BUSINESS ADVISORY SERVICE HELPS GIROTONDO GROW

Ernesta Dias, Girontondo Childrenswear

In 1992 Ernesta Dias left her job as a store manager for David Jones and bought a shop selling nursery furniture, which she named Girotondo ('merry-go-round' in Italian).

After 12 years in women's fashion, including buying, merchandising and store management, Ernesta wanted to run a business of her own. 

'I bought the shop just because I wanted to get some knowledge of small business and see what it was all about. I found the change was a bit hard, I had a good background in merchandising but not in the practical side of it: administration and follow-up, advertising, publicity etc.'

Ernesta decided to fill in the gaps in her knowledge by attending several courses in these areas through the Eastern Suburbs Business Enterprise Centre.

'The courses were very good - for example taxation, I learned all the things that you need to take care of. As a store manager for David Jones, I had a secretary who was keeping track of the invoices and payments, so I knew what had to be done theoretically, but the practicality was missing.'

Ernesta soon realized that the profit margin on the furniture was limited and in 1997 she abandoned the line altogether. She then expanded the range of children's wear and added manchester and some gift items.

Business improved and in 2000 Ernesta added toys to her product range. With the success of the shop she was able to turn her mind to other possibilities. A visit to Hong Kong as a translator for another business planted the idea of importing products herself, rather than buying everything through local agents.

Having been very happy with the first courses she had done through ESBEC, Ernesta came and discussed the idea with business advisor David Baumgarten. 'I had seen David at the courses and knew that he was always available to help and was very supportive.'

David suggested she do the Exporting and Importing course which proved to be of enormous value.

'You learn a lot about importing and the kind of money you really need to invest. It was a big eye opener and a terrific learning experience.'

With the shop now running at full capacity, Ernesta has been talking to David about making some of her own products. She has started importing blankets which she has had specially made for the shop and is using an Australian designer to create prints for children's raincoats and umbrellas.

'I would certainly recommend anyone to use the advisory service and to do courses,' she says. 'When you are in business you need to educate yourself. Even if you only get one idea from a course it's worth it.'

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