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Lucky Dip Club tells us all about indie business & how to run yours

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For the uninitiated, what is Lucky Dip Club?

Lucky Dip Club is a super fun subscription box that feels like a confetti cannon of colour exploding through your letterbox. We have a new theme each month like ‘Valley of the Unicorns’ and ‘Dinosaur Disco’ and the boxes include a cornucopia of stationery, paper goods, jewellery, DIY kits and a personalised goodie custom made especially for the recipient. Every product inside a Lucky Dip Club box begins life as a doodle in my sketch book and can’t be bought anywhere else. Subscriptions cost £15 per month or you can buy a one-off box for £20 with free UK delivery. The retail value of each box is at least £40.

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Who’s behind this awesome idea?

My name is Leona Thrift-ola, I’m 37 and I live and work in Hackney, East London where I’ve now lived longer than the town I grew up in. I started Lucky Dip Club from the corner of my living room last year but I recently moved into a studio in the Old Hackney Town Hall which I’ve dubbed The Lucky Dip Clubhouse and it’s decorated in a way that you feel like you’re walking into one of the boxes. Lots of colour!

“Lucky Dip Club is a super fun subscription box that feels like a confetti cannon of colour exploding through your letterbox”

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Can anyone join up and how many boxes do you make monthly?

A new box launches at 7am on the 1st of every month, that’s when subscriptions and orders open up to everyone and I generally release 100 new spots each month which sell out in about 1 hour. We’re currently producing 1,300 boxes for July with over 1,000 of those going to my treasured monthly subscribers. LOVE YOU GUYS!

“Invest time in honing your skills…. but also place a value in finding your tribe, getting to know them and eventually finding your customer base”

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We’re all about people having awesome ideas and running their own indie businesses – how did you get started with this?

I launched my first e-commerce business in 2003 which was a jewellery label called Lady Luck Rules OK and I’ve been hooked on selling online every since. The birth of social media and Instagram especially has taken it all to another level in the sense that I believe if you have an idea, a talent, a skill… you can make a living from it. Invest time in honing your skills and making your products/service but also place a value in marketing which is simply finding your tribe, getting to know them and eventually finding your customer base.

“I never want to stop surprising and delighting my customers because that’s what the club is all about”

Have you run other creative outlets before?

I ran LLROK for 7 years in which time I also opened a bricks and mortar shop called Superette in Shoreditch which sold our goodies alongside products by independent designer/makers. I totally got the 7 year itch in 2010 and felt like what I was doing wasn’t all that unique anymore so I took some time out to travel and reflect. Before launching Lucky Dip Club I tried a few other things in the vintage world as that’s one of my true passions…. I worked as Head of Marketing for Rokit and also launched my own online thrift store called Thrift-ola.

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Any advice for people who’d like to start up their own ventures?

Go your own way! Don’t worry about what’s popular or in fashion at the time (coz fashions change anyway!)… be brave and be a trailblazer. If you run your own business it’ll be such a massive part of your life that you have to feel the passion for it otherwise you’re unlikely to connect with your customers. Plan, experiment, go for it, reflect and repeat – never stop this cycle, keep things fresh and exciting for you and your customers.

“If you run your own business it’ll be such a massive part of your life that you have to feel the passion for it otherwise you’re unlikely to connect with your customers”

Have you got any other plans to further what you’re doing?

I’m going to completely shake up Lucky Dip Club in 2016 and I’M SO EXCITED! I never want to stop surprising and delighting my customers because that’s what the club is all about.

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Recommend three other awesome creatives who inspire you… 

Jen Gotch (creative director of Shop Ban.do), Camilla Walala (super cool artist living in London), Sam Oakley (graphic designer and collaborator on all of my businesses).

You can check out everything you need to know about Lucky Dip Club on their website!

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