After graduating from Nornickel’s accelerator program, Ekaterina opened the ShandyCandy charity shop which became not just a retail outlet, but a meeting place for Norilsk people.
Ekaterina Galaida is a well-known and respected person in Norilsk. She is the director of the 69th Parallel charitable foundation, founder of the Melt Plastic eco-workshop, and advocate for environmental responsibility. After graduating from Nornickel’s accelerator program, Ekaterina opened the ShandyCandy charity shop which became not just a retail outlet, but a meeting place for Norilsk people.
– How and when did you come up with an idea to start your own business?
– Since 2010, I have been the director of a charitable foundation. Even though we did not deal with clothing, people still brought in clothes and asked us to give them to those in need.
Eventually, my teammate Ekaterina Karaseva and I decided to streamline this work somehow. First, we came up with a large chest for donations. It was a social project, we gave away things from the chest for free.
Over time, we noticed that people often brought interesting and branded items that were not basic necessities for people in difficult life situations.
We figured that such garments could be sold, and the proceeds could be used to support the core activities of our foundation, i.e. to help children with disabilities. This is how the idea of the shop originated.
– Since 2010, I have been the director of a charitable foundation. Even though we did not deal with clothing, people still brought in clothes and asked us to give them to those in need.
Eventually, my teammate Ekaterina Karaseva and I decided to streamline this work somehow. First, we came up with a large chest for donations. It was a social project, we gave away things from the chest for free.
Over time, we noticed that people often brought interesting and branded items that were not basic necessities for people in difficult life situations.
We figured that such garments could be sold, and the proceeds could be used to support the core activities of our foundation, i.e. to help children with disabilities. This is how the idea of the shop originated.
Charity driven by a business plan, despite the pandemic
– How did you come up with the name and who is on your team?
– The name ShandyCandy is a blend of our nicknames from our youth – mine and Ekaterina’s, the co-founder. It took us a long time to organise everything. We participated in the Nornickel’s accelerator program. We calculated the business plan, presented the project in 2019 and got an interest-free loan from the company.
Not everything went smooth, though. As we were getting ready to open the store, had looked for a place, then did repairs, it was already 2020, and the pandemic. Everyone was closing, and the shops did not work. Still, we finished everything, and launched the project in August 2020. At that same time, we found a manager who’s been with us since then. This year the shop celebrates its fourth anniversary!
– The name ShandyCandy is a blend of our nicknames from our youth – mine and Ekaterina’s, the co-founder. It took us a long time to organise everything. We participated in the Nornickel’s accelerator program. We calculated the business plan, presented the project in 2019 and got an interest-free loan from the company.
Not everything went smooth, though. As we were getting ready to open the store, had looked for a place, then did repairs, it was already 2020, and the pandemic. Everyone was closing, and the shops did not work. Still, we finished everything, and launched the project in August 2020. At that same time, we found a manager who’s been with us since then. This year the shop celebrates its fourth anniversary!
Second Life of Clothing
– Who are your customers?
– Our main shoppers are women aged 25-30 and beyond, although initially we expected more young people. We have studied similar businesses, and still approach our peers and project managers from other regions. They actually have a lot more young people interested in the subject, more familiar with this area.
– What do you sell in your shop?
– It’s not only clothes, shoes or accessories. We also sell collectibles. For example, some people collect toys from Kinder Eggs, badges, or records. Someone might need a specific outfit for a photo shoot, a one-time occasion.
– Our main shoppers are women aged 25-30 and beyond, although initially we expected more young people. We have studied similar businesses, and still approach our peers and project managers from other regions. They actually have a lot more young people interested in the subject, more familiar with this area.
– What do you sell in your shop?
– It’s not only clothes, shoes or accessories. We also sell collectibles. For example, some people collect toys from Kinder Eggs, badges, or records. Someone might need a specific outfit for a photo shoot, a one-time occasion.
Ekaterina Gaidala: “We are very much inspired by the chance to give things a second life. I believe it is generally a perpetuum mobile, as unneeded things can be found at any time, in any home”.
Ekaterina Gaidala: “We are very much inspired by the chance to give things a second life. I believe it is generally a perpetuum mobile, as unneeded things can be found at any time, in any home”.
We are very much oriented towards today’s environmental and conservation concerns. And our business project is designed to address them. In addition to vintage items, we sell our products from recycled plastic made in our Melt Plastic shop.
We recycle plastic caps into interior items, vases, lamps, badges and jewelry. Our handmade postcards are made from recycled paper.
We recycle plastic caps into interior items, vases, lamps, badges and jewelry. Our handmade postcards are made from recycled paper.
A place to shop and meet up
– What is unique about your project?
– The special feature of our shop is high quality service. From the very start, we didn’t want it to look like a secondhand store. We wanted our customers to like being in our shop.
Our salespeople personally know all the regular customers. With some customers, we even know their hobbies and interests. If we get a piece that might be interesting to someone, we invite the person to come and see it. We are friends with our customers because we share the same views.
– The special feature of our shop is high quality service. From the very start, we didn’t want it to look like a secondhand store. We wanted our customers to like being in our shop.
Our salespeople personally know all the regular customers. With some customers, we even know their hobbies and interests. If we get a piece that might be interesting to someone, we invite the person to come and see it. We are friends with our customers because we share the same views.
Developmental challenges and fight against stereotypes
– What challenges have you faced?
– We tried to open another shop. We ran it for about a year but had to close it.
The place was too quiet, very few people came there. Eventually, those were the same people who came to the first shop. At the same time, our rental and payroll costs rose. As sad as it was, we made a decision to close this shop. We have no regrets, continue to work and look for new development opportunities.
– Do you have to fight any stereotypes?
– The most common stereotype for us is that pre-owned things are for the poor. Another stereotype is belief that things can transfer some information or energy.
We want to show that people can find a lot of attractive and good quality items in shops like ours. Plus, reuse is an effective way to save natural resources.
– Do you have to engage in awareness raising campaigns?
– During my lectures and workshops, I talk about the impact of textile sector on our planet. Very few people think about it at all or the fact that most clothes are now made using plastic.
Moreover, there are casualties in the production process. There is plenty of information that working conditions in Asia and Africa border on slavery and manufacturers systematically save on wages and workplace safety. Can such piece of clothing made there be associated with positivity? It is a question for those who believe that items can hold energy.
– We tried to open another shop. We ran it for about a year but had to close it.
The place was too quiet, very few people came there. Eventually, those were the same people who came to the first shop. At the same time, our rental and payroll costs rose. As sad as it was, we made a decision to close this shop. We have no regrets, continue to work and look for new development opportunities.
– Do you have to fight any stereotypes?
– The most common stereotype for us is that pre-owned things are for the poor. Another stereotype is belief that things can transfer some information or energy.
We want to show that people can find a lot of attractive and good quality items in shops like ours. Plus, reuse is an effective way to save natural resources.
– Do you have to engage in awareness raising campaigns?
– During my lectures and workshops, I talk about the impact of textile sector on our planet. Very few people think about it at all or the fact that most clothes are now made using plastic.
Moreover, there are casualties in the production process. There is plenty of information that working conditions in Asia and Africa border on slavery and manufacturers systematically save on wages and workplace safety. Can such piece of clothing made there be associated with positivity? It is a question for those who believe that items can hold energy.
Partnership with Nornickel is a sign of status
– How was Nornickel’s program useful to you?
– Nornickel’s program has helped us to understand the basics of business, areas to focus on, and indicators to calculate. We were prepared to handle any twist of events. That is why when we saw that we were not pulling off another shop, we made a management decision to close it.
Information support from the company is equally important: employees are told about our shop. And, of course, we are always proud to share that Nornickel is our partner. Our status is immediately lifted.
Ekaterina and I are now business mentors for young entrepreneurs. It is a way for me to enhance my own skills, too: when working with students, we evaluate development of both their business and mine.
– Nornickel’s program has helped us to understand the basics of business, areas to focus on, and indicators to calculate. We were prepared to handle any twist of events. That is why when we saw that we were not pulling off another shop, we made a management decision to close it.
Information support from the company is equally important: employees are told about our shop. And, of course, we are always proud to share that Nornickel is our partner. Our status is immediately lifted.
Ekaterina and I are now business mentors for young entrepreneurs. It is a way for me to enhance my own skills, too: when working with students, we evaluate development of both their business and mine.
Ekaterina Gaidala: “As a mentor, I enhance my own skills: when working with students, we evaluate development of both their business and mine”
Ekaterina Gaidala: “As a mentor, I enhance my own skills: when working with students, we evaluate development of both their business and mine”
– What can you advise to the startup entrepreneurs?
– First of all, sit down and do all the maths. Idea generators and creative thinkers who barely deal with numbers may find it hard to work with them. But numbers are very important. Numbers give us a clear picture of the processes that need to be improved and optimised.
– First of all, sit down and do all the maths. Idea generators and creative thinkers who barely deal with numbers may find it hard to work with them. But numbers are very important. Numbers give us a clear picture of the processes that need to be improved and optimised.
Ekaterina Galaida's photos, Shutterstock/FOTODOM
May, 2024
