Recap of my last year 🙂

Why the move from London to Norwich?

I am Norfolk born and bred. It’s my hometown, it’s where my family and main friendship group live, and it holds all my roots. Plus, we’re planning on starting a family - eek!!! 

How is your mum?

The very week I moved back home to Norfolk—after closing the studio after ten amazing years and moving house via ten back-and-forth van trips—my mum was diagnosed with cancer. It was a proper shock, but in a strange way, the stars aligned. I felt so deeply grateful that I was already right here by her side to support her. A year on, she’s coming to the end of her treatment with just five weeks left to go.

 

Closing, then re-opening?

After a decade, I made the huge decision to close the business right when it was arguably at its peak. I’d become so chronically stressed, caught up in the breakneck speed of London life, that running the business had completely taken over. As much as it was thriving, it was running me into the ground. My friendships were suffering because I was constantly cancelling plans, and I was just too exhausted to do anything beyond dragging myself to the studio, working from bed, or sneaking in early to avoid seeing anyone. I had zero work-life balance, and it had become really unhealthy.

The turning point came when Joss, my brilliant co-founder who joined halfway through the ten-year journey, fell pregnant, bought a house, and started her family. It suddenly hit me: crikey, I am so far away from that, and I really want it too. Something had to give. Around the same time, I received an ADHD diagnosis. It took a few months to process, but it brought so much clarity. My whole perspective shifted. I realised it wasn't just stress or anxiety—it was total overwhelm, decision paralysis, and epic burnout.

Why close AL?

I closed in the most 'Heidi' way possible: by throwing a celebratory two-week pop-up shop in Shoreditch (which had been my ultimate dream when I first started Aesthetic Laundry!). I realised I truly wanted space for a family, rest, and a healthier lifestyle. Though I’ll admit, taking my foot off the pedal definitely took some getting used to!

Why re-open AL?

Simply put: I can’t stop creating! It’s my happy place and my natural outlet. At its heart, I just want to make clothes that bring people joy and help them feel brilliant about themselves. Growing up, I hated how high-street shops only catered to certain body types—hiding larger sizes at the back, using clingy fabrics, and offering nothing that made me feel confident or like me. I struggled with body image for years, which led me to study fashion at uni so I could help change how people shop.

I wanted to design clothes that are empowering and creative, but also made with real integrity. Right from my very first garment, I knew I wanted to do things differently—minimising waste, avoiding excess, and rejecting built-in obsolescence. Fashion can be done properly, with passion and care for the planet, without sacrificing anyone’s happiness along the way.

What now?

A full year after moving back to Norwich, I am finally—and genuinely—out of the burnout zone. I'm really enjoying creating again and being super midful in the way I manage taking orders whilst I find my feet (sory again for the website being password protected.) 

Finding Balance

I won’t pretend the transition from London to Norfolk was seamless; I had a proper period of asking myself, "What on earth have I done?!" alongside "Who am I now, and what’s next?"

I took three months off to completely reset and take the pressure off. I rented a storage unit in the city for the AL sewing machines, fabrics, and leftover stock—and then promptly avoided going inside for months because it felt too overwhelming! 🙈 When I’d tried taking time off in the past, I’d only stepped away from social media while still cutting garments, filming videos, and packing orders behind the scenes. This time, thanks to all the hard work and support from everyone who bought from our 10-year Shoreditch pop-up at Boxpark, I gave myself permission to have a proper rest.

It feels like I’ve packed five years of happy memories into just three months. I’ve spent proper quality time with friends and family, paused to watch the gorgeous Norfolk sunsets, and been fully present for the moments that matter most.

Here’s to Aesthetic Laundry—and creating an aesthetic lifestyle to match.