Meet the Store Owner: A Chat with Elizabeth from La Toriana
Posted: November 11th, 2008Today I’d like you to meet Elizabeth Murphy, proprietor of boutique baby and kids store La Toriana - www.latoriana.com.au.
From country Victoria, where Elizabeth lives on a farm with her husband Gary, and 6 year old daughter Tiana, Elizabeth has created one of the finest baby and kids boutiques online.
As Elizabeth would say “grab a cuppa, sit back and relax” and enjoy! - Angela.
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Tell us a bit about yourself - what makes you tick?
I’m a country girl living in Bendigo (Central Victoria) on a property with no close neighbours. We have some sheep, alpaca’s, geese, chooks, a vege patch … the works!
I love meeting people and going places, good food, good friends and good wine and lazy days doing nothing. I am extremely passionate about my family and my business which I run on my own and around my family at home.
Tell us a little about your business?
I started La Toriana in September 2007. La Toriana, the name, is derived from our 3 gorgeous girls names: Lara, Victoria and Tiana.
We focus on bringing customers quality, style and affordable baby and kids clothing, toys and accessories, and showcasing Australian and New Zealand designers, both well-known and “up and coming”.
We aim to surpass all expectations in online shopping, and pride ourselves on our customer service. We have clear policies and a permanent cart so you can pop things into… come back a couple days later and don’t have to find them all again.
We aim to have one of the largest online premmie baby clothing ranges available online. I personally know how hard it is trying to find stylish and affordable premmie clothes. A percentage of all sales in the premmie baby category goes to national Premmie foundation and Loddon Mallee Kids, our local (Bendigo) premmie support group.
New developments coming soon to La Toriana are a glossy catalogue and some new features on our website… so keep an eye out!
Why did you decide to choose to start an online business?
After leaving a corporate position in the health sector when I was pregnant with my third daughter, I decided to pursue a dream of working from home with the flexibility of working around the family.
We live in the country and know many friends who live interstate and quite remote. They don’t have time or able to leave the farm to get affordable clothing and toys for their family and friends. In their main general store where there are limited items to choose from, the prices can be extremely high. Internet bridges the gap and is so convenient.
Having a choice and finding unique products for family and friends is easier… I remember the time I bought a dress for a party my daughter went to… there are limited places to shop in our area and another little girl had the same dress on. That sure inspired me to continue my dream of an online boutique providing new and unique products.
For me, friends and family are the most important part of my life, and being able to bring in an income with the flexibility of being “there” for whenever the family needed me was most important to me. Life is too short not to see my family grow up and have fun and being part of it all.
You stock a lot of beautiful products. Where do you find them, and what do you look for when finding them for your store?
There are many online stores these days and mums in business is so much in the media. I really wanted - and needed - a point of difference to help make La Toriana stand out from the crowd.
I had seen so many wonderful, talented Australian and New Zealand designers doing amazing products for babies and kids, I really wanted to showcase them rather than look abroad. I am so very proud of our local home grown fashion designers, and believe me there are so so many its hard to choose!
I also try and source unique, different to what’s already out there in other online boutiques and slowly La Toriana is gaining a great reputation and a great customer following. There are many times I wish I had another baby as there truly are some beautiful items being created.
Its funny you know… when I first started looking for designers and products, I didn’t have a website and was unknown and, at times, that was difficult. I had a few knock backs, but now I get so many people seeking me out and sending me samples…. I see a lot of great products. It’s very rewarding.
What are your 5 favourite things for baby and kids at the moment?
There are so many…. I hate to choose!
Tea Princess is an Australian designer label for babies and kids to 6 years and has a huge following in a short time. I am so privileged to be one of very few online stocking this brand. I especially love this Summer collection and this one (see pick below) is favourite of mine.
Nanny Pickle is a new designer with gorgeous organic bamboo baby clothing and a brand new Nursery collection labeled “Bad Bunny” and they are eco friendly, stylish and gorgeous. I Love this made from recycled paper: these vintage inspired door knob hangers stylishly tell visitors when its not quite a timely time to visit comes in a set of 4.
Wild Things of Noosa is our newest addition at La Toriana, and it’s perfect! Australian designer making excellent kids and baby wear. It’s always hard finding boys designer clothing and this sure will soon be a favourite amongst mums of boys. Shorts, hats in store now, and more to come soon.
annieB’s “max” bean chair for kids is a new release and selling wildly this Christmas. I already have to pop in another order for more. It’s a great room accessory, for outside or in any room. Great up to 6 yrs. Also come in pink. A friend bought one and her 3 yr old lives in it!!
Little Pearls for Little Girls has always been a favourite. So stylish are these genuine, fresh water pearls… it’s a gift I give anyone who is having a Christening or first birthday as its fitting for a special occasion.
Clockwise from top left:
Tea Princess Bella Rose Gypsy Skirt $52.95
Wild Things of Noosa “Yellow Dogs” unisex hat $26.95
Nanny Pickle Doorknob Hangers$14.50
AnnieB’s Bean Chair Max Blue $79.95
Little Pearls for Little Girls Necklace and Bracelet set (also sold separately) $89.95
***Please check the KSF All Current Offers page and banner advertising section to see if there are discount offers for this store/products***
What advice would you give to someone thinking of starting up an online store?
- Believe in yourself
- Research…well before you start research what/where/how/who of your key industry and focus is
- Know your target market
- Be passionate about what you are doing and a plan ahead
- Get your time management and organisational skills tight
- Be able to multi task and wear many hats….. and be able to do it at the drop of a hat
- Network!! It’s invaluable
- Know your budget
- Surround yourself with key people you can tap into when needed
- Take time for yourself
- Enjoy your business
It’s a lot of hard work, but the rewards are ever so satisfying!
La Toriana also has a blog with articles on many suppliers who are also mums in business.
