Telling the truth about SME life today

Genevieve Murphy: Creating a brand that women love

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Genevieve Murphy

Role and company: 

Co-founder of Trinkets

Company turnover (and most recent /most relevant profitability metric): 

Start-up revenue and not yet profitable.

Employee numbers: 


Growth forecast for the next three years: 

Our target is £1.5m turnover in the next three years.

In under 50 words, what makes your business distinctive in its marketplace: 

Trinkets is a range of natural cotton feminine care products, delivered every month. A disruptive and innovative solution, providing convenience and peace of mind. The sleek and feminine packages are delivered directly to customers doors and are designed to fit through a standard letterbox.

What’s the big vision for your business?

To create a brand that women love and will indentify as the natural alternative feminine care company.

Current level of international business, and future aspirations:

Currently just in the UK but a vision to take Trinkets to other territories.

Biggest career setback and what you learned from it:

At the time we launched, we totally underestimated the perception and behaviour towards feminine care products here in the UK. We called it the ?tampon taboo?. Through persistence and constructive communication that supports our brand and values we have started to make progress to change this.

What makes you mad in business today?

Companies that operate without ethics and integrity.

What will be the biggest change in your market in the next three years?

I think we ll see an improvement in the function of the products, in particularly in the towels market as manufacturing technology improves.

We anticipate a shift in behaviour and in the attitudes towards feminine care products. A recent report predicts women are looking for alternatives, whether this is a natural choice or one that is driven by more environmentally friendly products.

Can businesses in your sector/industry access the finance they need to grow” If not, what can be done to improve things?

We are still a start-up, so yes it’s possible to access finance but it’s coming from angels, VCs, peer to peer funding and now crowdfunding. The banks offer incentives like ‘start-up awards” to get access to funds via a submission. If they are really going to help SME’s, they need to create a way to attract entrepreneurs and provide a team of people who really understand the challenges on how start-ups operate.

How would others describe your leadership style

Inclusive, social and able to communicate what the vision looks like. I?m great with people and will take the time to listen to another point of view. I?m intolerant to laziness and excuses, there’s always a way to get something done and we run our company based on this approach. At times I can be hasty, so I need to watch that!

Your biggest personal extravagance

Spa hotels!

You’ve got two minutes with the prime minister. Tell him how best to set the UK’s independent, entrepreneurial businesses free to prosper:

Create a pathway for SME’s and start-ups to get more access to areas they need to grow, mostly it’s about funding. Without the investment, start-ups cannot scale. The knock on affect of growth will help with employment, spending and the economy. The start-up community is being led by the private sector and I think the government could learn from this and take more of a leading role in the early stage of the entrepreneurs journey. 

Mr Cameron, can you please remove the tax on feminine care products?!



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