Lydia Kirkland
Co-Founder, GIMME
Lydia Kirkland is Co-Founder of GIMME, an inspired and affordable accessory brand, which started from hair accessories and has now evolved to specialise in earrings, necklaces and bracelets. Lydia co-founded the business with her business partner, Mizpah King, to help make women feel good. The company’s aim is to offer customers a range of inspired, affordable, accessible pieces that can elevate a look in an instant. As women themselves, they know that something as simple as popping on a pair of earrings or layering some necklaces can completely transform an outfit (without having to buy a new one!).
GIMME’s offering began purely as hair accessories, but as the brand has grown and trends have evolved, they have adapted and today, now offer all kinds of accessories. As well as earrings, necklaces and bracelets, they’ve also dabbled in silk scrunchies, headbands and fanny packs. The business began after Mizpah and Lydia discovered they wanted to explore their ‘inner creative tendencies’ and own something of their own. They had never envisaged that the business would develop into what GIMME is today, after starting out cutting and sewing hair scarf’s on Mizpah’s kitchen table. As a purely e-commerce store, GIMME have found that keeping the product exclusive to their own online channel has worked best for them, even after exploring wholesale options.
Early career and the evolution of GIMME
After starting out chasing her early dreams of becoming a ballerina, Lydia went back to university to study a journalism degree. Whilst at university, she entered the world of television, working as a publicist, production assistant and eventually as a breakfast TV producer. After a brief stint as a presenter, she hung up her TV boots and focused on her writing, taking up an entertainment reporter role at News Corp.
She had barely even sunk her heels into her role at News Corp before GIMME (formerly Scarfy Official and TROVE) showed potential and Lydia had a burning desire to give it her all, leaving her day job to focus on GIMME full-time. She says, ‘with business, the saying ‘you get out what you put in’ really rings true and just like a child, a small business needs to be shown lots of love and patience and tolerance!’
Lydia’s Future and the Future of GIMME
One day, Lydia hopes to explore doing a pop-up in collaboration with other female-led brands to trial what a physical store presence may be like. She says ‘I do feel jewellery and accessories can be quite personal, so it would be interesting to see whether having customers touch and feel the product will help grow GIMME even further.’ Over the next five years, Lydia intends to continue to evolve GIMME and capitalise on their 2.5 years of growth, with exciting hopes for the future.
A key area that she aims to focus on is building the loyal community of #GIMMEGirls. Having customers returning to purchase products time and time again are each an incredible achievement for the brand. Lydia says, ‘as a co-founder/co-owner, you never feel completely satisfied (or maybe I’m just a perfectionist?), so it always feels as if more can be done or something can be managed more efficiently or you can cut costs here, outsource this and do better at that.’
GIMME continues to explore new products, collections and content. The advantage that the business has by being small is that they can test things before overcommitting. If things aren’t working, the business has the ability to pivot, and if they are working, they can capitalise! Lydia thinks that now, more than ever, it’s important to offer customers more than just a good product, saying ‘We are all looking for reasons to connect with a brand and to align with their ‘why’. There are so many opportunities to branch out into new avenues (excuse the pun). A podcast? An online magazine? A transition into custom-only pieces? The possibilities are endless!’ Front of mind for the business is to ensure that they don’t become complacent, especially in such a highly saturated market where there are multiple brands competing for the same customer.
Reflecting on success
Looking back at the last few years of success, Lydia says her some of the businesses greatest achievements include when Jesinta Franklin wore a custom GIMME piece in her hair to the Melbourne Cup. Lydia and Mizpah worked with highly respected stylist, Jess Pecoraro, to create the piece and it was certainly a ‘pinch-me moment’ for both seeing photos of Jesinta flood Instagram. Lydia also considers the business surviving COVID-19 as a career defining moment for her. There was a reasonable concern that people would lost interest in discretionary items, so they worked harder through this period than ever before, observing that now it feels as though they are being rewarded for their efforts and tenacity.
Outside of GIMME
She loves spending time with her husband, two children, family and friends. Being a bit of an extroverted introvert, Lydia is also happy to have quiet days and nights at home. Every morning starts with a walk around Bondi with her husband, where they get the opportunity to bounce ideas off one another. After this, she returns to start her day, following a to do list. She admits ‘I’m definitely a list maker – nothing better than crossing things off and feeling accomplished!’.
Pivotal Figures and Inspiration
Her favourite quote is “find opportunity amid chaos,” which is always a good reminder when things get a little too much. Lydia says this sentiment has been helpful during COVID-19 because ‘instead of succumbing to the overwhelm, we really pushed ourselves to innovate and create. In other words, find the opportunities in amongst the chaos!’ Both Lydia and Mizpah connected with several female small business owners which allowed them to be able to uplift and expand their network and share experiences with others who have been through similar circumstances. One person that really stands out as an inspiration to Lydia from this group is Tori Clapham who is founder of Peaches Pilates. Lydia says ‘her work ethic, her desire to create community and her passion is second to none. Tors is constantly looking for ways to help and support other women too. She is also just a damn good human who always offers an intelligent perspective to situations. She’s going to be one of those women you read about in a ‘Top 50 entrepreneur list’ – you heard it here first!’
Want to and out more about Lydia and GIMME?
Lydia’s Instagram: @lydiakirkland_
Website: https://gimmestore.com/
GIMME’s Instagram: @gimmestore__