When Kelly Odell decided to take the leap from freelance makeup artist to studio owner, she knew she was taking a risk. Five years on, KO STUDIO is firmly established on Friday Street in Leicester, with Kelly continuing to develop the business and explore new opportunities.
Support from the Sir Thomas White Loan Charity has played an important part in that growth. Kelly first received a £5,000 business grant to help establish her studio before later securing an interest-free business loan, giving her the flexibility to invest in new ideas and develop one of the business’s bestselling products.
But Kelly’s career in makeup began long before she opened KO STUDIO. Originally from Braunstone, Leicester, she spent five years working in retail before becoming a mum at 22. When she later had the opportunity to return to college, she was unsure what career path to take until she discovered makeup.
“I was not even sure what I wanted to do, but then I came across the category of makeup and that is when I started studying,” she explains.
It quickly became clear that Kelly had found something she enjoyed.
“I realised that I liked it, I was good at it, I got the passion and I worked into it.”
Kelly went on to complete a number of qualifications, including Level 3 and Level 4 makeup courses, artistic makeup and special effects, before progressing onto a Level 6 Creative Industries course.
She graduated with first-class honours while also gaining work experience and building a client base.
“When I actually graduated, I was looking to take the plunge and do it as my only career choice. That is where my makeup journey began.”
Kelly initially worked from home as a freelance makeup artist, using a small room for makeup trials with brides and travelling to clients for much of her work.
Then, in 2021, an opportunity came along to take on a studio space in Leicester.
“I had always done everything myself. I thought, you know, take the risk and do it.”
Kelly took the opportunity and has been based on Friday Street ever since, developing the business into KO STUDIO.
The business has continued to evolve, with Kelly now moving from being solely a freelance makeup artist towards becoming a business owner, brand and studio operator with assistants.
It was around the time she took on the studio that Kelly discovered STWLC.
Kelly heard about STWLC through Barrie Stephen, after seeing him share information about the Charity’s funding.
She initially received a £5,000 business grant, which helped her make several important investments in her new studio.
The funding contributed towards external signage, a new computer, an extractor fan to support health and safety, a safety doorbell and CCTV.
“When I applied for the grant and they approved it, I was absolutely buzzing and amazed,” says Kelly.
“It helped pay for the sign outside. It was all kind of luxury big items that I would not have been able to afford.”
After receiving the grant, Kelly later went on to apply for an STWLC business loan.
Initially, she planned to use the funding to expand into facial treatments, investing in training and equipment and exploring becoming a registered training provider.
However, as her plans developed, she decided to take her business in a different direction.
One of KO STUDIO’s best-selling products is its costumes, and Kelly saw an opportunity to invest further in this side of the business.
She used around £3,500 of her loan to purchase specialist material from China in a custom colour for her popular Grinch costumes.
It was a new experience for Kelly, who had never previously made an overseas purchase of this scale.
“I had never done anything like that before, buying from abroad,” she says.
The investment proved successful, with the costumes becoming an important source of income for the business.
“It saved the year really. It ended up selling really well.”
The new product line also helped provide an alternative source of income when makeup work dipped.
“Makeup is having a bit of a shift in the industry. People are going a bit more natural and they have learned to do it themselves, so work dipped a bit, but the fur was my best seller.”
For Kelly, being able to change direction and invest in a different opportunity was an important part of having access to the loan.
“The fur was a good little change of plans which I would not have done without the loan.”
As well as the financial support, Kelly has valued the relationship she has built with STWLC.
Having always managed the business herself, she says she appreciated the friendly and supportive approach of the Charity and the regular check-ins as her business developed.
“I just felt welcome,” she says.
“Whenever they have done the checking in, face-to-face or online, to see how I am doing, I just think it has been really nice and supportive.”
For Kelly, the support has helped give her the confidence to take risks and continue developing KO STUDIO.
“I do feel like it helped me take risks that I would not have done without it,” she says.
“It was nice actually having money there. There was a bit of security that was helping when income did go a bit low.”
Kelly believes STWLC has played an important part in the development of her business and is now happy to recommend the Charity to other entrepreneurs.
“I have told other people about the Charity, and they have applied for the grant and it helped them a lot.”
She has also recommended the Charity’s interest-free business loans to someone with a new business idea.
“I think it is really good how it is 0% interest. That’s unheard of and is such a benefit when borrowing money.”
From starting out as a freelance makeup artist to establishing her own studio and developing new income streams, Kelly continues to build KO STUDIO – with the support of STWLC helping her take the next steps along the way.
For more on KO STUDIO, head over to www.ko-llective.co.uk
To apply for STWLC’s interest-free business loan, please click here