Like many self-taught designers, Kelly Lake learned her fashion fundamentals by making clothes at home. “I never studied fashion, but I started making things for my daughter when she was little,” Kelly says. “There’s a wonderful designer in Scotland called Kitschy Coo, and they used to have this fantastic blog that was a real inspiration for me.” In 2010, however, Kelly’s home sewing projects came to an abrupt end when her father died, and she needed to get involved with his business. “I spent five years in financial services, first in London and then on a trading platform, with pension companies and all kinds of really serious stuff. When I had my son in 2015 and I was on maternity leave—which I’m very grateful to get over here—I really missed making things and I wanted to take the chance of doing it professionally. Having that time at home with the kids gave me a chance to try my luck.”
Her luck paid off. Today, Kelly and her family are living a much more relaxed life in Cornwall—“no commute and no alarm clock”—and her Etsy shop, Back to Beyond, is booming. “I just started my business about 16 months ago, so to have gone from there to here is really exciting,” she says. “I had zero budget and no professional sewing experience. When you start like that you can have serious moments of self-doubt and you just have to grit your teeth and live through it. Then something like being chosen as a Featured Shop happens, and it’s a massive boost to your confidence.”
Read on to learn how Kelly built a business by trusting her instincts and shop her collection of eco-conscious, gender-neutral clothing for babies and kids.
After your experience in financial services, what was it like transitioning to having your own Etsy shop?
We were living basically a middle class life and my husband, my 10-year old daughter, and my little boy (who is one) wanted to see other kinds of places. We traveled around Europe—mostly France and Italy—and ended up here in Cornwall, in the UK. There is a really nice, slow pace down here. In Cornwall, sometimes there’s spotty internet service, sometimes there’s bad phone reception, everyone surfs all the time, and there are lots of vegans. The area benefited so much from EU funding. They have wind turbines and solar panels everywhere. There’s just a really nice sustainable ethos down here. We found our little tribe.
The big part of making all this work is that we don’t live in a house, we live in a van. So we have quite a low-cost way of living, which was all part of the dream for us. We came from real nine-to-five, commuter-lifestyle, high-pressure, high-stress jobs until 18 months ago. This was the goal, to be able to work just enough to do something we really love. My husband is a musician and a sound engineer. He’s got a studio here and I get to make clothes, we hang out with the kids, and there’s no commute and no alarm clock.
How did you get started as a maker of organic clothing?
When I thought about having a business, organic became important very quickly. On the environmental side, cotton is a huge contributor in terms of pesticides. But as a feminist, I am concerned about the massive human cost of non-organic manufacturing. It’s a very murky supply chain, all the way from growing to manufacturing, and it’s very difficult to know where things come from and who may have been exploited along the way. The idea that every part of my process is ethical and that no one was exploited was very important to me. The GOTS (Global Organic Textile Standard) certification is something I rely on.
But honestly, on a personal level I think it’s the trying that matters. Just switching your thinking patterns to being more conscious makes a difference immediately. You don’t have to be a vegan, or do something perfectly, or be above criticism. Just trying will make a difference.
Do you design and make your pieces yourself, or do you have others manufacture them?
Start to finish, it’s just me. The prints I source come from small, mostly Scandinavian businesses, with a couple new ones coming in from the US. It’s so great to be a small business and to be able to support other small businesses.
What are the origins of your shop name, Back to Beyond?
It was my Instagram handle, and I just carried on with it. For me, it’s about what used to be part of everyday life—the value of making things and therefore looking after them, and getting away from the disposable nature of things.
How much of your is business is international?
Maybe a third, mostly split between Europe and the US. I tend to pick prints that aren’t obviously girl prints or boy prints, like sharks and whales, and my colors aren’t traditional pink or blue. I think the market is pretty saturated with conventional prints and colors, and the US particularly seems to go for something else.
Do you do much promotion?
Not much really, I don’t have the budget for it. I have been lucky enough to have been picked up by a couple of magazines, which was really exciting. One thing I found encouraging is Instagram. It’s a really amazing, supportive platform. There’s lot of mutual appreciation and seeking to connect with people in the same kind of boat as you. Everybody is sharing experience and knowledge—there’s a real community-based vibe.
Brexit, of course, is a huge story around the world. Do you expect Brexit to affect your business?
I think it’s hard to say. Alongside all the panic and all the hysteria, there may be some false confidence. We’ve made a choice but nothing has actually happened yet. At the moment, we’re in the oddly strong position of having a weak currency and we’re still part of the single market. So in terms of selling to Europe, we’re actually in an advantageous position right now. The uncertainty of how that is going to play out in the long term, I couldn’t begin to guess. I’m trying to see some positive in this, trying to see a silver lining, but I’m sad. But I do think the future is in small business, if the world is going to stay a nice, friendly place.
Do you have advice for other sellers?
It’s important to involve yourself actively in a network to give and gain support. But another thing I think is really important when you are starting out is to trust your instincts. The times I have leaned too much on the input of others are the times when I think my personal style and brand have suffered. It’s great to get input from people you trust, but your choices have to be your own and sit comfortably with you. Going out on a limb with something I personally love but that feels risky has always paid off far more than trying to crowd-please.
Follow Back to Beyond on Instagram and Facebook.
Studio photographs by Bohemian Wrapsody.
60 comments
Megan from MegansMenagerie said 4 years ago
Beautiful shop! Love the unique prints! Congratulations on the feature!
ClassicMemories from ClassicMemories said 4 years ago
Adorable shop. Congrats on the feature.
Vadim Moroz from IconPainter said 4 years ago
Congratulations on the feature! All the Best!
Katrina Dzerkale from Dominna said 4 years ago
I wish i could get the whale pants in adult size :D
Olga from LinenAndTailor said 4 years ago
Amazing shop! Congrats on the future!
renee and gerardo from GTDesigns said 4 years ago
Charming pieces!! Great advice too!! Congrats on this fab feature and the best to this unique shop!!
Lizzy from Bagitconscious said 4 years ago
Love your work, beautiful fabrics and everything looks very well made. Good luck with your creations!!!
Cathy from msbijouxbeads said 4 years ago
Your prints are fab, love you have stayed true to yourself, congratulations on the feature!
DeUno from DeUno said 4 years ago
Organic! Beautiful! Congratulations on the feature!
Renee from RandMhandmade said 4 years ago
Love your shop!! Congratulations!
Jane from MadeByJaneDesign said 4 years ago
Wishing my little ones were still little! Will look forward to gifting some of your beautiful creations to friends. Congratulations on the feature!
tiffany santana from BuggandButterfly said 4 years ago
Great Accomplishment!! Cute baby:)
Debra Gilstrap from gilstrapdesigns said 4 years ago
Congratulations on your feature. Great line of children's clothing and much continued success!
Sujata from TreasuredMemoryLane said 4 years ago
Cute creations! Congratulations on the feature!
Jeanita Jinnah from NaylaBookPublishers said 4 years ago
Inspiring. As a new seller on Etsy, I'm looking forward to the possibilities...
Yadaluk from Muntra said 4 years ago
Cute baby. Congratulations on the feature!
Kashuen Collectibles from Kashuen said 4 years ago
No commute and no alarm clock, that's the beauty as a small business owner. Congratulations on the feature!
DivineOrders from DivineOrders said 4 years ago
GLORIOUS! Congrats on the feature. Thank you Kelly for sharing your ethical, adventurous lifestyle, lovely designs and beautiful family with us. - Peace.
Catheryn Dallenbach from SomeKindOfPretty said 4 years ago
Congrats on the feature!!
Viktoriya Terekhova from Panamochka55 said 4 years ago
Excellent shop. Very much it was pleasant to me!
Flair Nouri from FlairPaintings said 4 years ago
Very adorable!!! I love your shop :)
accentonvintage from accentonvintage said 4 years ago
Adorable designs!! Congrats!
Jennifer and Gary Pierce from LoftAtticEarth said 4 years ago
Love your print choices! You made the right choice at the right time; being around to see your kids, moment by moment is the best. Rushing off to work doesn't allow for those spontaneous moments that you can't get back. Blessings to you and your family as your business grows!
Monika Moroz from NickoArts said 4 years ago
Congratulations on the feature of your lovely shop. I wish you much success :)
Sherri from ButterflyFeetDigital said 4 years ago
Adorable models, love your shop, congrats on the feature!
Melanie Cuno from ToatyCoo said 4 years ago
Great work!!
Priscilla from Gardenmis said 4 years ago
Love your playful designs! Congrats on the feature and best wishes for achieving all your goals and dreams :)
Rob Schneider said 4 years ago
Adorable kid. http://www.couponorcode.com
Rhonda Stubbs from RhondaCorner said 4 years ago
Your clothes are wonderful and you are to. Thank you for a great story and I wish you the very best on your future endeavors.
Rachel Bingaman from BingArt said 4 years ago
Love your clothes, and what adorable models you have :) I think you've found the secret to living well! Congrats!
Francine from HomespunHeartofMine said 4 years ago
What an amazing line of children's wear, Kelly! You have a wonderful eye for playful designs that I am sure has contributed greatly to the success of your brand! Congratulations on the feature and many blessings for your future endeavors! :D
Laura from PetalAlley said 4 years ago
I love your shop name, it's clever and memorable. :)
emaxtees from EmaxTees said 4 years ago
That is something that is really cute :)
andersonrustic from andersonrustic said 4 years ago
Congrats on your feature! Very cool shop and adorable models!
Olesya Bagriy from BelkaUA said 4 years ago
Beautiful shop! Very nice work! Congratulations on the feature!
Sarah Wayman from SproutsandWogs said 4 years ago
Theses are so so cute! Makes me wanna have a baby just to buy some :) Congratulations on your success!
Jennifer Tyson from LadyInPurpleBoutique said 4 years ago
Your clothes and shop are so beautiful! Congrats on the feature Kelly and wishing much success!
AMSkrafts from AMSkrafts said 4 years ago
Thank you for sharing your story, it is so wonderful to see a seller go from a stressful job situation to a more slow paced, enjoyable profession and have more time to spend with family. Congratulations on the feature, and beautiful shop!
Etrennes from Etrennes said 4 years ago
Beautiful designs and work! Wishing you all the best for continued success!!!
Sylvia Lee from CraftsGarden said 4 years ago
Lovely clothing!
TropicalGarden from TropicalGarden said 4 years ago
Lovely shop with adorable products! Congratulations on the feature!
YouNeedMoreFiber from YouNeedMoreFiber said 4 years ago
Great shop and story. Continued success.
elle and belle Forster from elleandbellejewelry said 4 years ago
Bravo and congrats on your success. All the best, Kelly! Love your lifestyle!
Cat Encio Dolls from CatEncioDolls said 4 years ago
Lovely Lovely <3
Penny Rutherford from CreativejuicBoutique said 4 years ago
Congrats on the feature.very warm and inspiring story
leighsha from AntHill23 said 4 years ago
Congratulations on the feature and your gorgeous shop. Sounds like you are living the dream! All the best.
Angela Jocumsen from WattleBeeAustralia said 4 years ago
Congratulations! Great advice on trusting your instincts too. Something I'm sure a lot of us struggle with. Envious of your simple life in such a beautiful place. Enjoy!
M B from BeachStudio7 said 4 years ago
Really sweet! Love everything. I've noticed that she is using that fabric roller cutter. I wonder why that works for everyone by me. What am I missing?
Wendy from DrevanM said 4 years ago
Congrats on the feature! Your shop looks great.
Roxanne Vigil from RLBabyDesigns said 4 years ago
Congratulation on your feature! Love your clothing. Keep up the great work.
Ilze from IlzitesAdijumi said 4 years ago
Adorable designs!!!
Suzanne Rorick from SRorickArt said 4 years ago
Congratulations Kelly! Your story is very inspiring to those of us who are working towards a lifestyle with less stress and enjoy what we do.
Debbie from UpcycledSwag said 4 years ago
Great story, thanks for sharing. I love the fact your products are organic! The prints are so fun, and make your creations stand out. Great work!
Marisa M. from FeltInMyHeart said 4 years ago
Beautiful shop! You have such a great eye for prints (especially love the whale print!), and the colors are vibrant and fun. Congrats on the shop feature. :)
Anna from bellecaprice said 4 years ago
Kelly, I have found this interview very incouraging for me as a starter. Thank you for sharing your insights.
Patti Trostle from PattiTrostle said 4 years ago
Great shop and adorable designs!
Christina Nixon Cole from TogetherAgainGlass said 4 years ago
Really great shop. My baby would look adorable in your clothes.
farm-o-rama from OakdaleFarm said 4 years ago
What a lovely article. I especially appreciated that your goal isn't to have a multi-million dollar company, but to live sustainably, simply, and on your own terms. Not to make judgments for those who do hope to grow their businesses to those levels, it just reminded me that what I've always loved about Etsy is that it opened up for artists & makers possibilities that might not have previously existed. Congratulations on being chosen as a featured shop!
Katrina Dzerkale from Dominna said 3 years ago
Cutest thing i have ever seen !
jessie lavon from JessieLavonFolkArt said 3 years ago
love your utems, enjoyed seeing them.