StyleNest talk to serial entrepreneur and mother of two, Linzi Boyd, about her journey to success, her impressive line of achievements and how she finds the perfect balance between her career and her family life.

Linzi truly believes that “there are many people out there who are capable of big things” and offers advice to hopeful entrepreneurs about how to go about achieving your goals.

You single-handedly set up a successful, premium clothes store in Leeds at the age of 18 and later went on to setting up and selling a successful footwear brand. What was it that interested and led you into leaving school at 15 and setting up your own business?  

I never found my way at school, although I was bright and in the top sets I knew that it was not for me.  At 14 I would visit the same denim shop every Saturday to ask for a job – I had always loved the store and felt it was the perfect job for me at the time. Finally the owner of the store (who went on to own Republic super stores) said with a twinkle in his eye: “Can someone please give this girl a job!”

The one thing I have always had is a Can do attitude – “No” never really came onto my radar. I quickly became their No. 1 sales person and the owner took my Dad out for dinner to persuade him to let me leave school at 15 and come and work full time in his shop. He gave me my first taste of working in an environment that I truly loved which led me at 18 to open my first shop.

What advice would you give to young, hopeful and ambitious entrepreneurs looking to follow in your footsteps and launch an independent company?

I always say in my talks that you have to have an idea, a vision and a plan; a bit of Richard Branson’s determination to succeed.  You are going to get knocks along the way and you have to have the strength and determination to pick yourself up and carry on.  True determination and a will to succeed will always keep you in the driving seat.

What was it that led you to selling both of your businesses and moving on to something new?

I have always known when I am ready to move on – I believe you grow as a person and each time you go from a caterpillar in to a butterfly. As long as you stay true to your passion and purpose you can build, grow, exit and enjoy the business journey that you find yourself on. You may find yourself becoming a serial entrepreneur like myself along the way. The true essence of you will normally stay the same.

How did you go about setting up your own PR company and for what reasons did you decide that this was the path for you?

It was a natural progression – I started out in retail co-owning my own store and buying product in from Milan and Paris.  I then went on to partner with a shoe designer and launch our own brand – when we sold that the natural next step for me was to launch a ‘marcomms’ agency. I had experience in growing and marketing my own brand, whilst also having the knowledge of working in retail so the mix was perfect, allowing me to be an extension of any brands in house team, working on vision plans to help them gain substantial growth and awareness.

For our readers who are unfamiliar with Surgery Group, what is it that sets you apart from the rest of the independent PR firms?

Surgery Group, is an INFLUENCE AGENCY, with a 15 year strong hold positioning in the market, known for its strategic thinking, innovative marcomms and creative campaigns they engage and deliver strong partnerships with ambassadors, retail halo’s and industry heroes.

Surgery is unique in that it is able to work with a brand from idea to execution on their vision plan incorporating brand positioning, product vision, retail partnerships and creative campaigns whilst providing the client with a deliverable return on the investment made. The methodology that we have used, tried and tested for over 15 years is what I have written about in my book Brand Famous. We use the division within the group to implement the vision and growth plan, which we provide to our clients. Having traded for 15 years we have been through many cycles and have remained one of the leading agencies in the lifestyle sector.

What are the most important qualities that PR agencies must have in order to successfully represent brands?

They must become a partner with the brand.  We have always prided ourselves on being an extension of the brands we work with, really listening to what they are looking for and how we can deliver on that, rather than forcing them to slot into our structure.

How does Surgery Group go about building and refreshing the brands it looks after?

We have been known in the industry for a number of years for Building, Renovating and Refreshing brands. Build is normally for a brand in the early stage of growth and is looking for the agency to provide strategy, direction, knowledge and expertise that will enable them to grow and be guided through the challenges that a young brand comes up against. Renovate is where a brand has either been a famous brand previously or is a mature brand of 15 years plus who is looking for a major renovation to accelerate their second phase of growth. Refresh is where a brand is doing well and they require some quick spikes and strategic steps to keep them ahead of the game and maintain their market leader status.

Surgery Group has now been running for 15 years, can you tell us about your most successful achievements?

I often get asked this question and there are so many stories with different brands we could mention for a variety of reasons. We have worked with many high street brands and have created some incredibly memorable moments. If you check out www.surgery-group.com you will be able to see all the case studies on the site, alternatively the face book page is always alive with great stories about launches, celebs spotted and innovative brand activity.  A few highlights include working with Pringle taking it from a golfing brand to a luxury brand on Bond Street; re-launching Miss Selfridge through the Miss Me campaign; launching all of the Urban Outfitter stores in the UK and Europe and a memorable road trip we executed across the UK with Rankin, Dazed & Confused and a double decker bus used as an art installation.

Tell us about your next project with Midas and the School of Brand Fame launching in November 2014. In which ways will this benefit young, hopeful entrepreneurs?

Midas is my latest business that works with celebrities turning them into a brand as well as working with CEO’s of mature brands who are looking to innovate themselves and their brands to ensure they deliver on what’s next in their business journey. This business pulls on my knowledge of retail and manufacturing and guides them on how to market and communicate a brand’s message and enable them to play on a global scale.

The School of Brand Fame is my passion and purpose, it is a place where I can truly speak to the next generation of Entrepreneurial leaders and work with businesses that are trading in a space of below £6million and are looking for the steps to help get them over the line into Brand Fame. ‘Brand Famous, How to get everyone talking about your business’ and ‘B-Famous: Along with your brand’ workshops are set to launch at the end of 2014 and the online education system is set to launch in Autumn 2015.

You’re so ambitious and career-driven, how do you find a balance in juggling business with family life?

I have a simple method that works for me – work life balance. My kids and my family are my life and I make sure that when the balance goes out of balance I put it back into line. I try very hard not to work on Fridays always spending time first with my son then with my young daughter and I look to be home in the evening so I see them before bed. Life is too short and when I am in my rocking chair I don’t want to have a regret that I missed my kids growing up. At the same time you have to follow your dreams and I want them to be proud of their Mum who has made a difference in the world.

You’ve recently been branded as one of the UK’s most influential entrepreneurs. What’s next on the agenda for you?

I want to inspire and educate others to build famous brands and by launching the school of Brand Fame it enables me to deliver on this passion. One of my areas of focus is providing the methodology to women who are either struggling in business and are unsure how to move their business on or are in high powered positions and are keen to understand how to infuse the methodology into their business journey.  My new foundation BLOT (Business leaders of tomorrow) provides young people with an entrepreneurial apprentice program which works directly with business leaders and CEO’s on helping to create their digital fame online. This ticks all my boxes around providing our business leaders of tomorrow with a place to learn and a mentor to grow with.

Living in London and being from the PR industry, you must be pretty socially savvy. Can you tell our readers your favorite spots around the city to shop, dine and have a cocktail or two?

I have always loved Liberty for the shopping experience that it provides and the diverse mix of designers, whilst always supporting British talent. Marylebone high street is a place that I find myself losing a couple of hours with the natural kitchen for somewhere to stop and have lunch – Sanrdo and Matches also keep me window shopping. I have just joined Café Royal, which has now been turned into a beautiful restaurant whilst upstairs is a newly opened members club – I am sure you will spot me in there having a Gin and tonic or two. Finally I still love Queens Park and Kensal Rise as they have an eclectic mix of great bars and unique individual shops.

What advice would you give our readers who want to set up their own business?

Be bold, stay focused on your vision, people will try and sway you from your path, be strong, own your space in the market place and believe that you can be No. 1 in your field. Know that every single other Entrepreneur has had plenty of knocks along the way, yet the ones that stick are the ones who become stronger through their experiences.  Knowledge and wisdom will eventually see you through. When I started their was no such thing as a mentor however now you can seek out incredible talent who can help you on your path.  Listen and grow from the wisdom that they instill. I found my first mentor two years ago – it is never too late to learn.

Working amongst so many brands, you must have built up a Little Black Book of favourites, can you tell our readers who your favourite designers are and what you’ll be wearing for summer?

I have such an eclectic mix of designers in my wardrobe from high end to high street, I have always loved Roland Mouret, when I used to buy his dresses 10 years ago and still find myself buying a dress a season. I also enjoy Maje and Sandro for their fun yet structured flavors and Acne for a slightly androgynistic look that can work so well. I find Cos an easy pick for those day to day pieces that mix in so well to get a look for my working wardrobe. I am a shoes and accessories girl and Pauric Sweeney bags have always been an absolute favourite of mine along with Hudson footwear for my everyday flats.

Visit www.surgery-group.com

Linzi’s book ‘Brand Famous’ is now available on Amazon