Designs that tell a story – a new take on tweed

Araminta, an embroidery graduate, began her business creating one-off items from her original handmade 1960s loom. Using her creative eye, she’s taken traditional tweed and made it modern.

With an increasingly expanding business, Araminta recently threw a creative curveball with the launch of ‘Minta’ - a wholesale interior range made from 100% British Alpaca.

We visit her Edinburgh studio to find out more about the different ways innovation has helped support the company’s growth journey.

How would you say innovation features in your development strategy?

Innovation is always very important. There can be a pressure to be outwardly innovative, but you can be innovative in many ways.

I design tweed, which is a very traditional fabric, but it’s currently very restricted in how people choose to design it. I feel I’m being innovative by actually looking back in time and creating new tweeds based on history, rather than simply following fashion trends.

My handwoven range is ultra luxury, and I think by hitting the top end of the market and introducing something that’s handmade, quality with provenance, I’m introducing something new to a market that’s not necessarily used to knowing where their products come from and how they’re made.

It’s not about being out there or using really extreme fibres or fabrics – it’s about just doing something really well and thoroughly.  Within each of my designs is a story. You know where they’ve come from and you can see what’s gone behind them.  I think that’s something that’s not seen very much at the moment.

That’s a tricky one! I think probably the handwoven range, because it’s very unusual to have a handwoven range that’s scalable, ultra high quality and not just seen as craft.

Although I’ve got other competitors, we’ve got a much smaller scale of production – they’re one-off pieces. They’re also conversation starters. People wearing my products know no-one else is going to have it, and that makes them feel special.

What are the company’s main objectives, economically and socially?

I think it’s really important for the company to maintain its core ethics of quality of design, quality of product and provenance - and not losing those aspects.

One of my key aims is to create employment in weave. I couldn’t get a weave internship when I graduated, I had to teach myself. I’ve now offered seven weave internships. I think it’s a really important heritage to keep alive.

The fabrics and fibres I use are also sourced entirely from the UK. This is economically significant as there are no import costs associated with my products. It’s also a core ethic for me - I know where the alpacas are kept, I know how they’re treated and I know everyone who makes my products is on a fair wage. I think that’s really important.

Describe the most exciting or memorable part of your development journey?

Having the opportunity to meet members of the royal family was an amazing moment. Although my business is on a relatively small scale in the textile industry, to speak to someone who’s got such a huge knowledge of the material say that my products stood out to them was incredible, as they see so much.

They also responded to the fact you can see the landscape in the design and where the design inspiration had come from.

I’m also now beginning to be commissioned on much bigger projects than I’ve ever done before, which is very exciting. At the end of last year I got a large commission which will be launching in 2018, and I’m beginning to be picked up by brands because of the uniqueness of the design.

Design and provenance are what people are picking up on. And those are good things to be known for!

What’s been the most useful piece of support you’ve received from the innovation team?

I received a By Design grant for my new Minta range, which was a huge help to be able to go into something with reduced risk. It means I’ve been able to create a new product range and take it to market, which has been very successful in its first five months since launching. Without that assistance there’s just no way I would’ve been able to achieve it. 

Receiving innovation specialist support has also been extremely helpful. You’re so often working in the business, you can sometimes lose sight of the things that will help you to create sustainable growth. Talking with experts has made me aware of the efficiency you need at the point you’re about to grow.

What’s next for the company?

I want to get to the global market in a really big way. I’ll also continue with the product range I’ve got, but by developing sales and routes to market I hope to take on a bigger team. I want to create jobs and have people learning skills.

I already have one employee who loves her job - which is great - but I really like working with people and hope to be able to hire more staff. It’s about recognising where your skills lie.

Where to find support

Inspired to take your ideas to the next level to grow your business? Scottish Enterprise's innovation specialists are here to help.

Make an enquiry