When I started doing the Business Portrait Project, I didn’t think I’d be including my sidekick. For those who have been photographed by me before, you’ll have met Aimee. For those who haven’t, Aimee was (still kinda is) my assistant, but more importantly, She’s my daughter. Very proud mammy moment.

Aimee has went flying solo and started her own business - Detailing by her NI - which is a valeting and detailing service based in Ballygowan and she serves all throughout NI. Her Tagline of “The service you deserve” means no car shouldn’t be without TLC and whether it’s your daily run around, a workhorse or uber luxurious, your vehicle deserves to look good and we all love driving a clean car!

I can vouch, she’ll have your car looking immaculate and smell amazing!

The joys of Aimee and I working together on the photography side, for me, is that we have a great working relationship besides our personal one and because we both know how each other like to work, when I’m doing her photography work, she’s not shy in telling me what exactly she wants or needs.

I have been a very proud mum to see her flourish, from an idea in her head, to the effort, time, dedication and passion she’s put in to her training and creating her business and then getting to see how pleased her customers are when they pick up their car. Sure you can say I’m biased when I tell you, Aimee has your car looking amazing at the end and smells awesome, but the reality of it simply is this. Her results speak for themselves.

In the 5 months she’s been up and running, Aimee’s created a brand for her business by being herself, through her reputation and how well her customer’s have spoken of the great job she’s done for their cars. It’s even more brilliant that she’s now also part of Autobead as their social media manager.

As a photographer, for me, it’s been interesting to photograph her work, from what she’s been given through to her final results and what she gives back. Who knew dirty cars would be something I’d enjoy photographing so much but I blame the petrol head side of me. It’s also great to be the one to document her growth as a start up business also. A girl after my own heart, Aimee supports the Air Ambulance NI by supplying their air freshner’s as part of her thank you pack and you also have the ability to purchase their helicopter pin badges when you are either dropping off or collecting your car again. Each purchase or donation made helps to keep our vital medical service in the air.

Something a bit different, but still on the theme of human connection, starting up a business in the middle of a global pandemic isn’t easy and it’s been interesting to see how Aimee’s navigated this to having a flourishing service.

Here’s her interview!

1. Please introduce yourself and your business

Hi I’m Aimee, Jules’ eldest, tea addict and owner of Detailing by her NI.

I started the business back in September and have since trained with some of NI’s finest detailers including Studio 10, Zeus detailing and Polished and Waxed.

At Detailing by her NI I take pride in providing high-quality valeting and detailing packages to make your car look it’s best. Whether it be your workhorse or pride and joy, for that is the service you deserve.

2. You have started a new business during covid, how has this impacted you, both personally and professionally, while starting up?

Believe it or not I think the pandemic actually aided the start up of my business. Due to the restrictions still being in place when I launched, so make people were spending more time online. Including my target audience! This allowed me to expand my audience and grow brand awareness fairly quickly. Having the business responded to so positively right from the start was such a huge relief, many of the professionals within the industry reached out and have always been helpful when I have needed help and guidance along the way.

I think the biggest impact that covid had on my business during the start-up period was having to do courses online as people were still working from home. This was nothing new having to complete my final years of uni online but it did have me frustrated because it felt little progress was being made in terms of getting a sense of normalcy to get on with day to day life. However, by the time I was ready to start trading restrictions had significantly eased so I was able to go for training in person to sharpen my skills.

3. As the project is focusing on the factor of human connection, how have you engaged with your customers?

Majority of my customer interactions have been online. I think this is due to majority of my advertising being through the social channels and emails. I enjoy connecting with people over social media as we can engage over content, whether it be cars related or even a post from the local café! I have met some amazing people via the business and some customers even feel like old friends.

4. We have both completed the Explore Enterprise Program with Melanie Fitzpatrick and Ards Business Hub. How did you find the course and would you recommend it anybody else thinking of starting their own business?

The Explore Enterprise Program was a vital part in developing the business idea and Melanie’s mentoring encouraged me to take the leap and turn my passion into my career. I would highly recommend the course for anyone who is looking to start their own business, it covers everything from basic business structures to market research and developing a business plan. I thoroughly enjoyed the marketing workshops although I had Melanie tortured going over taxes and accounting until it finally sank in!

5. We’re extremely lucky that we are a mum/daughter team and have a great relationship as you’ve helped me out with my photography as an assistant so we know how each other works and communicates, but do you think there are any negatives with collaborating with family members while starting up?

Yes our #DreamTeam dynamic is very unique and I enjoy every shoot we do together. Although I do think it has spoilt me as I find it difficult to build that same level of communication and finding sync when working with new people.

6. Social Media is a huge part of our daily lives, while we spend a lot of time on it during our personal hours, how do you balance it between personal and working?

Balance? What’s that? I don’t think I have spent any proper time on the personal accounts since I started the business. Joys of being a start-up up right?

I think because the timeline feeds are so similar in my personal and professional accounts, I don’t feel like I’m missing out on anything by switching between them.

Like most people self-employed I think that work/life balance line is very blurred. My working week typically finishes when my eyes can no longer focus on the screen. Although my friends and family are a great source of support and always there to encourage me to take time off and have breaks so I don’t burn out.

7. As a new start up, social media is an essential tool kit for your marketing, letting people know you are established and creating that engagement between yourself and your followers, did you find it hard to switch from using social media a personal communication aid to a work tool?

Social media has helped my business in so many ways, whether that be increasing brand awareness, showcasing my work or even helping me find new training opportunities and meet fellow detailers!

I think making the switch between personal use and as a work tool is something I am still very much learning. Having started the business after graduating I was still in the habit of writing in a very clinical, academic style. I found this very challenging to move away from but think I have been able to show more of my personality and connect with customers and fellow professionals on a more casual and relaxed level over time.

8. And speaking of social media, HUGE congratulations for becoming the social media manager for Autobead! How awesome is that! How did that feel when a reputable car product company has contracted you for the role, not long as you’ve started up for yourself and how have you found working as part of the team while WAH/in NI?

Thank you, I don’t think it has sunk in yet! Having a BRAND even know who I am is huge, especially given how early it is for Detailing by her NI. Feels strange to think how far things have progressed in such a short time. It is probably going to knock me for six once it hits home that I work for one of the major players within the detailing community.

As for working from home I enjoy it. Being in Northern Ireland hasn’t really affected the work other than meetings being via zoom. Plus I’m a technophobe (I know not a great quality for a social media manage!) and the webcam has a habit of freezing on very unattractive expressions mid-conversation! I think I am more productive in the make-shift home office rather than in a cooperate setting and it gives me a better work/life balance (although the cupboard could do with a lock on it!).

9. Finally, if you have any other comments about human connection with your business, please feel free to share. Thanks for taking part Aimee

I am very lucky to have a good support network in place as I am usually working on my own. There are others within the industry who may not have the same support circle there, meaning their interactions are limited to customer collections and aftercare. As a result, this can make the detailing industry very isolating and runs the risk of impacting mental health.

You can see some of the photos taken for Aimee & Detailing by her NI below: