Mum's lockdown cape business flies into John Lewis with a pop-up shop
A mum who was inspired by her daughter’s love of fancy dress to set up a new lockdown clothing range will be hosting a pop up shop in an nationwide department store next month.
Charlotte Davison who lives just outside Kirkby Malzeard, made Isla, now four, a pixie-style cape so she could dress up on their daily woodland walks in April 2020.
Her friends loved the design so much that Charlotte started to make more and soon added dinosaur bonnets to the range. By the end of last year, she was running a web shop and had a steadily rising stream of sales.
She will now be debuting with a pop up shop at John Lewis in Leeds for a week from June 7.
Charlotte, 33, said: “In November 2019, blissfully unaware of what was to come in 2020, I left the safety net net of a full-time job and went self employed as a freelance graphic designer. Alongside my freelance move I founded Twig and Wild as my little creative outlet, designing fabric surface patterns.
“Things were going better than I’d predicted and then the pandemic hit! I suddenly found myself at home 24/7 caring for my daughter, my income was completely cut off with no available support due to being newly self employed. With nowhere to go we were extremely lucky to be able to cover the bills on my husband Andy’s wage. I assumed the role of full-time lockdown entertainer for our preschooler.
“All of a sudden Twig & Wild morphed from surface pattern design house to magical children’s clothing and homeware brand.
“The Great British Exchange contacted me in November 2020 to see if I’d like to host a pop-up shop in John Lewis. I took a flying leap and said yes! I’ve been flying along on my sewing machine for the last few months preparing lots of beautiful capes, bonnets, dungarees and leggings.”
Charlotte is also working hard to make her business environmentally friendly. She has developed an organic range, which guarantees each item is made using sustainable and biodegradable Tencel thread, with swing tag washing instructions printed on 100% recycled uncoated card and packaging labels made from 100% biodegradable sugar cane Bagasse. The firm also uses a green electricity provider and a ground source heat-pump for heating.
Charlotte added: “I’m really excited about my debut in John Lewis. From sewing one cape, it is great to be in this position now.”