Diving into business ownership can often feel like a rollercoaster, with exceptionally exciting highs, as well as dips here and there. This has been no different for YouTuber, TikTok star, globetrotter, and now entrepreneur, Kate Elisabeth. Kate rose to internet prominence as a teenager, making content on her life at boarding school which caught the attention of thousands. Since then, her content has grown with her, now reflecting life as a woman navigating her 20s – and doing it in style! Her humor, transparency and vibrant personality have enabled Kate to amass a following of well over one million across her YouTube, Instagram, and TikTok accounts combined. Touching on a whole range of topics, such as travel, mental health, relationships, and now entrepreneurship, Kate’s authenticity shines through in every post, making her both a relatable and inspiring figure. Through setting up her sustainable swimwear business, Kikakinis, in the summer of 2022, Kate has been on her own business journey, which she often mentions in her content. We interviewed Kate about her experiences as she’s delved into the world of entrepreneurship. Sharing her unique insights, Kate spoke on her learnings, how she built an authentic brand, and what future business owners can expect when starting out.
On starting her business
As discovered in our unique research for the Small Business Starter Pack, coming up with the idea for a new venture can be one of the biggest initial challenges that entrepreneurs face. On this, we asked Kate: Kikakinis is a sustainable swimwear brand. Where did you find your inspiration and how did you choose this idea?
“I created merch back in 2019 which consisted of hoodies and t-shirts and I found huge success in selling these pieces, but it wasn’t sustainable nor what I wanted to have that compliments me as a business. So in 2021 I decided that I had found a love for travelling and I never could find a perfect bikini that suited my body shape or gave the best tan lines, so I decided to create it myself! I wanted to make it sustainable as I care deeply about the world and creating a business with minimal impact to the environment, this is why it’s made out of recycled fishing nets and pre-consumption waste.”
Kikakinis swimwear products are made from 87% recycled polyester and are shipped by sea from Tunisia to the UK to reduce the business’ carbon footprint. There are currently 6 bikini sets to shop from, totalling an offering of 12 products.
On learning from experience and navigating hurdles, we asked Kate: You’ve been very open about the challenges of business ownership, especially starting out. Can you share one of the biggest lessons you’ve learned?
“The biggest lesson I’ve learnt is that retail is detail, there is so much more to it than just selling the product itself, it’s marketing, the theatre of the packaging, customer experience and so much more. You need a team around you to help with the things you aren’t good at and have to stand down and admit that someone else can do it better. For example, financials and accounting is not my strong streak. I am a solely creative person and just want to focus on that, and to combat that I brought my mum onto my team to work alongside me!”
On her audience and personal branding
With Kate already having built a strong personal brand, we explored how this shaped her first steps into entrepreneurship, by asking: How has having an existing personal brand and audience impacted your business journey? For example, has this prompted opportunities, or posed any unexpected challenges?
“Having a personal brand has benefited me in so many ways alongside my business, as I already have an audience to share my business with off the bat. It’s prompted lots of opportunities as well, including brand deals. The only unexpected challenge I have faced is probably the battle with my ego, when trying to promote my product organically and naturally but I sometimes feel I am shoving it down my audience’s throats. This is purely because I want my social page to always feel like a safe space for my followers and not just a constant AD of people who sponsor me and my business, but I feel I am juggling it better nowadays.”
One of Kate’s most recent YouTube videos, titled ‘COME SKIING WITH US’ incorporates mentions and clips of Kikakinis’ products, without using the brand as the sole focus, making it a prime example of how she has created a brand which seamlessly and naturally integrates into her content.
On mixing the worlds of influencing and business, we asked Kate: How has your experience as a content creator influenced the branding and marketing of your business? Has prior knowledge of branding and social media helped to shape your strategies?
“Being a content creator has helped massively with my marketing as I know what the trends are as I keep up with them myself constantly, therefore can also apply that to my social assets for my business. I also have had years of learning how to use editing softwares and made my own branding and website myself, which saved me a lot of money for the start up of my business.”
We then asked: Do you have any tips for someone looking to build an authentic brand?
“My advice would be to figure out what you use/do on the daily that can be made into a business. Make sure it’s not a microtrend that’ll take you years to create and as soon as you launch it you become bored and then also out of trend for the rest of the world. As a side hustle you need to realise that it will take a lot of your time up, but if you manage it well and give yourself time to make it the best version you can possibly make it, then you will never be disappointed with the results as you know it won’t be half hearted.”
On advice and business insights
Starting a business can be daunting, but when the first signs of success start to show, it can be incredibly rewarding. On this, we asked: What’s been one of your proudest moments with your business so far?
“Seeing a girl at a festival wearing my bikini organically. It was just the best feeling that someone loves the product just as much as I do, it was such an “I made it” moment for me.”
Lastly, Kate provided some valuable advice for budding entrepreneurs, answering the question: What advice would you give to someone looking to start a business?
“Expect tears, especially if you are a perfectionist! Also with most startups, expect a slow integration into the market, and if you don’t sell out – it’s not the end of the world! There are too many success stories on social media which will make you feel awful that you haven’t achieved the same as others, but you always must remember that comparison is the thief of joy, it’s your journey!”
Kate’s determination, vision, and ambition have allowed her to create a brand that is truly unique to her, mirroring her personal aesthetic while staying true to her values. We thank Kate for sharing the ins and outs of her business experience and we can’t wait to see what’s next for Kikakinis! The brand is available to shop at kikakinis.co.uk.
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