In
our
first
year
in
this
businesses
we
turned
over
somewhere
under
a
million
pounds.
We
were
selling
more
dolls
in
a
month
than
any
other
UK
company
(there
weren't
too
many
then)
did
in
a
whole
year.
We
achieved
this
by
offering
a
level
of
service
that
most
people
expect
from
the
likes
of
Amazon
and
by
being
friendly,
open
and
approachable.
Everyone
else
was
doing
the
crazy
hassle
and
hustle
and
we
were
focusing
on
our
service.
Everyone
else
was
on
the
breadline
(and
many
still
are)
whilst
we
were
profitable
and
reinvesting
in
the
business.
As
a
new
industry,
there's
nobody
else
to
copy
and
so
we
were
pretty
much
inventing
things
as
we
went
along.
We
were
the
first
to
import
dolls
directly
and
take
the
worry
away
from
our
customers.
Now
everyone
copycats
it.
We
were
the
first
to
declare
full
value
on
our
dolls
and
pay
full
rate
customs
on
them.
Most
people
still
don't
do
this.
We
were
the
first
to
inspect
the
dolls
and
repair
any
minor
defect
prior
to
shipping.
Some
now
do
this.
We
were
the
first
to
hold
dolls
in
stock,
ready
for
shipping.
Some
dabble
at
this,
but
either
can't
afford
to
do
it
or
don't
know
how
to
work
it
(we
can't
keep
enough
in
stock).
In
the
second
year
we
tried
some
things
that
kind
of
backfired.
We
outsourced
some
of
our
packing
and
shipping
and
standards
dropped.
Not
to
the
extent
that
anyone
really
noticed
but
we
did.
The
thing
is
that
no-one
really
cares
about
your
business
and
customers
as
much
as
you
do
and
so
we're
in
the
process
of
bringing
the
last
of
that
outsourcing
back
in
house.
Another
issue
were
the
changes
we
made
to
our
website,
which
were
essential,
but
meant
a
loss
of
google
rankings
(at
one
point
we
ranked
above
Amazon).
Thankfully,
they're
on
their
way
back.
Our
strategy
is
long
term
as
we
see
the
huge
benefits
at
the
end
of
this
rainbow
both
to
us
as
a
company
and
to
mankind
in
general.
There
are
markets
and
sales
we
don't
pursue,
as
such
pursuits
require
an
unsustainable
level
of
energy
and
are
often
actually
detrimental
to
you
as
a
business.
The
amount
of
thinking
it
takes
to
understand
an
industry
that
is
just
starting
to
take
off
is
mind
bending.
The
increasing
number
of
bedroom
competitors
who
spring
up,
thinking
they
can
grab
a
slice
of
the
pie
by
selling
counterfeit
goods,
tax
evasion
or
simply
misleading
customers
serves
ultimately
to
damage
the
industry.
We've
largely
ignored
these
and
focused
on
our
own
goals
but
having
now
achieved
them
a
focus
of
our
third
year
will
be
targeting
them.
Sure
there
are
many
short
cuts
to
sales,
a
lot
of
kiss
assing
or
just
sheer
nagging
and
repetition
that
will
get
you
to
where
you
want
to
be.
There's
a
better
approach
though
and
that's
thinking
about
everything
that's
wrong
with
the
industry
and
starting
to
put
it
right
in
your
own
way.
We've
dealt
with
many
shysters
in
this
industry
who
are
simply
interested
in
the
money
(the
sharks
of
this
world)
or
those
who
just
don't
have
the
vision
necessary
to
succeed.
You'll
notice
that
we've
dropped
various
manufacturers
from
our
lineup
and
you'll
soon
see
some
new
ones
-
those
with
the
vision,
work
ethic
and
business
sense
to
make
a
difference.
Cutting
ties,
often
to
our
own
temporary
detriment
but
in
pursuit
of
a
higher
goal,
is
the
best
form
of
homage
to
a
business
or
industry.
Our
main
focus
in
the
third
year
will
be
normalising
this
business
in
the
way
that
Ann
Summers
did
for
womens
lingerie
and
toys.
So
if
there's
a
time
when
you
feel
we're
not
talking
to
you
so
much
then
why
not
come
with
us.
Bring
this
into
the
open
and
become
the
public
envy
for
all
to
see.