Let's Get Down To Business: Emerald Brown

EMERALD Brown, 34, is an entrepreneur from Medmenham who runs ODD, which makes and sells luxury garden furniture. She is married to George, who also works in the business, and has a son and daughter. Emerald is the daughter of Muffin Hurst, who runs the Henley Children’s Theatre. Her personal interests include running and hiking and she is looking forward to the Henley half marathon, which takes place next month.

Describe your business

ODD makes and sells luxury garden furniture. We’re known for our “Old Rockers”, which are faithful (but improved) reproductions of the fabulous upholstered swinging sofas of the Twenties. We are proud to make everything here in England and keep the craft alive.

How many people does it employ?

We took over the business five years ago. We are an efficient three: my sister-in-law runs the day-to-day operations, my husband does finance and I do the marketing. We take on extra help in the summer for deliveries and we have our brilliant independent craftsmen who feel very much a part of the team.

What did you do before you took over this business?

I did marketing for various luxury brands but was persuaded by my husband to take this on instead of going back to work after maternity leave.

When did you start your business?

ODD was born soon after 2000. We’ve always had a slow-growth ethos, so it feels much younger than that. We still think of ourselves as a start-up in many ways.

Do you have a mentor or role model?

Less mentors, more idols. Christopher and Suzanne Sharp, who gave me my first job at The Rug Company. They very glamorously ran a pioneering, successful and (properly) creative-led business.

What would you do differently if starting again?

My advice to myself would be to slow down, set your goals strategically and make them happen. Don’t rush into things that aren’t important to your business or bite off more than you can chew.

How is your business doing?

It’s doing well with about 20 per cent growth in revenue this year. It has been a poor summer of weather but we’re pretty happy considering.

Do you compare on a regular basis?

We compare annually. We’re a very seasonal business, making pretty much all our sales in the months from March to September, so it makes most sense this way.

How do you market your business?

Our rockers are luxury items in their simplest sense; no-one needs an upholstered garden sofa. We talk about the important things for furniture: the longevity, comfort and our proud “Made in England” stamp.

What’s the best thing about running your business?

Not having to excuse yourself every time a child is sick or you’ve had a sleepless night.

What’s the most challenging aspect?

It’s a weight and a responsibility that you’re locked into and you definitely feel that. There are all sorts of sacrifices (pay/free time) but, all in all, it’s worth it.

Where is your business headed?

We’re launching garden parasols early next year and we’ll continue adding to our collection in ways that draw on our expertise in outdoor upholstery.

How important are online sales?

No e-com for ODD. We give our customers a very personal service helping them design their own rocker. There are dozens of individual customisations and we make each one to order, so it wouldn’t make sense right now.

Do you have a five-year plan?

I’m more of a one-year plan girl. Almost certainly a major flaw of mine.

How do you have a good work-life balance?

If by “life” you mean being a downtrodden servant to my two toddlers, then yes. But, in reality, no. It’s work-work, especially in the summer. But I’m getting a bit better at doing stuff for me.

Do you set any goals for your business?

We set financial goals at the start of the calendar year. We also set objectives and key results by department every quarter to help with focus. I refer to them daily when deciding what to do.

What’s the most valuable thing you’ve learned?

Marketing and being close to the quality of your brand.

What advice would you give to anyone starting a business?

Something that’s helped me in a small business is asking for help where you need it. There are excellent freelancers out there.

What’s the biggest mistake you’ve made?

We’re still learning to give everything due consideration and only taking on what we can do well.

How organised are you?

I have a very good and quite ruthless mental ranking system, so I make sure I get done what most needs to.

How are you planning for retirement?

Ask me again in 10 years and hopefully I’ll have a better plan.

What’s the secret of your success?

My success is building a business that I believe in, while living in the most beautiful part of the country.

What three qualities do you think are most important?

Take advice, plan well and stay focused

How do you dress for work each day?

I always dress so that I can roll around with my children, shift a rocker, or take off into the fields.

What do you read?

Reading keeps my own writing on the straight and narrow. It’s novels for me. I am so inspired by good fiction.

What change would you most like to see in 2025?

Some green policy changes from the new government.

Interview by Will Hamilton, intermediary and global marketing consultant, Hamilton Associates