During lockdown the thought of being able to travel again one day helped us to remain positive and get through it with our usual positive vibes. One brand that really helped us to stay inspired and delivered the escapism that we needed was Dreamers Who Travel, a travel inspired online shop that will give you more wanderlust than you can shake a stick at.
Caroline Towers founded the brand and it was an inevitable decision given her love for travel. A northern lass with a love for entrepreneurship and a desire to always learn new things, Caroline is one to watch. We spent some time with her to find out more…
Tell us the journey that lead you to launch Dreamers Who Travel…
I’ve always wanted to create something travel related as it’s been a huge passion in my life. I went on my first holiday when I was about 6 months old and I’ve loved travel ever since! I run a couple of other businesses already and in the past had a successful lifestyle blog which included travel elements. After a challenging time personally I decided there was no better time than “now” to create the travel related brand I’d dreamed of, although I had a lot in it felt silly to wait until the right time as that might never happen so I got to work! It began with creating social media accounts, followed by creating some products & launching the online shop. It was exciting to see it come to life and I am looking forward to seeing how Dreamers who Travel evolves in the future. I have been able to use my experience of running my own businesses for over 10 years to create Dreamers who Travel, although it is still a constant learning experience.
The travel industry was hit hard during the pandemic, how did you thrive during this time?
It has certainly been a challenging time as a small business owner with lots of ups and downs. As a brand we focused on the idea of continuing to dream about travel again and using the products we offer to help our customers to keep those dreams alive. I also used the time to work on building processes in the business, designing new products and ensuring that when travel comes back to being a priority for people that we will be ready!
Do you have plans to expand your product range in the future?
Yes, for me this is one of the most exciting parts of building the business! Recently we launched our first piece of jewellery which is a necklace and this was followed quickly by some candles. I’d love to add to both of these product collections with more candle scents and jewellery which connects with a love of travel. I am sure I will think of some other products too and of course, it’s always important to listen to what our customers want moving forward.
Outside of Dreamers Who Travel, you own other businesses. Can you tell us more about this and how you split your time?
It’s not always easy and running multiple businesses is not for everyone! I would describe myself as a multi-passionate business owner, I run The Content Edit which supports other business owners with content creation, alongside Voltage Sport which is another product business inspired by sport & fitness which I run with my boyfriend. I first started in business over 10 years ago and there has been lots of twists and turns, ups and downs but this has meant I’ve also learnt a lot about business. I’m really good at content creation and previously was a social media manager so I treat my own businesses like clients when it comes to creating content for marketing. I’ve also realised that I can’t do everything and so I have grown the teams for my businesses and I’m getting much better at outsourcing the things I’m not as good at or doesn’t always get the attention it deserves. I tend do so similar tasks for each business when I am in the “zone” for them.
What would you say sets you apart from other lifestyle brands?
I believe at Dreamers who Travel we understand that not everyone can or wants to travel 24/7 but that doesn’t stop them from dreaming and keeping that connection to travel alive. Travel helps us all create stories and build memories which I how we want to connect our customers. All of our products have original and unique designs and are specifically related to a love a travel. Plus we have a blog where we share travel tips, inspiration and tips – This is an element of the brand which we hope to grow moving forward. Our aim is to be a well rounded travel brand connecting women who have a love for wanderlust.
What has been the biggest challenge you have overcome as a business woman?
There have been many challenges within business, some are out of my control when working with suppliers but I think for me the biggest challenge has been my own mindset. I have had to overcome my own self-confidence and doubts that creep in when it comes to believing I can achieve all of the ideas I have. I have found the best way for me is to take action quickly, this stops overthinking, procrastinating and talking myself out of doing something! I don’t always do this, some days I feel like I am a professional procrastinator but it always feels good once the task is done.
What does self care mean to you?
For me, self care is doing things in your life which bring you joy. I have found it’s about switching off from the computer on an evening or enjoying time off on a weekend guilt free. I know that when I take a break from my businesses, I always come back with more energy, more creative ideas and I can’t wait to dive in. I love to find something good on the TV, go out for food and drinks and I also think travel can be a form of self care because it makes me feel good and enriches my life. After a few days of travel, especially when I’m at the beach I always make sure I have notebook in my beach bag as I usually feel inspired!
For any aspiring entrepreneurs wanting to launch a business, what advice would you offer?
My advice is always to go for it but know it won’t always be easy. However having a good go at a business and it not working the way you want is better than wondering “what if” for the rest of your life. It’s so important to know what you want to achieve with your business, to take action, have patience and keep it fun. To start with I recommend learning the different elements which you need to run a business then you can find what you enjoy and are good at, the other things you can outsource. Understanding what takes place within a business will help you be a better leader in the future.
Talk us through an average day in your life?
Every day is always different for me. I wake up early with my boyfriend as he gets up for work. I’m not an early bird naturally but it makes sense to wake up with him around 5.30 and get started with the day. Mornings usually begin with some journalling, reading and If I’m honest, I probably check Instagram more than I would recommend! I’ll make myself some breakfast, catch up on emails and any urgent tasks before doing a home workout. The last 12 months have been all about home workouts for me, which I’ve loved. Then I take a shower and get ready for the day. Some days I’ll meet my mum for lunch others I might plan out content and write blog posts. On a different day my tasks might be updating the website and liaising with other members of the team. Before I switch off for the day, I will go through orders from the day and of course, check my favourite app, Instagram again. Evenings usually involve watching a TV show (we love a good boxset) and an early night!
What’s your go-to quote when lacking motivation?
I love the quote “done is better than perfect”. It’s something I remind myself of all of the time when I need to take action.
Where can people find out more?
My personal Instagram: https://instagram.com/caroline.towers