From Fashion Buyer to Designer and Entrepreneur: My Journey to Building an Independent Design Studio
Have you ever felt stuck in a job you once dreamed of, only to realise it no longer lights you up? That was me, a fashion buyer living my ‘supposed’ dream life. But let me rewind and take you back to where it all began, how I took the leap into the world of design and entrepreneurship, and how that leap turned into building my own independent design studio.
This is my story - equal parts messy, magical, and full of lessons that brought me here. Grab a cup of tea (or a cheeky glass of wine), and let’s dive in.
The Dream That Started It All
I’ve wanted to be a fashion buyer since I was five years old, literally. I blame Rachel from Friends. Being a “big fashion boss” was the vibe, and I spent my childhood dreaming of curating collections for high-street icons.
Fast forward to uni, where I studied fashion and dove headfirst into my career. First stop? Miss Selfridge. Then ASOS. And finally, River Island, where I climbed the ladder to become a Kidswear Buyer for their biggest department.
It was amazing in so many ways. I got to:
Travel the world.
Collaborate with incredible designers.
Build entire ranges from scratch.
Bag a FAB store discount (and hit up countless sample sales 😂).
But what you don’t see behind the glossy highlights is the intense pressure. The stress. The hours. Managing a large team and balancing impossible targets left me burnt out, anxious, and completely disconnected from my personal life. And then…COVID hit.
The Turning Point
Ah, 2020. Furloughed for six weeks, I had time to do something I hadn’t done in years: slow down. For the first time, I could really think about what I wanted for my life.
I realised I craved balance, freedom, and the chance to actually be present in my own life. But what on earth could I do outside of fashion buying? This was my whole identity, right?
Then, a little spark of inspiration hit. My friend and former colleague Elizabeth Stiles rebranded her business with a dreamy new website designed by Gatto Web (now my mentor!). Seeing her become hugely successful in the small business world ignited something in me.
Suddenly, I was obsessed. My Instagram became a treasure trove of font recommendations, rebrands, and color palettes. And then it clicked, I had a knack for layout and design. I’d always gone above and beyond to make strategy presentations at work look like little masterpieces, but I never thought of it as a career.
Until I did.
Taking the Leap
With a whole lot of encouragement from my family, friends, and partner (plus a solid “fuck-it” fund I’d saved up), I finally handed in my notice. I enrolled in Shillington, an intense three-month graphic design bootcamp, and dived headfirst into learning the ins and outs of design.
It was challenging, exhilarating, and just the reset I needed. I left with a killer portfolio, some lifelong friends, and a newfound belief that I could ACTUALLY do this.
Building My Dream Business
Starting out was terrifying. For the first two months, I took any freelance job I could to pay the bills while building my Instagram and portfolio. Here’s how I landed my first clients:
Created passion projects to showcase my style.
Shared everything on socials (even when I had zero followers).
Went to workshops and virtual meetups to connect with small biz owners.
I worked with a coach (shoutout to Cat from Gatto!).
Designed branding for two of my besties’ businesses to gain experience.
Four months later, I bagged my first paying client. And from there? It just spiraled. Today, I’m fully booked, working 2-3 months in advance with dream clients who inspire me every single day. I can’t believe how far I’ve come.
Here’s the thing: my time as a fashion buyer wasn’t wasted. Sure, it was tough and toxic at times, but it shaped me into the designer and entrepreneur I am today. It taught me to think commercially, spot trends, manage projects, and turn creative ideas into profit, all skills I use daily in my business.
What I thought was a career pivot turned out to be a continuation of the same journey, just with a different focus. And honestly? I wouldn’t change a thing.
And that’s how HEY GIRL™ was born—a design studio where individuality, collaboration, and bold ideas take center stage.
At HEY GIRL, I work with ambitious, women-owned businesses to create branding, websites, and marketing materials that feel as unique as the people behind them. It’s not just about design; it’s about capturing the heart and soul of your business and turning it into something that speaks to your audience and inspires them to connect.
If you’re ready to take your brand to the next level, I’d love to help you make it happen. Check out my portfolio and let’s create something magical together. 💖
Because if there’s one thing my journey has taught me, it’s this: the right mix of courage, creativity, and a little bit of hustle can take you places you never thought possible. Let’s dream big, together.
