Our Studio Stories, from The Stories Society

Our studio

STORIES A COMMUNIT Y-LED P U B L I C AT I O N , I N SUPPORT OF APF

The most powerful person in the world is the storyteller.

STEVE JOBS

Welcome The Stories Society wouldn’t exist without the brands that we work with, and our incredible community is growing year on year. For a little while now, we’ve been working to find a way to share your stories, and how they intertwine with our own.

Our studio stories is a collection of special brand stories, and the impact they’ve had on us over the years. We hope that they inspire you as they have us, and show you that with hard work and a little determination comes something utterly beautiful — a unique, exciting, and unpredictable story that is wholeheartedly yours.

TA B L E O F C O N T E N T S

CHAPTER ONE

CHAPTER TWO

CHAPTER THREE

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OUR STORY

SUCCESS STORIES

INDEPENDENTS WE LOVE

CHAPTER FOUR | GROWTH & CHANGE

CHAPTER FIVE | ON THE ROAD

C H A P T E R S I X | S T O R I E S T H AT M AT T E R

Up until March 2020, I had everything figured out. No surprise there. No one loved a plan more than me.

I was well on my way to the roles I wanted, working for the brands I desired. I had a plan — one I was very happy and excited about. There were so many mentors around me who I looked up to, and I aspired to achieve similar success. Not only did I have a plan, but I felt like I had a path to follow.

Somewhat predictably, when the pandemic hit, I was made redundant. What followed across retail over the next 12 months was no surprise to me. I wouldn’t say getting another job wasn’t an option, but I was very aware that the state of the industry meant I would have to make too many sacrifices when it came to finding another role. Starting my own business (naively) seemed the slightly steadier option.

Spoiler alert: starting a business was not easy. But I still found losing my job harder.

Everything I had worked for — the time,

and not fear I would upset them.

the effort, the patience, over 18 years — felt like it now meant nothing. What was

In short, building a business is not easy.

harder still was I had nobody I could

But finding out want you stand for is

look up to or learn from. Yes, there were

even harder. We have achieved so many

leaders in the industry, but I didn’t want

wonderful things over the past three

to be like them. I respected what they

years, but I’m most proud of

had to say, but it didn’t align with my

building a business on my terms.

experience.

I don’t feel pressured to work in a certain way, or follow specific rules. I know I

I had very different opinions about a lot

have to compromise in certain areas, and

of things. I wanted to approach things

I do. But even within the compromises, I

differently. Do things differently. With

still feel in control, able to be content

no one in front of me, leading the way, I

with the outcome, regardless of if it was

found it so difficult. Starting a business

“part of the plan”.

was not easy, but finding out who I was, what I wanted to say, and how I

One of the main advantages of paving

wanted to say it was even more

your own way is that there is very little

challenging.

“competition” to be distracted by. I will always challenge the team, asking what

It took a while to realise I could do what I

do we want to do, how do we want to do

wanted, and there didn’t always need to

it, and what do we want to achieve,

be a plan. To decide it was okay not to be

because if we as a team are not happy,

a cheerleader, and that other people were

motivated or passionate, then we have to

doing a far more wonderful job of that.

ask ourselves why are we doing it?

To realise I didn’t have to be making excuses to justify our success to those

So, maybe there isn’t quite as much of a

who thought “you don’t have children; it’s

plan as there was this time three years ago

easier for you”. To know that I could be

— but, as a team, we’re okay with that.

harsh, honest and critical with people

May

Stories to inspire, to challenge, to communicate.

We are a team of strategists, designers, photographers, writers and marketers, helping independent, female-led brands achieve their bigger-picture ambitions. We support retailers to stay relevant and own their space while building sustainable, manageable, successful businesses.

E-commerce is an ever-changing and powerful industry; with a background of working within small founder start-ups and multi-channel billion-dollar organisations, we have the know-how and skills to help you take control of your online presence and create a successful and strategic marketing strategy that puts your best foot forward.

We're here to guide, support, empower and educate independent product-based retailers and service providers to thrive in an ever-evolving market, developing and implementing tailor-made strategies for a 360° approach to your digital marketing.

Through bespoke and authentic campaigns, we can help you define your capabilities, reimagine your brand's identity, and reach that forward-thinking vision for you and your business. It doesn't have to be difficult, and you don't have to do it alone.

LISA MAY

Founder & Chief Storyteller

Pulling on a wealth of knowledge from over 20 years of experience, Lisa founded The Stories Society to help female business owners level up and achieve their bigger-picture ambitions.

Taking her experience from big, household-name brands, including Debenhams, House of Fraser, Diesel, Joules, Gap and Eileen Fisher, Lisa is changing the game for independent retailers through digital marketing, strategy and content curation. With a background of working with small start-ups and billion-dollar organisations, she has the know-how and skills to guide you to success.

G E T T O K N O W:

May

FAVOURITE STORY TELLER;

The Agatha Christie in me loves anything from M.L Longworth, Richard Osman, and of course Agatha Christie herself… but also Paulo Coelho and Victoria Hislop.

FA V O U R I T E C I T Y F O R A L O V E S T O R Y;

Venice, without a doubt!

FAVOURITE SPRING STORIES;

Early cups of tea in the garden, and daffodils.

SUNDAYS ARE FOR;

Walks, cheese, wine, and books.

BEST SUMMER AF TERNOON;

A long hike and a pub lunch.

FAVOURITE BRITISH BEACH;

Portobello, Edinburgh.

MORGAINE DOWNES

Operations & Accounts

Originally from the US, Morgaine began her career in UK retail with Eileen Fisher. She managed the European business, offering a high level of support to clients from across the continent. Eventually, her role naturally expanded into building a more hands-on client support network, and she enjoyed managing many of Eileen Fisher’s client accounts.

Her experience in the industry has created a passion and drive to get the best out of each and every client, and Morgaine supports our community by helping the independent business owners that we work with to fully understand their brand and how they can work with us to lay the foundation for an impactful, successful marketing strategy.

G E T T O K N O W:

Morg

FAVOURITE STORY TELLER;

This is a tough one for me — the Kindle app is for sure the most used on my phone!

My two favourite reads are probably Shantaram by Gregory David Roberts, and All The Light We Cannot See by Anthony Doerr.

FA V O U R I T E C I T Y F O R A L O V E S T O R Y;

Florence. It is magical, and you cannot go wrong with all things Italian!

FAVOURITE SPRING STORIES;

The warmer days and longer evenings. I am excited to be able to be outside with my dog and my husband to wind down my day.

SUNDAYS ARE FOR;

Long walks with the dog, a nice glass of wine, and a good book!

BEST SUMMER AF TERNOON;

Drinks in the sunshine with friends.

FAVOURITE BRITISH BEACH;

Abersoch, North Wales.

AMY COOPER

Brand Strategy & Design

Your brand's impact extends far beyond just a logo. To own your place in the market, you need a brand that feels inspiring and compelling, an authentic representation of you and a visual story that will resonate with the right people.

Amy works with independent businesses to craft distinctive brand identities that feel like them. Through thoughtful brand strategy and beautiful design, she creates confident and creative brands that are built to last. She passionately believes that through the right strategy, we can create businesses that are innovative, sustainable and, above all else, rewarding; a business that can inspire and fulfil you all year round.

G E T T O K N O W:

Amy

FAVOURITE STORY TELLER;

I love anything by Sally Rooney, Dolly Alderton or Elizabeth Day. I’m also a *huge* fan of Richard Osman’s Thursday Murder Club series. If you haven’t read, you must!

FA V O U R I T E C I T Y F O R A L O V E S T O R Y;

Paris, every time!

FAVOURITE SPRING STORIES;

Absolutely getting my gardening gloves on and nurturing all of my favourite flowers.

This year, I’m particularly excited about vintage Zinnia’s, Cafe Au Lait Dahlia’s, and White Giant Snapdragons.

SUNDAYS ARE FOR;

Recently... dog walks, cups of tea, nattering with neighbours, and watching Wild Isles with a glass of wine!

BEST SUMMER AF TERNOON;

Pottering in the garden with my Border Collie, Marlow.

FAVOURITE BRITISH BEACH;

Beadnell Bay for the views, Longsands for the atmosphere!

RACHAEL GUEST

Marketing

Rachael has an incredibly diverse retail background with experience at Debenhams, Joules, Gap, and The White Company giving her the industry knowledge and marketing know-how that helps us build effective strategies that help independent brands thrive. Later in her career, she moved into the digital marketing space, managing sales for a premium interior design magazine and a successful independent bar and restaurant.

Rachael is right at the heart of marketing at The Stories Society, reducing the overwhelm for business owners and supporting them with the needle-moving tasks that make an impact.

G E T T O K N O W:

Rach

FAVOURITE STORY TELLER;

This is such a hard question, but my most recent favourite read was Where the Crawdads Sing by Delia Ownens.

FA V O U R I T E C I T Y F O R A L O V E S T O R Y;

Paris, I married my husband there.

FAVOURITE SPRING STORIES;

Buying £1 daffodils in the supermarket!

SUNDAYS ARE FOR;

Roast dinners and red wine... even in the summer.

BEST SUMMER AF TERNOON;

Cold drinks and summery snacks in the garden, listening to music.

BEST SUMMER AF TERNOON;

Thurstaston Beach on the Wirral

We have had the opportunity to partner with some fantastic business owners over the past three years — women who have inspired us with their passion, resilience and determination.

It made us question what defines success.

A true success story comes in all shapes and sizes, some momentous, some ever so understated.

Here are a collection of the success stories that have inspired us.

Anna Anna's story is that of quiet yet persistent determination.

She had always loved making things, but couldn't see how this hobby could ever become a job. A school careers adviser found a college that offered a jewellery-making course, and she was instantly hooked. There was nothing else she wanted to do other than make jewellery; that was where it all started.

After graduation from university, she secured her place in a shared workshop in Birmingham’s Jewellery Quarter on a start-up scheme, and her small business story began — a journey that has always been a gradual transition rather than noteworthy ups and downs. She will happily admit that the first time she left her part-time job to focus solely on the business was maybe too soon. Still, it wasn't long before there was no denying she needed to focus her full attention on the demand her business was experiencing. When the rest of the world hid away during Covid, Anna was secretly growing from strength to strength. Nothing is more important to her now than the days she's up walking the dogs and can sit at her workbench —designing and making.

“She’s on a quiet mission to take steps to grow her sustainably conscious brand, and she is finally excited by the future of the business”

Running a business is far more

wearing her pieces or a customer has

challenging than creating the product

taken the time to write a lovely review.

you wish to sell. Even today, the

Just before the pandemic, a challenging

"business" side sometimes raises an issue.

conversation with her sister and partner

But she now has confidence in her

made her realise she could push the

ability; where she may not have the

boundaries of the business if she believed

immediate solutions, she has the

in herself a little more. Their undeniable

experience to find the answers, no matter

confidence in her ability led her to realise

how out of her comfort zone she may

she was the only one getting in the way of

feel. Confidence that, for a long time, she

her success. What followed during the

didn't have. She couldn't imagine that she

pandemic was a true reflection of Anna's

could build a business that would

passion and determination to build the

provide a wage that would allow her to

business to be the best it could be, seeing

live a life on her terms — that it could

the success she had never imagined

ever become something more than an

possible, all because she finally started to

expensive hobby. She will acknowledge

believe in herself. It would be

that winning Best Newcomer at the

uncharacteristic of Anna to suggest she

British craft trade fair, followed by having

wanted world domination. But she

her work featured on the front cover of a

finally sees the potential and growth the

craft and design magazine, was a huge

business has. She's on a quiet mission to

highlight along the way. But at the roots

take steps to grow her sustainably

level, she considers herself incredibly

conscious brand, and she is finally excited

lucky to do what she loves every day and

by the future of the business, its potential,

make a living from it. She will often get a

and where her 'hobby turned business'

bust of pride when she sees someone

can take her.

Charlotte Charlotte's story is one of resilience in the eyes of turbulence, yet a passion which was only ever going to see her succeed. After creating a fantastic career in the film industry, Charlotte felt everything needed to change after having her first child. She joked that it may have been a mid-life crisis or a post-baby panic, but regardless, she needed things to change.

Frustrated by her own shopping experiences, she identified a huge lack of diversity within the children's shopping. The market was fuelled with seemingly unnecessarily gendered products that were harmful to the long-term sustainability of the environment. It was then that she decided she wanted to create a space where you could shop for clothes, books, and toys that supported your values as a parent.

That's when it all began; her unrivalled passion for showcasing brands with ethical values and products that didn't harm the planet, with inclusive books and clothes that represent all children.

“Knowing the true power of the business, and having had the resilience to have survived those challenging few years, she is excited about the next phase”

Her first store opened in a tiny shop,

to build prior didn't go unnoticed in the

where only three customers could fit in at

eyes of her customers, and the support

once, with a website not necessarily

during that time was incredible. It was no

meeting expectations. With her

longer just about Charlotte wanting the

youngest with her while she worked

business to survive, but the community

full-time in the shop, it was, in Charlotte's

she had built stood by her, wanting her to

own words, chaos. "I was changing

succeed and beat the closures. They

nappies, feeding, and keeping them

showed precisely how valued she was,

amused all whilst serving customers".

and how well-loved she was. It is no

With a steep learning curve ahead of her

surprise, and a true credit to Charlotte,

and no retail experience, she leaned

that they reopened post-pandemic in

quickly, reacted when needed, and

their largest store. With as much passion

poured her heart and soul into making

today as on her first opening weekend,

the business what she knew it could be. It

she openly shares that the store is one of

was soon that customers would visit the

her most significant achievements, and

shop from out of their local area, having

though it's not easy, she knows she has

heard what a fantastic experience she was

created something to be incredibly

creating. This was followed by her

proud of. Knowing the true power of the

winning runner-up for Best High Street

business, and having had the resilience to

Shop in the Holly Tucker Independent

have survived those challenging few

Shop awards.

years, she is excited about the next phase.

But the real celebratory moment came

Hopefully, this chapter won't involve

when the pandemic hit, when she was

working under such impossible

convinced she would need to close the

circumstances in survival mode but

store. The experience and customer

thriving and working towards the true

relationships she had worked so hard to

potential this incredible business holds.

Though now in its 5th year, Charlotte

local impact. She wants to hold more

feels like it's just the beginning. The

prominent brands and stores to account

potential of what could be achieved is

simply by demonstrating how better

what excites her the most. She will

ethical and eco practices can be achieved,

inevitably continue to develop and

no matter how small a brand is.

increase their product ranges in collaboration with artists and ethical

In true Charlotte style, she suggested

manufacturers. At the same time, they

that once she had achieved everything

are launching their in-house circular

she wanted to, she'd probably pack it all in

clothing scheme, opening a second store

and start a skateboarding retreat in the

in Canterbury, and experiencing even

wilderness for women over 40. Joke or

more success online. She passionately

not, we have unwavering confidence in

sees the shop's future as a purpose-led

this powerful woman's ability to achieve

ethical business that can have a small and

absolutely anything she wants.

“Charlotte passionately sees the shop’s future as a purpose-led, ethical business that can have a small and local impact. She wants to hold more prominent brands and stores to account”

Never underestimate the power of dreams, and the influence of the human spirit.

W. R U D O L P H

Ellen A business genuinely born out of lockdown, and a need for a creative outlet.

At a crossroads so many women reach, Ellen was deciding whether to return to the area of work she was in before her children were born, or retrain and try something completely new and creative. She was unsure if stepping into a new venture was something she could commit to, but she wanted to capture a creative space for herself. She took the plunge, but initially things were highly tentative. Ellen felt inexperienced, and every job felt nerve-racking and uncertain. She would wait to be told what a client wanted, instead of making suggestions, providing a point of view and voicing her expert opinions.

She shared the same challenges as many start-ups; not knowing what to concentrate on, who she should be talking to, and questioning if she had enough experience to do the work.

“She has created a business that sits beautifully within her family priorities as a mother, but provides her with her own identity and creative outlet”

Through working with a select group of

Though still at the very start of her story,

people, Ellen shifted her mindset from

she aims to continue providing frames

seeing her business as a creative hobby to

for artists, photographers, and residential

discovering its potential as a business.

projects, protecting and preserving

She started showing up within her

precious artwork and memories with

marketing as the expert and the leader,

minimal environmental impact. She is

developing a voice of experience that

excited about what the next chapter of

would draw her clients to her based on

her journey will look like, but also aware

her understanding of the industry.

of what she has achieved.

Now, Ellen is regularly approached to

She is seen as a collaborative picture

support framing exhibitions, and is

framer who will be deeply involved in a

working closely with several artists that

project, and is as passionate about the art

she has admired for years. She has

as the artists and owner themselves.

successfully built a business that sits

Success for Ellen is taking a hobby, built

beautifully within her family priorities as

during lockdown to give herself a

a mother, but provides her with her own

creative release, and transforming it into

identity and creative outlet. Being

a business to be proud of. Something

surrounded by beautiful art and materials

that gave her time to be artistic, and yet

all day is what Ellen loves, and she is

grew into something of her own.

determined to balance family life with

Something that we question is whether

allowing herself to have a creative space

even Ellen realised the potential of her

in which to make a living.

own beautiful success story.

Jennifer After 18 years as an interiors journalist and editor, Jen launched The Former Editor in 2016, to share her expertise in writing and editing. During her career in-house, she was lucky enough to work with some of the industry greats, on market-leading titles, including as launch editor of Style at Home magazine.

As a freelancer, Jen edited a Scandi magazine for a client who pulled the plug during the first lockdown. After receiving many messages and emails asking where it had gone, she decided to launch her Scandi-inspired brand. After years of her husband asking "why are you always editing for others?", she founded Simply Scandi and fulfilled a career-long dream.

Jen was soon selling ads for a magazine that had yet to be written — let alone printed — and approaching PR and marketing teams she'd worked with throughout her career. They loved the idea, of course, and couldn't wait to be part of Jen's next venture.

“Nothing beats the feeling of a fresh copy arriving, but when it’s our own, it’s even more special”

Ever the lover of print publication, the

when it's your own, it's even more special.

website was almost an afterthought, but

Riley (of Riley Publishing Ltd) is Jen's

Jen knew she needed to direct people to

eight-year-old daughter and wannabe

where to buy, so she launched

editor. It's very special when she sees 'their

simplyscandi.com just in time.

magazine' on sale at Marks & Spencer.

Success followed success, and next came

Lockdown saw its fair share of significant

the sell-out of that first issue. Though

challenges. Jen asked herself whether

always a little too critical, Jen's first

people would even be in the shops to buy

thought was, "We should have printed

the magazine. She had to trust her

more".

instincts in finding a support team. She admits to facing uncomfortable

Having launched entirely through

moments by putting her 'big girl pants'

Instagram, she learned the importance of

on and calling printers for quotes, when

email marketing. She wanted the

previously she was used to entire

confidence to leave the safety net of the

departments being responsible for

platforms she'd worked with and take on

ordering paper. Regardless of the

the challenges of new ones. It was

challenges, she sees herself as incredibly

undoubtedly worth it, as she has now

lucky that the teams she has around her

created a phenomenal customer journey,

believe in the brand, and know that

which, for the most part, is automated.

together they deliver a quality product.

When you try to understand the world After times of struggle comes success. In

of publishing, you'd likely convince

this case, it was seeing sales of the first

yourself out of launching an indie

print copy; confirmation that people

magazine. To be profitable after just one

wanted Simply Scandi. Nothing beats

year is something Jen won't ever take for

the feeling of a fresh copy arriving, but

granted.

Above all else, she wants to be a positive

All of which have many resources, teams

role model for her daughter, showing her

of people, and far bigger budgets.

that you can achieve any dream with the right support and plenty of passion and

Simply Scandi was never a passion

determination.

project for Jen — it needed to make a profit. It wasn't launched as a hobby, nor

Not one to be lost for words, Jen will

was it ever going to be. She is determined

admit seeing a potential reader picking

to grow the brand further, exploring

up her magazine while doing the weekly

brand extensions and partnerships.

shop in Waitrose left her speechless. It's something she will never tire of

This is an inspirational story of taking a

experiencing.

dream and making it happen. Not everything will always go to plan, but it's

Today you will find Simply Scandi sitting

how she fought back after each and every

on the shelf next to Ideal Home and

setback that has made Jen the driven,

many other phenomenal publications,

inspiring, successful business owner that

both here in the UK and internationally.

she is today.

“Above all else, Jen wants to be a positive role model for her daughter, showing her that you can achieve any dream with the right support and plenty of passion and determination”

Energy and persistence conquer all things.

As long as we are persistence in our pursuit, we will continue to grow. We cannot choose the time when we will fully bloom.

BENJAMIN FRANKLIN

Lola Lola launched her business in 2021, after years of feeling disconnected from the beauty industry. Despite being a lover of all things beauty, she didn't think that it was an industry that depicted an accurate representation of the world. She wanted to do something to work towards creating a more inclusive and diverse industry for everyone.

As well as a lack of diversity within the industry, there also seemed to be a gap in the market for high-end hand and nail care. Through her day-to-day work in her salon, Lola noticed a jump in the number of skin conditions her clients were suffering from, particularly on their hands. In a post-pandemic world where our hands were taking a bit of a beating through constant washing and sanitising, she wanted to find a way to enhance the standard of care for hands and nails, both on a professional and personal level.

“She knows she will see the rewards when her whole energy is focused on herself, her goals, and her business”

Launching the best-selling Ritual

an adjustment, but she knows she will see

collection, one of the few premium

the rewards when her whole energy is

skincare ranges which cater to all skin

focused on herself, her goals, and her

conditions, was the first glimpse of Lola’s

business.

impact on the industry. She'll openly admit to "winging it" in the early days, but

She will never take for granted the work

that didn't stop her success. Some of her

she's achieved, and sees it as a privilege to

biggest challenges over the past few years

work on Tribe. To work each day doing

have been sourcing suppliers you can

what she loves, working towards a goal

learn to rely on, a well as having a suitable

that is aligned with her core values, is an

investment when you need it; a struggle

honour.

so many other business owners will be able to relate to.

So, what can we expect from Tribe and Lola in the future? Just one word —

With those challenges can come great

more. She will continue to work to be

success, like growing the social audience

seen as a brand that is considered ethical,

organically to 10K, and building and

that doesn't focus solely on the bottom

nurturing their relationships with brand

line, but a brand that cares about

associates. But nothing beats seeing Tribe

communities and people.

products being used in working salons nationwide. That's what makes all the

If her first few years in business are her

hard work and effort worthwhile. A

benchmark, we can expect more

turning point for Lola was stepping into

powerhouse moves and big-goal

a space where she was utterly focused on

thinking for this incredibly determined

her goals and ambitions, regardless of

and ambitious female business owner.

those around her or her competition. It's not been easy to drown our the noise, it’s

Three words; watch this space.

Laura Laura's story starts from a place of loss but grows into a success story she could never have imagined.

She first began sketching in 2015 when her husband was undergoing cancer treatment. These moments of creativity were an outlet for her and allowed an escape from reality for a short while. After her husband passed in late 2015, Laura desperately needed something to take her mind off of everything, which led her to take a pattern-cutting course at the London College of Fashion, where she learned the basics of shoe construction.

After travelling the world, Laura realised that her current job was leaving her unfulfilled. She felt a real need to explore her creativity and follow her passion; after everything she had been through, she knew that life was too short to have any regrets.

Laura was awarded a Scholarship at

with challenges, she also saw huge

Instituto Marangoni, a prestigious

success, such as the Esmeralda 105 being

fashion school in Florence, Italy, and

featured in Vanity Fair.

decided to leave her job and move to

As Laura looks back, she reminisces the

Florence. The change of scenery was

moments she realised she couldn't do it

what she needed, and since she had been

all alone - and how valuable the

married in Italy, it felt like a sign that she

consistent support from others, who

was on the right path. Laura's year in

helped guide and elevate the brand.

Florence with Marangoni was one of the

Not a day goes by that Laura doesn't have

best of her life.

to pinch herself on what she has achieved so far, and she never takes for granted

She returned from Italy with a clear

how enriching it is to do what she loves.

vision of the brand she wanted to create -

Still, in the very early chapters of her

a shoe brand focused on fun, fearless and

brand, she will be known as the founder

optimistic women who wish their shoes

who never gave up. Despite having many

to do the talking - gorgeous designs

opportunities taken away early on, she is

perfectly matched with comfort and

proof that persistence and

quality craftsmanship.

determinations pay off.

As the brand continues to gain more and

She'll admit that she may have gone into

more momentum, being recognised by

the business a little blind - but within

stylists and publications thought out the

such a short time, the business developed

industry, Laura will always keep quality

with manufacturers and it's own

and style at the heart of every sketch. As

sustainable supply chains.

she starts this heartwarming journey,

Building a business throughout the

excited by new opportunities and

lockdown was the biggest challenge she

incredibly proud of her achievements,

had to face.

Laura has so much to look forward to.

An inspiration to those wanting to make

Constant delays due to factory closures,

big changes in their lives, and those

Brexit - meaning shipping products

looking to find inspiration and possibility

became so much more of a problem. But

in the wake of true loss.

Donna Donna's story is a journey of unwavering determination to stay true to her voice, even when the rest of the world is screaming something completely different.

Initially, she started her business with the notion she "had to be busy", affordable and accessible to all. A subtle worry would creep in if there weren't new enquiries coming in. Yet it wasn't long before her a conscious shift was made by where she would intentionally create space within her diary to be available — a characteristic which now is what her clients come to her for. They know they have Donna's attention and complete focus, and they understand how respectful she is of their journey, the process, and the understanding of what Donna delivers.

Donna has always shared that she wants to have fun with style, rooted in a "buy less" mentality and a definite opinion that the world doesn't need us to produce, buy and throw away more garments. But initially, there was a very uphill struggle to get where she is today and an expectation of her to deliver in a certain way which she did not align with.

She was surrounded by other stylists

the parapet to voice her thoughts and

across social media, sharing their daily

issues with the impact of influencer haul

shopping trips with piles of high-end

culture. To be invited on podcasts to air

department store bags. That, coupled

those views and feel heard, really heard, is

with the pre-conceived ideas of what

such a massive point of recognition in

Donna herself felt were the expectations

her journey so far.

of a personal stylist, she couldn't align with what she was surrounded with.

Donna is striving to lead by example. She

She constantly felt conflicted as the

feels proud when a woman she has

voices across social media became louder

supported shares styling decisions they

and louder throughout the pandemic.

made on their own, or how her

But it was with the unwavering belief in

knowledge has impacted a family

her own process and voice that Donna

member or friend. Proud that the

took the time to feel comfortable, to

knowledge she is sharing is having a

own her space, and finally had the

ripple effect on how people approaching

confidence to be more than a subtle

their wardrobes.

voice in the background.

Finally, Donna is in a place where she can She soon realised she didn't need to align

see exactly what she has achieved, and is

with the modern-day expectations of a

proud of all she has learnt. She trusted

personal stylist. She isn't a personal stylist

her intuition in her decisions, which is

— she is an educator, a listener, a quiet

not always easy, but she always believed

note-taker, who will educate and guide

in the long game.

the women she supports to fully understand how they want to dress for

What does the future look like? If asked,

themselves and their life. She has her own

she would say that the time has come for

seat at the table, not one conflicted by

a call for attention, which she fully

the strains of other people's expectations.

appreciates isn't a comfortable thing to do, but she is prepared to have the

From where she came from, she has built

difficult conversation, knowing the true

a reputation for sticking her head above

power our choices consumers have.

“Donna will continue to be seen as a disruptive voice in the industry, being know as an example of how you can push back against expectations and carve out your own space. She’s a true inspiration of how you don’t have to follow in the foot steps of those who shout the loudest.

The power is within those passionate and determined enough to make things change for the better”

PARIS

CENTRE COMMERCIAL

9 Rue Madame, 75 006, Paris 2 Rue de Marseille, 75 010, Paris

@centre_commercial BOUTIQUE WE ARE

13 Rue Oberkampf, 75011, Paris

@boutiqueweareparis MONSIEUR

53 Rue Charlot , 75003, Paris

@monsieur.paris SHAKESPEARE & COMPANY

37 Rue de la Bûcherie, 75005, Paris

@shakespeareandcoparis

PORTO

THE FEETING ROOM

Largo dos Lóios 86, 4050-338, Porto

@thefeetingroom BUREL FACTORY

Rua Mouzinho da Silveira 79, 4050-265, Porto

@burel.factory CORAÇÃO ALECRIM

Travessa de Cedofeita 28, 4050-183, Porto

@coracao.alecrim THE DESIGN & MODA

Avenida Brasil 446, 4050-153, Porto

@thedesign.pt

EDINBURGH

HESTIE

245 Morningside Road, Morningside, Edinburgh

@hestie.store ALC

61 Thistle Street, Edinburgh

@alc_edinburgh GROW URBAN

92 Grove Street, Edinburgh 8b St Vincent Street, Stockbridge

@growurban LIFESTORY

53 London Street, Edinburgh

@lifestoryedin

CHESTER

TPEL PAPER & PRESS

10 Rufus Court, Chester

@tepelpaperandpress BLOOM & ALBION

12 Bridge St, Chester

@bloomandalbion OSIER

3 City Walls Road, Chester

@osier_ THE CHEESE SHOP

116 Northgate Street, Chester

@thecheeseshopchester

SHREWSBURY

PIECES FOR PLACES

14 The Square, Shrewsbury

@piecesforplaces WYLDE BLUE WORLD

18 Wyle Cop, Shrewsbury

@wyleblueworld BROK

71 Wyle Cop, Shrewsbury

@brokmenswear HOPEFULLY MADE

9-10 Milk Street, Shrewsbury

@hopefully_made

NEWCASTLE

THE FLOWER FOLK

20 Brentwood Avenue, West Jesmond, Newcastle

@the_flower_folk RE

Bishops Yard, Main Street, Corbridge

@refoundobjects SOMETHING GOOD

265 Jesmond Road, Jesmond, Newcastle

@somethinggoodco NUCASA

14-16 Brentwood Avenue, West Jesmond, Newcastle

@nucasastore

MADRID

EL MODERNO

Corre. Baja de San Pablo, 19

@elmodernoconceptstore RUGHARA

C/ Santa Feliciana 9.

@rughara DO DESIGN

C/ Fernando VI, 13. 28004

@dodesign DESPACIO

C/ Belén 10, 28004

@_despacio_

CHAPTER FOUR

“We want to explore and challenge — not just for our benefit, but for that of the brands we support. Our learnings are their learnings”

What does our marketing look like

We want to explore and challenge — not

moving forward?

just for our benefit, but for that of the brands we support. Our learnings are

In short, we don’t know.

their learnings.

We know that we will test, trial and,

As we prepare to see The Stories Society

above all else, challenge ourselves to do

level up, Lisa is allowing space for some

things differently.

of the products and initiatives she is incredibly passionate about. She does

Marketing is gaining new eyes on your

not stand for independent retail any

brand, and selling them the product or

more or any less than corporate retail.

services you offer. Marketing is more

She believes there is only one highstreet

than PPC ads and a boosted post. We

— whether that is local supermarkets,

want to find alternative, creative,

charity shops, post offices, independent

enjoyable ways to draw new people into

retailers, local coffee shops or high street

The Stories Society. We want it to be

brands. — and she is unwavering in her

authentic, meaningful, and aligned with

belief that retail is stronger together.

the slow-growing brand we are creating.

As the business and time allows, we hope

We have been incredibly lucky that the

to redefine the expectations and

business has grown to its current position

assumptions around retail, remembering

organically, but as we prepare to shift

there is only one highstreet.

gears and step into the next stage of our story, we want to be free from the need

We're excited for the next chapter of, The

for traditional paid advertising.

Stories Society.....

W H AT M A K E S U S D I F F E R E N T

A WARM WELCOME

with Morgaine Morgaine will be your North Star whilst you’re with The Stories Society. She’ll set you up with your own Notion portal, where all of our ideas, schedules, drafts and content will live, touch base with you every month to make sure we have everything we need from you, and always keep things moving smoothly. She’ll collect and organise any links, information and photography, set you up with Flodesk and Planoly accounts, and support you in managing your content.

“We’re a small, all female agency with an incredibly collaborative way of working. Each member of the team supports each area of the business in different ways, and our clients successes are truly shared between all of us”

W H AT M A K E S U S D I F F E R E N T

NAILING THE FOUNDATION

with Amy Amy will support you through all things design and visuals. As part of your onboarding process with us, before your first strategy call, she’ll pull together your brand guidelines and present a series of visuals to communicate how we imagine your content coming to life, collaborating with you to create something that feels right. Together, you’ll build a solid foundation for us to lean on as we create and nurture your marketing strategy.

“We’re a reactive team, and we understand that the in-between moments are just as important as the main narrative. We create strategies that can bend and flex to make space for all of your noteworthy moments”

W H AT M A K E S U S D I F F E R E N T

THE STRATEGY

with Lisa May Your first strategy call with Lisa is an opportunity for us to really dive deep into your business, understand what’s working, what isn’t, and how and where we can make the biggest impact. Lisa will guide and support you through the process, and you’ll leave feeling energised, inspired, and excited for what’s to come (we promise!). Marketing your business well doesn’t have to be difficult, and we’ll create a strategy that feels natural, but yields the results you’re looking for.

“We focus on the smaller brands, and I think that we always will. We want to be a brands first experience with a marketing agency, and to grow with you as you evolve. The brands we can really make an impact for is where our hearts lie”

W H AT M A K E S U S D I F F E R E N T

MAKING THINGS EASY

with Rachael When we reach the last week of the month, you’ll receive your content bank for the month ahead. We spend that last week reviewing and tweaking until everything feels aligned with your vision, and the best part is that Rachael will organise, upload and schedule all of your content into the relevant platforms. All of a sudden, your marketing strategy is running completely on autopilot — social posts, emails and blogs all working for you, without you having to find the time.

“Our combined experience in retail is our secret weapon — that level of knowledge and insight is a huge advantage for our clients, and is what allows us to help them market their brands strategically”

The brands that we collaborate with are at the heart of everything we do at The Stories Society. We champion and cherish the people that we work with, and we’re striving to continue building our community of driven, inspiring business owners who aren’t afraid to dream big.

CHAPTER FIVE

ON THE ROAD

Does a fun, inspired, in-person event sound like just what you need? We’re going on the road later this year, and we’d love to see you.

WHEN

Thursday, September 21st

WHERE

London

A lot has happened over the last three years, but the thing we are most proud of is the wonderful community we have built. We love being able to be with you in person, to support and empower you at a higher level, and offer a day of inspiration in person — what could be better?

Come and fill your cup with us in London this September. Join our mailing list at www.thestoriessociety.com to register your interest and secure a ticket.

CHAPTER SIX

S T O R I E S T H AT M AT T E R

Some stories require a little more space in the narrative — stories that really matter and make a real difference to people's lives. The profits made from this publication are being used to support a charity extremely close to our heart, Action for Pulmonary Fibrosis.

Action for Pulmonary Fibrosis is a growing community of patients, families, researchers, and healthcare professionals striving to put a stop to Pulmonary Fibrosis, so that everyone affected by the disease has a better future. Money raised helps to fund new research that could help stop lung fibrosis in its tracks, support more people affected by Pulmonary Fibrosis to help them live well for longer, raise awareness, and take strides towards preventing this devastating disease. APF rely entirely on charitable donations to fund their work. Every penny donated helps them remain there for everyone affected by this disease.

Lisa lost her wonderful Dad, Tony, to Pulmonary Fibrosis, and as a team we are incredibly passionate about being able to give back to the organisations that mean a lot to us.

So, thank you for being a small part of that — the cost of this publication will go towards funding life-changing work at APF.

I F Y O U , O R S O M E O N E Y O U K N O W, H A S B E E N A F F E C T E D B Y P U L M O N A R Y FIBROSIS, APF CAN PROVIDE SOME WONDERFUL SUPPORT TO YOU AND YOUR LOVED ONES.

W W W. A C T I O N P F. O R G 01223 785725 REGISTERED CHARIT Y NUMBER: 1152399 S C O T L A N D C H A R I T Y R E G I S T R AT I O N N U M B E R : S C O 5 0 9 9 2

IN SUPPORT OF

We are incredibly grateful to have had the support of some of the wonderful people at APF whilst creating this publication. We are honoured to be able to support them, and be able to make a very small difference in the fight against Pulmonary Fibrosis.

OUR STUDIO STORIES by THE STORIES SOCIETY

ALL PROFITS WILL SUPPORT