Industry News
January 2010
Meet the Leaders
Annie roberts talks with Chris Roberts and Joanne Popham of Jo Magdalena
Mother Chris Roberts and her stepdaughter Joanne Popham are the founders and driving forces behind Jo Magdalena, a UK-based company selling jewellery and accessories sourced from across the world.
BEGINNING its life in 2005 as a mail-order company, Jo Magdalena evolved into a direct selling company, which has grown across the United Kingdom and recently welcomed its first Consultants in Ireland.
The company’s owners value its family-oriented approach and ensure Consultants are part of the decision-making process. This has included the 2007 launch of a new career plan and online support service for Consultants, who can
take full advantage of training and incentive opportunities.
Jo Magdalena, promoted to full membership of the Direct Selling Association in summer 2009, launches one main collection and catalogue every September. Smaller collections and supplements are then launched in spring, summer and at Christmas.
Brief outline of roles and responsibilities and career to date
Chris: I co-founded Jo Magdalena with my stepdaughter Jo in January 2005. My main responsibilities include product development, Consultant support, sales administration, recruitment and training, and fi nancial control.
I’m the ‘Magdalena’ in Jo Magdalena, after my confi rmation name of ‘Mary Magdalene’.
Jo: My stepmother and I co-founded Jo Magdalena several years ago after dipping our toes in direct selling with a company that sold women’s clothing. Now my role focuses mainly on product development, liaising with suppliers from around the world, logistics, recruitment and training.
I’m the ‘Jo’ in Jo Magdalena.
Career milestones prior to current role
Chris: I’ve had a very diverse and creative career. After studying horticulture at college, I went on to run a small chain of retail fl ower businesses, which evolved over the years to a nationwide fl oral and interior design agency, working primarily with leading hotels and restaurants all over the country.
After several years of running my own design agency, I moved back into the retail sector with ‘The Silk Greenhouse’, a new concept store selling imported silk flowers and home furnishings. The model proved very popular, and as a result, there were concessions within leading department stores all over the country by the late 80s.
Over the years, I’ve also owned and run a very popular French bistro-style restaurant in the north of England.
Jo: Funnily enough, one of my fi rst roles was also in a family business, where I was responsible for managing a retail home-accessories store outlet for Chris.
Following this, I worked for British Airways for 20 years, joining as cabin crew and working my way up to the position of purser. While working at BA, I travelled extensively, experienced many different cultures and met many interesting people; this developed into a passion for designing and sourcing the unusual!
I then moved on with BA to roles with training and HR responsibilities, mainly recruitment and assessment.
Most important lesson(s) learned
Chris: Delegation was my personal challenge - it took me quite a while to apply this in my previous career. I realised training and support made delegation much easier but also highlighted how important training and support is within our industry.
Jo: Never give up, and never take ‘no’ for an answer. If you believe and have faith you will always succeed.
What do you see as the biggest challenge to the direct selling industry?
Chris: Our customers are our biggest challenge. We need to dispel the myth that direct selling companies are automatically ‘one of those ambiguous MLM companies’, where only people at the top that make the money.
Jo: Making people realise that direct selling can be and is a full-time career for many and not just a part-time earnings opportunity. It would also be good to remove the stigma British people associate with direct selling which has had a
positive effect on so many lives.
If you had your time again, would you do things differently?
Chris: I think we would have carried out more research into the industry and planned our direct selling business from the start. We never intended to be a direct selling company after starting out as a small jewellery and accessories mail-order company. However, once our products were available, it soon became apparent just how many women wanted to sell them and how much more successful it sold person-to-person and at parties. Direct selling was a natural progression.
Jo: I wish we had realised the importance of investing in the software needed to operate our Consultant services Web site earlier. The system we have now is fantastic and has totally transformed our business.
What are the qualities that make a good leader?
Chris: Enthusiasm, motivation and empathy.
Jo: I believe an ability to listen to other people’s ideas, especially if they are better than their own and being unafraid to implement them.
A leader must also be prepared to continue learning.
A leader needs to recognise the talents and skills in the team and use them to their best ability.
Enthusiasm and positive attitude versus experience and proven skills – which is best?
Chris: Enthusiasm and positive attitude, as long as it is maintained, will lead to experience and proven skills – it is not losing focus that is important.
Jo: Definitely enthusiasm and positive attitude, but always maintaining that enthusiasm even when performing day-to-day mundane tasks and especially when times are tough.
What do you look for when recruiting for a senior position?
Chris: Commitment, focus and drive.
Jo: Focus, confidence and calmness under pressure.
Best advice you have ever been given?
Chris: Set your goals, and never give up.
Jo: Keep on believing in your product and brand when faced with setbacks. A lot of people love to give advice on how to run a business, but one piece that always stuck in my mind is to keep control of your costs.
Proudest professional moment?
Chris: Without a doubt, our first ever Jo Magdalena Garden Party – we welcomed our Consultants with their husbands/partners for a lovely day of sunshine, homemade lunch and lots of awards! It was a fantastic feeling witnessing that
lightbulb moment when their husbands/partners realised that this business is serious and fun!
Jo: Our first annual Garden party, which saw us recognise and reward all our Consultants but especially our very first team leaders. These first leaders have gone from strength to strength, and I feel so proud of their achievements.
One thing you wish you had known when you started?
Chris: It takes a long time to build a brand name, and you have to be patient.
Jo: I didn’t realise the incredible power of the direct selling industry. If I had, I could have realised the opportunities and potential growth earlier.
Leader who you admire?
Chris: Britain’s former Prime Minister Winston Churchill springs to mind immediately – ‘never give up’; I also admire all women who get to the top whilst juggling life’s demands, achieving their goals and retaining a sense of humour along the way. Emmeline Pankhurst, the suffragette who fought for women’s rights in England, has a lot to answer for!
Jo: Where to start? There are so many fantastic leaders I admire, but I recently attended an awards ceremony to celebrate women in business, and I was truly impressed by all the women there –their capacity to multitask home and
kids whilst still running successful careers.
