5 minute read
Taylor Yates
CHAPTER ONE
NEW COMERS
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definition Industry shake-ups very rarely happen without new businesses who enter and disrupt it with a different way of thinking. Newcomers such as the ones in the following pages are those exciting brands that will shape our future of how we buy and consume everyday products. With fresh energy, enthusiasm and passion for purpose, they are set to make an impact.
Fashion brand story
Taylor Yates
How to build a sustainable fashion accessory brand with social innovation
interview by Nicola McCullough, images provided by Taylor Yates
The search for something missing in the market... a conversation with her daughter... determined resilience... just a few of the elements engrained in the beautifully made, luxurious leather bags by Taylor Yates. Growing up, the women in Karen Yates' life instilled an ethos that if she worked hard she could achieve anything, an approach she would pass on to her daughter, Ellen. Together, the mother and daughter duo created Taylor Yates, exquisite bags named after the women who inspired them. Designing with a purpose to change lives and protect the planet, the young brand constantly endeavours towards greater sustainability, creating collections that customers will love for life.
Founded on a strong belief that social innovation and business can create powerful value, and give something back that will have a positive impact on the world, Karen's drive for social change elevates Taylor Yates brand to new heights and a positively optimistic future. Already been awarded the prestigious Butterfly Mark by Positive Luxury for sustainable practice and choice of material - its soft, tactile leather is sourced close to home as a by-product of food production, tanned and hand made into bags here in the UK.
We spoke with Karen about her aspirations, challenges and how to blend business and social innovation.
We love that storytelling is so central to your work and would love to hear your own, including the inspiration behind Taylor Yates.
Our story started with a realisation that brands needed to change. Increased access online meant people wanted to know more, they expected more and we believed they deserved more. An early aspiration was to create the ‘Toms Shoes’ of handbags, which isn't easy as a start-up with small funds. This thought coincided with my daughter, Ellen passing her driving test, getting her first ‘proper’ part-time job and starting to carry a handbag. She was 17 and I wanted to buy her a beautiful bag for her 18th birthday, seeing this almost as a rite of passage moment.
There were lots of lovely ones available but they were either too obvious, too expensive or just not the look we liked. I talked to Ellen about it, a clichéd ‘kitchen table’ chat. We knew what we wanted; it was understated, unstructured and beautiful as well as sustainable, practical and socially responsible. We launched with five styles and four colours, two years later in November 2016.
What inspires you each day?
The generosity of people and the power of saying yes is inspiring; we have had a lot of help along the way and believe we have helped a few other people too. Ellen has started and finished her degree... I have been working full time and building Taylor Yates. People's kindness and support is a constant inspiration.
Tell us about the important women in your life and your Giving Back policy.
We knew early on that we wanted to name the designs. We were talking about helping women to gain confidence and grow, which reminded me of the women I had grown up with, how strong and determined they were and how they had somehow instilled in me that if I worked hard I could achieve anything. They were Alice, Mary, Mavis, Tilly & Doris - my Nana, Mum, Aunts - and Doris the hairdresser we spent every Saturday morning with. Working with charities to support women and now planting a tree for each bag is central to our desire to give back.
Our purpose is to grow a profitable, sustainable business that exists to delight our customers and give the freedom of choice that we enjoy to mothers and daughters around the world.
What makes a successful design - and where does your design process begin?
I suppose it's only a success if other people love it but for us, it's about the simplicity of shape and form - and letting the material inform the end result. We often start with something from the past, either an actual product or a shape... we are quite practical so a need can also inspire a new design. We are seasonless and would like the collection to evolve over time rather than be completely trend-led.
What do you consider to be the most important qualities in running a successful business?
Patience and tenacity, especially if you are going to start from scratch; you need a lot of determination.
What was the most challenging element of establishing your brand?
Confidence can be a huge challenge. Part of building a brand is creating a visual identity, an aesthetic, an authentic narrative. This can make everything look wonderful, which is great, but it can be very challenging to keep up the momentum on the inside.
And your greatest highlight(s) to date?
An early highlight was being invited to London Fashion Week in 2018. Since then we have had some amazing press and some amazing people now have a Taylor Yates bag in their wardrobe. But honestly, seeing the joy on someone's face or getting an email to say 'thank you I love it' is always a highlight. Recently Nicola Coughlan (Bridgerton + Derry Girls) posted a pic with our Alice bag on Instagram and had a quick chat, which was a definite wow moment.
What's the best piece of business advice you've ever received?
Always keep an eye on your cash burn.
Where would you like to see your business in five years?
We would love to see it in all the fashion capitals and worn by understated stylish people all over the world.
Describe your perfect day.
At work, we are happiest talking colour, texture and design along with planning the next campaign or our next sustainability project. Outside of work... sunshine, great company and music somewhere beautiful. E
Website: tayloryates.com
IG: @tayloryates.co
