Podcast Summary: The Side Hustle Show – Episode 679: Free Inventory: The Sustainable Stuffed Animal Side Hustle
Introduction
In Episode 679 of The Side Hustle Show, host Nick Loper welcomes Charlotte Liebling, the founder of Love Before London, a sustainable stuffed animal adoption agency. Charlotte shares her inspiring journey of transforming discarded stuffed animals into cherished companions, emphasizing sustainability and emotional connection.
Origin of Love Before London
Charlotte's venture began while volunteering at a charity shop, where she observed a significant influx of donated stuffed animals—many of which ended up in landfills or repurposed as dog toys. This heartbreaking realization fueled her desire to find a better solution.
"I started to notice just how many donations people were bringing in of stuffed animals and often what a really big and sentimental and emotional moment it was for them... And the memories that they came with and the love and stories were just thrown away."
— Charlotte Liebling [01:46]
Determined to rehome these toys, Charlotte conducted extensive research to understand the global scale of the problem and brainstormed ways to add value to these beloved items instead of discarding them.
Building the Community
With minimal initial resources—just £5 in her bank account—Charlotte focused on building a community before launching any products or services. She created a separate social media account, @lovebeforelondon, where she personified each stuffed animal, giving them names and backstories to engage potential adopters emotionally.
"I started with the community side... me and my one bedroom flat with a few teddy bears just starting to talk about some of the things that were going through my brain and sharing some of their adventures."
— Charlotte Liebling [03:26]
This approach resonated deeply with audiences, allowing her to validate her concept and build a dedicated following organically.
Scaling the Operations
As donations surged, especially during the COVID-19 pandemic when people sought comfort and connection, Charlotte faced the challenge of managing the growing inventory. Initially relying on local charity shops for donations, she expanded her efforts by distributing leaflets and leveraging social media to attract more contributions.
"People were looking for feel good and connection and warm and fuzzy and that led a lot of people naturally to our doorstep... it was like an avalanche of donations."
— Charlotte Liebling [06:08]
To handle the influx, Charlotte developed a meticulous process for cleaning and preparing each stuffed animal for adoption, ensuring quality and maintaining the brand's heartfelt narrative.
First Sales and Branding
Charlotte's first significant sale occurred at a local festival, where a particularly special bear sold for over £500—a testament to the brand's emotional appeal and strategic pricing.
"Someone whipped out their purse... and took out all of that cash and handed it over. Was in such disbelief."
— Charlotte Liebling [13:00]
This milestone validated her business model, demonstrating that customers were willing to invest in a story and a sustainable approach to rehoming stuffed animals.
Retail Partnerships
Charlotte's persistence paid off when she secured a partnership with Selfridges. By aligning her brand's sustainability goals with the retailer's values, she successfully transitioned from pop-up events to permanent retail spaces in multiple Selfridges locations.
"I wrote them an email... being very insistent... we started with a pop up... they offered us a permanent space."
— Charlotte Liebling [23:14]
This partnership not only boosted sales but also served as powerful social proof, attracting additional high-end retailers like Bloomingdale's.
Team Growth
Starting as a solo entrepreneur, Charlotte gradually expanded her team with the help of her fiancé, Alex, and other volunteers passionate about the mission. The collaborative effort allowed the business to scale efficiently without compromising its core values.
"My partner's name is Alex... the business would not be where it is without at least the kind of the other half to my brain."
— Charlotte Liebling [33:59]
Charlotte also highlighted the overwhelming support from aspiring volunteers worldwide, further emphasizing the strong community around Love Before London.
Tools and Technology
To manage the intricate logistics of individual product handling and order fulfillment, Charlotte employed various tools:
- Figma: For design and collaborative brainstorming.
- Spreadsheets: Customized by Alex to track inventory and operational processes.
- Xero: For accounting, streamlining financial management.
- Custom Bots: Charlotte and Alex developed handwriting robots to automate the creation of personalized bios for each toy, preserving the handcrafted feel essential to their brand.
"We had a robot... Isaac was our first handwriting robot... Margot would use a suction arm to hand the card to Isaac."
— Charlotte Liebling [41:12]
Challenges and Lessons Learned
Charlotte candidly discussed the numerous challenges faced, including operational mishaps like incorrect packaging and near-disasters such as accidentally almost burning down the office. These experiences underscored the importance of resilience and adaptability in entrepreneurship.
"There’s a moment where you realize that you actually appreciate the surprises and the failures and the mistakes more than the successes because they teach you so much more."
— Charlotte Liebling [43:42]
Future Plans and Conclusion
Looking ahead, Charlotte envisions Love Before London as a global household name in sustainable stuffed animal care. Future initiatives include expanding services to offer spa treatments for toys and establishing their own retail stores worldwide.
"The goal is absolute household name... I want to be everywhere in every touch point that exists that a stuffed animal does."
— Charlotte Liebling [45:00]
Charlotte's top tip for aspiring side hustlers is to build something that evokes emotional connections, emphasizing that "feeling leads to following."
"Anyone can sell stuff, but you have to build a brand that people come back to, that they believe in, that they tell others about."
— Charlotte Liebling [47:03]
Key Takeaways
- Emotional Branding: Creating emotional connections can transform a simple product into a beloved brand.
- Community Building: Engaging a community early on validates the business concept and fosters loyal support.
- Persistence Pays Off: Consistent efforts in outreach and partnerships can lead to significant growth opportunities.
- Automation and Efficiency: Leveraging technology to automate repetitive tasks frees up time for strategic initiatives.
- Resilience: Embracing and learning from challenges strengthens the business foundation.
Notable Quotes
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"Feeling leads to following. And this is, you know, that community first approach—brand before business, before product, before anything else."
— Charlotte Liebling [47:57] -
"If we can change the perceptions of them becoming rubbish and losing their value once, then maybe we can make a real, real difference in the industry."
— Charlotte Liebling [01:56]
Conclusion
Charlotte Liebling's story is a compelling example of how passion, creativity, and strategic branding can turn a side hustle into a thriving business that not only generates revenue but also makes a positive environmental impact. Love Before London exemplifies the power of emotional connection and sustainability in building a unique and successful entrepreneurial venture.