Each week, we ask small businesses some key questions. This time we speak to Susan (Sooz) Chirino, who runs reflective outdoor clothing and accessories firm Sansooz in Berry Street, Aberdeen
How and why did you start in business?
I reckoned that joggers, cyclists and workmen are the people who mostly choose to wear reflective garments.
I also realised that kids become fashion conscious when they start school, so may choose not to wear safety armbands and other unfashionable reflective items. This led to the light bulb moment – if I could make these reflective items fashionable and stylish, people would be more likely to wear them.
My designs are created with reflective elements as part of the design. Imagine a little girl wearing a pink winter coat covered in a flower pattern – the petals will be reflective and seen normally during the day as part of the design, then transform into a highly-visible reflective garment at night.
How did you get to where you are today?
I have an HNC (higher national certificate) in fashion and textiles from Aberdeen College and a BA honours degree in textiles from Grays School of Art.
I’ve been lecturing in fashion & textiles at North East Scotland College for the last few years.
Once I had the business idea, I made up samples at my kitchen table in my spare time.
Who helped you?
Business Gateway has helped a great deal and support service Interface provided assistance to help me collaborate with the textiles team at Duncan of Jordonstone College of Art and Design in Dundee to turn my samples into professional windproof, waterproof reflective fabrics.
I am a member of the Federation of Small Businesses, and knowing you have a wealth of back-up at the end of a phone is reassuring.
On a personal note the support of my husband, Mark, is invaluable.
What has been your biggest mistake?
I don’t think I’ve made it yet. Whatever it is I will, hopefully, learn from it.
What is your greatest achievement?
The journey from taking the initial idea and turning it into a business has been very special.
I am proud to be a British business, with good ethos and British manufacturing, and that my products will save people’s lives. I want to give something back to the community, so a small proportion of each sale I make will be donated to road safety charity Brake.
I recently entered a business competition, The Pitch, and am honoured to have been shortlisted as one of the country’s top 100 business start-Ups. The winner will be chosen by public vote.
If you were in power in government, what would you change?
That’s a tricky one. I’d have to get back to you.
What do you still hope to achieve?
I want Sansooz to save lives worldwide. I’m working on my first fashionable reflective collection for adults and children’s coats and bags, and these will be available soon at our online shop. I have lots of ideas but am taking one step at a time.
What do you do to relax?
The past few years have been pretty hectic as we moved house and are still decorating.
I love cooking, fine dining, live music, theatre and, when I get the chance, travelling. I want to learn to fly and sail – these are on my bucket list.
What are you currently reading, listening to or glued to on the TV?
I love watching Masterchef, The Great British Bake Off and The Chef’s Protege. I also like Dragons’ Den and some people have suggested I go on it, but for now I’ll just watch it until I’ve plucked up some courage.
What do you waste your money on?
I don’t waste money. I love fashion and textiles, and confess to having three wardrobes full of clothes, handbags and accessories. I think it is money well spent – everything gets worn, used and eventually donated to charity.
How would your friends describe you?
I phoned my best friend, who said I was creative, professional, meticulous, astute and glamorous. I owe her a drink.
What would your enemies say about you?
I don’t have enemies.
What do you drive and dream of driving?
My husband and I share a 4×4 BMW X3 and a cheeky Mazda Niseko Convertible. One’s great for winter and the other for summer. I wouldn’t change but I’m aware my lovely husband has his eye on an Aston Martin.