The Bluebox Blog

Contributions from our professional team

Entrepreneur Series – Interview with Anna Whitehouse of Mother Pukka

May 31, 2016

With over 25,000 followers on Instagram, 5000+ likes on Facebook and collaborations with Citroen, Avon, The Times, London Evening Standard, and Glamour (to name just a few…) Anna Whitehouse, Founder of Mother Pukka, is laying down the foundations for what it takes to build an online brand. With an impressive resume in her hands, Anna previously worked as Vice  President at Time Out Amsterdam before writing about shoes and handbags for fashion labels such as Tommy Hilfiger before returning to London and setting up Mother Pukka.

Anna

Mother Pukka’s tag line is simply this, “For people who happen to be parents.” The honest, open, and transparent news forum gives mums and dads alike a platform to share their parenting knowledge.  Anna’s wit and charm is contagious and her passion for building Mother Pukka is admirable. We sat down to speak to Anna about her journey and how much knowledge you really do require to build a  digital brand.

Hi, Anna. What is “Mother Pukka” and when was the idea first conceived?

It was somewhere between sleepless exhaustion and a need to laugh a bit more at the crazy stuff. I felt overwhelmed by all the parenting forums and just wanted to talk to others about getting a wine bottle stuck in the cup holder of my buggy taking it to the skip.

What is the message behind “Mother Pukka”?

Fun, I suppose. That sometimes when everything seems to be going wrong, and it gets far too overwhelming, it can be an opportunity to laugh at how ridiculous you look standing there.

You are successfully building a digital brand, did you have prior knowledge to creating a business online? If not, how did you learn what the processes were?

I did a fair bit of social media for fashion label SuperTrash and Tommy Hilfiger before this. But it was really nothing more than photo research and whacking a caption on here or there. For the first three months it was hit or miss. I’d lose as many followers as I’d gain sometimes. That’s what I learnt, though – to be heard through all the white noise, you need to divide the crowds a bit. I don’t expect to be liked by everyone, I suppose.

How much control do you have over the content shared? How important is it for you to remain the voice of the brand?

I have one of my closest mates writing a column ‘Angry Bird’ every so often. She’s now launched her own blog, Brilliantly Ordinary and I love that we’ve grown together and now she’s doing her own thing, with an occasional toe in the water over on Mother Pukka. Other than that it’s my husband, Matt @papa_pukka who adds some brutishly masculine vibes to all my blather. In terms of it being important to be the voice of the brand? Not really, just can’t get anyone else to do it! Perhaps the urchin…

What’s the biggest challenge you have experienced with Mother Pukka so far?

Money. I’ve had to put in so much cash to get it even a tiny bit shiny. There was a time when I considered a two-for-one deal on jarred cockles in Sainsbury’s I was that skint. But it’s like any new venture; you’ve got to go back a few steps to edge forward an inch.

For anyone thinking of starting their own business, what would you say to them?

Be prepared to pick yourself off the floor every other day and get a grip of insecurities and fears that what you’re doing is for nothing. For all the seemingly easy flow of Instagram photos and blog content, behind the scenes there’s a little ragged mouse pedalling away with an eye twitch. Be prepared to be the mouse.

Mother Pukka has collaborated and/or featured with some world renowned names over the course of its journey such as Glamour, Avon, Citroen, The Times (to name a few). What are some key pointers to consider when collaborating or partnering with another brand, and how were you able to get “noticed” by them?

I think brands are simply looking for a strong voice. That voice doesn’t have to be controversial but just clear. A clear message. I’ve always known what I want this to be and it will continue on that path until I’m hobbling about at Grandmother Pukka.

anne 2

 

With Mother Pukka being such a personal brand, how do you deal with criticism?

If it’s mean (I had one woman tell me my kid’s hair is rubbish!) you just respond with humour. I am so long in the tooth, have hoofed a kid out and am so tired I can barely see through the eye twitch – it’s hard to get upset about other unhinged people in that state.

Do you still have a full time job outside of Mother Pukka?

I quit my job at L’Oreal a few months ago so am balancing freelance writing with Mother Pukka at the moment. I’m working towards doing Mother Pukka full-time – but gradually.

How do you balance a working life, being a mum and having a booming business on the side?

I was never the prize for excellence, always effort. I’m a grafter and I will continue grafting even if someone tells me I’m a lost cause. It’s a “mad relentlessness” persona, I suppose. I know hordes of people who have more talent under their baby finger nail than I do – but they aren’t as foolishly determined.

You have over 25,000 followers on Instagram and it is growing exponentially every day. How are you able to attract such a large following, and what are some tips you could give someone with a great brand but not a huge following?

I answer every email and take time over it. It’s hard-core at times but I love actually speaking to mama-run brands that are just setting up. I love hearing from people. I like people. I’m like that over-enthusiastic golden retriever slobbering at the door.

Knowing what you know now, what’s one thing you would have done differently with Mother Pukka?

I would have set it up years ago. I wasted time wanting it to be right. It will never be right; I just needed to start; just needed to press buttons and hope for the best.

What can people expect from Mother Pukka within the next year?

I don’t even know. I suppose more weird dancing in front of my dishwasher. I don’t really have a plan, I just go where my slightly exhausted unhinged mind goes and that could really be anywhere.

What’s one thing people would be most surprised to know about you?

That I have a law degree and my middle name is Cynthia.

Favourite city

London.

Morning routine

Weetabix mashed into face/carpet/hair; vague cleaning, and galloping off to some meeting I haven’t prepared for.

How would you describe entrepreneurialism?

Extreme highs and extraordinary lows but generally worth the trip.

You can follow Anna/Mother Pukka here:

Website: www.motherpukka.co.uk
Instagram: @mother_pukka
Twitter: @mother_pukka
Facebook: Mother Pukka

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