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Astin Parore and mother Sally Ridge
Twenty-year-old Astin Parore says his art business turned over six figures in revenue last year – and says there should be more discussion about how other young people could be encouraged into entrepreneurship, too.
He started the online art business now called Essentials NZ at 16, during the first Covid lockdown.
He spotted that his mother, Sally Ridge, and her friends wanted to buy Sponti Gnomes by the artist Ottmar Horl but people had stopped selling them.
“I emailed the artist and got in touch with his publisher and ordered 20. Then I jumped on Instagram and started an Instagram account for a preorder. I knew exactly what everyone wanted and said they would be coming from Germany and would be a month. Then I used that capital to buy the gnomes and start the company…. People kept buying them and here we are today.”
It took about a year before the business was delivering a sound income, he says.
Over time, he has added more artists, including Mika Cotton and Remy Aillaud, and a range of pop art on acrylic skateboards from Artlab.
Parore said his model of online selling with in-home viewings was unique.
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Works by Remy Aillaud.
He estimated he turned over six figures in 2022. “I’m shocked at how well it’s going. Selling gnomes there isn’t huge margin and we’ve had to add more things. To be fair, the expenses are low because it’s online, we don’t have rent we don’t have any of that stuff.”
He said no one spoke about the possibility of starting a business as a young person. “We’re told to go to school, get good grades and just get on with it. I started this at 16 and still managed to get great grades through school. I’m at uni now and have this side hustle that keeps me living. No one encourages people or gives people ways to do it but if you have an idea, it’s not as hard as people think.”
He has now brought Ridge on as a shareholder and creative director to help find more artists. “She has more experience in the art department, which I never really appreciated until last year.
“Mum has a rich background of interior design and has immersed herself in the art market for most of her life. She is very knowledgeable in this aspect and poses as a key member to the Essentials team. This knowledge is exactly what I needed when I took my business to the next step, I couldn’t do it alone. Now it’s a great partnership and is boosting the company.”
He said he was still battling stigma, both from within the industry and generally because of his age.
“I’d definitely say there is a certain stigma directed at young people trying to achieve things in the business sector in New Zealand. Although from my personal experiences, this stigma is to be ignored as it is usually fuelled by jealousy and desire. Achieving above average results in NZ as a young person isn’t always received well by people, and these achievements can be torn down not acknowledged. Defining success is difficult, success varies from person to person. When I first started the business at 16 I kept it very quiet, no one knew it was me behind it bar my family.
“I would definitely say underestimating young people in business is a rookie error. Young people are just as capable at creating successful businesses, especially with the knowledge of technology and its importance in today’s society. Technology plays a huge role in today’s world, and young people really know how to work it. With modern technology advancing, you could argue young people have the upper hand. Pressure is a privilege.”
