugly maternity bras I’d been wearing. I was looking for something pretty and feminine that would help me feel like a woman again and reclaim my body. I have always been small busted, but after breastfeeding, I was even smaller. I ended up with boring bras that didn’t really fit properly, but were as close as the department store bra fitter could find for me. On the next shopping trip I ended up in teen bras. I was humiliated and annoyed that I should be made to feel less of a woman because of my size. After talking to a few friends I realized I wasn’t the only woman having these problems. So Nicci’s Smalls was born to help smaller busted women find beautiful bras that fit them properly, and to give them a positive bra shopping experience that made them feel special.
Q: What was the biggest challenge you faced when starting out?
A: My biggest challenge was probably my own confidence. I had never run a business before, never had anything to do with a website, had never been particularly into fashion, certainly had no idea about how the fashion and lingerie industries worked and I didn’t know a thing about fitting a bra properly! There was a lot to learn.
Q: What is the one thing you know now that you wish you knew when you started the business?
A: I’m not sure there is anything really. I’m someone who likes surprises and this journey has been amazing. If I’d known about some of the difficulties that were before me, I may have been put off before I even tried. I’ve definitely made some mistakes, but I think they are a necessary part of the learning curve. And the great things – well, I love the way they unfold unexpectedly. There have been lots of them and I hope there are many more to come.
Q: What would you consider your first big success in the business?
A: I consider my first big success to be the first email I received from a customer thanking me for what I did. She was so excited that she now had bras that fit her properly and were comfortable. She’d thought they would be her “special” bras but was wearing them every day because she was so happy in them. That was when I knew I was on the right path.
Q: What is the toughest thing about getting to the top / staying on top in your industry specifically?
A: The lingerie industry is very competitive. Women have lots of options with regard to where they shop so I think building the reputation for being a trustworthy store that is sensitive to customer needs is critical. This is something that takes a lot of time and commitment but is vital for getting customers into the store and keeping them coming back.
The Future
Q: Where do you see your industry heading in the next 5 years?
A: Over the next five years I think we’ll see a continuation of the diversification and development of niche brands that we’ve seen recently. There are so many small-scale designers entering the market and focusing on specific types and styles of lingerie. It’s very exciting and is giving women more and more choice in what they wear. We are seeing some brands that are starting to use sustainable fabrics and manufacturing processes which I think is something else we’ll see more of.
Q: What do you plan on doing / changing in order to keep growing in this time period?
A: Nicci’s Smalls will keep growing over the next five years. We’ll keep improving on what we currently do and we plan to extend our fitting services to the other capital cities. We’ll be working with our customers to find new products for our range that meet their needs and are consistent with our philosophy. As a company that is designed to meet the needs of a niche market, we will continue to communicate with our customers to identify their changing needs and make sure we respond.
Q: What does ultimate success look like to you? How will you know when you’ve achieved it?
A: I’m not sure what the “ultimate” success is for me, as it changes from year to year as I achieve goals and set new ones. Having said that, success for me is about ensuring that Nicci’s Smalls always provides products and service that make women feel special and helps them feel confident in their bodies. And, I’d love for people to automatically think of Nicci’s Smalls when they think of lingerie!
Q: What do you think will be the biggest challenge facing entrepreneurs in the near future?
A: I think one of the biggest challenges is, and will continue to be, reaching your target market and converting them to loyal customers. There is so much competition for airspace and so many alternatives for customers. Being very clear about who your target market is, what their needs and wants are and how to reach them will be of increasing importance.
Q: What one piece of advice would you give to someone just starting out in your industry and wanting to make it to the top?
A: I’d say that you need to know your why. Why do you want to be involved in the industry? If you know that and feel passionate about it, when you’re going through tough times you’ll be able to persevere and overcome challenges.
