Hi Ayshea, how would you describe The Small Home?
The Small Home is a lifestyle brand dedicated to beautifully crafted interior pieces, clothing, and accessories, each as individual as the talented people who make them. Our edit of carefully chosen artisan products, both useful and beautiful, offers an antidote to the fast-paced, modern-day mind-set of disposability. With a focus on elevating everyday moments, we bring the art of nesting to life. And we are creators of the softest, sustainably handmade slippers.
What inspired you to set up your business?
Before launching The Small Home, I worked as a fashion buyer and director for almost 20 years. I really enjoyed my job, but having taken some time-out following the births of my two daughters, I decided that the almost throwaway, mass-produced nature of retail on the high street now held less appeal for me.
I felt there was a real opportunity to develop a much more meaningful brand – one that champions integrity and authenticity above all else.I never thought our sheepskin slippers would become the cornerstone of our brand, but here we are! I was even pointed out as ‘the slipper lady’ once while walking down the street. Funnily enough, the whole journey started with a little envy. When my baby daughter Amelie was gifted a beautiful pair of handmade slippers, I couldn’t find a similar pair for myself. That’s when my buyer instincts kicked in. Now, years later, we have an extensive collection of beautiful handmade slippers.
I’m really proud that through our growth, we have never compromised on our core brand values. We’ve remained committed to supporting socially and ethically responsible craftspeople. We pay them a wage they set for themselves. We support their traditional skills and a slower, sustainable way of making slippers. No mass production. No bulk buying.
How did your career begin?
I began my career in fashion on the shop floor and gradually worked my way up through the ranks to buyer’s admin (which I was terrible at!), assistant buyer, buyer, senior buyer, head of buying, and eventually buying director.
One of my favourite roles was as a young fashion buyer for the Freemans catalogue (which no longer exists, so I’m definitely showing my age!). In my early twenties, I was given the incredible freedom to travel the world and shop with a large buying budget. Thankfully, I proved my capability, and that experience really propelled my career forward.
It was during this time that I met my best friend, Caroline Jones, who is now the brilliant photographer behind The Small Home. Through Caroline, I also met my husband, Ben, so that chapter of my life has been meaningful in so many ways.
Where do you find creative inspiration?
I strive to keep The Small Home personal and authentic. After many years of chasing trends and buying for large UK high street retailers, I now find ubiquitous, generic products less appealing. For that reason, I deliberately avoid looking at what other brands in my sector are doing – I worry that I might unintentionally veer off my own path.
Instead, I focus on discovering products and makers with real character. I’m drawn to anything unique, that’s been carefully crafted by hand. Travel is a huge source of inspiration for me. My children refuse to join me at craft markets – I could spend days exploring them! And don’t even get me started on French brocantes. My kids won’t go near one with me! They’re my happy place and I could spend hours sifting through junk looking for treasure.
I love galleries and art, but I also find inspiration simply walking the streets and absorbing everything around me. If you pay close attention, you can spot emerging micro-trends. I used to do this a lot in my fashion days, always on the lookout for fashion outliers doing something different.
How would you describe your style?
My aesthetic is pared-back and understated. I’m drawn to anything handmade, natural and unique, especially items that are imperfect or a bit wonky. I love combining new and old, as this eclectic mix adds depth and character. I’m always on the lookout for items with a story, which is why I tend to collect things on my travels. French style also deeply influences me, especially since we have a second home near Bordeaux.
Are there themes that run through your work?
A natural earthy colour palette – I don’t have lots of print in my home, personal wardrobe or The Small Home collection; I prefer texture, weave, knit or embroidery. Comfort always comes first. I seek out things that make me feel calm and relaxed; this could be the colour palette, or the way something feels, or simply the form. I work with people with good energy and integrity – it’s one of the perks of running your own business, you get to decide.
How did you first discover your love for what you do?
I knew that I wanted to be a fashion buyer from a very young age. I come from a family of entrepreneurs, so I guess running my own business was in my blood.
Could you describe a typical working day?
I wake up around 6.30ish and aim to start my day with 10 minutes of meditation and a quick 5 minute journal scribble – both practices I began in January this year, and they’ve had such a positive impact on all areas of my life, especially my relationships with family. Coffee is the next priority, followed by getting the kids out the door for school. I exercise three days a week – whether it’s HIIT, yoga, swimming, or a run. On non-exercise days, I take Farley, my dog, for a walk. I aim to be at my desk working by 9.30 and have a quick refuel break at lunchtime.
In the afternoon, I pop into our warehouse to see Apphia, my wonderful order processor/stock room angel, on my way to pick up the kids from school. I’m back at my desk from 4 to 6:30pm. Evenings wind-down with cooking, something I really enjoy. We aim for a family dinner at 7pm, but it usually ends up closer to 8! Afterward, I tell the kids to ‘get ready for bed’ ‘go to bed,’ and ‘GET TO BED!’ at least 100 times. I try to meditate again before sleep, especially after the bedtime chaos. I do my best to be in bed by 10:30pm… I know, rock and roll!
What is the ethos behind your business?
Our collection is built around our core values of slow, mindful, and sustainable living. As a passionate advocate of self-care, I believe sustainability isn’t just about looking after our planet; it’s also about taking care of ourselves. At The Small Home we strive to elevate simple everyday moments, offering a counterpoint to the modern ‘go, go, go’ mindset with a philosophy of ‘stop, linger, pause.’
Sustainable manufacturing is equally important to us. We are committed to working with ethical makers who uphold high standards of craftsmanship and protect traditional techniques, ones that avoid chemicals and have a very low environmental impact. We partner with small-scale artisans who support traditional skills and promote a slower, more ethical manufacturing process. Our best-selling handmade sheepskin slippers, for example, are made from fur off-cuts from Rolls-Royce car interiors, ensuring exceptional softness while sustainably repurposing materials from another industry.
As a female entrepreneur, supporting women in work is incredibly important to me. From the amazing female artisans we collaborate with to create our handmade products, to the brilliant little team that helps me run the business, we all share something in common: we are mothers who work hard from home while also caring for our families.
What have been your business highlights so far?
A highlight from this summer was winning the ‘John Lewis & Sisters’ campaign, launched by John Lewis for International Women’s Day. This initiative sought to discover an emerging women-led brand to be stocked in John Lewis stores this Christmas, and we were selected from over 300 brilliant brands.
Is there an element of your work that you love the most?
Product development and design are what I love the most – I could do it all day, every day. I also love my photoshoots with Caroline Jones. They’re always so full-on! I handle everything from planning, styling, ironing, cooking, tea-making, and even modelling… and then, of course, the epic clean-up at the end of the day. Back when I worked on shoots as a buyer, the goal was to get 12 good shots in a day. Caroline and I aim for 80+. And, hilariously, at the end of every shoot day, just when she thinks we’re done and it’s practically dark outside (we only use natural daylight!), I always say, ‘just one more shot!’
Is the online community important to your work?
It’s so valuable! I have Instagram friends whom I truly love and respect, even though we’ve never met in person. As a small business owner who spends much of my time working solo, this community means the world to me. I’m genuinely humbled by people’s kindness – from other small business owners to influencers and our lovely customers, they all cheer me on. I do my best to return the favour and support them as well.
Working as an independent – what are the joys, and what are the challenges?
The highs are so much higher, and the lows so much lower when you’re working for yourself. Discovering a brilliant new seller is always exciting. When someone with great influence and kudos independently endorses your product, I definitely do a little dance around my kitchen! Winning the ‘John Lewis & Sisters’ campaign was pretty special.
The challenges: sometimes it feels like you’re running through treacle with kettlebells attached to your legs! Running your own business is harder than it looks!
What’s one thing people would be surprised you do in your work?
Up until about a year ago, when my husband finally put his foot down and said ‘no more,’ all order fulfilment was done in our house, and stock deliveries arrived at our front door. It may look picture-perfect in these images, but there were times when you literally couldn’t get through the front door! One Christmas, I had to call on local friends to help pack orders, and our post bags filled the entire sitting room.
Do you have any creative pastimes or hobbies?
I’d love to have more time for creative pursuits, but at the moment, time is pretty limited. I used to be an avid ceramicist and painter when I was younger, but running a business and raising a young family doesn’t leave much room for that. However, health has become increasingly important to me, and I refuse to compromise on it. I believe it makes me a better business owner, mother, and wife, so that’s how I justify carving out time for it.
What does the next year hold for you?
We have an exciting pop-up shop at Peter Jones on Sloane Square from 14th to 20th October 2024. Come and support us – it would be so lovely to see some friendly faces!
QUICK-FIRE QUESTIONS
Books I love: The Untethered Soul, by Michael A Singer
Creative Heroes: Anya Hindmarch, she has built such an amazing business. I loved reading her book ‘If in doubt, wash your hair’
Shops I love: Merci in Paris, Mouki Mou in London (for window shopping, it’s a bit pricey, but I can dream).
Inspirational places: I love running along the Thames from Putney Bridge to Barnes Bridge on a cool, sunny day. It’s the perfect remedy for any mental dilemmas I’ve been ruminating over.
Instagrammers I love: 91 Magazine – obviously! I love @Styleinthestix too, I love their wit and carefree spirit, and they also take some beautiful photos.
