How it started.


Hi! My name is Petra Gardefjord and I'm the creator and maker of Mini Mocks.

My small business started less then two years ago. I was home with my daughter and became very creative, since she was the nicest baby letting me. I started making things for her and her brother. I had been given a sewing machine a year earlier but just didn't have the time before. Since my daughter was quite a chubby one and I had such a hard time to find shoes for her little feet, it came naturally to me to start making soft leather moccasins.


At first they turned out really ugly, but after a while and loads more practice on the machine (I was kind of useless) they looked okay. She started to get compliments for them from strangers and I saw something… A product yet to be discovered in our country. I made a shop at Tictail. Just like that. I was convinced that this would work; I would be able to sell this. But not without marketing.

I had an account on Instagram for private use. I don't think I had any followers that I didn't know in person. But by searching around for inspiration and like-minded peeps, I found new friends very quickly. Just by liking and commenting on others photos I gained new followers and supporters. It was a slow start for me. Instagram still felt like a platform for people with food, babies and pets. And not so much marketing of products. I needed a goal. So by saying to myself that I would have 10K followers by the end of the year (this was in April 2014, I had 1000 by then) I had a small goal to follow. By New Year that year I had 30K. Not many people know about my little goals, cause they are quite embarrassing but they help me move forward. So there, I just shared a little secret.


Another goal was to turn followers into customers. It might sound harsh saying it like that. But I like to call followers, supporters. And by sharing everything about yourself and your company, you create a group of supporters. But you need to take care of them and give them the love and respect they deserve. When you manage that, you will create a successful Instagram business. It's a constant and ongoing relationship and I can never relax and stay off Instagram. But I see it as part of my work with Mini Mocks.

This spring I held workshops on this subject. How you can market your small business, or yourself for that matter, with the help of Instagram. It was three very successful workshops and we all learned so much. One of the big questions were 'How active do I have to be?' It is a very good question. I post 3-5 photos everyday. Yes you heard me, ev-ery day. I mix photos of our products, happy customers, my kids and my home. But the first advice I always give is to be active on other's accounts. Follow people that inspire you, whether it is with colors, photos, decor, kids, clothes, and travels. Do it, and tell them how much you appreciate them. I do that daily. They are my friends now. And we give and we give. It's so refreshing! In the workshops we called Instagram a fluffy white cloud. That's what it is and we like it.


Good luck with your marketing. Don't be afraid of putting yourself out there. The people that like what you do, they will find you and they will support you!