As a trained lawyer with a respectable job in a legal practice, Jaime Lee was what others might see as “on track” in her career. But she couldn’t shake her nagging desire to create—something her demanding work hours did not give her the space to do.
Jaime dreamed of launching a stationery and lifestyle brand. Her creative passion lay in design, art, fashion and aesthetics, and so she made the decision to give herself the flexibility to explore what she truly loved.
Fleeing the safety net
Jamie chose to leave her job at the legal practice and move into a new role that freed up her evenings. This was so she could take a graphic design course. She then started designing wedding stationery for a friend, followed by several more weddings.
As her client base grew, so did her confidence and desire to follow her heart. Motivated to create products that would make women feel wonderful every day, Jaime launched The Paper Bunny in November 2013.
Beauty with purpose
“I wanted to design and create for real women. Pieces that would empower them, encourage them and remind them of their worth. Pieces that were sassy, stylish, on-trend and beautiful, that they would be proud to carry around with them, place in the office, write in or gift a friend,” Jaime says.
With no business, operations, logistics, web development, shipping or accounts experience, the launch of her online store was a steep learning curve. “Everything I had taken for granted from a consumer point of view became overwhelmingly scientific and technical,” Jaime recalls.
As she looks to strengthen her brand presence and partnerships around the world, Jaime credits the success of The Paper Bunny to the unwavering support and encouragement from family and friends.
She also believes in her own decisive problem solving and is grateful for all the reminders along the way that have helped her realise she has taken this road to fulfil a purpose.
The power of visual marketing
As a brand with such a unique aesthetic and strong brand story, it was important to select the right platforms to take The Paper Bunny to market. Sales grew organically through strong visuals and consistent messaging on Facebook and Instagram, and Jaime was soon shipping to customers all over the world.
“The ability to market ourselves through social media with very low costs involved was very empowering for us, especially in the early stages of the business,” she says.
Jaime had to lose the safety net of her steady career and overcome her fear of failure to launch The Paper Bunny. Her advice for other aspiring entrepreneurs: “Don’t be afraid to ask and work for something more, something better, and something that makes your heart beat doubly fast—rather than sticking with just what might be good enough.”