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TOTAL LICENSING AUSTRALIA
The path from kitchen
table to global business....
An interview with Jamie and
Adèle Basheer of Intrinsic.
Tell us about how and when you started Intrinsic. positive, so we bought $30 worth of recycled cardboard
What inspired you and what was the belief behind and got busy crafting the card range we had promised – all
the business? on our kitchen table.
Jamie Basheer: “Adèle and I literally started our business We began the business in early 1996 and in August
on our kitchen table. We had both finished working in that year, we exhibited at a trade fair and the business
our previous employment, me in hospitality and Adèle doubled overnight. In the beginning we did all of our own
running personal growth workshops, with a dream to go manufacturing. It would take me an hour to cut out 16 cards
into business together – a business that would be more and Adèle decorated the first 20,000 cards we produced.
family-friendly. Adèle and I share a simple vision to make a positive
Adèle is naturally creative and has always had a connection difference in the world – to touch people’s hearts, inspire
with inspirational messages and quotes, of which and create joy. This is our main belief behind our passion
she had collected many in her personal and commitment to Intrinsic and the reason we constantly
journals. When Adèle couldn’t find greeting explore new opportunities for the business, especially on
cards with exactly the right words, she felt an international level. We want to reach as many people
there had to be a business opportunity in as we possibly can - to share our inspirational outlook on
creating cards with inspiring messages. life”.
So I went to our local newsagency with
a few samples Adèle had created How did you develop the business?
and asked if they would be Jamie Basheer: “After our cards went on sale with the first
interested in selling our newsagency, we established new contacts through referrals,
card range – which at that word of mouth and the Yellow Pages. We operated with
stage only comprised little funds in the beginning, producing new cards only after
three cards! The making sales”.
response was
How long was it before you began to look at
licensing and how were your early experiences of
this?
Adèle Basheer: “As a home-based business in the beginning,
it was about three years into our venture when, I like to say,
the lunatic started to take over the asylum! Our products
and office supplies had multiplied and begun to overrun
our home - the lounge room had become a permanent
office, dispatch was done in the hallway and the bedrooms
were used for storage.
While moving from handmade cards into manufacturing
did not excite us, it was at this time that a friend, who
had designed a guitar, first introduced us to licensing. As
selling our cards internationally was a major goal for us,
we began to think that licensing would be a great way to
achieve this.
At the same time, we received a call from a UK card
manufacturer who was interested in licensing our card
range. We actually went to the UK to meet with them, but
didn’t feel their product range was in line with our vision
TLA 4
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