3 Hats Imaginative Food Merchants has a well-earned reputation for producing and delivering gourmet gifts for all occasions. Joanne Kessell started the business eight years ago, building it from scratch into a thriving company today.
Where did the idea for 3 Hats come from?
It was the combination of a passion for chocolate and a personal desire to achieve. I identified a gap in the marketplace, which was the need for non-traditional, up-market chocolates in Australia. So I started 3 Hats and now we produce Columbo chocolate covered coffee beans and a delicious range of Ashmore’s naturally-dried fruit, encased in chocolate.
What gave you the courage to move into your own business?
I was unemployed at the time and thought that I really had nothing to lose by trying!
Where does your motivation come from?
I am continually motivated by the fact that I have created a successful business from basically nothing. The business has grown to a stage where I now have a very clear and realistic vision of making it a well-known brand around the world. That is my driving force.
Who or what keeps you inspired?
Ultimately it is the love of creating products that people want to buy that keeps me inspired. People enjoy the service I provide and that makes me keep working harder.
What has been the biggest hurdle since starting the business eight years ago, and how did you overcome this?
business is always full of hurdles. Every problem feels utterly crucial at the time but once it has been overcome, it seems so easy. Initially, I had a lot of difficulty with cash flow. Having now developed a strong relationship with the bank, I have more control over the business debtors and maintain good financial systems to ensure that it is not a day-to-day problem anymore.
What are your three key strategies for success?
Customer Service! Customer Service! Customer Service! Look after your customers, and know what they want is the best way to keep them coming back time and time again.
If you had your time again, is there anything in business that you would do differently?
Yes, I would have a different name for the company than ‘3 Hats’. We manufacture and sell a number of different ‘brands’, however for marketing and branding concepts, I would rather just have the one brand name.
Is there any advice you would like to offer others starting their own business?
Don’t spend beyond your means and monitor your cash flow very carefully. You also need to be aware that good ideas cost money to implement.
Where would you like to see your business five years from now?
In five years time I would like to see 3 Hats as an internationally recognised brand.
For more information about 3 Hats Imaginative Food Merchants, please contact Joanne on (03) 9417 7700 or by email: gifts@3hats.com.au
