This week's Thursday Showcase has a fashion theme and we feature the lovely Janan Leo who started CocoRose London eighteen months ago after her 'lightbulb moment'.

How did you get started in the fashion industry?
Growing up, I used to always wear trainers or flip flops and it wasn’t until I graduated that I became interested in wearing high heels and “dressing the part” for my new job! However, as much as I loved wearing high heels, I just couldn’t adjust and I used to lug around a pair of comfortable, bulky shoes as a back up solution to my heels. This problem remained with me for the next six years until one day in early 2007, I had my “eureka” moment to create foldable shoes that would tick all the right boxes; compact, practical, stylish and comfortable!

Over the following days, I drew inspiration from other opportunities that presented a need for my concept of folding shoes; commuters, weddings and other social events, travelling and driving. It took me approximately one year to develop my product from concept to launch and during this time, I worked on aspects such as design and product development, branding, marketing, fundraising and building the supply chain.

My background in new product development gave me the opportunity to gain experience in developing products from concept to launch and I equipped myself with additional skills, studying at the London College of Fashion to learn more about buying and merchandising and shoe design.

CocoRose officially launched in May 2008. We launched as an e-commerce website but I felt very strongly about being able to have the face to face conversations with customers as the product was such a unique concept. Over the summer weekends, we took at stall at one of London’s leading markets and this was invaluable for us as we got to explain to customers, first hand, what the concept and brand were all about. Very quickly, CocoRose’s product was picked up by one of the leading boutiques in the area and by autumn 2008, we attended our first trade show. CocoRose is now stocked in leading boutiques nationwide and we have just secured our first department store. We’re also stocked internationally and will be growing this next year.

Describe your proudest business achievement and your most challenging time?
When I look back and reflect on the past couple years since I have been working on CocoRose, I am amazed at how far we’ve come and there are so many proud memories and achievements. I will never forget the very first web order we had and I still get a buzz from every order that comes in. This goes hand in hand with the very first customer I saw walking across Euston Station in London wearing CocoRose’s shoes. I was skipping through hoops all day! It’s also very important for me to recognise the challenges we’ve faced and there are so many it’s hard to pick just one! We’ve recently had our biggest order to date and project managing the delivery and logistics of this, coupled with the pressured timelines to fulfill this has been a real challenge.

What is the best piece of business advice you've ever received?
Every challenge is a step closer to success! I always remember this when I’m faced with a tricky situation. It’s important to accept that you’re going to have knock backs along the way and learn what you can do better for the next time. On another note, Nike’s slogan is pretty good too - Just do it.

What two business people (past or present) inspire you and why?
Although technically two, I will count them as one. My parents have had their successful jewellery business for over 30 years to date and their passion and enjoyment for their business clearly shines through. If ever I need any advice or inspiration, they are my first port of call. Michelle Mone also inspires me with her entrepreneurial skills and it’s great to know that she developed such a successful brand and business based on her lightbulb moment!

What are your three favourite blogs or websites besides HSBC Women In Business?
www.net-a-porter.com for their amazing photography, trends and inspiration.
www.enterprisenation.co.uk for invaluable information about other home based businesses.
We also recently refreshed our website, www.cocoroselondon.com and we’re due to make it even better in the next few weeks!