Welcome to the first of an occasional feature focusing on SEEDlets who have set up successful, sustainable businesses. We hope you feel inspired by Jayne Lawton and the story of her incredible award-winning Grobox business...
Jayne is a trained horticulturist with the Royal Horticultural Society and a qualified horticultural lecturer who has extensive experience teaching all ages and backgrounds with differing special needs and abilities. Grobox products consist of specialised growing boxes with a collection of scented plants. All people have to do is sink the box into the soil, whether a garden or a container, water, then sit back and appreciate the perfume of the flowers as they grow. Jayne recently won the Packard Bell Working Mother of the Year award, as well as British Female Innovator of the Year. I caught up with her to find out how it all began…
What gave you the inspiration for Grobox Gardens?
I taught Horticulture to all ages and abilities and when I was teaching blind children I needed to help them plant a multi-layered garden. To do this we used egg boxes so that they could manipulate them easily. I then used this process with stroke victims and brain-injured children and adults. That gave me a starting point for Grobox.
Did you have experience of running your own business?
No not at all – it’s been a really steep learning curve. I have had to learn all aspects of business management very quickly. SEED has helped me find confidence in learning new skills and empowered me and motivated me by having a network of other women out there.
What was your first step?
I had a really good idea I believed in and an inner passion and vision of what I wanted to achieve. I am very organic and believe in a sustainable future so I was driven to launch Grobox on the market with all my values and beliefs deeply instilled in it.
How did you keep going when things were tough?
Things were really tough at the beginning because at first I felt I needed others’ feedback to see if I was on the right track. Some people didn't like the product and I became really demotivated. I just refocused, used the SEED network to empower and motivate me. I also found it hard trying to actually sell Grobox as I wasn't a sales person - when I got a refusal I felt really sad. I have now learnt that these people were not my right target market - they don’t hold my beliefs in an organic, sustainable future. I learn from my mistakes but, most importantly, I move on from them too. Using that experience to make me a better businesswoman.
Who did you get advice from?
When I started out I contacted Business Links organisations and the local Chamber of Commerce, but sadly they had no one to help me as they were being made redundant. I then asked a close family friend what I should do. He told me that the two cornerstones of business are PR/ Marketing and cash flow, so I made sure I focussed on those aspects. I then entered Grobox into a competition at Manchester University -
I didn't win but I was given a mentor who proved invaluable.
Describe the set-up in the early days of the business...
The business for a long time consisted of me, laptop, kitchen table and a washing machine. I paid consultants to design, patent and market the product. The business has grown, but ironically it will always be the same scenario of me, laptop, kitchen table… etc
Any tips for women just starting out?
Have a good idea - which you truly believe in - and then go for it!
