73 PROFILE GENEVIEVE SWEENEY www.genevievesweeney.com wonderful way to show their personality and style. Second is the Solline cotton silk tweed socks, the first sock I ever designed and still a staple in the collection. The Solline has been so popular with weddings by groomsmen with the subtle touch of sparkle and flurry of silk tweeds. It’s incredible to see photos of a wedding party with that pop of subtle colour and shimmer. How do you keep your designs fresh and current? Do you follow trends? I’ve never followed trends and always wanted my designs to be timeless. I often design what I feel is missing in my wardrobe or explore how to showcase a heritage craft and technique through a modern design. I’m launching a new spring-summer collection of kimonos, kaftans, and tops. All knitted, all made in the UK. Last year, I struggled to find summer clothing that I could take on holiday, whether beach or city break, wear day and night, to a summer event that wasn’t see-through or limited to one occasion, so I decided to design it myself. What I love the most about it is that I can see myself wearing it to many occasions this summer, but I also look forward to styling it in the winter months with chunkier knits. Seasonless, timeless style always. My colour palettes are often inspired by Mother Nature, unexpected colours that sit together naturally that you would never think to combine, abstract art, and 1930s textile art. What sets you apart from your competitors? Playfulness of colour in enduring style and every detail is considered. I begin every design with nonnegotiables, such as the yarn being responsibly sourced and certified, even the buttons are responsibly made in natural materials, the knitters being paid a fair and living wage, and the processes and production being transparent. How are you finding the current climate in the UK? Is it affecting business? It’s tricky, it’s hard to pivot and plan as everything is so unknown. I wish the government would take Small Businesses more seriously. Apparently we are the backbone of the economy, yet the government is not waking up to the damage they’re causing to small businesses with high business rates, no help with apprenticeships, zero financial help through loans or grants to reinvest and manufacture in the UK, and the chaos of Brexit. I hope something changes. In the meantime, small businesses will continue to put their all into their businesses: hiring and upskill locally, give back to their local communities, pay their taxes that go on to support the UK economy. Small businesses are amazing! How do you view the future of independent retail? I took a day trip to Brighton a couple of months ago and loved to variety of independents across the city. There was so much energy, vibrancy, and talent. Every shop was different and had so much character – this is what excited me about independent retail, the curation of objects that are both practical and beautiful. I love that small brands can quickly build their virtual shop front online through social media and website – how powerful would it be if independent businesses could affordably bring their creativity, values, and community onto the high street? Are you active on social media? How is this important for the business? I love to share my brand journey on social media, from factory visits to seeing how garments are made and the intricate details, the processes from sketch to production, and my day-to-day life as a founder. It’s a wonderful way for me to connect with my community and share my values and why I believe it is important to support British made and learn what is important to my community. Do you have any advice for new businesses starting in the world of gifts? Network, meet other business owners in different categories, it is so powerful the support and knowledge you can share to one another. What can we expect from the company in the future? My vision for the business is to set up a micro-factory to make limited edition collections in-house while teaching apprenticeships in knitting, linking (the construction of the garment), and finishing. Plans are in motion. This season I’m launching my first limited edition Spring/Summer collection for womenswear, I’m very excited to see how it’s received and showcase new yarns such as regenerative viscose and merino wool dyed with natural dyes to the most incredible vibrant hues.
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