Sarah Richards, Olive Road London
How did it all start?
I’ve always been drawn to vintage patterns and started collecting vintage fabric. When my collection became too large I thought it would be a good idea to sell some pieces. I realised I wasn’t the only vintage fabric fan out there and my shop was born.
The story behind the name…
My grandparents lived on Olive Road for 60 years. A small house with stories to tell, the name gives me comfort and warmth from all the time I spent there. With my grandparents and wider family.
Where are you based?
The Isle of Dogs, East London (Docklands)
What inspires you?
Colours and prints that I might not think to put together. Usually in an urban environment as I live in London. It could be a faded shop sign being revealed when the modern one is being replaced. I particularly love visiting museums such as the V&A and the Fashion and Textile Museum. I like watching what people wear when I am out and about, seeing the detail on their clothes.
Photo credit: Ben Veasey
What inspires you?
Colours and prints that I might not think to put together. Usually in an urban environment as I live in London. It could be a faded shop sign being revealed when the modern one is being replaced. I particularly love visiting museums such as the V&A and the Fashion and Textile Museum. I like watching what people wear when I am out and about, seeing the detail on their clothes.
What is your creation process?
I created a range of scrap busting patterns to help sewists and crafters use up their scrap fabrics. I started with the huge problem of textile waste. As individuals we can make a difference by using up the small pieces of fabric we have in our stash.
What makes you, your brand or products unique?
I individually select the vintage fabrics in my shop. They are second hand as they have been hiding in someone else’s fabric stash for many years. Most of the fabrics are unused and I love seeing them being brought to life by my customers’ makes. The fabrics are at least 20 years old so it is quite rare for me to find the same piece of fabric again, although this has happened with a couple of John Lewis pieces.
What is your next project?
I have designs for a zero waste bag and some variations of vintage aprons that are in development
What are your plans for the next 12 months?
Encouraging people to get into sewing even if they have never tried it before. I’ve been sewing since I was a young child and I love teaching people how fun sewing is. The sense of achievement felt when you are wearing something you have made yourself, or giving it to someone as a gift.
What is your biggest achievement?
Starting my business whilst having a full time job. It isn’t easy trying to find the time to concentrate on my business when working in a demanding job. I’ve been concentrating on my fabric business for a year now and it is a great feeling.
What is your best-selling product/line?
Floral vintage fabric, we can’t get enough of florals from the 1950s and 60s.
Your experience of your first Knitting & Stitching Show (year, exhibiting or visiting)
I launched my fabric shop at the Knitting & Stitching show in 2018. As an online shop I love the opportunity it gives me to meet customers and chat with other sewing fans.
What do you love about the Knitting & Stitching Shows?
It is the conversations that I overhear that I love the most. Every snippet of conversation I hear is about sewing, knitting or craft. It is the only place I’ve ever experienced this. It is such a warm feeling knowing there are so many people out there that love sewing as much as I do.
Your three top tips for crafters and makers…
- Enjoy the process, don’t rush to get to the end result. It is the creating that is the fun part
- Finish one project before you start the next. I know this is difficult and I don’t always succeed but the more projects I start the less likely I am to finish them
- Continue to learn. I mentioned I have been sewing since I was very young and studied fashion design and college. I’m constantly learning techniques from other sewists and specific workshops.
Any advice for fledgling businesses…
I was telling a London taxi driver about my business on my way home from my office job one day. I was feeling a bit fed up with not having enough time to concentrate on my business. I jumped out of the cab and started to open my front door. He turned the taxi round to go back the way he came and shouted after me ‘keep going’. I always think of that message when things are not going to plan. London taxi drivers know how hard it is to earn a living from being self employed but all the effort is worth it.
Photo credit: Ben Veasey
Website: https://www.oliveroad.london/
Facebook: https://www.facebook.com/oliveroadlondon
Instagram: https://www.instagram.com/oliveroadlondon/