Fifteen years ago, I was sitting at my desk with a handful of very British designs. They weren’t quite right for Ben Sherman, the fashion brand I was freelancing for at the time, but they had charm and they made me feel like home. I had no firm plan, just a quiet hope that I could turn this creativity into a business. Into projects. Into something.
There were so many moments in those early days when I wasn’t sure it would work. One week I would be packing a big order, convinced this was the start of something steady and exciting. The next, I would be standing at a market stall in the freezing cold or pouring rain, waiting for customers who never came. I still remember someone asking what they could get for 50p. It felt pretty soul destroying at the time.
But slowly, things began to build. Orders became more consistent, the brand started to grow, and year on year there was progress.
And then Covid hit. At that point, all our eggs were in one basket (pun intended!) and that was the heritage sector. Tourism stopped almost overnight. We closed the Oxo Tower studio, and my one member of staff left to join a larger company with what felt like a more secure future. It was a tough moment.
But we kept going.
My best friend believed in the business enough to take a leap and join me, and I was determined to ride out the storm. Somehow, through resilience, creativity and a lot of hard work, we didn’t just survive. We came through stronger.
One of the real “pinch me” moments came with the Queen’s Jubilee collection. What followed was beyond anything I could have imagined. TV interviews in Australia, products featured on BBC News and The One Show, celebrities wearing our aprons, and international press coverage including the LA Times. It all went a little bit crazy, and it truly felt like a turning point.
Not long after, following the Queen’s passing, we were immediately contacted by buyers asking what we were doing for commemorative pieces and the King’s Coronation. The truth was I hadn’t even designed it yet. So I got to work, illustrating flat out. Around this time, we welcomed a third team member. None of us were working full time hours, which makes it even more incredible to look back on what we achieved together, building and growing the business around school runs and family life.
And from there, things have continued to grow.
More designs, more stockists, and so many more bespoke projects. Our latest tea towel carries the stock code TT81. That is 81 own brand designs, alongside all of our bespoke work. Well over 100 designs in total, which feels amazing to say. Today, we sell across the world, from America and Canada to Europe, Japan, Australia and beyond.
We have also had the privilege of working on a wide range of design projects and collaborations, including with Abbey Road, the British Library, The Huntington, and Maruzen. The museum and heritage sector continues to be such an important and inspiring part of what we do.
Alongside all of this, life has changed in the most meaningful way, becoming a mum.
It shifted everything. I wanted to be present, to do breakfast and dinner together every day, to be there for drop offs and pick ups. It changed my priorities. I still wanted to grow the business, but I knew I had to be smarter with my time. Work smarter, not harder. In many ways, it has given me more focus than ever.
The business matters more now too. The stakes are higher. I have a family and a team to look after. And in another exciting chapter, my husband has now officially joined the business after years of helping behind the scenes. His attention to detail, balancing out my lack of, has already become invaluable.
What started as a small idea has grown into something I am incredibly proud of. I set out to create products that bring a smile to your face, and I feel like we have done that and more. Our designs tell stories, spark memories, and are made ethically and sustainably, which has always been at the heart of everything we do.
We have expanded the team into a group of brilliant, supportive and talented women. We have moved into a new studio in Kingston. Trade fairs continue to be a huge success for us, brand recognition has grown, and we are working on more exciting bespoke ranges than ever before, with both longstanding clients and new partners. There is a real sense of momentum.
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And sometimes, I just stop and think, I cannot believe I get to do this as a job.
It has been messy, rushed, unpredictable, but above all, it has been so much fun and completely worth it.
I get to do something I love, with people I love.
Taking a moment to reflect on 15 years feels really special. To see what has been created, the incredible people I get to work with, and the journey we have been on, it means a lot.