Female Founders: Niccy Iseman - Type & Story
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#FemaleFounders: Niccy Iseman – Type & Story

Having a creative outlet enriches your life in so many ways. Creativity fuels passion, establishes your identity and adds magic to the mundane. But with life getting in the way for a lot of us, it can be hard to find the time to flex your creative muscles. After a long day at work, it is often favourable to zone out to Netflix rather than start to sketch.

But for Niccy Iseman, getting creative almost every evening was a part of her routine that she looked forward to. Little did she know that her hobby would become a business.

Let’s find out how Niccy’s use of her spare time became the ‘purposeful paper goods’ businesses known as Type & Story

1. Why did you start your business? What spurred you on?

I started Type and Story back in June 2017. It began purely as a creative outlet for me and helped me to develop my new identity as a mother. I found myself spending most of my evenings designing; playing around on my laptop and conjuring up ideas on product ranges. It progressed gradually and organically from there, as I started it as more of an act of escapism rather than a business. 

2. What are the unique challenges that you have faced as a female founder? 

Since becoming my own boss, I’ve been very fortunate to have not faced any challenges due to my gender. Although, in my conventional job, I have come across a few challenges. I have been tarred with the ‘she will get pregnant soon’ brush, which has unfortunately been a huge barrier to gaining entry into exciting new positions. 

3. What were the 3 steepest learning curves in your first year in business?

  1. Don’t buy huge quantities of things because the cost price is better. Always buy smaller with a slightly higher cost. You will make less money but you won’t lose so much, especially when you’re finding your feet. 
  2. Don’t think everyone knows what they are doing because they don’t. They are just better at faking it than you. 
  3. Start small and develop out. Do one thing that you’re really good at, then expand from there. 


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4. What is your favourite thing about founding your own company?

My favourite thing about founding my own company is being able to work on things that I’m truly passionate about, in a role that encourages my skill set to flourish. I also love being able to include yoga and odd jobs into my every-day without feeling guilty in a 9-5 conventional situation. 

5. What is the best business advice you have been given by someone else?

Know your worth, and I mean really know it. 


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6. Do you ever suffer from Imposter Syndrome? If so, how do you tackle it and move forward? 

I am the queen of Imposter Syndrome and have suffered with it my whole life. My best piece of advice would be to start realising that attributing success to everyone else’s standards will just continue to perpetuate the cycle. Take a long journey of personal growth; fill your time with podcasts, reading books, therapy, family, friends and whatever or whoever makes you feel most comfortable. You need to be open and honest with yourself as to why you don’t feel deserving of what you have.

Take moments out of every day to reflect on small successes. 

7. What’s the best book on business you’ve read?

The Blue Zones by Dan Buettner, who is a National Geographic explorer. He essentially talks about implementing lifestyle changes that allow you to live a better, longer life. I can vouch for the fact that if you read this book, both your business and personal life will improve.


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8. Tell us about another brilliant businesswoman that you think our readers should know about

That would be Hannah Keywood, co-founder of Puck Wanderlust. We met at work years ago and have remained super close. She is just fascinating; bringing health and healing into her jewellery business with an open heart and complete sassy style. She is also the most authentic person I know. 

9. What advice would you give to yourself if you were starting your business now?

Trust your gut and intuition. Let them all say no a million times, It doesn’t change the fact that you feel differently.  


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10. If you had a marketing budget of £1,000 what would you spend the money on? 

I would invest in video content so that I could develop some good quality visuals. I would also invest in more creative and lifestyle photography so I could create more material used for both print and digital.

Kickstart your art

Feeling inspired by Niccy’s story? We have some other examples of awesome women that turned their artistic hobby into a business that you might want to take a look at. 

For the crafty creators out there, have a read of our interview with Katie Abey from Katie Abey Designs. Or, if you’re an enamel pin fan, check out our interview with Amy Collins, founder of Pinhead.

Follow Matchstick Creative on Instagram and Twitter for more female founder fabulousness.