Entrepreneur Interview – April Buchanan

April Buchanan
October 2, 2018
74 / 100

April Buchanan founded The Perky Lady in 2015 and since then has transformed the lives of hundreds of women through great fitting underthings enabling them to magnify the beautiful and confident woman within. An advocate for body positivity, avid lingerie and lifestyle blogger, entrepreneur, former copper, stepmom, dog wrangler, lingerie enthusiast, and “natural” redhead.

Entrepreneur Interview Q & A

  1. What is the name of your business? What does your business do?

The Perky Lady. We are a professional bra fitting and lingerie boutique that serves as a catalyst for women to change the perception of themselves in positive ways.

  1. Why did you get into this field? What opportunities did you see? Entrepreneur Interview - April Buchanan 1

The concept had come along from having many absolutely terrible experiences bra shopping myself. I always thought bra shopping should be an experience. Intimate, special, fun, and should make you feel empowered. What I found over and over again was the exact opposite. Cold retail stores with bulk uninspiring selections, less than enthusiastic sales staff and nothing that fit my body. I would stand in front of the mirror in the dressing room and feel absolutely horrible about myself – and I carried that around with me.  When I looked around, I saw other women struggling like I was. There was clearly a need for something less commercial and more personal. A safe place where women could come into a judgment-free zone with soft surfaces and feel empowered to express themselves. A stress-free place where they had colorful vivacious choices and feel like everything was made for them. Where their body concerns melted away and they left feeling like they could conquer anything. I didn’t just want to open another retail store, I wanted to create relationships. I wanted to influence my customers lives in a positive way through their visits. I wanted to give them the same experience I had when I discovered beautiful great fitting bras and lingerie.

  1. What have been your biggest challenges?

Entrepreneur Interview - April Buchanan 2Our biggest challenge has been reaching our true target customer. I had to take a step back and realize that while the vast majority of women have those same negative experiences I did and struggle with finding bras that fit, they may not be ready for a trip to The Perky Lady. As an entrepreneur, it is easy to think that your vetted solution to a wide-reaching problem is obvious and will convert the problem sufferers. That is not the case. Dealing with intimate apparel effects women very deeply both emotionally and psychologically. Things they have to overcome or find peace with to a certain degree first, before they may be ready to come in. Reaching those women who are at that point that are truly ready, willing, and able has been our biggest challenge.

  1. What has been your greatest reward?

When ladies choose to return to shop with us again, refer their friends, or bring their mother or daughter in to see us – that is the biggest compliment. What’s even better is when they tell you they’ve been transformed by the experience you gave them. I love hearing the shift in their mindset, body image and the things they’ve done in their life because of it!  Whether its as small as I started wearing a pretty robe for myself, or I had the confidence to go after my dream job – we celebrate their joy with them!

  1. If you could change something, what would it be?

America’s perception that lingerie is inherently sexual. Social media channels are constantly blocking and censoring legitimate content and positive messages containing lingerie and people in lingerie deeming it obscene. Lingerie is a broad term including foundations like bras and underwear (for all sexes). It includes loungewear, sleepwear, and shapewear. Provocative lingerie is only one facet. Lingerie is an art form, a medium of self-expression, an item of clothing meant to enhance and support the female figure. There is nothing wrong, dirty, or obscene about it. Furthermore, a person who chooses to wear lingerie, provocative or not, is not dirty, wrong, or obscene.

  1. What advice would you give to a new entrepreneur?

No one knows your business or your goals like you, so don’t ask everyone for advice or suggestions. Have confidence in yourself and your mission. It is a dangerous place to be in when you don’t have confidence in yourself. People can see it and it puts you at a disadvantage. Speak up, don’t be afraid to negotiate for your benefit, and don’t compromise your worth by feeling like you have to discount your rates or prices.

  1. Social Media. Yay or Nay?Entrepreneur Interview - April Buchanan 3

I hate it. I think smartphones and social media have done so much damage to our society and culture. For business, social media is a necessary evil. You have to look at the positives though. It is more cost effective than radio, tv, or print advertisement. It is a way for you and your business to have a voice. You control what you want your business to say and what value you provide. It is a way for your business and your name to travel farther than you ever could. If you do it right, you can grow authentic relationships and trust with your tribe.

  1. How do you market your products or services?

In the current business climate, some baseline systems have to in place. A digital presence that is consistent and across multiple platforms is crucial. Landing pages with minimal information don’t cut it anymore. Being an intimate apparel boutique, men and women alike have to know that they (or their partner) will be safe and cared for in order for them to come to experience The Perky Lady. I make sure that we are visible, transparent and easily found so that our message is consistent across every place they find us  – whether it is on Google, Facebook, Instagram, Twitter, or our website. We utilize top-notch SEO, sales funnels, targeted social media ads, and consistent posting of relevant content and videos. We are consistently collaborating with other local small businesses to solidify a loyal referral network and puts us in front of potential clients who may not have otherwise heard of us. For us, the personal touch is important so our biggest marketing efforts are done in person with our clients – encouraging reviews, providing special services for loyal clients, personal calls or correspondence. We have had great success with word of mouth referrals. While slow, it has the best rate of conversion and attracts more of our ideal client.

  1. If your business sells products, how do you handle production?
  1. What is unique about your business?

We bring the experience of a personal lingerie concierge to every client in a warm, fun and inviting atmosphere where lingerie is special and mysterious yet very much accessible to every size woman. Our selections are specially curated to look beautifully frivolous, but provide all the support you need for any occasion – showing that beauty and strength aren’t mutually exclusive.

  1. Sell me your product/service.

I don’t sell our products, I let the customer explore everything we have to offer and let her sell herself with the feeling that comes from the perfect fit and style.

  1. How can people get in touch with you? What’s your website url and contact information? Entrepreneur Interview - April Buchanan 4

April Buchanan

The Perky Lady

106 W Chatham St, Apex, NC 27502

919-589-2970

Web: https://www.perkyladyunderthings.com

Email: april@perkyladyunderthings.com

FB: https://www.facebook.com/perkyladyunderthings

Insta: https://www.instagram.com/perkyladylingerie

Pin: https://www.pinterest.com/perkyladyunderthings

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Julie Grimmett is a co-founder of North Texas M.A.D.E. She is passionate about buying local and supporting handmade. She is obsessed with fiber arts, is a Mom to three boys who inspire her, and is a self-described food enthusiast. Cassie is a co-founder of North Texas...

Entrepreneur Interview – Jennifer Bernstein

Jennifer Bernstein is a former full-time college English professor. Over the past twenty years, Jennifer has served on admissions and hiring committees, worked as an academic advisor to gifted freshmen and sophomores at a groundbreaking honors college, successfully...

Entrepreneur Interview – Deb Coman

Deb Coman of www.debcoman.com is a writer, editor and coach. Her love of words, books, letter-writing, libraries and teaching began when she was just a small child. She now helps entrepreneurs, authors, and energy workers create, edit and polish their written content....

Entrepreneur Interview – Malia Bracken-Downey

Malia Bracken-Downey, President and Founder of Yeepos LLC. designed and patented Velcro fleece leg warmers known as Yeepōs®.  Yeepōs® are a stylish fun spin on the traditional leg warmer. They are functional and easy to use. This revolutionary new product takes the...

Entrepreneur Interview – Karima Mariama-Arthur

Karima Mariama-Arthur, Esq. is the Founder and Chief Executive Officer of WordSmithRapport™. Prior to this, she spent more than a decade working exclusively with corporate litigation based firms where she focused on corporate compliance, commercial transactions, and...

Entrepreneur Interview – Kelly Jackson

Kelly Jackson serves as Executive Director of a non-profit organization called StandUp! For Change, which was derived from her childhood. Kelly’s grandmother was a community caretaker. They spent most of their summers cleaning peoples’ houses, yards, laundry. What...

Entrepreneur Interview – Deb Bixler

A chef turned inspirational speaker, Deb Bixler is a party plan training guru who focuses on direct sales training programs and education founded in real action steps that work for direct sellers. Deb teaches direct sales marketing skills specific to the home party...

Entrepreneur Interview – Dianna Sandora

Amazon Best Selling Author, Dianna Sandora, lives in Fort Myers, Florida. She has over 30 years of sales, customer service, and training experience. It is her mission to use her optimism and enthusiasm to motivate and inspire you to appreciate yourself and those...

Entrepreneur Interview – Al Wagner

Entrepreneur Al Wagner is President and CEO of TruPayroll, where they are satisfying a niche market in payroll services on a national level in all fifty states. They identify and provide an online payroll processing solution for companies with 150 employees or less....

Entrepreneur Interview – Chrissy Liu

Entrepreneur and Personal Shopper Chrissy Liu is currently in the process of a private launch of her on-demand personal shopping business for men, which promises “Clothes delivered to you only when you need them”. Interview Q&A: 1. What is your business/Business...

Entrepreneur Interview – Lindsay Marles

Entrepreneur Lindsay Marles is the founder and CEO of Austin Lloyd. She has a background in management consulting and product marketing as well as experience in the baby goods and logistics industries. She received her MBA from Duke University. Interview Q&A: 1....

Entrepreneur Interview – Gina Mortimer Storr

Entrepreneur Gina M. Storr, along with her husband, owns a Communications and Online Business Coaching Firm.   1. What is your business/Business Name?  What does your business do? SeaStar Connect - We are a Communications and Online Business Coaching Firm. We...

Entrepreneur Interview – Stephen C. Allison

Stephen C. Allison Biography Stephen Allison is a former US Naval Officer, from Kansas City, Missouri. He let the good times roll in New Orleans where he attended Tulane University and he earned his MBA from Duke University’s Fuqua School of Business. Stephen has been...
Entrepreneur Interview – Clyde Prestowitz

Entrepreneur Interview – Clyde Prestowitz

Clyde Prestowitz is the founder and president of The Economic Strategy Institute. This is a global think tank that deals with issues of global trade, investment, and security. Previously he was Counselor to the U.S. Secretary of Commerce, Chairman of President Clinton’s Commission on Trade and Investment in Asia, a member Intel’s Advisory Board, and an advisor to many leading CEOs and governments. He is the author of seven best selling books and speaks six languages.

Entrepreneur Interview – Silva Mirzoian

Entrepreneur Interview – Silva Mirzoian

After having hit rock bottom, both personally and financially, Silva Mirzoian has reinvented herself, and has become the leading expert in helping others to jumpstart their personal and professional lives. She is an author, entrepreneur, lifestyle developer, transformational trainer, and creator.

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How to Avoid Delays When Delivering to Customers

In today's competitive business landscape, delivering products to customers on time is not just a courtesy; it's a necessity. Delays in delivery can lead to dissatisfaction and harm a company’s reputation, especially for female entrepreneurs who are striving to build...

Work Remotely Without Working from Home

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Working from home offers a unique blend of comfort and convenience, creating a workspace that is both personal and professional. Your home becomes a versatile canvas where productivity meets comfort, and your creativity flourishes in familiar surroundings. From the cozy corner of your living room to a dedicated home office, the possibilities are endless. With the freedom to choose your workspace, you can design an environment that suits your workflow, whether it’s the tranquility of a quiet room or the vibrant energy of a sunlit nook. Working from home provides the flexibility to customize your surroundings, making it the ideal place to turn your aspirations into accomplishments.

Why You Need to Avoid Overworking Yourself

Why You Need to Avoid Overworking Yourself

The demanding landscape of entrepreneurship often celebrates burning the midnight oil as a pathway to success. While hard work is undeniably critical, overworking oneself can lead to adverse effects that are often overlooked in the hustle to meet deadlines and...

How to Expand the Services Your Hair Salon Offers

How to Expand the Services Your Hair Salon Offers

Running a successful hair salon involves staying attuned to the evolving needs and preferences of your clients. One effective strategy to keep your business thriving is by expanding the range of services you offer. By diversifying your offerings, you not only attract...