Chapter 2: The Dinner
Change in business can often arrive without warning; it backs you into a corner, stirs the pot and forces you to look at things in a different light. But if you lean into change, you just might surprise yourself and what awaits on the other side…
Envision a typical evening where I'm sharing a meal with a close friend Jonathan, who also happens to be my partner’s boss (at this point in the story it is worth mentioning that my long term partner also works in the fashion industry .... no prizes for guessing where we met!).
THAT dinner at my flat in London
Amidst the laughter and stories of our ventures at Aesthetic Laundry (AL), I weave in threads of reality. Yes, challenges are mounting. Yes, the horizon of change looms ominously, casting shadows of doubt over our new AL drops and window model.
Fast forward a few weeks: Jonathan is visiting London and during one of our late-night conversations over tea, he presents an exciting proposition.
He suggests we embark on a collaborative project, backed by his startup investment and fueled by our shared vision. It’s an invitation to expand the boundaries of AL, an opportunity for those who dare to dream and act via collaboration.
Jonathan and his wife Anna aren't just seasoned professionals; they're veterans of the fashion industry, bearing the marks of their battles against the high-street giants. Having recently moved to Sweden with their five children, they're on a quest to craft a legacy that transcends personal achievement, aiming to contribute to the future of our planet.
The 2nd dinner was a homemade Swedish feast and then Fika in Stockholm
Jonathan was keen to understand if my partner and I would be interested in joining forces on this project, which involved several brands in need of our unique ethos. They are on a path to B Corp certification for their own company, embracing a radical approach to making a positive impact. Without hesitation, I agreed, with the condition that my partner takes on a greater managerial role, allowing me to focus on my passion for design and product creation.
The 3rd dinner at Daisy Green London planning and getting excited.
In the weeks following our dinner, we delved into what we each desired and what could potentially have the most significant and enduring impact for the future "us”. We envisioned "Brands" as a concept to foster closer relationships with customers, understanding their real-life value needs. This wasn't about superficially branding garments but about steering people towards a sustainable and ethical future, with each brand addressing its audience's unique needs.
For AL, my first love (rivaled only by my partner), this represented a significant shift. However, it was a change poised to enhance our value to customers, offering greater variety while remaining true to our ethos. It was a call to continue promoting conscious fashion without guilt or apology. It all clicked, as if a light had been turned on in a previously dim room.
And from there (with many more conversations along the way!) "Light In A Room" (LIAR) Brands was born, marking the dawn of a new era for us.
Yes you did read that correctly….LIAR Brands.....
Chapter 3: LIAR LIAR LIAR - coming soon
Written by Heidi & co-edited by Joss
