What shapes the way successful people think, create and make decisions?
O.agency’s Original Thinking podcast explores exactly that, bringing together founders, creatives and business leaders for honest conversations about their careers and the lessons they’ve picked up along the way.
In the latest episode, O.agency’s Founder Kari Owers talks to Kate Rose, Founder and Creative Director of fashion, jewellery and accessories brand TUTTI, about building a business over more than 20 years.
Kate launched TUTTI in 2004 from her parents’ conservatory after struggling to find the creative career she wanted in the North East. What began with jewellery and accessories has since grown into a lifestyle brand, with womenswear and concept stores now part of its next chapter.
Read some of the conversation around creativity, growth and building something that still feels true to itself.
After more than 20 years in business, why did now feel like the right time to push for growth?
I got to 20 years and felt like I’d never quite created the brand I really wanted. We’d grown organically, without external investment or business loans, so there were times when decisions had to be made for financial reasons rather than purely creative ones.
Reaching that milestone gave me confidence to be bolder. It became a case of asking myself who we were and what I really wanted TUTTI to be.
You brought in an external Managing Director after running the business for so long. Was that difficult?
It was a huge decision, but it’s the best one I’ve made. Last year I was coming into work feeling massively overwhelmed. There were so many decisions resting on my shoulders and I could see how excited the team was about the next stage, but I wasn’t feeling it myself.
Bringing Helen in gave the business the structure it needed and has allowed me to spend more time doing the job I originally set out to do, which is being focusing on design and ideas.
How do you keep TUTTI feeling fresh without chasing every trend?
I’ve always been somebody who didn’t want to be the same as everyone else, but creativity isn’t about adding more and more.
I think the best pieces come from stripping things back and being more considered. We ask where someone will wear something, how they’ll wear it and whether it’s something they’ll still bring out of their wardrobe years from now.
We’re not a trend-driven business. There’s so much noise around the next trend or what an influencer is wearing. For us, it comes back to the person wearing it and whether they feel good in it. If they do, then it’s right for them.
What role does human connection play in the brand now?
It’s hugely important. So much of that connection has been lost through online shopping, which is why our concept stores matter so much.
Customers want to see, touch and try things, talk through the collection and understand who is behind the brand. Having our design studio alongside the flagship concept store means people can see some of that process too and they feel part of it.
What advice would you give another entrepreneur starting out?
I would say be brave and trust your gut. I’ve made plenty of mistakes over 20 years, but I’ve really learnt from them.
Also, don’t feel you have to take every opportunity, but take the right ones. Growing a little more slowly and being more considered can give you so much more longevity.
To hear to the whole conversation head to O.agency’s Original Thinking podcast on Spotify or via www.o.agency/news
