Sharmaine Lovegrove moved from London to Berlin in 2009 and founded the bookshop Dialoge Books. Meanwhile she is back in London and follows her passion for stories and storytelling as director and co-founder of Dialogue Berlin – a collective of communications strategists who specialise in arts and culture.
Sharmaine, please describe your business in a few words.
I am in the business of storytelling – understanding written stories in many formats or companies stories and make sure those stories reach a wide, global audience.
Was there a master plan on „how to monetize something you love“? Or did it just happen?
I came with a plan to start my business with something that I really knew about which was bookselling, events and PR and then once I had built a platform for my work then I was able to branch out into other areas of interest and build upon my expertise. The main thing was to position myself as someone who can do anything alongside being open to anything can happen!
I feel more ‘established’ that I could have dreamed possible
How long did it take until you had a feeling of „being established“ and making enough money to make a living with your passion?
Since I was able to work I worked with books and storytelling. Coming to Berlin in 2009 I started working for myself and five years on, I feel more ‘established’ that I could have dreamed possible.
We also put a focus on the question if it is good to turn your passion into a business or if it’s better if passion stays passion. What do you think?
I love reading and learning about the stories of others and as that is my job then really there is no separation. I have had to learn to read in different ways to keep my passion and work separate at times. Generally though, I don’t work with elements that don’t interest me so that natural curiosity keeps growing as my business develops.