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#001: Rikki Beier talks about her wool baby wear start up Ikki Small But Brave

Rikki Beier from Ikki

Founder Rikki Beier launched her start up Ikki Small But Brave in 2014 bringing soft merino wool baby wear to the Chinese market. In this episodes she shares insights what it is like to be a start up in China.

About Rikki Beier

Ricci  Beier (born and raised in South Africa to German parents) is the founder of IKKI small but brave an infant/toddler brand making high end merino wool products for 0-4 year olds. Wool is Ricci’s passion. Coming from 3 generations of wool processing it was clear that she would herself want to pass on this passion.

With a degree in textile engineering from Germany, 7 years work experience in Biella Italy, the central for high end yarns and luxurious fabrics including wool and 8 years in China helping to build Indochino a company specializing in mens custom made suits, she decided to provide a solution for moms looking for certified quality product – a big need she felt had not yet been properly met in China. Wool was the natural answer because it has so many benefits.

IKKI was founded because Ricci wanted to do something meaningful that could have a positive impact on society and the way mothers and fathers make consumer choices. Giving back is at the core of the business model with a percentage of all sales going to children in need.

Connect with Rikki Beier here:







Key Timestamps

01:56: Introduction of Ikki
03:43: Chinese Wool Consumers
05:15: Educating Consumers about Wool
08:50: Selling your story – People buy what you believe in
10:50: Explaining the wool story and in addition to all the other benefits of the product
12:40: Social Media and creating content around your brand’s story
15:30: Ikki’s number one challenge in the business today
17:40: About fabric development in China
21:0: What was the biggest challenge at Ikki in the past
22:05: Key learnings
24:50: PR opportunities and sales strategy
28:34: Giving back to community
30:34: What is the right price for wool
35:00: How can the wool industry support wool start ups
37:00: The Rikki and Ikki connection
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About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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