Inside Track Q&A: Ali Jones, Bold Bunny greeting cards

In 2011, graphic designer Ali Jones was pregnant with her first child and wanted to do something "fun and clever" while on maternity leave from her design consultancy business. So she created a capsule range of eight greeting cards and "waddled into a few shops" looking for interest.

It turned into Bold Bunny, a collection of witty cards carried by shops such as Fallon & Byrne and the Science Gallery at TCD.

What distinguishes your business from competitors? The unique design, quirky language and the quality of stock I use. I make cards that appeal to my senses.

They are not “diddley-idle” Irish but they have an Irish slant. I have a card that says: “You’re deadly.” But I also want them to be interesting and understandable to an international market.

What's been the biggest challenge you have had to face? Running a business is a challenge in itself. Doing everything myself, especially with two very young girls and a design consultancy business, is exhausting.

I have the cards printed but at first I decided to package them myself to save money. It was completely disastrous and time-consuming.

I realised I had to work smarter and let someone else do things like that so I could focus on design.

Now my printer processes and dispatches the orders. But I’m such a perfectionist it was hard to let go.

And your major success to date? Being accepted into Showcase Ireland's Creative Expo [which has been running from Sunday to today] was a real honour and a great opportunity.

I was selected for the "creative island" section of the showcase. It was really cool to get accepted into that. The Design and Crafts Council of Ireland really have to like your product to let you in.

What could the Government do to help SMEs in the current environment and stimulate the economy? I am into design, not policy, but I think the Government could try a little harder to recognise that small businesses need more support.

Getting set up is hard and the Government could make it easier. I just went and did it but it was a challenge.

Do you think the banks are open for business at the moment? I have grown the business slowly and never needed a bank loan, so I only approach the banks for day-to-day transactions. I might need more bank support in the future, and I will see what happens when the time comes.

What's the biggest mistake you've made in business? I have made a lot of little mistakes along the way but the biggest one was not moving on quickly enough when something was not working. I had a supplier a few years ago that was not doing things the way I wanted and wasted a lot of my time. I realised how important it is to have good suppliers who support and listen to you. When something is wrong, move on.

Who do you admire in business and why? I love to see design-based businesses doing well. I like businesses that make beautiful things.

Chupi is a lovely independent jewellery designer. I wear some of her pieces and admire her understanding of how branding and packaging are so important. She is a young woman in business on her own like me, and I admire that. What was the best piece of business advice you've ever received? I think my brother said to me: "Just go for it." I am delighted I went out on my own. There are challenges but the rewards are great. You have only yourself to thank.

How do you see the short- term future for your business? My core product is cards, but the design lends itself to baby products like cushions, muslins and baby-grows. I plan to expand the range to include things like that soon.

I also want to expand the business in Ireland. I would not turn down business from overseas but I need to keep it simple in the early days. I want it to be a truly Irish business. My cards are designed, printed and packed in Dublin.

What's your business worth and would you sell it? The business is only little and just beginning to find its feet. I have not thought of selling it because it is so centred around me and my crazy thoughts. I would love for it to be a really strong company.

It is very scalable and I hope it expands. I get a lot of online orders from the US and Australia on boldbunny.ie, which is flattering. So it has an international flavour.

I love the idea that my two daughters might run it someday.

In conversation with Erin McGuire