Posted on October 08 2016
moment whilst protecting the future.
Tell us your start up story?
We are a husband and wife team. We launched Turtledove London in March 2016, wanting to create an organic brand, which could be enjoyed, by girls and boys everyday. Our business plan was simple; to take things a day at a time and build on customer feedback. From day 1, we have been blown away with support from our customers, which prompted us to create seasonal collections and newness. We were not initially planning on wholesale accounts, but following lots of enquiries from stockists we now have some lovely stores selling our stuff too!
What does your brand stand for / what is important to you?
What is most important to us is to create product with longevity. So quality is key, and
we do not follow 'fashion trends' as such as we want our items to be passed down to smaller friends and family to enjoy. I guess we are anti fast-fashion! All our garments are GOTS certified organic which is important to us, as the fabrics and processes are much kinder to skins and the environment and manufactured in an ethical way.
How did you come up with your name?
Turtledove is cockney rhyming slang for ‘love’. This seemed very fitting as we love creating the brand. Having stepped away from a corporate world, its important to us that we enjoy every day of running our own business.
What do you love most about running your own business?
Flexibility. We have three children aged 13, 10 and 6 and can work around them as much as possible (this does mean lots of late nights and early starts!) Our business is also pretty portable which means we get to travel a lot as a family. The other great thing is speed- you can have an idea and action it immediately, rather than working through lots of frustrating red tape.
What keeps you motivated?
Nothing beats seeing your collection worn by your customers, either in 'real life' or via images on social media. We really do have the best customers who also come up with great suggestions and styling ideas. We are lucky to be able to work with a number of likeminded people on the brand, from photographers to stylists, graphic designers and stockists. We are good friends with other brands too, it's a nice community feel with mutual support and motivation.
What inspires you?
Inspiration can come from anywhere, if we like something then we think our customers may too. Our launch collection was inspired by installations at Covent Garden, our AW16 collection by endangered species...children are also a constant source of inspiration for us - both for silhouette direction and imagery.
Tell us about the theme for Autumn Winter 16?
Titled 'love and protect’ the collection looks at enjoying the moment whilst protecting the future. A feeling of how precious time is. So there are endangered species, primarily the honey bee and panda. Each season we introduce one colour pop to compliment monochrome dressing and this season its ginger (or bee's bottom as it was originally named!!!)
How do you keep the balance in your life?
Taking time out with the children always puts things in perspective. I also try and take some time out from the day to day, either a long walk, gallery visit, book or sketchbook - easier said than done during busy brand times! I find yoga is key to 'switching off' too and one to keep coming back to the practices.
What do you do with your kids when you're not working?
We like travelling with the kids and exploring new places in the UK and offshore. Shopping with the older 2, Lego with the youngest. Watching a movie or TV together too (preferably with a tub of celebration chocs!)
What are the key items you have in your handbag that you cannot live without?iPhone, sketchbook, notes/ drawings from the kids and a vintage ring (from my husband for my 18th birthday – no longer fits but very precious)
Any busy mum / dad survival tips?
There's always tomorrow!