About Lara

Lara Solomon female entrepreneur

I was born in London in 1975, I studied Business and Commerce at the University of West of England, specializing in Marketing.

Having applied for various marketing graduate roles, I was offered two positions, one with Jaguar, the other with Reckitt Benckiser, I accepted the offer from Reckitt and moved to the glamorous northern UK city of Hull, where I bought my first house and car… But after just twelve months, I sold everything to take up the opportunity to move with my boyfriend to Sydney, Australia and haven’t looked back since.

Following two years at SC Johnson where I worked as a Brand Manager on household cleaning brands, including Pledge, Mr. Muscle and Windex, I moved to Conair for more autonomy and less travel, as marketing manager responsible for electrical appliance brands, Conair and Vidal Sassoon. I launched 49 new products in my first year alone and a whole new category of eight kitchen appliances!

I had several business ideas and with valuable marketing and business experience under my belt, I took the plunge in March 2004 to start my own company, LaRoo (my name and the Aussie icon, Roo!).

Mocks mobile phone socks by LaRoo Pty Ltd are a modern phenomenon. From humble beginnings in Sydney’s Northern Beaches four years ago, LaRoo has now sold almost a million Mocks worldwide via its website and through over 2000 Mocks stockists (“Mockists”) in Australia, 190 in New Zealand and over 2000 in the UK.

The idea for Mocks came during a trip to Thailand when I saw women selling a similar product from street stalls. I decided to develop higher quality product with designs more suited to the Australian market.

In 2008 LaRoo won the NSW Telstra Business Awards in the Micro-business category, plus I was a finalist in the Telstra Young Businesswoman Award.  Previous awards include:
– LaRoo was listed on the 2008 BRW Top 100 Fast Start-ups
– Winner of the MBA Scholarship as part of the Sydney Business Woman of the Year Awards 2006
– Finalist in the Telstra Young Business Woman of the Year Awards 2005 & 2008
– Winner of The Australian Business Women’s Network New Business Award 2005
– Winner of the NSW Telstra Micro-business award in 2008

Brand New Day is my first book.  I was inspired to write it after setting up my business.  I saw what other business women (as well as myself) went through in starting and running a business, and wanted to write an honest account of my first four years in business, my aim to help others understand that everyone goes through similar trials and tribulations!

I used to be a brand expert for SmartCompany’s website, and have written for various other publications.