Small Business: When the routine is simply out of fashion

        They say routine kills creativity. If Laurinda Sutcliffe history Loobie established with her husband, Brent, there are more than three years, they promised that they make sure that his team has never rut they were in a period of nine five.

"Both Brent and I wanted to have a high level of job satisfaction to the people and not go to the same place every day on the same number of hours," she said.

Sutcliffe was dismissed from his post as artistic director and brand of high society of New Zealand women's clothing in 2009.

These days, it's all personnel working on contract, the. Their own time and seasonal fluctuations in the fashion industry

"You can work after the kids are in bed, they can do on Sunday if they want," Sutcliffe said. "Everyone has a permanent role, which can vary from 10 to more than 40 hours per week."

Contractors meet their other commitments in addition to their history Loobie work requires planning and a high degree of trust and transparency on both sides, she said.

Sutcliffe is happy to pay a premium for its skilled workers. As an entrepreneur, there is flexibility and access to expertise at the highest level.

The designer has two people in every department of the company, which is almost a part of the work. She has two assistants design, two technicians and two in production. The advantage is that when doubling a member of staff on maternity leave was recently stepped up another "hand" person for a while.

"I'm very anti-people sit in their silos," Sutcliffe said. It also provides an experienced graphic designer and brand strategist at once.

The couple, to lay the help of the two most important people at the beginning of the company's foundations of society.

It was Julius Carroll, an expert in the production Sutcliffe introduced its leading manufacturers in China and India.

The proper role of Carroll, who had worked in Hong Kong for 15 years and Marks & Spencer in the UK and wanted to learn more about the New Zealand market. "It was a case of you scratch my back and I'll scratch you," Sutcliffe said.

Another important figure was his agent / distributor in Australia, Kim King.

King of Fashion Kolourways market, the brand in the country with great success Sutcliffe was.

"What am I to do very well suited to the Australian market," Sutcliffe, who is his brand very different from other fashion brands in New Zealand says said.

"We are anti dressed in black, we are on the color, personality and dynamism."

Sutcliffe describes the history of Loobie so luxurious with a beautiful female bohemian look. It is designed for women 35 and older who. 45-55 to the age group in particular

The brand's 70 stores in New Zealand and 150 in Australia, most of which are independent shops, including Hartley and Vincent are in New Zealand. Sales are less than $ 5 million.

The next year, the couple would like to open a flagship store concept in Auckland. Meanwhile, they expect that the sustainable growth rate of 30 to 40 per cent in Australia to achieve.

In New Zealand, where the market is saturated, the idea is to strengthen. "We want to be sustainable for the long term here. Way we want to focus the brand a household name," Sutcliffe said.