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6 Quick Questions with Jess Warch, co-founder of Kimai (part 2)

by Female Startup Club
February 10th 2022
Today on the show we’re learning from the co-founder of London based jewellery brand Kimai. Kimai is a modern fine jewelry brand that delivers true traceability by using lab-grown diamonds and recycle... More
are you on the lookout for a new podcast? To listen to Being boss by Emily Thompson is brought to you by the hubspot podcast network. And something I love about this show is getting the chance to support my community of fellow creators and business owners. Being boss is an exploration of not only what it takes, but what it means to be a boss as a creative business owner, freelancer or side hustler, and I know it's going to resonate with so many of you who are listening in, So if you like female startup club, trust me, you're going to love being boss, Welcome Back. Here are the six quick questions. Mm hmm. So question number one is what's your, why, why are you doing what you're doing? So are y and my personal y as well, um for us, it's really about it's great to produce, like, to create a new product and to kind of like have an alternative that is more sustainable, but we don't want to forget what's happening in those minds and we don't want to forget like the impact that diamond mining has. So today for us, it's about like being able to make more money in order to give back to those communities and figure out a way to find new opportunities for them, because I think it's not just about the product we're creating, but it's really about the impact we can have in the long run and hopefully that's where we want to get to?

Is it just a side note question again, is it possible to get a non lab grown diamond Like a an earth grown mined diamond? That is conflict free, or is it just is that like a myth that we're told? I think it's really, really hard to know, and it's really, really hard to get. I think there's a few kind of like the Kimberley process and a few kind of like things that have come up to stay okay, where those diamonds are conflict free, for example, the Kimberley process is has many loopholes. So what it means a diamond that is certified with the Kimberley process, it means that it hasn't sponsored work, but it doesn't mean that like there's no child labor, it doesn't mean that the working environment are healthy and safe and on top of it, of course the environmental impact of mining. So it's very hard today to trace where diamonds come from because it has so many middlemen and on top of it like knowing really if those diamonds are conflict free or just like human free or whatever we want to call it is close to impossible.

Oh, that is really crazy. So crazy Question. Number two, what has been, and I think I know the answer to this, but maybe we'll have to do a different answer. What's been the number one marketing moments so far. It's Megan, of course. No two, what's been your second biggest marketing moment? Um So I think, yeah, we've launched engagement ring over a year ago and we've done a campaign for us. It was important when we started looking into how brands were talking to their customers for engagement ring, It was always talking to men. Like men should buy it for women. It's always focused on how much men can afford the ring. Well today, like firstly women are wearing their rings and they should be part of that decision making Secondly, like women are more independent making are being part of yeah, are being part even from a financial perspective of that decision making and 30, like when you look at those campaign, it's all about like being dressed up as if you're going to a gala, the perfect couple with a beautiful dress.

But us women today are wearing jeans, sneakers and wearing leggings today and wearing our diamonds. Right? So we wanted something that represented us and we felt that the marketing side of things had never evolved with our, our generation, it was talking to us the exact same way as they were talking to our great grandparents. So when we started working on that campaign, we really focused on the women wearing jeans wearing sneakers on her way to work. Um and we've done the campaign in the tube in a few tube stations in London. So that was yeah, that was a nice stone as well. I love that. That's so cool. Question. Number three is what's your go to business resource when it comes to book podcast or newsletter? Uh newsletter. I like clean looks. I don't know if you know them. It's more us based and it's luxury but not just like they talk about, they cover a bit of everything in terms of um yeah, they cover a bit of everything in terms of startups.

Then I go to techcrunch every morning to the kids in news and then podcasts of course yours. Oh thank you. And then there's some good ones in Paris one is which is focused more on fashion brands and then in the US like the traditional ones how I built this and another one, but I'm not the best one at, I think the best way as well is just connecting with like entrepreneurs and like meeting people and have people that you can reach out to if you have any questions. So it's more like those personal touch and personal relationship that I value a lot. Mm Hmm. Yeah. 100%. It's all around the people who you surround yourself with. Absolutely. Absolutely. Question number four is how do you win the day? What are your AM or PM rituals and habits that keep you feeling happy and successful and motivated? I'm like a black or white person. So I'm really an extreme. And now at that, that at the moment I'm in my extreme where I wake up at 5 30.

I go to the gym at 6 13. I'm at the office around 8 30 and then at, yeah, meetings and work until the evening. I love that for you. I wish That I could wake up at five 30. I dream of being that person. But to be honest, I feel so much more empowered than energetic because I love waking up before the world. Like I feel like I've done so much before anyone else wakes up and for me, but it's super important to have a balance. Like I'm not the kind of person that's gonna do work and not have like a social life, like I'll go to my dinner, I'll meet my friends uh Because what's the point in doing it if you're not having fun and I really think that's super important. 100%. Absoluteal. Question # five is what's the worst money you've spent in the business? Oh wow, okay. It's it's hard because I think again as we said, like you're learning from each mistake, right?

Like every money that we spent, we've learned from it. Um But I would say Tricky one, I would say like pr has been a very hard one. Like I think pr is the most important thing for a business even more for a business where like are like we're educating customers, it's a new industry, you need to like tell a story rather than just showcase the product, but it's so hard to find the right pR agency or freelance to work with. So we've kind of like worked with different agencies that hasn't delivered and we spent a lot of money on it. And I think talking to other brands. It's also like the feedback we often get, it's about like finding again the right fit for you. Um but yeah, I would say this and I think branding is super expensive as well. Um the pr is the biggest one I would say. Mm hmm. Mm hmm. That's true. I don't know who's listening to the bus guys.

I'll lose a few friends. Maybe you'll also find someone, maybe someone will knock on your door. No, but now we have an amazing pr and we were super happy, but it takes time to get there. Mm hmm. Yeah. Yeah, I have heard that as well. Question # six. Last question, is there a major fail or mistake that you can share? And how did you deal with it? Major faith or so many. But I need to find one. Um, I think it's when you spend that money and you just realize that it doesn't return on investment and it's, it's super stressful when you're at our stage because like every dime counts. But you then learn and also you need to learn to kind of like get over it and get up and get on to the next thing right. And that's the trickier part. Uh, and I think definitely as well, like when we, I talked about fundraising, it seems super easy and it definitely was the first time because I think it's easier to fundraise when you don't have like when you're early on because what they're investing in is yourself the idea etcetera.

The vision. Exactly. And I think today it's trickier even more for brands, Female founders, etc. So at one point, um, last summer we thought about going out and fundraising and everyone was telling us we love it. It's amazing, but not for us. And then like you kind of like get, it's hard to take on and then like stand up again and continue doing it. So we ended up like bringing on some angel investors, but it's not a failure, but it's more something that kind of like de motivates you and you need to figure out how to continue and get on again. Yeah, rejections a big part of it and it's something that you have to developer thick skin over time, but you can say that, but it doesn't make it easier. No, exactly. So I think definitely like many and I feel definitely when there's a podcast or anything, we always talk about the winds more than like what's not going well, but it's important to say that like so many things are not going well either, but it's easier to talk about the other side.

And I felt that something that like I don't hear enough or I didn't hear enough before starting either. So you always think it just happens to you, but it actually happens to everyone else. Yes. Amen. I've heard plenty. Don't worry, jess. This was awesome. Thank you so much for taking the time to come on the show and share your very exciting journey with me and our listeners. I've loved this of course, thank you so so much for having me and really enjoyed chatting again and I'll see you on friday. See you on friday. Hey, it's Doom here. Thanks for listening to this episode of the Female Startup Club podcast. If you're a fan of the show, I'd recommend checking out female startup club dot com where you can subscribe to our newsletter and learn more about our D I. Y course. The ads, N. B. A. I also truly appreciate each and every review that comes our way. It might seem like such a small thing, but reviews help other heirs find us. So please do jump on and subscribe rate and review the show.

And finally, if you know someone who would benefit from hearing these inspiring stories, please do share it with them and empower the women in your network. See you soon. Mhm

6 Quick Questions with Jess Warch, co-founder of Kimai (part 2)
6 Quick Questions with Jess Warch, co-founder of Kimai (part 2)
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