What kind of work do you do?
Back in 2015, I started a skincare company called Trefiel which I grew from 0 to 10,000 customers in 18 months.
Then I moved into coaching and consulting women on how to build multi-million-dollar product businesses and that’s what I do at 10k customers now.
Getting eCommerce to work properly is so much harder than what any ad you’ve seen in your Facebook feed says. It’s not a “build a website and BOOM! Million of dollars of sales of your product”.
For most people, it’s a huge challenge. You can’t figure out how to get people onto your site, and then when you have some success with that, you then struggle to get them to convert.
And let’s not even get to what happens when you start getting tens of thousands of orders every month… that becomes a logistical nightmare.
That’s what I help women navigate through, successfully.
What do you love about it?
Product businesses are so much fun, but also they have an ability to change the many lives of the customers that buy from you.
It’s not just about selling hundreds of thousands of units of your product (although that’s really nice too). It’s seeing the customers that took your product and helped themselves make a lasting impact in their life.
But there’s another, larger, reason that I love what I do. Sadly, only 3% of women that start companies ever get to $1m a year in sales.
So while I’m really passionate about the value of product businesses and their contribution to the world, the reason I work with the people I do is because I feel a moral obligation to help as many women break through that ceiling.
So far, I have an excellent record with that and I love watching women become the powerful CEOs that they were always meant to be.
What’s your ‘why’ in life? What drives you?
As depressing as it is, what drives me is the fact that so many women who start companies will ultimately never be successful.
They’ll never build a company to the point where its revenue allows them to take a real salary – a salary that they’re worth.
And it drives me endlessly, because I know that any time I spend with someone – from coaching someone for years, to running a workshop that they attend, to having a 20-minute conversation – increases the likelihood that they’ll achieve that.
Hanging out with rich, successful women helps you become one of them and I see my presence in this space, regardless of whether someone buys from me or not, as absolutely necessary in helping women build their companies to $1m or more in sales.
Why are you a member of the Vegan Women’s Leadership Network?
I love seeing women shine in business, and even more so when they’re heart-driven people like vegans often are.
To be surrounded by women like yourselves inspires me every day.
What’s been the biggest highlight or ‘wow’ moment of your career/business/professional life?
The fact that I’ve built a $1m consultancy in 2 years, selling ideas, concepts and processes that I learnt in the trenches of my first company.
Most of my business is my own intellectual property – people pay me huge amounts of money to get access to that and to this day, this far in the journey, it still amazes me and excites me to continue learning and honing my skills.
How do you handle failures, fear and disappointment?
One of my favourite things to do when something bad happens is sitting down with my journal, a big fluffy blanket and a cup of tea.
Then I let the tantrum, rage-filled toddler inside me pour all my anger and disappointment and upset onto the page. This is the most important part. I don’t try to coach myself out of feeling the pain, I just let it all out. And cry.
Then, I let my healthy adult version of myself take over and cross out in a red pen all the things which aren’t true and correct it.
By the end of this, I not only feel validated in my hurt, but I’m also comforted enough to get back on the phone or back into my business.
It really works – Try it out.
What would you tell your 16-year-old self?
You’re not going to be a millionaire by 23, but you should do the work anyway.
Which women inspire you and why?
My coach, Leela Cosgrove, is one of the most inspirational women I know. She’s an incredible CEO and someone whom I respect, admire and learn from every single day.
Funnily enough, the other women that inspire me are her clients – Emma Greyson, Yuan Feng-Li, Katrina Hillard. I feel so lucky to be surrounded by so many strong women who don’t just talk the talk, but walk the walk of running multi-million-dollar companies.
What’s been the biggest obstacle you’ve faced and how has it helped mould who you are now?
Leaving my first skincare company was a huge obstacle. I didn’t know who I was if I wasn’t “the skincare girl”.
It took me 12 months of panicking about what I was going to do next and who I was if I didn’t have a business.
Looking back on it now, I wish I could have just enjoyed the break.
What’s your super-power? What are you amazing at?
I’m an excellent marketer and sales person. It’s one of the reasons both of my companies have been successful and I know for a fact, it’s a skillset that is a) valuable and b) going to help me build this consultancy into a $20m a year company.
What brings you joy?
Riding horses. It’s a hobby I’ve picked back up recently but it’s been incredibly rewarding.
How do you define success, and how will you know when you’ve achieved it?
I’m successful already – I wake up every morning, I’m alive, my family are well and I get to grow my company. I don’t think there’s anything more successful than that.
What’s your vision for yourself and your business/career for the future?
I’m currently making the transition from pure product businesses to showing coaches, consultants and service providers how to add a product front-end to their business as a form of lead generation.
I had a client who had Australia’s largest subscription box for her niche, and when she got on the phone with her customers to upsell them into a larger offering, her customers were crying and shaking because they were so excited to speak to her and work with her after months and months of amazing value delivered.
I know that this is an incredibly powerful and profitable tool for helping amazing women bring more customers into their business, so I’m really excited about helping as many people as I can do that successfully.
Anything else you want to tell us?
I think if anyone’s reading this and they are doing lead generation, the usual routes – organic social, paid advertising – and it’s costing them a bomb, I want to say please reach out to me and see if a product front-end for your business will work.
This stuff is insanely powerful and the results I and my clients are seeing is insanely good.
Plus, as an added bonus, not many people are doing it yet, so the cut-through is enormous.
Lucy Bloomfield is an ex-retailer. She grew her eCommerce business, Trefiel, to over 10,000 customers in just 18 months, then decided to re-focus on helping online retailers replicate her success. She’s on a mission to help women use products as a way to create enormous value in their niche, and of course, bring more clients to their business.