Kindra Eickelman is the founder of Whimsey Way. Her company runs two successful websites namely whimsywaydoordecor.com and Etsy.com. Through whimsywaydoordecor.com, Eickelman sells wreaths and indoor hangers, while Etsy.com is a more general eCommerce site where clients can buy everything from clothing, toys, and jewelry to home appliances. The company launched in 2018 and in that period, she has managed to grow client numbers by 500% and double revenues every year. Her success is attributable to prior experience in eCommerce and her academic background. Before launching Whimsey Way, Kindra held management positions at several international eCommerce companies. This helped her garner the skills necessary to run her own company. Academically, Kindra has a strong foundation on matters to do with business management. She holds a bachelor of business management with a focus on marketing. She also holds an MBA with a focus on business development. Besides running her business, Kindra is also a firm believer in giving back to society. She has over the years given thousands of dollars to charity. She particularly has a soft spot for kids with special needs and has dedicated lots of her time and money to their needs during the COVID-19 period. Kindra also enjoys time by herself and is mostly interested in swimming in her free time.
How did you get started in your industry?
I started by working at some of the biggest eCommerce companies in the country, and this gave me the confidence and skills to venture out on my own. In 2018, I summoned the courage to go solo, and the rest is history.
How do you make money in your field?
I make money by selling products online. We get the products in bulk from suppliers and add a markup on top of it.
How long did it take for you to become profitable?
It took me about 4 months to breakeven and become profitable. The beauty of eCommerce is that the initial startup costs are usually relatively low.
When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?
By the time I was starting the business, I had garnered significant experience on the dos and don’ts of eCommerce. This to a large extent suppressed all doubts.
Do you remember how you got your first client?
My first clients were friends and their friends. Word of mouth was the primary way of reaching out.
What is one marketing strategy that you’re using that works really well to generate new business?
Facebook ads have been very powerful in driving new business. We can reach a very large number of people cost-effectively.
What is the toughest decision you’ve had to make in your professional life?
My toughest decision was having to lay off some staff temporarily during the lockdown. It was a sad moment for me.
What do you think it is that makes you successful?
My key to success is resilience. Even during tough times, I keep pushing and finding new ways to grow my business.
What has been your most satisfying moment in business?
That would be when I landed my first international client. It was such a boost to my morale and gave m hopes of international expansion in the future.
What does the future hold for your business? What are you most excited about?
The future is promising. The COVID-19 lockdowns have pushed people into e-shopping and I don’t see that reversing soon.
What business books have inspired you?
I am most inspired by The Lean Startup by Eric Ries. It has lots of useful ideas for startups.
What advice would you give to your younger self?
I would advise my younger self to boldly follow her dreams. In this life, fear is the only thing that holds you from achieving your dreams.