Goondiwindi girl Caroline McCulloch has faced her fair share of challenges along her business journey. As founder of the multiple award-winning footwear brand, FRANKiE4, she chats with Graziher about life, business and her country upbringing.
Take us back to your first job. How did that experience influence where you are today?
Well if you don’t count ‘stick picking’ and ‘cotton chipping’ on our family property, it would be in first year uni, working in a clothing store in Brisbane – my first taste of retail!
What challenges have you faced?
The same challenges most business owners face: cash flow, supply chain, Covid, trying to keep up with ever-changing technology and marketing processes, staffing plus a touch of exhaustion.
I remember 12 months into FRANKiE4, we were operating at a loss, and were questioning why we were taking our focus off our profitable podiatry clinics to try and get this footwear brand off the ground.
We were told by a reputable businessman that if we continued with FRANKiE4, we’d be so broke we would have to sell our son’s highchair.
His comment rattled me and I admit, I cried a good amount that night – I felt sick with worry. We respected his opinion at the time, it really did make me operate with a level of self-doubt and caution since – perhaps a blessing in disguise.
Safe to say ten years on, we’ve been just fine.
Many people have business ideas but not many act upon them. Why do you think you did?
I felt I didn’t have a choice – I was sick of referring patients to wear shoes they didn’t love. I believed I could create a better shoe for the foot, in styles that women would love to wear.
I no longer treat patients, but ultimately can still help so many women with their foot comfort.
What are your strengths?
I’m tenacious and passionate.
Your advice for young women starting their careers?
Understand the numbers – even if you aren’t a ‘numbers person’ – force it upon yourself. Ten years of FRANKiE4 and I really wish that I forced it upon myself to understand the numbers sooner then what I did – I still need to be better in this area!
All the creative and design stuff is cool – but understanding the numbers is critical if you want to steer the ship well.
Did you ever have a mentor? Tell us a little bit about that and why it was important?
No, I have never had a mentor.
I completed a podiatry and physiotherapy degree to understand the body, particularly feet! Years of owning and operating podiatry clinics that sold footwear brands to complement our treatment, fitting countless shoes and listening to customers and patients to understand what did and didn’t work as well as what they liked.
I learnt from experience. We weren’t an overnight success, but I’ve enjoyed the journey.
Can you tell us about your upbringing?
I was born in Narrabri where my grandparents were from and grew up in Goondiwindi. Though I went to boarding school in Brisbane from Grade 5 at Clayfield College and Stuartholme School from Grade 8.
My parents had a cotton and wheat property — we had horses, did pony club, swam in rivers and all those things.
I think it’s why we love our home in Brookfield, we may live in the city for work but we have 2.5 acres and that gives us that feeling of space I crave in my bones.
Finally, what do you think is the most important step you have taken so far in your career and why?
All the groundwork we did to get to where we are. We always learn from our mistakes and are constantly looking to improve on everything we do.
To shop game-changing sneakers, flats, heels and more, visit frankie4.com.