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Justine Rogers

Justine Rogers

Dainty Dizzy

Without Outset, I would not have had the ability to price my products. Taking us back to basics and letting us understand the various methods involved in pricing stood out for me – I won’t forget them!

Justine’s story

Being a working mum can be a challenge for even the greatest of multi-taskers. Justine Rogers was no exception to this, as a busy career in advertising meant she was constantly kept away from family life.

Keen to move away from her conventional 9-5 job, she actively started to look for opportunities that would provide her with a more flexible work life balance. She eventually reached a cross roads, deciding to take a 10 month sabbatical from her regular employment.

“It was during this time off that I started to experiment by making some of my daughters clothes. My mother always had a passion for fabric and sewing, as she was a very talented seamstress. Somehow, some of that must of embedded in me!”

She explains, “After hours of research, I became interested in boutique clothing and in particular designs that were really popular in the USA, but not easily found in the UK.”

With a passion for fashion and an ambition to pursue a different career path, Justine came to Outset Cornwall to turn her business idea into a reality.

“A good friend of mine recommended the Outset programme to me. I spoke to advisor Jan Darby who encouraged me to join the programme. It was just the boost I needed to get me from dreaming to the reality of planning how I was going to make this work for me!”

Spotting a gap in the children’s wear market, Justine quickly got to work to make her idea a reality. After much experimentation and long hours, Dainty Dizzy was born!

With the new business Dainty Dizzy, Justine designs special occasion wear for girls aged 2 – 12 years old that can be customised. These include everything from little girls bridesmaids dresses, themed skirts and dresses to uniquely designed tutu’s and personalised party t-shirts.

Justine has also created a special website using a virtual online doll that users can dress up making her brand quirky and original. Her website is now blossoming with photos of her creative designs and colourful products.

With the help of Outset Cornwall, Justine was able to keep focused on her business idea and gain support in those areas that she was less familiar with especially in those often mind boggling areas of finance and number crunching.

“Without Outset, I would not have had the ability to price my products. Taking us back to basics and letting us understand the various methods involved in pricing stood out for me – I won’t forget them!”

What’s next for Dainty Dizzy? Justine is already hard at work planning for the future, building her brand and expanding the business further.

“Once Dainty Dizzy is more established I want to create a patented ‘Dainty Dizzy’ doll that children can dress on line. They would then be able to purchase both the doll and the range of her clothes through the website.”

And it doesn’t stop there; Justine is also planning in the long term to give support children’s charities giving something back to the local community through various different events and competitions.

To find out more about Dainty Dizzy visit Justine’s website www.daintydizzy.co.uk.