About

I am the founder of an award-winning sewing pattern company called The Avid Seamstress, which launched in 2015. Over the last 7 years I have learnt everything about running a creative business, from building and maintaining a website, setting up an Etsy store, to running a successful blog and social media presence.

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I’ve been the driving force behind my business, managing the day-to-day operations, design, strategy and brand that has become a household name in the sewing community. 

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I've also been incredibly lucky to work for some of the most well-known companies during my 20 year career as a Personal/Executive Assistant, including Pentland Brands (the name behind Speedo, Berghaus, Canterbury, Endura, Ellesse, SeaVees, Red Or Dead and Mitre) and Manolo Blahnik.

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Working in PA/EA/Project Management roles at the most senior level, I’ve supported CEOs at the top of their game. Working at this level has been incredible, having a birds eye view of the entire organisation but also the intricate details behind the scenes in making a business successful.

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I've always been an ambassador for the companies I have worked for and have felt an incredible sense of pride in my work. I know how important it is to have someone solid supporting you in the background while you set up or run a business.

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I've mastered multi-tasking but most importantly doing things at a high level and being one step ahead. I work hard and am an incredible problem solver.

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I am now in a position to be able to share my wealth of experience to help other creative businesses get up and running. For me, a brand story is key and the foundation of a successful business. Alongside Alice, we’ll work with you to achieve your goals. 

At university Alice studied fashion promotion and communication, a lengthy course name which essentially involved marketing, PR, graphic design, photography…all the stuff in fashion apart from the actual clothing design. This gave her a strong grounding in writing for purpose, engaging an audience, and having a good eye for design.

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After graduating with a First class honours, Alice went into corporate marketing for clients including Mercedes Benz, MINI, and Jaguar Land Rover. She stepped away from the corporate world and worked in communications in the education sector for eight years, before going freelance as a content marketing specialist and copywriter. 

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A creative soul, who met Lisa through their shared love for sewing, Alice applies a creative outlook to her work. Bursting with ideas and a hefty dose of optimism, Alice always looks for the joy in the everyday.

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A keen writer, Alice has her own blog where she shares sewing and styling inspiration and tutorials, along with guest writing for a number of publications and websites. With a knack for finding gems of ideas from nowhere, a 15 minute chat with Alice has been known to lead to a 6 month content plan!

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Alice has a firm belief that everyone has content to share and a story to tell, the key is in making it appealing and engaging for your audience. She’ll find your niche, tap into it, and create something really bloody exciting.