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6 Quick Questions with Rosie Jane Johnston, Founder of By Rosie Jane. (part 2)

by Female Startup Club
June 8th 2022

Today we’re learning from Rosie Jane Johnston, the founder of By Rosie Jane.

By Rosie Jane was founded in 2010 by celebrity makeup artist Rosie Jane Johnston, an Aussie who has made her h... More

Welcome Back. Here are the six quick questions. So question number one is actually really nice tie in from what you were just saying, but what's your why? Why are you doing what you're doing. Uh you know, for me it's sort of two pronged, right? My initial y is I love to experience products that have an impact in the moment that I use them. That for me is like, I love it, that's why I love fragrance, right? It's it's an instant when I put it on, it does something to me immediately. Uh and that is as I push you know, out into all of our products, that's really for me, but I, you know, lifestyle is such a massive why for me, it's what drives me, I love the idea of a light field, happy lifestyle, good work balance, right? And that's my why, that's what I think drives me every day is because I love so much what I do, and I love continuing to build and create the lifestyle, that that means so much to me and my family.

Amazing. I love that question, Number two is what's been your favorite marketing moment so far? Oh my gosh! So, I mean obviously we talked about our sample collection, which I love, but you know, we had this random when we did this game event, oh my God, can I tell you it was my it was a wheel, you would spin it and you would have to answer a question and then if you've got a question right, you would win a product. The gaming idea is just so brilliant. People love a game, people love the game, I love the game, I love a game, I love a good game and that for me, we were at a clean beauty event and everyone was like having these moments of like, hey discover my brain discover my brand and we just did this game wheel and it was just about having fun and like winning. Not even, you know, like it's not like we were giving like hundreds of dollars away, it was like you can win a sample, you can win a hat, you can but people just want the game element, it's like that spin the wheel, that's like the Shopify plug in, which people also love, right?

Yes, it's like at the start of your web, like when you, when someone enters your website kind of thing, but you've like brought it into the real world, which is how it used to be, and it makes sense that people love it. It's also like a connection moment, right? Because you're spinning the wheel and people are cheering and people are watching, they want to see what you win. Actually a great idea at, at an expo or at a booth of some kind because of course it attracts attention and even if you're not interested in what necessarily the brand or the product, you just want to play the game, you're just like yeah, okay, I want to do and if people are excited and cheering So that's, you know, it brings me back to like our two up days in, in Sydney in pubs, right? I loved those. Oh my God, with my most favorite vibes. Yes. So probably that today, I love that. That's so much fun. Yeah, we need more of those around around the place. Everyone listening creative, we'll have it at your booth. Question # three is what's your go to business resource when it comes to book newsletter or podcast?

I mean, it's really basic. It's honestly, it's like google, I google everything to start. That's what, like my, my, everything, I start there because when I google it, what I love about it, it's so terrible. I feel like I'm like advertising to them. Um, it's, you know, it leads you to the podcast, to the book, to the thing that maybe you kind of can spiral down. But that, but my, like, I also listened to how I built this, which is, you know, and for me, I really listen to it and I'm assuming it's like this podcast, why people listen to it. It's more about hearing a story that you're like, oh, okay, I can keep going now. I've heard that story totally. Everyone goes through something, it all starts from the place of an idea and you realize that you're not alone when you're having those really shitty days and you're like, why? Yeah. And that the nose are not the end, right?

That's the most important. I think every entrepreneur wants to hear that you're like, okay, you got massively rejected, you lost a bunch of money, you did this, you did that, but it ended up guiding you to where you are now, entrepreneurship is really just a series of rejections and disappointments and you just get better at dealing with it. Yes, I think that's why actors always end up with like entrepreneurs like later in life, they always like, oh, she married the billionaire of blah blah blah, blah blah and I'm like, what? That's because they're both two people that are massively familiar with rejection. 100% question number four is how do you win the day, what are your AM and PM rituals and habits that keep you feeling happy and successful and motivated, so working out for me has become like an addiction much more later so in life than before. But I working out is like every, it just, it sets me up for the day, it makes me like want to get dressed, want to put on makeup, wanna put on my perfume in a whole new way and you know, I hate to say it, but in the evening it's, it's really alcohol, you know, not even a lot, I just, you know, it's honestly, it's like, it just sort of puts a full stop, like even when I'm working just one glass of wine to come, it's sort of, you know, you're all up here in in crazy days and that glass of wine just allows me to really kind of reset, you know, and I'm a meditator but don't get me wrong, but it it's harder sometimes to find the time to do that than the other things why?

And working out is like a level of meditation the same. I agree. Question number five is what's the worst money mistake you've had in the business? And how much did it cost you? I probably had a few. Honestly, probably, you know what it is, it's more of, it's not that it was such a massive amount of money, my biggest mistakes and even if I would do it now, would still, I would still be the mistake is when I try and throw money at a situation it's always a disaster because what it generally does is it pulls, you know, when you're growing a business, you have your hand in everything all the time and sometimes when I get to a challenging moment like growing retailers or, or marketing or whatever and I'm just like, okay, clearly I don't know what I'm doing, I'm just gonna pay this company or I'm going to pay this person to just do it. It always ends up costing me a fortune and I'm like that was a desire to know it takes a personal, it takes your a sort of, you know, personal touch out of it, like you always collaborate with them, But that for me is every time I've done it even with an employee, anything where I'm like, you know what, I'm just going to pay someone a big fat salary and they're just going to take over the marketing side of my company.

I'm like that person was a disaster. It's definitely you want the magic fixed, you want the like the magic bullet and nine times out of 10. Although I actually still think because I've done this so many times as well and I've talked about this on the show a few times, it's like worth keeping on trying though because the time that it hits and it's really worth the money and you're like, oh, okay, this is great. Yeah. And what's and I think what is the is the point of difference is when you are strategically looking for your next step as opposed to generally feeling like I don't know how to get out of the situation or I don't know how to jump to that next level, I'm just going to throw money at the situation, right? So if I'm strategic about it, where I'm like even if it ends up costing you the same, but you're like this is thought through, I want to get to like you have your your plan of where you want to get to, then you can pull in the right people, the right partners.

But sometimes when you don't know where you want to get to, But other than success, you know, that's where it gets real shaky. And for me that's always been my, I'm like, why the hell did I do that? I don't know why. I just one 100%. I'm sure there are so many people listening right now that are nodding their head being like, I'm with you. I've been there. Yeah. You know, and it's really, I think for people when they're starting their company, it's like, Okay, I have a product, I want to get it into 25 stores, right? Or I want to get it into 50 stores. I'm just going to hire someone to do that for me. No, that is going to be the disaster of your, yourself. Yes. You have to start it. And then you can be like, you know what now? I know what got it in what got it out, you know, working. That's where I think it's always the, the hardest thing. 100%. It's also the case for ads in today's landscape. I think people often jump to being like, Oh like ads, I'm just going to invest a butt load of money into ads and it's going to work.

And it's like actually in today's landscape, it's not gonna work. Maybe Tiktok, maybe Tiktok is like the new instagram ad kind of landscape, but like facebook and instagram has changed so drastically, it's tough one. Yeah. And it's, you know, it used to be so, it felt, I remember when it first all started and I was like, dude, it just feels too easy. Yeah, nothing is going to stay like that and of course it hasn't but and even with those campaigns like facebook and although there is huge amounts of strategy and creativity and you know that goes into those campaigns right? Like you can't just be like, oh, here's a 50 grand, 10 grand whatever and just run an ad. You know, you've really got to know what you want to get across, how you're talking about your brand, who you want to talk to. It's like running an ad on tv now it's, you know, you've really, there's got to be a lot of process behind it and care and yeah, 100% 100%.

Okay, last question question number six, what's just a crazy story in the business, good or bad that you can share? Uh you know, I, I mean my crazy story is actually what we already spoke about. I always think about this where in, you know, 2008 where I literally thought everything was going to ship it and I was like, that's it. I'm, we're done. You know, we have like no stores, no one's really buying the product, you know, I'm going back to makeup full time, I'm, I'm done and then it just opens up some new arena of just someone saying, hey, have you thought of doing fragrance and I'm like, you're out of your mind, woman, what are you talking about? You know, that to me is just, it's such, every time I hit like a, like a rough patch, I always think, okay, you've just got to think to yourself, it's going to be okay, it's not going to be maybe what you thought it was going to be, but it's gonna be okay.

That story to me is just sort of, it's like my um, my driving force every day. It's kind of weird to think like you just had this strange passing comment that really could have just been forgotten in the moment and just, you know, move on. But it planted this seed and it changed the direction of your business and ultimately the course of your life and these weird moments that they can make or break your path kind of thing. It's kind of weird it and I think what makes them so brilliant right? As much as we all, you know, are really impatient is that you don't see where it's going to go right, because it would change everything that you did. That's what's so sometimes about that whole like trusting the process. It's like, you know right now or whenever anything is happening, you can't see where the silver lining is coming from, just you've got to trust and know that it is somewhere where you just don't know, but that is what is so crazy about, about all the risk that you take, right.

Everything that you do is a minor risk that way. So, so yeah, this has been so cool. Rosie, thank you so much for joining us and sharing your journey in creating by rosie jane. I've loved chatting with you, loved hearing your Aussie accent. Thank you so much for having me. You know, I always feel so strange when I'm talking only about myself. Oh my gosh, but it was so lovely to meet you as well and I love that we're like two Aussies on here, it's so random, right? I'm like you're in London and I'm in L. A. But we're both from Sydney. That seems we both love, well I hope we both love. Yes, it is like the cornerstone of my diet. Hey, it's dune here. Thanks for listening to this amazing episode of the female startup club podcast. If you're a fan of the show and want even more of the good stuff, I'd recommend checking out female startup club dot com where you can subscribe to our free newsletter, we send it out weekly covering female founder business news, insights and learnings in D.

C. And interesting business resources. And if you're a founder building an e commerce brand, you can join our private network of entrepreneurs called hype club at female startup club dot com forward slash hype club. We have guests from the show joining us for intimate. Ask me anythings expert workshops and a group of totally amazing, like minded women building the future of dTC brands. As always, please do subscribe, rate and review the show and post your favorite episodes to instagram stories. I am beyond grateful when you do that.

6 Quick Questions with Rosie Jane Johnston, Founder of By Rosie Jane. (part 2)
6 Quick Questions with Rosie Jane Johnston, Founder of By Rosie Jane. (part 2)
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