Rowena and Jennie operate a women’s fashion store with a difference.

Jennie shares why Shimi stock 60-70% Australian-made and showcase wonderful new designers!

Jennie, what was the idea that first got the ball rolling?
After years of having a passion for fashion, design and print – but not quite having the skill to make it as a “craftswoman” in the industry, Rowena and myself (Jennie) decided it was time to make a change. Having two small children each we wanted a business we could run from home, work around our children and still contribute to our family’s lifestyle. We decided we could do this, and combine our passion, and tested the waters by importing a small number of designs new to the Australian market. We sold these items to a select group of friends and family within 24 hours of receiving them. This gave us the confidence to run with our original idea of creating an online store, however the idea to have mainly Australian made, and endeavour to assist new designers to the industry evolved shortly after. Our concept is evolving everyday, however we are firm on part of our original concept which is to bring beautiful feminine fashion and products to those of us who find it hard to shop in the “real world”.

What got you excited enough about the idea to put it into motion?
Our first order selling within 24 hours got us really excited. We could see there was a market for our type of fashion, and our prices were reasonable enough to get others excited as well.

Where did the name for your business spring from?
Shimi is hindi for Success, something we are determined to have.

How is Shimi original?
Our store offers mainly Australian-made items, and we endeavour to assist new designers.
Our prices and our style. We try to keep our prices within a reasonable range. Our main purpose in business in not to create a huge profit, but to do something we love, and build a trusting client base who will keep supporting us well into the future. This does come with challenged in the internet world as we can be perceived as being lower quality due to our prices not being as high as others. We could charge more as we only sell good quality products, but we are mothers ourselves, who live on a budget. We know the challenges of raising a family and still finding that little something for oneself– it generally doesn’t happen. We believe that in order to be a happy mothers, you need to give yourself a little. It may be a nice skin care mask, or a new t-shirt to give you a lift, but something just for you. At Shimi we want to nuture that and one way to do it is to keep our prices low.

What was the most difficult part in getting your business off the ground?
It has been hard work, and a lot of hours, but I wouldn’t call the work difficult, because we love what we do. It never feels like work. I guess emotionally it can be hard to pick yourself up and remain enthusiastic when sales are slow. But as I once heard from a very successful businessman, those with success are those that NEVER gave up.

Has any part of your business gone down a different path than you first anticipated?
We introduced our skincare range very early on thinking it would be a nice sideline to the fashion, but everyone loves it and it has become one of our biggest sellers. Not only is it a joy to use, but it has really helped a lot of our clients with problem skin.

What do you enjoy most about running your business?
Customer service. We love hearing from clients and chatting to them about their purchase. Our main love is helping those who feel they are a little fashion challenged– talking them through what will suit their body shape, create an outfit for them.

Do you belong to any networks that have helped you grow your business?
Business Women Unite has been the greatest help to our business.

What are your future goals for Shimi?
Our immediate future goal is to only sell Australian Made products. Our long term goal is to introduce a monthly range of charity t-shirts. Our idea is to take a different charity every month, have an artist or designer create a t-shirt for that charity, and sell it through Shimi with all profits going to the charity of choice. We hope the t-shirts will become collectables, and help various charities.

What advice would you give another woman wanting to start a business of her own?
Do something you are passionate about. Don’t think of the money initially, think of the pride you will have in create something for yourself. If you love what you do the money will follow.