1. Tell me a bit about yourself and your self-made company.

I am a single mom originally living in Dublin and moved to Donegal in 2014 to do my own thing. I had a zero-waste coffee shop, but unfortunately, this was closed due to Covid. I have a background in fashion so I decided to set up All Things Fiona Lily clothing line earlier this year, at the time it was a hobby or side thing to the cafe, but now it’s my full-time job. 

2. What made you take the bold step of setting up All Things Fiona-Lily?

Because I have a passion for fashion but ethical fashion. I worked in fast fashion for a decade as a visual merchandiser and saw what goes on in terms of stock wastage, stock going to landfill that could be sold or used, the volume of stock these stores go through. Working in fashion was something I wanted to do but I didn’t know how I could get into it in rural Ireland, I didn’t know if it would work, but now due to Covid and an increase in online sales All Things Fiona Lily is my full-time job and I’m thrilled about it. It’s what I want to do. I’m passionate, creative, I love drawing and it makes me happy. 

3. Tell readers your typical day in the office?

My day is slightly different from a typical office day. At 545am I get up, have lemon water, stretch or read a book, throw the ball for the dog and have the first coffee of the day, and get at least 1hr work done. At 730-8am my son Max gets up and I’m in mom mode until 930am. Then, the first port of call is to check emails, social media, and customer service. I have a backlog of orders, so I get that organised – printing decals, cleaning decals, printing packaging and sending off orders for collection. After that, it will be a social media blast and content creation.

4. Can you tell readers a bit more about your clothes range and the process behind making them?

My clothing range is very different from standard clothing brands. Firstly how I source – I work with 7 different warehouses across Ireland and UK sourcing end of line or faulty batches of stock (thread runs, seams missing, hood not completed, easy fix so you wouldn’t notice) then my side is to design a collection of 5 or 6 crewneck colours. My designs and crews are generally bright bold colours and for my autumn range they’re more warm, rich, more of a nod to nature, which I find quite calming. My designs then go through a programme and get cut through a Cricut machine, then I clean decals and press using a heat press machine.

5. What have been your highlights to date?

There’s been a few; way back the first order that came in outside of family was a big one. You create something and you put it out there it can be really daunting you don’t know if it will resonate with someone so you’re in a vulnerable position. So it meant so much and was incredibly personal to get that first sale, it was a real highlight for me. Then when I hit 2,000 pieces saving them from landfill, saving that quantity I was like “omg”. It cascaded from there we’re at over 8,000 pieces saved now. Also to see girl boss Sue Jackson wearing one of my crewnecks in her rollers in her walk-in wardrobe was pretty cool too. She’s an inspiration. Reaching 10,000 followers on Instagram since March and helping that many people through the brand has been amazing. The other side of this brand is reaching out to people, creating a community and breaking the stigma around mental health. So I’ve received some wonderful messages from followers, that’s been unbelievable. For people to take time out to write and for me to hear what an All Things Fiona Lily quote has done for them, their life, motivation and headspace is so rewarding. 

6. How important is a support network when self-employed?

Very. I have an amazing network around me, other women in business like Jane from Shells Cafe, Lou from Lou’s Lot, Tara from Zinc Media and Mel from Galz Gone Wild – all women self-employed some are moms, some aren’t, but there’s something unique within us. They’ve offered their time, their advice and their support. Being self-employed can be a rewarding road, but a hard road, not having anyone to bounce things off can be difficult. But having this group makes it easier for me. I’d advise people thinking about starting a business to get involved in support networks online, Facebook groups, groups within Enterprise Ireland can be really helpful and informative. 

7. What are the pros and cons of being self-employed?

It’s your own time, you’re your own boss. For my personality it works for me, I thrive in this area where I’m leading a team of people. I’m quite driven, I like to be productive, creative, busy. Working my own hours has a lot of benefits. Cons that people don’t see are the paperwork, tax returns, auditing, accountancy. This was my weak point and I struggled with that at the beginning but I wouldn’t have it any other way. It’s incredibly rewarding and gives me so much life. 

8. Do you have any words of wisdom for those wanting to start their own company?

If something truly feels right just go for it, grab the bull by horns, do your research in the area and industry, learn as much as you can. That’s what I did from the beginning, I spent hours, over a year researching in Ireland and the UK the facts and figures behind the fast fashion industry. I was incredibly interested in it and enjoyed it. If it gets busy and overwhelming, remember you took the steps to be here, so it’s worth it and you should be proud.

9. What are your future plans?

For 2021 I want to focus even more on the charity element of the business. I want to donate and bring awareness to mental health and children’s charities through the brand. Hopefully, I will get to point where I can create All Things Fiona Lily events and really push the bar out - talks, workshops, annually or bi-monthly events and getaways to bring people together from all over the country. 

10. Lastly, do you have a life motto?

Go for it. If you believe, love and are passionate about it, go for it. What have you got to lose? That’s my motto in my personal life and business life, take things on and give 110% you won't regret it.