Perfectionism Is Killing Your Entrepreneurial Dream
Perfectionism is a real struggle for entrepreneurs, and Deneen Hesia holds no exception. The founder of 'Au'Au HI Neoprene bags is not immune to negative self-talk. Launching her brand during a global pandemic, she saw a need to fill.
"One of my doubts was "What if my bags don't sell"? I knew that voice in my head would have to dial down for me to confidently believe in my own product, and I DID!" she expressed with excitement.
'AU'AU HI steams from a Hawaiian word that Deneen uses in her everyday life. To her, it means to bathe and wash. It was also the first word she heard as a kid after a long day of play with her friends. It's how her mother expressed it was time to bathe and get ready for dinner.
"What is the first thing we do when we get home? 'AU'AU. Why not clean your essential clutch/bag?" said Deneen as she reminisced about that purifying feeling after playing under the hot tropical sun as a kid.
In this blog post, you'll hear Deneen's best piece of advice from her mentor. Unlocking the entrepreneurship opportunities, developing the 'Au'Au HI brand in July 2020, and now releasing her third collection in Spring of 2021.
Michelle: Share why you created 'AU'AU HI.
Deneen: I created 'AU'AU HI to fulfill a need for a bag that could be taken anywhere and could be washed and cleaned for your next adventure.
Michelle: What's the biggest lesson you've learned during the product development process of 'Au'Au HI?
Deneen: My biggest lesson I learned is you cannot please everyone. I appreciate it when everyone shares their ideas. I understand my brand will not be for everyone, but it will be for someone. I want my company to be simple and easy. That meaning is when you see my bag, you will know its purpose and meaning. I take my time selecting prints and colors to have a story behind them.
Michelle: Congratulations on selling out of your first bags! With so much success early on, others may not see the internal struggle. Share your most significant doubts. How did you move past this to pursue such a successful product launch?
Deneen: Thank you!!! For me, my biggest struggle is perfection. I have been very meticulous from a young age. It would drive my family nuts. I realize not every bag will be identical because Neoprene is a challenging material to work with. One of my doubts was, "What if my bags don't sell"? I knew that voice in my head would have to dial down for me to confidently believe in my own product, and I DID! I am always so Thankful, Blessed, and Grateful for my family and friends who have supported me throughout this process. I also would like to Thank you, Michelle, and the Oak + Pine Society, who also made it possible to have had a successful launch.
Michelle: What's the best piece of advice you ever received?
Deneen: The best advice I ever received was years ago from a Local Developer & Entrepreneur. He told me to "Fill a need." I believe I have done so.
Michelle: Where do you plan on taking your business in the next 5 years?
I plan on taking 'AU'AU HI to a level where I can help create a brand that is for everyone by creating more styles and looks. I have my spring release coming soon. I will also be designing an entirely new bag for summer. I do hope to be in more spaces where 'AU'AU HI can truly shine.
If you're looking to surround yourself with empowered female entrepreneurs like Deneen, consider becoming an Oak + Pine Society Member. Our doors open twice a year, so click here to see if you can join us today.