I read “SEO For Dummies” (seriously!), and developed an SEO strategy that didn’t cost a cent. Over the next year we focused on creating digital content for our audiences, which has contributed to huge growth in our website traffic
Nadean Richards, CEO and co-founder of One Fine Collective
Nadean Richards, the CEO and co-founder of One Fine Collective (OFC), has spearheaded an enigmatic marketing platform and exhibition company that has garnered global recognition for its innovative strategies, meticulously curated products, and exceptional service providers.
Fueled by her passion for excellence, Nadean has propelled OFC to incredible heights of achievement. Their flagship events, including the One Fine Baby Expo and the One Fine Day Wedding Fair, annually attract over 50,000 enthusiastic customers in search of the finest offerings in their respective industries. Additionally, OFC’s digital platforms have amassed an impressive following of 25 million individuals.
Bridging the gap: The Birth of One Fine Day Wedding Fair
Reflecting on her journey, Nadean reminisces about her early days as a Chartered Accountant at KPMG. However, her innate creativity and love for photography soon unveiled a void in the market—an opportunity for a fresh and refined approach to bridal fairs.
Nadean, alongside two industry colleagues, seized this vision and brought it to life in 2012 with the creation of the One Fine Day Wedding Fair. This event swiftly gained recognition as a prominent platform for industry professionals and couples seeking carefully curated products and sought-after wedding vendors.
In 2013, Nadean’s life took a beautiful turn as she embraced motherhood. Drawing inspiration from her personal experiences, she expanded the scope of One Fine Collective to encompass the realm of parenting. This expansion gave birth to the highly anticipated One Fine Baby Expo, a unique event catering to the needs of expectant parents and beyond.
“After having my first child shortly after, I noticed that there was a gap for the type of baby expo I wanted to attend – a creative and stylish shopping exhibition that was full of big and boutique brands all under one roof.
We needed to bring Instagram to life! One Fine Baby Expo was born in 2014, and with four expos in Sydney and Melbourne each year, One Fine Baby has become the go-to expo catering to bump, baby, and beyond. One Fine Collective celebrates life’s greatest milestones, weddings and babies – I’m so lucky to be able to work with incredibly inspiring businesses in these industries every day!” shares Nadean.
With four expos held annually in Sydney and Melbourne, One Fine Baby has emerged as the premier destination for all things related to pregnancy and early childhood. Today, One Fine Collective’s marketplace showcases a diverse range of products from over 100 established and emerging boutique brands.
Navigating challenges: Adapting to the impact of COVID-19
Acknowledging the substantial challenges posed by the COVID-19 pandemic to their primarily exhibition-based business model, Nadean displays determination in adapting to the situation. She focused on expanding their digital presence and capitalizing on the recently launched online marketplace, which experienced significant growth throughout 2020.
Nadean shares her approach, saying, “I read ‘SEO For Dummies’ (seriously!) and developed an SEO strategy that didn’t cost a cent. Over the next year, we focused on creating digital content for our audiences, contributing to huge website traffic growth.” Nadean takes pride in revealing that One Fine Baby has become one of the largest parenting platforms in Australia, attracting over 20 million page views annually.
“From a staffing perspective, I also focused on bringing as much of my team in-house as possible. Previously, we had outsourced web development and digital marketing to agencies with varied results. As the businesses scaled, it made much more sense financially and logistically to bring on a full-time developer and digital marketing lead,” she adds.
Innovation at its core
International expansion was definitely the steepest learning curve for me, and knowing what I do now, naivety was definitely a catalyst for succeeding.
Innovation stands as a cornerstone of Nadean’s entrepreneurial journey, as she constantly seeks new opportunities to create something unique. She explains, “Our exhibitions are Instagram brought to life; they’re stylish, creative, and unlike any other wedding or baby expo. We’ve seamlessly integrated our exhibitions and digital content to provide brands with a truly omnichannel opportunity for exposure.”
This integration has proven successful, prompting Nadean to expand One Fine Collective internationally. Inspired by conversations with vendors at One Fine Day, she launched the trade-only exhibition, One Fine Day Bridal Market, in New York and London. The event quickly became the most sought-after trade exhibition during New York Bridal Fashion Week.
While international expansion presented steep learning curves, Nadean admits that her naivety played a role in her success, stating, “If I had known the mountain I had to climb, I’m not sure if I would have had the guts now.”
Building relationships has been instrumental in the growth of One Fine Collective, and Nadean acknowledges the significance of conducting business with people they like. She notes, “It was through conversations with some of our One Fine Day vendors that I noticed an opportunity to expand One Fine Collective internationally.”
Nadean’s entrepreneurial insights
I learned that people like doing business with people they like, so it’s very important for relationships to be your key focus
Drawing upon the lessons learned throughout her entrepreneurial journey, Nadean imparts valuable advice. She emphasizes the importance of not naming a business after oneself to facilitate scalability and eventual sale.
Additionally, she highlights the need for vigilant cash flow management and maintaining a positive outlook in the face of adversity. Nadean believes in staying ahead of the competition, listening to customers for innovation and opportunity, and making swift decisions to maintain momentum.
Reflecting on her own entrepreneurial journey, Nadean shares several invaluable insights that have shaped her approach to business:
- Branding: Avoid naming your business after yourself, especially in service-based industries. This prevents over-reliance on your personal presence, making scalability and eventual sale more challenging.
- Cash Flow Management: Keep a vigilant eye on cash flow, especially when you have staff. Stay on top of tax commitments to ensure sufficient liquidity for meeting payment obligations. Maintaining a separate bank account can be helpful in this regard.
- Resilience: Maintaining a positive mindset in the face of adversity is crucial. Despite encountering rejection and criticism, believing in your vision, understanding the numbers, and trusting your instincts can lead to success that others may not envision.
- Reflecting on the Journey: Embrace the fact that the entrepreneurial journey is filled with excitement, busyness, frustration, and hardship. Over time, the pieces will fall into place, providing clarity to the path you’ve taken. There is no magic formula for success.
- Staying Ahead: Strive to stay ahead of the competition by constantly looking to the future. Aim to be the best in your industry, maintaining a position of excellence and innovation.
- Cross-Industry Inspiration: Seek inspiration not only from your own industry but also from other industries and international sources. Adopting ideas and practices from diverse sources can fuel innovation and unlock new opportunities.
- Building the Right Team: Hire individuals who possess skills and capabilities that complement your own. Surround yourself with people who inspire you and contribute to a positive work environment.
- Customer Insights: Listen attentively to your customers, as they hold a wealth of knowledge when it comes to identifying areas for innovation and seizing opportunities.
- Focus and Specialization: Concentrate your efforts on one core area and strive for excellence within it. Avoid getting distracted by too many endeavors, as it can hinder remarkable accomplishments. Your product must effectively solve a problem or be the best in the market to succeed.
- Decisiveness: Make prompt decisions, as indecisiveness only wastes valuable time. Even if mistakes occur, learning from them while continuing to move forward is more advantageous than being paralyzed by indecisiveness.
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