What inspired you to create your business/brand?

My business started kind of by accident. Following the loss of a surprisingly successful mindfulness toy brand I owned, I went to India looking for—without sounding too naive—divine inspiration on what to do next. Honestly, at the time, I felt completely insane spending money heading off on what could be loosely described as a holiday when I was teetering on bankruptcy. But I suppose it’s one of those things I will look back on and credit as one of my all-time greatest moments of inspiration.

I’m a yoga teacher and spent most of my twenties learning meditation from a Buddhist monk. This is because in my late teens, I had a debilitating head and neck injury from a hit-and-run. I credit my recovery to this practice, which also completely changed the course of my life. I have a great love and affinity for India and Indian culture, which has influenced my life in profound ways, and this was no different.

Since I was a yoga teacher, I started making yoga mats out of recycled plastic bottles and selling them alongside my practice. I called this Conscious Yoga Collective. I felt this would, in some small way, help combat plastic pollution in India and also go toward paying for my PhD in Psychology. In India, I developed a deep appreciation for textiles, craftsmanship, and the art of block printing, which led me to make some bags to go alongside the yoga mats. I figured this would be a nice social enterprise that would support local communities and artisan makers, as the mats—while beautiful and eco-friendly—were not an artisan product due to the manufacturing methods used.

I did my first pop-up at the marina in Puerto Banus, and to my surprise, I sold no yoga mats but all the bags. The following pop-ups went the same way. At Spirit of Christmas in Olympia last year, a fashion trade show queued at our stand to invite us to their show. Honestly, I didn’t think a wholesale fashion show would suit me, but I agreed to do it. I agonized over the first morning, convinced I wasn’t going to open a single account. However, over those three days, I didn't have a chance to eat. I was so busy opening trade accounts in the UK and across Europe, and the same thing happened in Milan a week later.

I was completely unprepared for what happened. Considering all of my artisan makers had never produced on this scale or for the demands of retail, we had to grow our number of artisans extremely quickly, and I was full-time in the workshops in India. This only deepened my bond and commitment to my makers, ensuring their communities flourish as a result of my involvement. That will never change.

What are your brands values?

My brand's values align closely with my own, I think. Without sounding too cheesy, my brand values its people. I’m passionate about supporting local communities and makers. Our products are all handmade with mostly love (a tiny bit of sweat and frustration goes in there too, but mostly love). Without our artisans, we wouldn’t have the products we do. I believe that everyone should have access to earning a living in a dignified and fulfilling way. For example, many of our makers who do the stitching can work from home, which is handy if they have the demands of a family and kids. I want my makers to feel valued, and I think this is reflected in the beautiful finish and craftsmanship of our products. That’s not to say that all of our bags are perfect - everyone can have an off day. That’s one of the joys and frustrations of dealing with artisan products.

 

What is your biggest motivation?

For years, I worked very hard at many different business ventures. This has given me a particular insight. At times I felt that it was an uphill struggle and that it was really tough to make ends meat.  It was extremely disheartening to work so hard and feel like I was just scraping by. Every bill would lead to a stab of anxiety; every week passing would leave me no closer to changing my situation.

As a chronic entrepreneur, I put myself in that situation and mental health in entrepreneurship is a whole other discussion, but that constant fear is the reality for a lot of people who make the products we consume. The most disheartening thing is that whilst reliant on a job many are helpless to change their situation. That fear is not something I would ever want to make someone else feel. While I am in the position to do something about it, I will.

That means ensuring people get paid fairly and, in many cases, generously for their time and work. I also donate a portion of my profits to organizations that I believe make a real difference across India, such as seed banks and education projects. Giving people access to growing their organic, chemical-free food is real wealth and is something I am pretty passionate about. Likewise, education is something that I once took for granted, but not everyone has access to it. That’s why this, among other things, is what I like to support and find motivating in hard times.

 

Where did the inspiration for your products come from?

The products are all completely inspired by Indian culture and Indian block prints. Our newer products feature Indian prints on more contemporary bag styles, as opposed to the typical market bags. It’s really fun to mix some old prints with new styles, such as the crossbody bags and mini backpacks. In some of the newer products we have coming out we look at trends and are doing our own adaptations of those.

As I said before, I didn’t really have a plan to start a brand, and that aimlessness has continued into product design, with a number of products—such as the 6-piece set—being designed in an afternoon when we were brainstorming makeup boxes. We also get asked to make products, which we do as well. 

 

What has been the highlight whilst creating or building your brand?

I have so many highlights, like the many direct to consumer shows I did at the beginning, or Pure and Milan. But for me, it’s more about the relationships I’ve developed with the people I work with. I remember recently, while in India, sitting down with a couple of the artisans in the summer after all the craziness of the previous months had died down and realizing the impact this has made on them and their families and what we had built together. I remember thinking at that moment: "Wow, what could we do in another year?" It’s important for a person to feel useful, and this business has really made me feel that. For as long as it lasts, that will be my highlight, I think.

What advice would you give to business owners, creators, designers and brand owners just starting out?

I can’t really offer business advice because, honestly, I’m the one that needs it. But the greatest lesson I’ve learned in business—and I suppose in life in general—is to not get too attached to the ideas we create about our endeavors, their outcomes, and what this says about us as a person.

Don’t avoid starting something because you’re afraid of it failing or getting too attached to a fixed idea of the outcome of how you think things should be. Looking back at my own journey in business, it all comes down to the company being adaptable to the changes it’s had to make. If I hadn’t adapted the business I’d still be flogging yoga mats out of my car boot and I don’t think I would be writing this. Adaptability is why we’ve chosen to continue using the name CYC, an abbreviated version of our old name, so that we always remember how the brand had to adapt from being a yoga practice to an almost brand.

Looking back, I often think about how the seemingly meaningless string of minor events in my life has blossomed into my greatest adventures because I was open to it. Who knows where we’re going, but I’m excited to see what adaptations we’ll be making next.

 

At the Spring/Summer edition of Top Drawer will you be launching any new collections and if so can you give us a sneak peak?

Yes, we have new cushions in velvet Tibetan Tiger and Ikat. We are intending on doing them in Jungle probably for the Spring. One of our best sellers are our travel sets so we have some new mixed color 3 Piece Travel Sets. We have about 9 color variations across 2 prints: Tibetan Tiger and Jungle in Cotton and Velvet. We also have Ikat Velvet 3 Piece Sets that are new. One of our biggest additions was the 6 piece travel set with laptop sleeve and clothing cases. These can used at home even for storage. They are in Tibetan Tiger Print only. We’re also introducing a purse with a phone case - its like the ultimate mini tote. This is perfect if you are traveling or out walking and don’t want to have a big bag that needs carrying. We, of course have the new cross-body bags. These have been really hotly anticipated by a lot of our customers so we have done them in 9 colours, I think. Finally, we have large and small backpacks in cotton and velvet that I think are going to do really well and opens the brand up to a couple of different demographics that I didn´t have products for previously. I almost forgot; I also have totes in new colors and some new prints in both cotton and velvet. 

 

What is your personal favorite of the new collection?

It’s like choosing favorites among your children. I love the new Mixed 3-Piece Sets, the Grey Velvet Jungle tote, and the cross body bags.

Visit them at Top Drawer at stand 185.