Entrepreneurship: Lēmono: Success or Failure? Lessons from My First Entrepreneurship
In July 2020, as a result of Covid, I lost my job.
In that job, I had given my all for a promising project within a large e-commerce company... which allowed me to learn everything about creating a fashion brand.
On the day of my dismissal, I went to drink sangria on the beach, and the next morning, a bit 😵, I saw in my closet something that had been with me for many years: a jumpsuit-kimono that I had bought with a friend at an art fair in Mexico.
At that time, I didn't weigh 40 kg, and she had more curves, but the product fit us both fantastic.
And that's how the idea was born to bring an innovative and "body positive" product to Europe: Lēmono, a combination of "le" in French (the) and "mono" in Spanish (jumpsuit).
Very quickly, thanks to my contacts, I managed to create a prototype, and in a few months, my idea had become a reality.
If I had to resume my experience with Lēmono adventure in an emoji, it would be 🎢 = roller coasters.
Season 1 🚀
I launched the brand through crowdfunding, which allowed me to test my idea without overthinking it, to create a customer database to start, and to make my initial investment profitable.
With the profits, I invested in an initial stock that allowed me to launch my website.
I had a clear positioning and customers who resonated with strong brand values: a jumpsuit for all stylish women, regardless of age or body shape.
My product photos were top-notch, I had a nice storytelling (at first, many selfies in my kitchen),
and a made-to-order production that only produced what was sold.
All of this with optimized CRM communication, testimonials, and customer recommendations that allowed me to improve my site's conversion rate each time.
The sales experience was great.
And on a personal level, I found my little routine as a salesperson: Online salesperson.
Every time a customer spoke to me in the chat, I heard a DING DONG in my living room, and I prepared my best e-smile.
With each new season, I revamped the showcase: no need to move furnitures, just tweak the code a bit and test new ways to highlight my products 🧑💻.
In short, the first year, Lēmono and I were on a honeymoon, and I followed my intuition without really questioning the reasons for my success.
Season 2 🤯
I started developing new products: the ones I liked, the ones that were in fashion.
I chose the house of a painter I love to make my photoshoot - the result was AWESOME, and I had a fabulous brand book.
Since I was late for the season start, I began producing products before selling them: 80% of the offer was new items, with new fabrics, new cuts, new products.
I was sure: my customers were waiting for the new season.
And BAM 🌪️
Lots of likes, lots of hearts, lots of shares... but after the first week's peak, sales slowed down very quickly.
Worse: RETURNS.
My customers were asking for the original version because the new one didn't fit them as well at the chest.
There were so many details and colors in my photos that you couldn't see the garment anymore.
I started developing new sales channels to liquidate my stock: multi-brand stores, concept stores... which left me with a margin close to zero.
Personally, I had no other source of income... and no other choice but to start looking for a full-time job.
With Lēmono, I wanted to change the world. Inspire people to take the plunge, to consume better, to dare to wear something that catches the eye.
In the end, by straying from my mission, I lost some of my customers... and my main asset: my motivation.
So, Lēmono: A failure?
When you completely mess up or succeed, it's easy to know.
When you're in the middle...
But I think I found the right balance: I made mistakes, but for all the things I've learned, the experience is far from a failure.
Lēmono was an incredible laboratory: textile production, branding, logistics, advertising, crowdfunding, content, wholesale... I learned a lot about my market... and even more about myself.
When announcing the liquidation, I received a message from a girl who wrote to me saying she had seen me in an interview and that it had inspired her to start her own brand.
And if I sum- up, more than 800 women have worn Lēmono during important moments in their lives: weddings, conferences, pregnancies.
Something I never would have imagined when I thought of launching a brand from my small room in Barcelona, after months of the pandemic.
And then I think: My first impact, not bad :)
Every end is a new beginning.
Through the brand, I saw my evolution, both personal and professional.
Our successes and failures shape our stories... and our stories are what make us unique.
I am fascinated to see how every "solopreneur" puts so much of themselves into their business, and I think that is what motivates me the most in independent business.
Every end is a new beginning: See you for the next adventure!
Thank you, Gracias, Merci to all of you.
