Interview - Jane Farrugia
Jane is an experienced marketing and communications manager who had never even thought about freelancing until a move to rural Queensland changed her corporate path. Through her own business Farr and Co, she now helps retail brands create impactful, innovative and effective marketing and event strategies, on her own terms.
Tell us how you ended up here as a freelancer? Where did it all begin?
Funnily enough - I have always said that I will never run my own business or become a freelancer - and yet here I am just over 12 months into my business doing just that!
I met my fiance in Sydney about five years ago, and at that time there were no plans to leave Sydney. I’d just returned from Hong Kong, and was planning a life in Sydney, in a career and job I loved. My partner is from a third-generation family horse farm, and out of the blue, there was a big need for him to return home to Queensland. We would be based regionally, and because I worked in retail and fashion at the time, the opportunities for work for me were extremely limited. That’s how my journey to start my own business began!
I’ve always been a very driven and independent person, and I’d been working in my industry for over a decade. When I found out we were moving to regional Queensland, starting up my own business to give me the flexibility and access to clients that aligned with my brand vision or purpose was important.
What was your last ‘real’ job?
I was the Marketing and Communications Manager for Tommy Hilfiger, managing the strategy and implementation for the brand across Australian and New Zealand. My role looked after retail, e-commerce and outlet stores, across marketing, communications, media and events.
What inspired you to start freelancing? Was there a ‘moment’ that made you realise it was time?
I wouldn’t say I had an epiphany moment. Making the decision to start my own business was an idea that took a good 12 months to grow into a plan and strategy. I knew a lot about my field, and business in general, but had never contemplated ‘going out on my own’ and juggling an intense career, whilst secretly strategising to start my own business was definitely tricky... but paid off in the end!
How did you prepare to start working for yourself?
I relied on research and my network to initially help guide the way. Building a checklist of basics that needed to take place - ie setting up the company, building a website, sourcing appropriate legal and accounting support and working out how payroll works!
The rest (being the bulk of the set-up) was definitely learnt through a lot of trial and error. This naturally meant there was some time and money wasted along the way. There is so much information out there and even though you can read it all and get advice, you are always going to learn from doing things.
I quickly learnt that I needed a network of people to lean on that were doing the same thing or had started their own company, and this is something I definitely had to work on and continue to do so today.
What was your biggest fear before you started freelancing? Any tips to overcome these fears?
I’ve always been the client - I’ve never actually had clients before, so my biggest fear was firstly adjusting to the flip in relationship, and then secondly not having a team.
The impact of working alone when starting up a business was definitely a justified fear and a big challenge for me initially but was luckily overcome along the way by building a great team of suppliers and friends across the freelance and small business network.
In three emojis, describe your life as a freelancer…
🙌🏽🌟🛍
Walk us through a typical work day?
AM
On a typical morning I get up early and exercise, followed by a walk with our dog and straight into the shower and at the desk by 8am to start planning my day. I’m a big believer in to-do lists, so I plan out my tasks, client work and meetings into blocks and start working ASAP.
PM
I typically have a late lunch around 1.30/2pm. I force myself to leave the desk, have lunch and try and do some home admin for 30 mins. Got to enjoy the WFH perks! Then I’m straight back into an afternoon of finishing tasks for the day.
Evening
I try to finish work at 4pm each day. If I’ve been successful enough to do this then I usually do some home cooking, as this is how I relax and unwind!
How as COVID-19 impacted your everyday life?
It’s meant a lot more time at home and less in-person meetings! With a reduction in travel, and some of my client work and events being put on hold, it’s meant I’ve had more time up my sleeve.
With that time I have actually implemented a new morning process called the miracle morning. It essentially involves a new morning routine of reading, breathing techniques, affirmations, visualisation and exercise all before 7.30am. This was hard to initially get used to doing, but I have absolutely loved it and it totally helped keep my mindset clear and avoid any anxiety over the impact of COVID around us.
Name three qualities you need to succeed as a freelancer?
Passion
Determinism
Optimism (Bring that glass half full attitude to work every day)
I know we’re not supposed to have favourites, but can you share a favourite client project of yours?
I had a big amount of fun working with Pandora late last year. We worked on six events across their stores in Australia to celebrate the launch of their Harry Potter capsule. Working across something so whimsical and fun was a highlight!
Best thing about freelancing?
Flexibility!! I wasn’t even looking for flexibility as I have always worked in the corporate world, and to be honest, I actually thrived in that environment—working hard (day and often night) and giving up almost all of my time to a job and career I loved. But when I started my own business, having the flexibility to work when you need and want, to travel, and multitask across work and home life when required is actually amazing.
People often say I am a totally different person because of it, and I agree, but for the better!
Suckiest thing about freelancing?
Being lonely or solo in business. Unless you are in a large company or you are in a co-working office, the days can be super busy and often very lonely. Joining a virtual co-working club, like Cool Wow, is definitely going to overcome part of this feeling, so I feel very grateful to have joined this new community.
What advice would you give to someone just starting out on their freelancer journey?
Take the jump. Do your research, test your idea on friends and family and most importantly find a network of people to talk to that can help you build up your business. Ce La Vie as they say - and go after your dreams.
What’s next for you in business?
Lots of things on the cards! I have been lucky enough to have worked with many large retailers, such as David Jones, Tommy Hilfiger and Calvin Klein. What COVID has highlighted is that there are many smaller retailers that need help to create marketing plans to reach more customers and make more sales, so I am creating some smaller custom packages to help retail businesses analyse their marketing activities, and propose ways and strategies that they can easily implement to grow their business.
My personal passion is the events arm of our business, and whilst this is sadly on hold I am hopeful that our clients will return soon and we can ramp these up in a digital and in-person sense for the second part of the year!
This or that
Tea or coffee?
Introvert or extrovert?
Earlybird or night owl?
Home office or coworking space?
Emails or calls?
Paper or digital to-do list?
Books or Podcasts? Both!!