Rebecca (00:00.772)
Hello and welcome to another episode of the Champagne Lounge Podcast. If you're new to the show, this podcast is where I interview some of our fantastic members about who they are, what they do and why they do it. Welcome to the show today, Oksana.
oksana (00:15.054)
Thank you, Rebecca. Thank you.
Rebecca (00:16.972)
I'm so excited to have you on the show today, Oksana, because I know you have such a colorful and eclectic business journey that I want to dive into. So obviously you're not originally from Australia by the accent that you're gonna share with people today. Give us a little bit of an understanding about what brought you to Australia and starting your own business.
oksana (00:41.65)
I started my own business journey. I think I started in sales when I was seven back in Russia. Hence I don't have any fear of people and sales. And my parents bought the first car because I was the one who selling the strawberries that we were growing in our garden. And then I went to university in Russia and then all the changes happen and I...
needed to study English, so I came for the very short six months course to study English in Australia and I'm still here, so I'm still learning and loving it. So many years later!
Rebecca (01:28.272)
I love that. I can't believe I did not know that about you. You and I have been friends for a little while now. I had no idea that you initially wanted to come or were coming for six months and stayed longer. I mean, I came for 18 months knowing I was going to stay. Did you come into Australia? How soon into being here did you decide, yep, this is where I'm gonna call home from now on.
oksana (01:51.17)
It was interesting because, and when people ask me, oh, how did you make such a big decision? That in reality is, it was not a big decision. The decision was, I'm just coming for six months. And then when somebody asked me, why don't you apply for residency? Sounds like a good idea at the time. And I thought, hmm, maybe it's a good idea because I kind of done everything I could do back in Russia. You know, I finished school, I had my own business.
I made money, I bought properties, I finished university. And I thought, but I don't know what's there could be in Australia. So it was so like for me being curious person, regardless of, you know, the age, I thought, maybe I'll apply for residency. Then I applied for residency year and a half later, I got the residency and two days later, I started the business because I had a residency. And I feel in business.
Rebecca (02:44.876)
Yeah. Oh my gosh.
oksana (02:47.178)
for 23 years and yeah, excited.
Rebecca (02:52.369)
I love that, I love that because I went on my own visa journey before or for starting my first business. So I know what you've got to go through and the things you've got to like hold back a little bit while you've got to follow a process of getting residency and citizenship and it's always a fun juggle. But I had no idea that your career as an entrepreneur started so young. So where do you think you got that entrepreneurial spirit from?
oksana (03:21.018)
I think from my desire, growing up in communist country, I always say I spent more time in the principal office than in the classroom because of my desire, do not comply and do things differently. And I just couldn't, I just could not, comply to the thoughts that I was not agreeing with. I could not.
comply with wearing the gray pants and the gray jacket and think the same. I don't know where it's come from. I don't really, maybe it was when I was born, maybe it's come inside, like it was part of my DNA, but because we didn't have really money or resources in Russia, so the only way for you to survive and thrive is with using your creativity. And I think creativity is like a muscle.
And because I start developing and thinking and questioning everything, it's kind of, I build this muscle of curiosity and I'm forever grateful that it's happened because every day is new, every day is exciting, every campaign is exciting, every new client is exciting, every new, whatever I'm doing, because I have this approach into let's try, let's experiment, why not?
Rebecca (04:44.492)
Yeah. I love that about you because you do ooze creativity. And I remember the first time that you and I met, you gave me a nail file and the nail file said, I'm not going to get the wording right, but tell me what it says because I remember the punchline. I don't want to ruin the beginning.
oksana (04:45.942)
This is how.
oksana (05:04.962)
This Nell Filer is very famous. Every day I've got someone talking about this Nell Filer. This is the power of simple, memorable marketing. So Nell Filer says, on the Nell Filer, I put the tagline to make it more sticky. For cool and fun marketing ideas, keep us on file.
Rebecca (05:10.68)
Fantastic.
Rebecca (05:25.328)
brilliant. And you know what, it's so true, the creativity there, you ooze it and all these creative ideas and the little things that you've shown me and talked about over the time, both when we've been sat at dinner and also when you've been in conversations inside the Champagne Lounge. I know a lot of our members go, oh my gosh, that's genius. I'd never thought of it that way. Have you always been in marketing? And you do promotional products. That's your business that you've got now.
When you started a business 23 years ago, what did that business look like and how has it evolved to what it is today?
oksana (05:59.21)
Originally, I started the Hamper company and it was called Gifts on the Run. What a great name. Like I was actually a genius in marketing before I was in marketing and before I was a genius, right? Gifts on the Run, the tagline was to bring joy. I absolutely love that it was before the internet. I'm a home economics teacher by trade.
and plus my creativity. So I developed the hampers that people were literally, when they receiving the hampers, they almost cry. I use the most expensive products. I used to bring boxes, Italian boxes from Italy that I paid $17 per box wholesale 23 years ago, right? So they were the most...
amazing boxes I spent until three o'clock in the morning doing the ribbons myself. I went to study calligraphy so every card was a calligraphy written with a beautiful ink like all these small details and sometimes stuff said to me it doesn't matter like you know we can just everything needs to be so perfect and every hamper needs to be the same because I said every individual person will receive it.
It's not we're sending it to 500 and it's like 500 random, it's individual experience. So I pay so much attention to details. And these gifts on the run become Australian faster growing business in 2002. And I loved it. I loved it. And I was gifts on the run and I was running around and I was so busy, but it's very labor intense and I couldn't go on holiday.
Rebecca (07:38.416)
Wow.
oksana (07:50.694)
And then I got introduced to Goodman Field, that this was my first client. I was so naive. I thought Goodman Field is the name of the man. I didn't know it's the name of the company. And they invite me for the meeting. They say, we're don't really looking for hampers. Can you do the merch? I come up with a few ideas. They gave me a massive order that we deliver from the factory direct to them. And I thought, oh my God, this is a much better model. So.
I rebranded and I changed the company name to Impero. The brief was, I don't want people know what I do. So the company name now Impero Group, because I didn't want to be toys are us or gifts on the run. I want to have this flexibility. And it's Italian, it's Latin meaning, the empire. So it's to means to lead, to command, to give orders. I thought brilliant, to be an innovator.
Rebecca (08:27.202)
Right.
oksana (08:47.51)
I'll take that and yeah, and it's 20 years ago.
Rebecca (08:49.153)
Yeah.
Rebecca (08:53.204)
That's amazing. I had no idea. I'm so, why these conversations are so eye-opening, right? Because to deep dive into that, and I always wondered why individuals to call their company names, not what it says on the tin, right? Like change up something different. And that's a really interesting one to actually have that background and that passion in that word can keep going, regardless of how you pivot and change your business model as you go. So,
How has the rise in demand, this is an interesting one, how have you understood or not understood, but navigated the demand for more environmentally friendly products in the last few years that have become way more front of mind as a promotional products company? Right? I know a lot of people struggle in that space in terms of going, well, what do I get for a
promotional products that I send for an event or a client because I just don't want to throw another thing that's going to sit in a box of things. So how have you balanced sort of that sustainability and environmentally friendly stance on what you offer?
oksana (10:02.574)
It's such a great question. And it's so funny, you know, they say the difference between letters and the garbage is timing, right? So timing and everything. And I remember about 18 years ago, and sometimes being ahead of your time can be a disadvantage. So I brought biodegradable pen to Australia about 18 years ago, and literally they just disappear.
in our warehouse because they are biodegradable and nobody want to buy them, right? So they literally just become dust after three years being on the shelf because nobody want to buy it. And then 10 years later, this has become a hot topic and everyone coming and asking what's your eco range and everyone's so interested. So.
I always like, I hate wastage and I developed purpose before product methodology many, many years ago for this exact reason, because the last thing I want to do is to be famous for adding another piece of plastic to the landfill. Like we have to be very conscious and start with you and me as a supplier, we have 20,000
I don't want just supply because I can sell. Like because you should doesn't mean you can't. Because you can doesn't mean you should, right? And for this reason, I do not put products and prices online because I wanna be the stop from people buying stuff that they didn't even think about it, right? They didn't even know what's the purpose. They didn't do the research and saying, who is our customer? I know my customer.
I know why I'm buying the nail filer and I know it's going to be useful. And I know it's going to have six months a year lifetime, not something. Just, you know, I'm writing the book with the title, not enough, not another freaking water bottle, and I sell water bottles myself, but the purpose of that same, that think before you go and spend and with the corporate market, because.
oksana (12:21.378)
They have a big budget, so it's very little thoughts going into the purchasing decision. And I think we all can be better. And we have such an amazing, like I've seen how the promotional product had this journey from 20 years ago, it was this cheap rubbish that people just, you know, give out and nobody really think about it. Now we have such a quality products. We're using.
you know, amazing process where we use recycling plastic bottle, we produce the polyester, we do sublimation with zero percent water wastage, we have bamboo range, we have a lot of glass range that recycling, so it's many, many options available and with supplier and with the Slavery Act we also have to be more responsible. So I think it's...
sort of slowly, slowly coming to the, and I'm very happy that the change is happening because Seth Gordon, one of my heroes, talk about permission marketing. So he says that because you get someone else email address doesn't mean that you have to just market this to them. You have to have a permission. And I talk about permission giving.
Rebecca (13:40.834)
Mm.
oksana (13:46.062)
I only give people and those who know me, they see me turning up and I've got a nickname of Mary Poppins because it doesn't matter what size of my bag, I always have stuff in it. I have notebooks, I have my Matryoshka dolls, I have a big ones, I have a small ones. This is my business.
Rebecca (13:58.704)
Thanks for watching!
oksana (14:10.026)
but I always show people ideas and say, oh, have a look at this, here's my little brain in the box, think outside the box, it's fun. But then I ask them, would you, if you like to take any of the items that I'm showing you, you're welcome. And if you don't, please don't, but I'm not pushing saying here you are as a show bag full of stuff taken. And...
Rebecca (14:28.784)
Hmm.
oksana (14:36.434)
Again, said Gordon said the good is not up to us. The good is up to the customer. To giving a good gift, you don't need to love it, but you just need to make sure the person who received the gift love it. And if they love it, then you done your job. And you might not like purple color and you might not like pink lipstick, but you are not the customer. So if we just focus.
Rebecca (14:53.69)
Yeah.
oksana (15:05.618)
and shine all the light, why we're doing it, who is the customer, then I can guarantee that business of any size can achieve amazing, amazing results.
Rebecca (15:18.684)
I love that. So it's so true because it's actually not a and that's something that I think a lot of people struggle with in terms of not what they like. It's what their customer likes and putting themselves in the shoes of the customer and what they're thinking and what they're feeling and what they really want. So you articulated that so well. And I think from that, I was going to ask, you know, what are some of the great products that you've seen people gift and use and share and have been loved? But it almost feels like
an invited question now because, you know, thinking about the customer doing a thought before looking at the products and thinking about the customer before you look for a thing. So I think take that away as the golden nugget from that element, I think is really important. Changing it up a little bit of a gear, you and I met multiple times over dinners that you had organized the lunch, I'd organized the dinner. Community is very important to both of us as is obviously food and great conversation.
When I was invited to one of your lunches, I know it's something that you do with the girls once a month I think if I've got my memory, right? What was it about starting lunch and getting the girls together that really? Sparks joy for you and the reason that you pull that you put those lunches together each month
oksana (16:33.194)
I think I'm a little bit selfish in this way because firstly, I wanna have fun. The time when it's happened was after COVID. So I think a lot of us feel very disconnected and lost and kind of finding the feet again and finding the new direction. So I was actually helping someone to launch their business and it was 12 of us. And after we had this session of launching and doing this experiment.
I said to everyone, oh, let's go for lunch. And everyone enjoyed so much. They say, oh, why don't we do it more often? And everyone loved the idea. But again, nobody want to put the hand up in organizing it. So after six months of that, because people who never done event, they don't understand what is actually required. They just think, oh, they just show up, and here's the magic. And the organizer haven't slept for a week.
Rebecca (17:15.532)
Yeah.
oksana (17:29.87)
and you know, checking all the returns. Yeah, exactly, exactly. Yeah, so I sort of six months later said, okay, girls, here's the date, here's the place, who is in, for me, like I blame my star sign, I'm a Libra, so for me, my currency is relationship. And it's also, I never actually understood why I'm not interested to sell, you know, to sell bad things, like to sell...
Rebecca (17:33.817)
If only it was that simple.
oksana (17:59.538)
shit to people, excuse the language, because you can only sell shit once. But because my purpose in business is relationship, so I can't really do it. It's not in my DNA. I want to make sure whatever I sell to you, it's the right thing because I want you to come back to me because the primary of my business is to have a relationship with you. So if I can't do it right, I just walk away and say, look,
I can't do it. Go buy from other supplier who is, you know, who care less or who don't care on what's your ROI would be because they never gonna see you again and they're happy with that. But for me, I'm not really, you know, it's just not my, you know, my way of doing business. So, and girls come together, it's not gender, it's not B&I, we don't do referrals, but automatically.
because of that all happened. Like, look, you came to lunch because Sam was coming. She invited you before you even moved to Manji. Now I'm part of the champagne lounge. I don't even know if Sam is, but then one girl is an English consultant. She see other people, they become clients, somebody doing finance, because you discover what everyone's doing anyway, but it's just...
Rebecca (19:14.174)
Cheers!
oksana (19:28.69)
great to be together and catch up and help each other and discuss the issues and be personal and be you know it's small community that I enjoy I guess.
Rebecca (19:42.732)
Yeah, yeah, and it's that authentic conversation without the agenda and without the sales pitch in the background, which I think then forms those relationships, which puts you top of mind when someone wants something or needs something or... Yeah.
oksana (19:56.654)
Yeah, I always say people know what you do. Like I've been doing merchandise for 20 years. I don't need to come and say, oh, I have a new notebook. Oh, I have a new product. They know what I do. The only thing we need to do is stay in conversation, stay top of mind. So then when something comes up, oh, you should talk to this person. We don't need to say, oh, I've got umbrellas on special.
because it's irrelevant. And I think it's very powerful. I find it's very powerful if somebody have the other way and I build my business this way. I came, I didn't know one single person. Now I got 19,000 followers on LinkedIn and most of them I actually met. Most of them I met face to face. And I find it's the best marketing.
Rebecca (20:48.485)
Yeah.
oksana (20:52.402)
I think Gary V says the best marketing is care. So if you really care for what you do, you care for your clients. It's, I think it's so rewarding.
Rebecca (20:57.348)
Okay.
Rebecca (21:04.9)
pair, connection and conversation is a powerful trio, a very powerful trio for building a successful business. Talking of successes Oksana, I don't let anyone leave the podcast without answering this question of, what was the last thing you celebrated in your business and how did you celebrate it? And the reason I asked that question to most of our guests is because I know as business owners, particularly female business owners, we actually don't.
celebrate our successes enough and we're constantly going to the next thing and the next thing and the next thing without stopping and Acknowledging and high-fiving. So what was your last achievement and how did you celebrate it?
oksana (21:45.402)
Before I answer this question, I would like to thank you for reminding that at your launch of Champagne Lounge in Sydney, because all this concept of writing a sticky note on the drink on the champagne bottle and really celebrating, I can totally relate, especially if you're high achiever, it's like something more, something more, always something more. So last thing I celebrated.
Rebecca (21:58.2)
Yeah.
oksana (22:13.766)
was a couple of weeks ago, I become a finalist for Australian Marketing Institute Excellence Award. And I cry a bit, seeing, you know, who is next to me in this awards and meeting the judges. And it's so prestigious and they had 30% more entries this year than last year. And for me, becoming a
Rebecca (22:41.584)
Wow.
oksana (22:42.69)
finalist, although it was a lot of, a lot of joy and a lot of, like, I feel very vulnerable. And, you know, when somebody recognize it, like I said, sometimes you need someone else to believe in you just a little bit more than you believe in yourself. And this was the moment and so many people that I know, and it was beautiful night and big celebration and.
Rebecca (23:06.736)
amazing.
oksana (23:12.482)
This was the last one, I think.
Rebecca (23:15.764)
last one and that's so beautiful and so well deserved. I know how hard you work and how much of a connector you are and you're one of the biggest caregivers within any form of industry and any person that I know. So Oxana, thank you so much for coming on and sharing your wisdom, sharing your stories and I've had a thoroughly fantastic chat and I always look forward to having the next conversation.
oksana (23:41.346)
Thank you, Rebecca. Thank you for being in my world, and thank you for great questions, and thank you for the audience for listening. And do connect, and let's keep the conversation going.
Rebecca (23:54.22)
We will keep the conversation going and I will put all of Oksana's links, particularly her LinkedIn one where she is very on the ball with that in the show notes as well. So Oksana, thank you and thank you to the audience for tuning in.
Dun dun dun!
