Homemade London: A place to create

My little but fruitful adventure with Homemade London has begun with a small note published in “The Evening Standard” (I would be more than happy to picture it here but I threw it away during one of my recent cleaning phases...) It said that Homemade London is a place in the heart of London to develop your craft skills and try workshops tailored for anyone and everyone. It has sparked the interest.

It took me awhile to make a step #2, literally. As I was planning to visit Homemade I broke my foot and had to postpone the trip. Once I finally got fixed I wrote an email to Nicola Barron, founder of the business, who invited me over to visit their main place at Seymour Place just behind Marble Arch or to pop in to their summer pop-up shop in Whiteley around Queensway. So I went.

At the Seymour Place I met Francesca who is Homemade manager. She studied wood design and came to Homemade via internship. “I came for a month and then Nicola asked me if I would like to stay for one more and another, and another, so I stayed for good. I enjoy being in such creative place even while doing some sort of office job. Homemade involves a lot of preparation but also meeting people, hearing their stories and enjoying the world of creativity ” – says Francesca. 

Seymour Place is mostly open in the evenings for the actual workshops. Homemade offer includes such craft workshops as perfume making, lingerie decorating, tote bag painting, drum-style lampshade making, jewellery making as well as mystery workshop which last an hour and visitors don’t know what they are going to create until they arrive at the place. Prices start from ₤10. “People come to us for different reasons. They want to do something creative, crafty and simply have fun. It amazes them that within an hour or one afternoon they can create something they wouldn’t do before” – says Francesca. Homemade also offers workshops for a special ocassion as birthdays, hen nights or corporate incentive parties. “People are looking for something original to celebrate special occasion. Also, many women don’t want to go for a typical hen party with dancing and stripteases – they prefer to come to us and do something creative. We take care of them during this important time and it’s also our customer service which attracts them to the place” – Francesca explains.

Homemade shop window is decorated with white and blue what reminds me of an old pantry where you would store jams and other preserves, homemade of course. It creates the atmosphere of good old times when women would gather together to do some house works and catch up on gossips a bit. It gives a sense of creating something together and bringing the atmosphere of joy and passion among people. 

Right after visiting “the headquarters” I walked to the pop-up shop in the Whiteley. I arrived there only few minutes before closing, so didn’t have too much time to talk and create but enough to get the idea about the business created by Nicola Barron.
When I came in to the glassed unit I saw two women making fabric necklaces and children painting on the other side of the table. Nicola was bustling among them giving instructions how to finish, put laces together etc. She welcomed me with smile and was happy to talk about this summer project as well as the main business. 

Pop up shop in Whiteley is there only two days a week for the summer, so you have not much time left to visit. It’s open for all shoppers on Wednesday and Thursday until 5pm. Visitors vary, from individuals who spot the place while shopping to mums and nannies with children who come here to fill in the day. Nicola shows me little masterpieces made within couple of weeks – cotton Oyster card holders, little paintings and others. People come and within short time can create something artistic which they can take home. 

It’s encouraging not only in artistic dimension but also as a business. Nicola before opening Homemade was TV producer, so this idea was something new to her but she shares her experience of a start-up on the pages of magazine “Elite Business”. 

What is the secret of Homemade? “We don’t plan too much in advance but we’re trying to adjust to weather and people needs. I think this place is popular, because people see they can do something different, create something within short time and socialise in a different way than usual. Apart from that, everything is very simple, so anyone can come – person who has some previous craft experience will do something more complicated but person with no experience will create something simple and not feel intimidated at the same time.” 

The last but not the least step was to take part in actual workshops. As a beginner and a fan of unknown I choose the mysterious one. I arrived to the place slightly late, so when I came in Nicola had been already explaining what was going to be the theme. As she was holding a coat hanger in her hands she had all of the ladies starring at her and soaking in her every word. They all came curious, wanting to try something new or encouraged by previous workshop they attended and ready to practice their skills. Task for that day – I heard – was to decorate a coat hanger with cloths. Nicola presented us a ready one with a cute bow – as for me unattainable ideal. As soon as we got the instructions we moved to chest with pieces of garments where everyone could let their imagination and fashion skills unfurl. Some participants, like me, would pick up everything what they thought could be useful and later do the selection, while others once they saw one piece, they immediately knew what they wanted to match it with. Some already had an idea before coming to the chest! 

 

 We all spent next hour in the world of a coat hanger... and a bit of chat, of course. My mind concentrated on sticking the cloth correctly to the hanger with a help of a lampshade tape. Making it not too thick. Making sure the colours match. Finishing a part of material in a right place. Finishing it nicely.

At the same time I was talking to Larissa, a finance person doing financial translation at the moment and also teaching bollywood dancing (while not being pregnant). A truly wonderful person to chat over a hanger. (Larissa I wanted to take your phone number but finally lost you somewhere, so if you come to the blog and would like to chat some more, you can email me).

It was an hour somewhere far away from the normal life of London. An hour of being creative. An hour of being concentrated. An hour of thinking which colours match the best on a coat hanger. I don’t think about such things every day, trust me. That time I realised how wonderful is to get back to such things. Concentrate. Fly away. Open to people. Laugh and do something with your hands and realize that they are not all fingers & thumbs. And I went home happy, holding my trophy in hands and presenting it proudly to my husband. More coat hangers are already in line for a makeover. And now, I am off to Whitley pop-up shop to use my last summer chance to be creative! -JS-F

Playing shop

When you visit one of the designer sales with thousands of high street designer clothes, another thousands of customers, real people catwalk, organized Elaine Foster-Gandey you can't believe that this woman started from a small sale in her friend's photograph studio. She has changed the way designer sales are organized and she really brings high fashion to the masses. The enthusiasm and passion you see in her eyes and everything she's doing wouldn't make you believe she is doing her job, which she calls a mission by the way, for over two decades. And I believe she is going to continue for next two at least. Read an interview with Elaine and get inspired not only for fashion business.

You’re organizing Designer Sales for over 20 years already. How it all started?

When I was very little I used to visit my neighbors to collect different pieces from them and later do some “sales” in the backyard and charge the penny for entrance. So this is what I’m doing – playing a shop. Seriously, my business, which is to sale great designers clothes for reasonable prices, is already 24 years old and it all started when I decided to study fashion design. After I left college I was looking for a job and got it in Jasper Conran.

That was well established brand that time. How did you get there right after college?

I went to meet my friend who worked there and started helping during collections time – I was sewing buttons, driving the van, making tea and doing everything else. Mainly I wanted to work for PR department but at that time no vacancy was available. I went for the summer holidays and when I came back there was a voice message on my phone saying that there is an offer for me. It was fun but stressful job.
After that I decided that I didn’t want to work for PR but as a stylist. I started building contacts’ base, while working for magazines in Paris, NYC. I was that time a freelancer what means you need to hustle for everything because you are not assigned to any magazine. Even though I was a bit with InStyle magazine it didn’t help me much.

Many people who run their own business first start as freelancers. It’s not easy in any industry.

I think being totally realistic about what you can honestly achieve is a key here. I did not give up my day job as a freelance stylist or my Saturday job as a shop floor assistant at warehouse boutique. I worked throughout my education and had a least two jobs on the go).
I had set up Elaine Foster Associates which was an umbrella business that encapsulated Designer Sales UK and the designer sale road shows plus freelance styling and organising catwalk shows. Being involved with lots of different projects gave me a huge amount of contacts. This is invaluable when you are first starting out.

Why did you decide you don’t want to be a freelancer anymore?

I decided I will not really make money out of it and I thought it’s time to start something new. I had some knowledge about industry already and knew about designers’ stocks. That time they organized only at their homes and it was open only to their friends and journalists. Interesting and original designs weren’t really available for public. I thought that if I make my own stock I could invite not only journalists but general public, so people will have a real chance to get it. So I did it.

In reality it wasn’t so easy and didn’t go so smoothly. What did you need to do in order to build a successful business in one of the most difficult industry, which fashion is, in the city like London?

When I started my business I applied for the enterprise allowance scheme which gave me a sum of money up front to help me get started. This was invaluable and really helped get my first sales ventures off the ground. I advise to join the federation of small businesses. This costs approximately ₤100 a year and gives details of free seminars discounts on lots of services for small businesses, plus advertising this fact looks good and shows you are grown up about your business and take things seriously.

How did you manage to organize the very first sale?

My friend had a photographic studio in Soho and let me use the space. I invited people I knew and they were queuing around the blocks. It lasted for two days - first day was for the journalists and second for general public. That time I had clothes from 15 designers displayed on 30 rails. It all sold out and this edition was very successful. I organized it in the atmosphere of late 80s recession and this is one of the reasons people loved it. Customers don’t want to pay full price even if there is not recession, so they enjoyed such sales.

The situation was a bit like now. Is the way of making business also similar?

My business has grown - now I have 70-80 designers being presented on each sale and more than a thousand of customers per sale. We organize 10 sales a year in different location - Chelsea or in Mayfair and we’re going around the country too.
The idea though hasn’t changed much because people have still the same needs. People have less money, are losing jobs but still looking to wear something nice. They always have at heart getting good value for small money and they get that here. I personally think everyone should be able to look nice. That’s why I like bringing really good clothes in great prices to the masses. I had a client yesterday who found a Martin Margiela’s t-shirt for ₤5 and went crazy. She was just so excited. And on the sales I organize, you can find things for ₤5, ₤10.

After so many years in the industry you have a lot of contacts. Do you still need to look for designers or they come to you?

Designers rather come to me, so we don’t need to look much. But when I spot something I also look into it. We try to make space for graduate designers. It is like a promotional platform for them.

Do you recognize your work as a mission?

Yes, I do. I studied fashion and I love interesting designs. It’s lovely to bring that sort of clothing to everyone. I love to see people putting things together, not just taking things straight from the catwalk. Most of the customers pick up something here and then from the charity shop, from vintage and designers shops.
Every two years we also organize real people catwalk where women and men who are our customers can fulfil their dream and present themselves on the catwalk. One of the models was a girl with foot disease who couldn’t wear high heels anymore, so for her it was lifetime experience. The other was 40-year old grandmother, who wanted to prove that she still can do something great.

What advice you can give to a person who would like to start job similar or close to yours?

Getting started as a freelance can be quite tough but there is a lot of free advice out there. My advice is to make sure you have a bank account and the bank you choose offers good deals for freelancers/small businesses. You can also get free accounts advice from your bank, discounts on various services, free legal advice etc. Contact your local council and find out what incentives are on offer for small businesses and freelancers.

written by: joanna sopylo-firrisa