Serena Francis currently lives in Hanwell but grew up between Acton and Hayes. For over seven years she has worked within the fashion wholesale industry looking after brands such as Joseph Ribkoff, Lipsy, Miss Sixty, Beyonce’s and Tina Knowles label House of Dereon. With the insight and knowledge she has gained over the years and the birth of her son Connor she finally decided to take the plunge and start her own venture – Melita Rose — an online shop featuring a wide assortment of jewellery and handmade candles made by her and her mum. The site is a perfect destination for a gift for a girlfriend or a little something for yourself…
WLM recently caught up with Serena:
What inspired you to start Melita Rose?
Before I had Connor I am ashamed to say I never really thought about laying bricks for the future. Then bang you have a child and the most scariest thing in the world is your child’s future?! Fashion is in my blood, so I wanted to do something where I could use all my skills put it into a business which I hope one day will be my full time career.
My grandmother Melita is a huge part of my life and she taught me some many life lessons, she always had a Jamacian saying for everything! One of my earliest memories of my gran is her love of roses – they were her pride and joy and they still are, my grandmothers front garden in Acton was always commented on my people walking by because she would have the most amazing rose bush! Alas the name is born for my company Melita Rose. My mothers name is called Rosanna and my middle name is Rose so the meaning behind the name is so significant and special to me.
What makes Melita Rose unique?
I started the business because I wanted to do something that I could be really proud of. I have achieved lots of things in my life — met some of my idols – Michael Jackson and Beyonce — but there’s nothing like starting your business! At the moment the website carries a small range of jewellery and accessories but I hope to expand the range even further by the end of the year.
One of my favourite products on my site is our very own range of Melita Rose hand-poured fragranced candles all made by my mother Rosanna. It’s such a lovely thing for us to do together. We have smelling nights where we test some many fragrances to pick the perfect scents for our customers. We really think about what frangrance people would like to burn in their homes or workplaces. The end goal of Melita Rose is to create a website where people can find something which is not all over the high street.
What are your plans for the business?
Good question. My vision is to expand the Melita Rose candle collection into diffusers other homes accessories. My dream would be sell our candle collections internationally in beautiful boutques. With regards to the website I would like to expand our product choice with a more accessories, kids accessories and unique home ware accessories.
What challenges have you faced?
Financially it has been quite difficult, I am such an impatient person and I want everything to happen now. Having Connor and starting a business has really put things into perspective. I now appreciate I have to patient but at the same time keep focused on my end goal. I have helped many fashions brands become successful so I am confident I can push Melita Rose to where it needs to be.
Can you offer any advice to women setting up their own business?
It’s hard to give advice because I am still finding my feet with running my own business too but I do regret not doing this sooner! I think you need self belief and sheer determination. Always take a look what is on the market , who would be your greatest competitor and make sure there is something different about your company. At the same time do not dwell on what other companies are doing if you really believe in your idea and if you think there is a gap in the market it will work. Talk to people , network and meet like minded people.
What is the most rewarding aspect of what you do?
A satisfied customer. I recieved an beautiful email from the very inspiring Katie Piper from Channel 4’s Katie my beautiful face saying how much she loved her candle and she put a picture up on twitter. We have also had a few singers love our products, Charlie Brown tweeted our “White Linen” scented candle and Leah Mcfall from BBC’s The Voice took a photo with one of the leopard print purses whilst she was in the studio working with Will.i.am!! It is very exciting when celebrities love your product as it helps create awareness. To be honest anyone who parts with their money to buy a product from the website which I created I am truly thankful and proud.
How do you juggle kids and work?
I went back to full-time work seven months after Connor was born because I was looking after Beyonce Knowles fashion collection called House of Dereon and at the time and I loved my job. I have been blessed to have the most amazing family unit around me including my partner James who works in the horticultural industry and we have a great nursery. There is nothing harder than juggling a child/children and work but it is something that I have to do and I know what I want my end goal to be so until I get there I have to put in all the hard work for hopefully a better future for my family.
Favourite restaurant in West London?
I love Highroad House in Chiswick and the Anglesy Arms in Hammersmith.
For more information on Melita Rose, please visit:
