Meet Leora Moreno, founder of Leo With Love
I’m Leora Moreno, founder of Leo With Love. I started this company in 2016 when a family member and I made a pinky promise to one another that we would start our respective businesses together, after she recovered from a near-fatal illness. They even came up with the name Leo With Love, and I loved it. The end goal is to become a staple brand, identifiable from the logo alone, that’s my measure of success.
What’s the biggest lesson you’ve learnt so far as an entrepreneur?
It’s OK to fuck up. But own it, fix it and log it front of mind as a teachable moment.
What are your thoughts on failure?
I used to do an internal eye roll at my accounting lecturer during my uni days because, literally, he would say “failing to plan is a plan to fail” at least once every lecture. I initially learned to take that phrase seriously when I failed his class. Oops. But it has helped me to be a better planner for expanding the business in terms of scaling, pricing formulas and generally planning for the unexpected.
As a business owner, do you know when to walk away from a sale?
I love making people feel prettier and more confident by accessorising their personality with my pieces. I haven’t had too much experience with having to walk away from a sale but can read when someone is more interested in the haggle than the actual piece. There’s absolutely nothing wrong with that! However, there’s a reason you don’t see Apprentice contestants walking into Chanel to tick items off of their treasure hunt challenge.
What plans do you have for Loe With Love over the next two years?
I’m moving into limited edition pieces, very much one-of-a-kind and bespoke designs. Because the LWL ethos is one of celebrating one’s individuality, I feel like this is the next natural step for the brand.
How does technological advancement speak to the strategic direction of your business?
The pandemic really iterated the importance of making a product available to somehow “try before you buy”, but this can often be difficult, especially with jewellery where sometimes it can’t be returned for hygiene reasons. I think we’re going to start seeing more filters that are similar to ones currently on socials at the moment; they will allow you to upload your products to see what they look like and tap add to cart if you like it.
Is it still possible to build a strong and successful business without social media. If yes or no, why?
Word of mouth will always be the best way to get business because your brand is being promoted without any expectation other than the customer enjoying your product or service; they just want others to have that same experience they did. So, it is possible, but you’re going to have to work extra hard to not need social proof for legitimacy.
What would be your top marketing tip, to grow a business that is niche?
Keep on top of changes happening on socials. Algorithms tend to favour those who adapt strategy to platform changes quickly.
Any moments where you thought you’ve bitten off more than you can chew?
More and more I’ve run into issues that would be quickly resolved if there were 2 of me, or an assistant. Last week I literally needed to be in 3 places at the same time. Somehow got it done because I had to, but it also wasn’t how I was expecting to lose a pound from forgetting to eat until dinnertime. It was as stressful as it was invigorating, but pretty sure I can’t live off of adrenaline!
What do you think gives a brand longevity?
Being able to adapt to the new wave of people in a brand’s key demographic while keeping in line with its aesthetic.
Describe your business in three words.
Audacious, exuberant and poised
