Doe Deere is the co-founder of Poppy Angeloff, a jewelry brand that focuses on modern Victorian style jewelry. Characterized as the fusion of vibrant and feminine colors, the emerging trends, and of classic beauty, Poppy Angeloff products found their way home to the growing fans of the brand. In her interview with Forbes, Deere revealed all the challenges she and her husband faced in order to be where they are today.
According to Doe Deere, the idea of Poppy Angeloff was sparked when she discovered some of her family’s heirlooms. In an instant, Deere was captivated by it, and with that, the idea of Poppy Angeloff was created. Being inexperienced with this kind of market, Deere needed a little bit of pushing from her sister. At that time, she was involved in a make-up business called Lime Crime Cosmetics, which produces vegan and cruelty-free cosmetics. She co-created the makeup business with her husband Mark Dumbleton and became a success globally.
Before venturing into the jewelry business, Doe Deere decided to do her homework and researched for months about jewelry making. She realized while researching that Victorian-era style is her cup of tea. Because of this, she decided that Poppy Angeloff will be all about creating no-corners-cut, fun to wear jewelry that can be passed down to future generations. Deere also has a fashion line where she reconstructs clothes based on her style and sells them to eBay. At that time, people noticed her unique makeup style which attracted interest. This is where she and her husband created the Lime Crime Cosmetics.
Doe Deere and her husband Mark started Lime Crime cosmetics by contracting with a manufacturer using a small order that consists of 1,000 pieces per color shade. In just a week, the makeup line was sold out. The couple managed to make the company successful during their tenure for ten years, but they ultimately sold it in order to focus on Poppy Angeloff.
For Doe Deere, her passion for color drives her business to success. She also believes that passion should be an entrepreneur’s number one driver. Experiencing how to be a customer first hand is also a good experience for an entrepreneur. And last but not least, take the risk and see if it works or not.