Features

Katie Price

To most she seems an unlikely entrepreneur but Jordan is a PRIME example of the entrepreneurship trend in the UK amongst young females.

Born as Katie Price in 1978 to Amy Price she began her all to familiar career on page three of the Sun, appearing in several men’s lifestyle magazines soon after. Her personal life has been open to much scrutiny lately but there’s no sob story to follow as she admits to always wanting a life of fame and fortune and her perseverance has paid off as she hits a neat net worth of £50 million. Proving that her bubblegum dress code, fake tan and rather generous upper body can do nothing to take away from the fact that she is an actress, author, writer, media personality, glamour model, singer, songwriter and ultimately a business woman. She’s a new-age entrepreneur, who with no prior training, has managed to reach out and develop a number of markets with enough acumen to bring it to the table and make a success of it every time.

In 2008 the Guardian Media listed her as 83 on their influential media list for her hold in publishing and broadcasting firming her position as a strong, ‘ordinary’ female business icon that many could relate too.

She seems to have the general public vote too, last year BT Tradespace conducted a nationwide poll and she came in at 4th place. Knocking Anita Roddick and Stelios off their front row seats. Being Jordan (2004), Jordan: A Whole New World (2006) and Jordan: Pushed to the Limit (2008) could have passed as just another ghost written celebrity biography bi-product but she then went to pursue the adult fiction market with Angel in (2006), and Crystal (2007) and now her latest offering Sapphire (2009).

When that failed to challenge her she began to write a series of children’s books, dabbled in the perfume market and now she has taken the media by the scruff of the neck to launch Pricey Media. With the former ITV Studios talent executive Mark Wagman, who was also previously head of entertainment at the Richard and Judy producer Cactus Television. Which will of course very shrewdly produce and air shows that she stars in, such as a six-part What Katie Did Next up until 2011, once again carving herself into a profitable commodity.

Later this year she won the support of tight-lipped horse trade publications, gracing the cover of the likes of National Horsemart and Scene Horse promoting her new equestrian clothing line. Unlike many celebrities she has mangaged to crossover into many sectors well out of her comfort zone through sheer bloody mindedness. Mastering the art of media manipulation she has taken the general public on one long and profitable journey. What’s next for her? Electrical hair-styling products and more lingerie.

I’m not positive we have seen the last of her entrepreneurial trail. It would be very silly to underestimate the power of the face behind the brand. We went to meet with the glamour girl turned retail icon.

Why did you decide to go into fashion and design your own KP equestrian collection?
I wanted to do something on my own and completely different from my other ventures - so I decided to set up my own company as opposed to another endorsement! There’s so much more satisfaction for me running my own company and doing something that I love. Horses are my passion but I’ve always found the clothes really boring and stuffy so I thought it would be a good idea to introduce a bit of colour and glamour into it all.

Riding is no longer just an elite sport for rich people and I want the clothes to represent all walks of people and styles. Something modern and sassy that makes you feel confident and individual and ultimately you’re going to do a better job of competing if you look good and feel good on the outside too.
I’m currently the chairman of the company and I’ve really enjoyed been so involved with everything from design to distribution as it’s my favourite hobby so it’s something I really knew and enjoyed so I could give my honest input in.

What inspiration did you use for your KP equestrian collection?
Me! I wanted to try and design an equestrian range that’s fashionable enough to wear not only to the stables, and so really I just started off by thinking of everything I like wearing day to day. Everything in the collection is what I or my kids would wear which is great so now I don’t have to go shopping!

What’s your favourite item of clothing from your KP equestrian range?
It sounds odd, and I know it’s not an item of clothing, but I would have to say I’m proud of our logo. I had a tattoo of a crown when Princess was born, so that’s on it, and then there’s my initials, hearts and a pelham bit which is used for spirited horses.

I also love the patent bag – I’ve got loads of expensive bags but recently all I seem to use is the KP Equestrian one. If all goes well I would like to expand the KP bag range as there’s a real gap in the market for stylish riding bags.

How has your range been received by more traditional equestrian brands and consumers as you’re a clear break from the beige jodhpurs and padded coats?
I’ve been really surprised at how well people in the horse world have received it actually because, yes, it is very different to your traditional equestrian gear. At every event I go to, whether it’s polo, dressage or show jumping, everyone has been really welcoming and supportive of me.

What makes an entrepreneur to you?
I guess just someone who has a goal and doesn’t let go until they’ve reached above and beyond it. The point here really is that anyone can do it you just need that drive and thirst for independence.

What made you get into writing children’s books?
My first children’s books were the pony ones, which obviously stem from my love of horses. I used to read pony books when I was little and so thought it would be fun to write my own as I always liked them. A lot of my ventures are just based on things that I personally enjoyed or knew about, you can’t start a business selling something you know nothing about.

How did you feel when you were voted 4th in Britain’s Top Entrepreneur poll?
I was delighted! It’s also nice to see that not everyone believes everything they read in the tabloids because I work hard.

What made you release your own independent production company alongside Mark Wagman?
It’s something that I’ve always wanted to do, but it wasn’t possible with my previous management company. Television is a big part of my life and, like everything I do, I like to be as hands on as possible so really it just seemed like the natural thing to do.

As again I could have more input in production and get involved with the whole post-production phases too.

Is Pricey Media going to just launch your own programmes or is it a wider business model?
For the moment yes just my own programmes, but who knows what the future holds? It just made sense to produce and broadcast my own shows.

Is it true you have an underwear range and sex toy product brand? If so, tell us more.
Yes, I’ve had an underwear range for a long time now which is sold through Asda, but no I don’t have a sex toy brand – that’s definitely something the papers have made up! I have my limits! I’m very proud of the lingerie range though.

What advice would you give to a young female wanting to start their own business? Do you think any training is needed?
Just not to give up until you get what you want. If you don’t try then you’ll never succeed. I definitely never had any training, but I guess it just depends what kind of business you want to start. Just go for it – that’s always my motto. Most things in life you pick up on the way and there’s no better lesson in life than cocking up and then doing it again, better.

I like your idea of having the bright pink horse floats, tell us more?
Yes I had an amazing bubble-gum pink KP Equestrian lorry delivered from Prestige! And it’s not just pink on the outside – all the seating is pink leather and the lights have pink neon bulbs. Even the seatbelts are pink. I’m delighted with it and can’t wait to get out on the competition circuits and dazzle everyone in the lorry park. It ties in with me and my branding perfectly.
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