For our Ladies Who Lead series, the founders of tech and lifestyle brands that disrupted their respective industries share their journeys from startup to success and the challenges they overcame. Here, Anissa Kermiche, founder of eponymous cult lifestyle and homeware brand, discusses burnout, the importance of asking for help and the transition from designer to CEO
What was the impetus that led you to create your brand?
A desire for self-expression with total freedom.
What was a turning point in your journey?
When some of the designs went viral, I went from being a carefree designer to an actual CEO, in charge of large, worldwide production, extended distribution and supply chain, along with managing a team. It suddenly became quite a big deal, and something I didn’t particularly sign up for. I ran away from the corporate world in my previous career to be able to fully embrace my creative side, and suddenly having to be responsible for so many decisions and people was not expected at all.
Were there any specific challenges you faced along the way?
The list is endless! Running a brand has nothing to do with being a designer. It is an equation with so many variables. I sometimes make the analogy of conducting a symphony with constantly changing instruments—it requires harmony, good timing, and listening to the ever-evolving audience.
I struggled particularly with intellectual property, seeing my designs ripped off everywhere since my very first collection. I didn't really know how to tackle it, nor how to deal with the legal side of it. I spent weeks and months just dealing with lawyers, not being able to focus on design, my team, or my brand.
Delays in production and dealing with unreliable suppliers were big stressors too. I found my suppliers through trade fairs and not from word of mouth, and I paid the price.
See also: Hula's Sarah Fung on leading with positivity and trusting your instincts
In hindsight, what is something you wish you knew that could have helped you?
I really, really wish I had interned or worked for another brand before, to be able to see the dynamic of a creative team and learn from it. I also wish I wasn't too shy to ask for advice or get a mentor for help. Asking for help is something that I really struggle with in general.
What was the best advice you were given and when have you applied it?
My friend Sabrina Herlory Rouget, ex-CEO of Mac Cosmetics in France, told me: “If you talk about it, it’s a dream, if you envision it, it’s possible, but if you schedule it, it’s real.” I’ve taken that with me: whatever it is in life, if you don’t schedule it, it gets easily lost and remains a dream.
It is one thing to have a vision, but something else to break it down into steps, milestones and goals.
I bought a planner that I find quite magical this year, which allows me to align my professional, spiritual, financial desires with my schedule and dream big.
See also: Jo Malone on the role of fear in being a pioneer and staying relevant