MEET: Anna Butler of Custom Made

 

I run a company called Custom Made making handmade fashion accessories. I trained as a fashion designer. I have a degree in Fashion Design. After completing my degree I worked as menswear designers (yes menswear!) for a large high street chain. I became very disillusioned with my job (very long hours and very stressful) so decided to leave. At that point I hadn’t decided to start my own business but did soon after.

 

I am not a huge fan of cheap mass production. So many of the products we wear and have in our homes are produced that way. It saddens me to see people piling into Primark filling baskets, not thinking about what happens to these cheap clothes when they have been discarded. I just want to create fun products that people can enjoy that have been made with a little love. So far it’s working!

 

 

My degree of course applies to what I do in a big way. It taught me how to design collections, pattern cut, use an industrial sewing machine etc. My 6 years in the fashion industry helped so much. I know how to cost items and source materials to enable me to create a product that looks finished and ready to sell in a shop.

 

I have always thought- the only job I will be happy with is one I create for myself and over the years of working on Custom Made I have found this to be totally true. I am a real ‘do it yourself’ person. I am not great at asking for help, I would rather work stuff out myself. So I think the most helpful thing for me was my pure determination to not give up. Also I went to Business Link initially for business advice on how to start; they are very helpful.

 

 

 

I am mad about colour. I’m sure you can tell by my work. I am also a font geek and love typography. I also love beautiful prints (in fabric). Somehow all of these loves fit together in some way to create the range. I use a mix of new and vintage charms for my jewellery so that’s probably where the vintage feel comes in. I spend a lot of time sifting through my sources for new charms and materials; as a designer you have too.

 

I love finding that perfect charm or fabric. It’s such a buzz. It’s frustrating waiting for the items to arrive so you can make them up. I just want to get my hands on them so I can put my ideas into action.

 

 

I love the ‘hello’ and ‘bonjour’ brooches. They were only the second items I designed to be laser cut. As I didn’t know the process very well they took a while to perfect with the text. I was so happy when they arrived and looked the way I wanted. They have been very popular and always raise a smile with customers; that’s why I love them.

 

My office/studio is the ground floor of my house. We bought the house 4 years ago specifically for this reason. The ground floor works so perfectly for a work space. A couple of our neighbours do the same thing. It’s great because it’s totally separate from the rest of the house and I can shut the door and go upstairs and work is over.    

 

 

I think the continual discovery of lovely things to make products with keeps me inspired. 

 

For the next 12 months I plan to keep designing new products. We aim to have new products in the shop every few weeks. Work with new stockists, as well as the lovely ones we have currently. I have so many enquiries from all over the world. It’s fantastic. And to keep building the business to be the best it can be. In 5 years time…hmmm that’s a difficult one. 

 

 

Handmade is a lifestyle choice for me yes. As I said before, I am not a huge fan of cheap mass produced goods. We throw so much stuff away due to the pile it high/buy it cheap culture. It’s not a good way to be. Buy something nice that will last. That’s my advice.

 

It is hard work. It’s much harder work than working for someone else, but its way more rewarding. I am much better now at not working all the time but you do get very consumed by work when it’s your own business. My boyfriend Anthony is very good at saying ‘come on work is over for the day’ usually because he has come home from work starving hungry!

 

 

I do a big mixture of things to promote my work. I use all the social networking sites to promote Custom Made; Facebook, Twitter, Pinterest. I also write about updates on the Custom Made blog. I do lots of fairs; Bust Craftacular, We Make London, Renegade Craft Fair etc. We have around 25 stockists worldwide and of course the online shop. We get press also which helps too.