I’m Micaela and I’m a creative entrepreneur and founder of That Counts! I moved from South Africa to the UK about 5 years ago with my husband and now we live in South East London with our adorable kitten, Maggie. 

I studied English, Politics & Linguistics as an undergraduate and I also hold a masters in Development Studies. When I’m not working, you’ll probably find me behind a sewing machine. 

Tell us about your experience prior to launching your business:

It all started when I was about 7 years old and created an aptly named ‘Box for Selling’ in which I drew pictures of my family members and sold them back to them. Safe to say the business model was a little flawed but that didn’t stop me! 

I ran various businesses back in South Africa, before moving to London around 5 years ago. This included Oh, Risotto!, which I started with my husband - we sold a selection of traditional Italian arancini at local markets in Durban, South Africa. We sold the business four months after starting it, just before we moved to London. 

In the UK, I started working at Cancer Research UK as an Innovation Manager within a multi-disciplinary team that designed user-led solutions surrounding the prevention and early diagnosis of cancer.

I then joined the Fundraising & Marketing team to work as an Innovation Specialist; leading user research, gathering insight and ideation. We tested and built products & services that aimed to create impact and drive new revenue streams.

And here we are today - I’m now a creative entrepreneur running That Counts, an impactful gifting business, as well as working as a wedding photographer and online educator!

How do you set yourself apart from other businesses in your industry?

That Counts isn’t just about giving thoughtfully curated gifts; we want to make sure that the gifts you send make a difference. We pride ourselves on working primarily with small, local and purpose-led businesses. That way, you know your purchases are supporting people & causes - because ultimately, it’s more than just the thought that counts.

We know that sometimes it’s overwhelming to try and do good in everything you do, all year round, so we’re making it easier to make a difference when and where you can. In a way, we’re championing small changes that really do have a big impact. 

Also, we’re really into non-traditional gifting! On our website you’ll find a whole host of gift boxes perfect for those ‘just because’ occasions. We don’t think gift giving should be limited to birthdays and new jobs!

Describe your business in 3 words:

Impactful. Curated. Thoughtful. 

What do you think gives a brand longevity?

Honestly? KINDNESS. It’s becoming easier to create businesses with great branding, so that’s not enough anymore. Branding is all about how you make people feel, and creating and building a brand around kindness is the key to long term support.

So often acts of kindness are overlooked in favour of more ‘strategic’ decisions, but I’m just not interested in building a brand that doesn’t believe, champion and prioritise kindness and impact.

What would be your top three tips to fellow entrepreneurs to look after their mental health?

Get coaching or mentoring. Investing in one to one coaching is the best thing you can do for YOUR mental health. Every business is different, and every entrepreneur is different. Understanding what makes you tick, what’s good for YOU, and where you need to give yourself a break is invaluable.

Surround yourself with likeminded people, who have the same ambition and values as you. Realising you’re not alone in all of it helps massively.

Get so clear on your goals and path that you don’t really need to compare your journey with others. I think comparison seeps in so easily and affects mental health. But I’ve found having a clear picture of what I’m doing, and why I’m doing it helps keep some of it at bay.

Any moments where you thought you’ve bitten off more than you can chew?

Almost every day! I have a chronic habit of over committing and then powering through. Most recently we designed and released an advent calendar that we brought to market in less than two months. Considering we’re in our first year and the high competition around advent calendars, this was a big big risk for us to take, and we’ve definitely pushed ourselves with it!

How did you conquer those moments of doubt that so often affect entrepreneurs or stop many with great ideas – what pushes you through?

I think knowing that everyone has doubt but just does it anyways is pretty comforting. My background in innovation consulting has taught me to chase big ideas without fear, knowing that no matter what, you’ll learn loads along the way. And if you take one big step forwards, like renting a studio space, hiring an employee, ordering loads of stock - you’ll really have no choice but to push through with tenacity, audacity and a smidge of fear.

Do you have a morning routine or ritual to get your day started on the right foot?

We’ve recently gotten a kitten, who likes to sit on me first thing in the morning and purr while asking for attention. So I start my day stroking Dame Maggie, who has a ‘no phones while petting’ policy that makes sure that my notifications aren’t the first thing on my mind.

While sipping a delicious cup of coffee (like everyone, we became home baristas during lockdown), I’ll trawl through my emails, see how my marketing is doing, and if we’ve got some sales over night.

I have three businesses that I run with no full time team members, so almost everything is automated and set up to run through notifications, so while slowly waking up I can get a very quick sense of what’s happening in my businesses and what I need to tackle that day.

I have a studio a short walk away from my house, so after saying goodbye to the cat and my husband, I’ll head into the office to pack some orders and get to work for the day!

What social media channel would you say has worked the best for your business and why?

As a photographer I’m always going to feel most at home on Instagram. Being able to create visual, image heavy content is always such a joy, and my team and I like to experiment with all the new features instagram brings out.

Our brand is very visually satisfying, and we can’t help but create satisfying time lapses while encouraging and reminding people to gift!

If you could be in a room with 4 entrepreneurs, who would they be and why?

That’s easy.

Tina Roth Eisenberg of SwissMiss, Tattly & Creative Mornings - a heart led, passionate entrepreneur who puts people at the heart of everything she does. She’s also bring joy, laughter and fun into the room.

David Hieatt founded Hiut Denim, the DO Lectures, and the DO books is another founder who puts heart, impact & people at the heart of his businesses. He’s also invited so many incredible entrepreneurs to his annual DO lectures retreat - so you know he’s full of wisdom!

Marcia Kilgore - an absolute icon and serial entrepreneur. Marcia has founded and build multiple major brands (FitFlop, Soap & Glory, Beauty Pie) all while remaining authentic, focused and determined to succeed. Her zen & calmness is something I could only dream of having while building a business.

Yvon Chouinard - the reluctant businessman himself, the founder of Patagonia. Yvon is the godfather of ethical, socially conscious retail, and would be an inspiration to listen to!