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Making a difference
[Thu 01/01/1970 10:00:00]
.jpg) Q: When was Affirmations launched?
A: Affirmations was launched in 1988 when we saw an opportunity to contribute to people’s lives by adding a better product than what was currently available in the market and to create meaningful employment for ourselves and others.
Q: Who are the key figures behind Affirmations?
A: The company was founded by me (Dan Maher) and my wife Suzi—she is the artistic director and I take care of sales and marketing. Barbara Maher was instrumental in building the customer base and now works in the art department supporting the creative side of the company. We had very limited experience and learnt as we went along—now we are supported in the warehouse by a staff of six and have sales representatives across the country as well as a new office in Auckland, New Zealand. We also sell to the UK and Canada.
Q: What inspires you when creating products?
A: We love creating products that will touch and delight people. We design all our own products and it is a great thrill to create something new and fresh that has never been seen before.
Our products are designed and made in Australia with a strong focus on environmentally responsible papers and processes, all themed with an inspiring message with the aim to make a positive contribution to people’s lives.
Q: Do you have a philosophy you apply to managing Affirmations?
A: We value our employees, stakeholders and our customers immensely and do the best we can. We try to make a difference to the lives of others with our products, offer amazing service and always be helpful.
Q: What do you believe is essential for successful wholesaling?
A: Excellent service, value for money, providing a good quality product and listening to our customers’ needs and wants. You also need to have a distribution network of great salespeople and customers and constantly add fresh new designs to your ranges.
Q: What have you learnt from working with retailers?
A: They have great wisdom to share and give you lots of ideas to develop and add to what you can offer them for their customers. You form lovely relationships and friendships.
Q: How important is your website to your business?
A: Our website is great for attracting new customers, we are currently working on a revamp to include social media to add more value for our customers.
 Q: What is the best advice you have been given in life?
A: Do what you love, love what you do and do it to the best of your ability.
Q: What advice would you give wholesalers interested in similar business ventures?
A: Research your ideas within the market. Join the GHA, align yourself with industry groups like Austrade, the department of state and regional development and the NSW business chamber—they all have great resources to help you.
Subscribe to industry magazines, they are invaluable for keeping in touch.
Work with mentors and business consultants to help you grow and refine what you are offering. Produce a business plan before you commence, it will make things so much easier and clearer. Plan travel into your business somehow, as it gets you out and about, offering reflection time and stimulating new concepts, keeping you up to date with what is going on in the industry.
Q: Are there any retailers you admire and take inspiration from?
A: There are so many great and inspiring retailers. Anita Roddick from The Body Shop was one of them, building an incredible business doing what she believed in with a great business ethic. Dais Branding is another inspiring retailer known for its clarity and culture.
Q: What have been your greatest highlights and challenges?
A: It took us many years to establish the business and turn it into a profitable company, but loving what we do and having a determination to make it work has produced the results we were seeking—having it all work out so well has been the greatest achievement. We have a steady stream of compliments from our customers and people using our products. Our New South Wales Enterprise workshop has also been beneficial to our success—with a focus on producing a business plan it is great for new and existing businesses.
Q: What do you predict for the future of Affirmations?
A: We will continue to grow and be a well respected publisher and distributor in Australia. We also aim to have a successful international presence particularly in the UK, the US and Japan.
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