Expat Women: Business Ideas: Interviews With Entrepreneurs
Lilac Lingerie
Emilia Kutrovska
In 2001, Bulgarian Emilia Kutrovska and her husband moved to Ottawa, Canada, to pursue more opportunities for education and success. They planned to stay only a few years and then travel the world, but fate stepped in when Emilia decided to complete a communications degree and her husband later landed his ideal job.
After graduation, Emilia gained some work experience in the government and non-profit sectors. But now based indefinitely in Canada with her husband and daughter, Emilia wanted something more.
In August 2010, Emilia opened Lilac Lingerie in trendy Westboro – an older neighborhood at the west end of Ottawa. With its one-on-one client service and quality brands from all around the world, Emilia's speciality lingerie boutique quickly attracted the loyalty of the local community – and gave Emilia a new and satisfying career abroad.
Expat Women's Interview with Emilia
Expat Women: Emilia, what gave you the idea to start a lingerie store?
Emilia: I had wanted to have my own business for a long time, but was waiting for the perfect idea. Lingerie had always been something I was passionate about, and whenever I was out shopping, I noticed that Ottawa lacked stores with high-quality, affordable brands and one-on-one, personable customer service. I used to joke with my mother-in-law that if I could not find what I wanted, I should just start my own business to get it. After discussing it with my husband, we decided to take the plunge.
Expat Women: How did you gain the confidence to take the big leap of faith that is required to start a business venture?
Emilia: I am the type of person who believes everything is achievable with hard work and determination, and that you can only depend on yourself to make those things happen. I was not happy in the job I had after I graduated, and I never would have been satisfied with a typical nine-to-five desk job. I realized that in order for me to be happy, I had to try to make my dreams of owning my own business into a reality, so later if I looked back, I would have no regrets of missed opportunities
Expat Women: You offer lingerie from around the world. How do you source your products?
Emilia: Trade shows are a great way to check out new brands. I recently returned from New York City where all the lingerie collections for Spring/Summer 2012 were being shown.
Another way I source my products is by getting referrals from other boutique owners. During the first trade show I went to, I met another lingerie boutique owner from Rochester who has given me a lot of valuable advice on aspects such as owning your own business and dealing with suppliers. Her insights have been really helpful for me starting out and through it all we have been able to develop a great friendship.
I also do online research on a regular basis to make sure I know what is happening in the industry. In general, after a year in business I have developed core brands that I primarily work with and trust to be an excellent quality and fit.
Expat Women: As an expat, what ups and downs have you experienced in the last ten years, and how have you overcome them?
Emilia:
The main struggle I had to overcome when I moved here was adjusting to a new culture. It is a completely different society than I was used to in Bulgaria; and my family and friends who used to be so close, were so far away. The language barrier was something I had an especially hard time adjusting to. I had previously studied French linguistics, but I had little knowledge of English before moving here. In the beginning, I took all my university courses in French, and it was probably three to four years before I felt comfortable with English.
Nevertheless, Canada is so multicultural, and even though the language was a challenge, I felt welcome from the first day I arrived. This country is full of opportunities that never would have been possible back home in Bulgaria. I really appreciate Canada and never take it for granted.
Expat Women: What five tips would you offer to expat women considering starting a business abroad?
Emilia:
1.
Learn about the new place and immerse yourself in its culture. Get to know your clients and how people live. When I moved to Ottawa from Bulgaria, I observed Canadian culture, took English classes, became familiar with everyday habits and the likes and dislikes of local Canadians.
2.
Research how the local government and taxation systems operate. Become aware of the services and resources available to you as an entrepreneur. For example, I have created strong local partnerships and I recommend getting to know your neighboring businesses.
3.
Find out how to acquire a loan and open a bank account, by determining which bank will best suit your business' needs.
4.
Study the market. Research what your competitors are doing differently and what your target customers are looking for.
5.
Do not be afraid to be creative. Starting a business abroad is challenging, but this does not mean you cannot have fun!
Expat Women: Do you think you will move countries again?
Emilia: At this point, I have no plans to move because I have worked so hard to build up my business, and my friends and family are now here. However, life is unpredictable, and in a few years, who knows, anything is possible!
Expat Women:
Emilia, thank you very much for sharing your experiences with us. We wish you and Lilac Lingerie all the very best!
