Lilia Barba, Founder of Balloons and Paper
Name: Lilia Barba
Founder: Balloons and Paper
Who is Lilia Barba?
Hi! My name is Lilia. I was born in Mexico, and I am currently living in Glencoe with my husband and three kids.
I started my creative journey in 2012 by opening an online store in the Etsy platform. I created paper party decor and pinatas. That is still going, just in a wholesale level, no longer on Etsy.
After a rollercoaster of amazing things happening, we decided to open a brick and mortar in Winnetka.
In less than three sentences tell us about your company and what you do.
Balloons & Paper is a woman-owned premium party and gift boutique offering a curated and inspired solution for your everyday and holiday hosting needs. We offer a wide variety of balloon decorations. Big or small, your choice! We can help you install it or you can pick up same day.
What does BEING a FoundHer mean to you?
PROUD.
How do you support other female founders and women in business?
When I started working on my business plan, one thing was very clear.
I wanted to work with woman owned small businesses. We handpicked items from all around the world. I truly have a passion for finding the most creative individuals and bringing a piece of their work to our shop.
At what point did you make your company a full time gig? How did you know the time was right?
Two years ago my Etsy company was mentioned in a New York Times article. The article was about people doing a positive spin in the pandemic. I had done a drive by party celebration for my son. I went all out with balloons and created emoji with a mask pinatas to give out as party favors. After the article happened, then Telemundo Chicago did a live interview to discuss the article.
My Etsy shop blew up, and local people started to notice me very rapidly. I had a momentum that I needed to take advantage of and it was now or never. We made the decision to go forward and four months later we opened the store.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
Communication.
I had a boss in my first real job after college. He had a way of communicating that I always imitate. When you did something different from the normal process, instead of telling you. You are doing it wrong, he will ask...why are you doing it that way? He will listen, and sometimes he will learn from your new process. In most cases he will just understand your way of thinking and explain to you the correct way in your terms. It worked every time! I apply his communication skills with my own employees all the time.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
I handle my social media. I would not say it’s successful, I know it can be so much better. I do see a difference when I show my face. People engage so much more with my account and that is my biggest challenge.
How did you land your first client?
I could not have done it without my friends. They started to hire me for balloons. I had a million pictures and reviews for my pinatas, but just one picture of my work in balloons.
My friends started to hire me for their balloon decorations, and that way I created my portfolio. Once I had that I was able to share in my social media accounts and through there I got my first non-friend client.
What is something you do differently from the industry standard?
You can get balloons anywhere. You can easily go to party city or even the supermarket. The number one thing you hate from those places is the customer service and for us that it is our #1 priority.
The second biggest thing we make differently, is that you are able to get amazing balloons decorations same day or very short notice.
Did you raise capital? What was the process and avenue you chose to take?
The first avenue was to ask for a loans. I spoke with a few banks but I was denied. One told me my idea was not realistic.
I looked into grants, but the amount they were offering it was laughable. At the end my mother very kindly loaned me the money. She couldn't give me the complete amount, but half.
What would you do differently if you were starting your business today?
Before my store, I didn't know anyone that owned a business. I would have make more research about the small business owners around the area, and try to meet them. Try for them to talk to me about the process, literally anything that they want to share.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
We donate to all school auctions. We have a ready to go voucher for them to pick up at the store. In the voucher is the picture of the balloon arrangement that the winner will be getting and the rules are on the back.
Social contests. In the last contest we made our followers to nominate their schools to win a Valentines day balloon arrangement.
Collaborations with other small business. We just did a collaboration with Babs boards. She hosted a charcuterie class in my store, bringing people that have never been.
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
I had a few, first the money, then the space and the biggest one: Employees.
My store hours are different. We are open from 10 to 2:30 to be able to pick up kids and do all mom stuff after closing time.
I was targeting stay at home moms to work at the store, and after a loooot of failed attempts. I have discovered that empty nesters are my ideal employee.
Do you want to share your story and advice with the Dear FoundHer… community? CLICK HERE to submit your information.
Follow us on Instagram @dearfoundher and join our Facebook community for more conversation.
Make sure you tune in to Dear FoundHer… for new episodes every Tuesday and Thursday.
