Dreamers Into Doers -- marthastewart.com

Doer of the Week: Rachel Gaffney

What were you doing (careerwise) when you decided to create your own business?
I was a sales manager for Thistle Hotels in the U.K. prior to starting my own business.

When did you start your business?
Rachel Gaffney's Real Ireland was created in 2003.

When did you know that you could really make a go of this?
There wasn't a particular moment when I knew I could "make a go of this," as this was a passion. When you are passionate about something, it is an absolute belief. So, you could say I always knew.

How did you turn your idea into a business plan?
I saw the whole picture eight years ago in my head. That being said, I did create a one-page business plan, which I still have. Now I have a much more detailed and comprehensive structure, which I must admit is imperative if you are going to be able to communicate to your employees and colleagues. After all, how can you expect anything from them if they don't know what you expect?

What inspired you to do this?
I was born and raised in Cork, Ireland. From there I moved to London, and in 1996 my husband and I were transferred to Dallas, Texas. I loved to cook and entertain, and I used to make traditional Christmas puddings with brandy butter and traditional Irish butter shortbreads for people. The comments were great, but what I began to notice was that people were surprised that we (the Irish) ate well. This belief permeated to other areas of Irish Culture. I began to cook for people to "tell the story of my real Ireland."

What was your start-up cost? How did you get the money, and what did you use it for?
In 2003, I subleased space from a commercial bakery in Dallas to make the Irish Butter Shortbreads. I arranged to use it when they had their downtime. I was also able to hire some of their employees when needed. My most expensive costs initially were insurance, legal fees, and packaging. From there I just made what I could during the small hours of the night, and grew it organically. I also took a job at Nordstrom and used that money to pay for ingredients.

What was the biggest obstacle?
The biggest obstacle I encountered was cash flow -- no matter how much I had read or tried to prepare myself, cash flow and inventory became a huge headache. However corny this may sound, going through it taught me everything I needed to learn. This is the true test for an entrepreneur: fighting through, when you have sleepless nights, wondering how you're going to pay your bills. This is where the passion and belief are essential. Passion is the only thing that got me through.

Did your friends and family support your dream?
I'd love to answer this by saying "Absolutely, everyone did," but that's impossible. Not everyone is built the same way. For some, a job with a fixed salary is the way to go. Some thought I was crazy or that it was a pipe dream. That didn't matter to me, that's where the passion carries you through. However, if the people living with you don't support you, then that's another matter. My husband and children have been great. Recently, my boys told me how proud they were of me, and for me that's worth everything.

How did you maintain your confidence when doors were closed in your face, when people didn’t get it or said “no”?
At the risk of sounding repetitive here, again it's passion and belief. Perhaps if I were just selling another product then the "no's" would make me reconsider.

What's the most fun part of what you do?
I absolutely love connecting with people, whether it's through my Rachel Gaffney's Real Ireland cooking classes and TV segments, or through the products I sell. I am learning so much about my own homeland through other people. It's just wonderful. This year, I plan on taking my first group to Ireland on a foodie tour. I cannot wait for people to experience the wonderful artisanal food that I know and love.

What’s the hardest part of what you do?
I still hate accounting and administration -- anything that requires me to be analytical. It's alien for me.

Do you have employees?
I have a business partner, Peter Leahy. I met Peter in London when he was sales director for Coca Cola U.K. He has been an incredible support and mentor.

I do not own my own bakery or manufacturing failities, but I outsource to those who do what they do best. For instance, Irish linen is an exquisite art. Charles Gallen and Co. are based in Ireland, and on January 23 of this year, together we will be launching the Rachel Gaffney's Real Ireland kitchen-textile ranges.

How have you been using social media to grow your business?
I love social media. I have been writing a blog for more than a year now, I also use Facebook and Twitter. Last year, I joined Dreamers into Doers and it has been so great. Like everything else in life, you get out of it what you put into it.

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?
My father owned several stores in my hometown. From an early age, I used to work in them. Never anything glamorous: stocking and cleaning shelves, sweeping, and helping with customers. When I was 16, I had a very glamorous job for Christmas: slicing cold meats at Donovans Butchers. During the summer, I got a job in a department store and they put me in the meat department vacuum packing ground beef! My father told me that even if I was to do that for the rest of my life that I needed to take pride in it and be the very best meat packer I could be. That early work ethic was instilled in me at that young age, and it's what I rely on today.

If you had it to do over again, what, if anything, would you do differently?
Honestly, nothing. You can't ask questions about something when you don't know what to ask, and you only know what to ask when you know what doesn't work.

What is your favorite service that you offer?
I quite enjoy teaching classes. They're loaded with fun, food, and a fair ol' bit of blarney!

What is your best selling item?
Irish linens and traditional Irish butter shortbreads.

What advice would you give to Dreamers who haven’t become Doers yet?
Are you doing this because you want to run a business or are you doing what you love? There’s a big difference. When you do what you love, the money will follow.

Keep Up with Rachel Gaffney's Real Ireland
RachelGaffneys.com
Twitter
Facebook
Blog

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Comment by Sandra Downie Event Designs-TWL on January 19, 2011 at 4:12pm: Congratulations!

Comment by Sue Patton on January 19, 2011 at 11:57am: I heard fabulous things about you last night from my daugher, Kellie (Icing Designs). I am checking out your products. Kellie is part Irish! <3. She and Melissa already adore you <3.

Comment by Nicole Marie (Expressions by NM) on January 19, 2011 at 9:03am: Cheers to you! Great advice! Best of luck to you in 2011 :)

Comment by Frances Cheda {Bella Ariana} on January 18, 2011 at 4:26am: Congratulations Rachel! What an honor. Love your business. Keep it up :)

-Frances

Comment by Dulce Magallanes - FunFavors on January 17, 2011 at 10:11am: Congratulations!!! this is awesome :)

cheers to you!!

see ya tomorrow in the city girl :)

Comment by Meilie Moy-Hodnett on January 17, 2011 at 2:39am: It's wonderful to see how you have been able to pursue your interests and create a business in something you love. Doing something you believe in makes the uphill climb and long hours all the more worthwhile. Congratulations on your success!

Comment by Sandralee Lee on January 16, 2011 at 1:45am: Taking pride in our work and in our choices; is what makes it all worthwhile and fullfilling. Great advice to be doing a business that we love, it makes it all the easier to become more and more prolific, to be tenacious and to be gentle with ourselves even when we have to put in long days.

Comment by Dawn Menon on January 15, 2011 at 8:16pm: Very inspiring! So true about the passion and belief for what you do - helps conquer all obstacles. All the best for 2011. Cheers!

Comment by Kim M. Byers on January 15, 2011 at 4:33pm: A huge, huge congrats to you Rachel!!! Can't wait to meet you next week.

Comment by Marie Ricci on January 14, 2011 at 3:11pm: Well done!! See you next week.

Comment by Cherrl Jacobson on January 13, 2011 at 5:55pm: Wonderful, wonderful for you, Rachel!

Comment by Wendy Sloan on January 13, 2011 at 5:20pm: :) Smiling and inspired by you! Congratulations on well-earned success.

Comment by Tenneille Pittelli on January 13, 2011 at 4:17pm: Very inspiring....Congrats Rachel!

Comment by Dawn Mohrmann ~ Hydrangea Home on January 13, 2011 at 2:35pm: Congrats Rachel!! Great story - See you in a few days!!

Comment by Kate Sanner on January 13, 2011 at 9:28am: Congratulations Rachel!!

Comment by backyardcolorado on January 13, 2011 at 9:18am: Great job!!!

Comment by Katie O'Neill on January 13, 2011 at 6:07am: Congratulations Rachel! Love it, and signed up for your newsletter. I was a 'farrell' and now and O'Neill so I dont fall far from the Irish Tree. I actually studied & lived in Dublin for 5 months too about 12 years ago. I also am good friends and grew up with the Butler's (Jean was the orig. Irish Dancer & Choreographer with Michael Flatley in Riverdance). Maybe I can share my recipe for Soda Bread it's from their mother :)

Comment by Vana Chupp on January 13, 2011 at 12:36am: So well deserved Rachel! I enjoyed learning more about you and can't wait to meet you next week! woo hoo!