Amy Hutchings

“I have always admired Vivienne Westwood and used to say I wanted to be the Vivienne Westwood of the textile world!” Amy says. “I admire the business models of Orla Kiely and Paul Smith – they have created such a strong brand identity that they can apply it across numerous categories and never lose their edge.”

The biggest barriers to turning her idea into a business were money and lack of self belief. “I find that with drawing and designing from the heart, it can be hard to put such a large part of who you are out there, exposed to others’ scrutiny and judgement,” says Amy.

At a crossroads and beginning to seriously considering giving up her day job, Amy lost an important person in her life which triggered her to start the business. “She made me realise that life is too short and to be true to myself. There is no time like the present!” The support her family and boyfriend have kept Amy going. “They’re the ones who have shown unfaltering belief when I can’t see it myself.”

The process of creating amy aardvark accessories is carried out entirely by hand. Amy’s approach to designing and making is completely ethical; she sources organic, fair-trade and vintage materials and embellishments, uses pre-loved fabrics and prints with water based inks.

Belonging to a network has had an enormous impact on Amy. “I have joined Craft Central, who have been fabulous!” she says. “I have exhibited as part of London Design Week through them and was part of their Winter Open Studio selling event.”

As a member of the Eco Design Network and Hidden Art, Amy has benefited from networking with people within the industry as well as potential clients. “It’s essential to network! Make use of the organisations and free advice available to you.” Amy also benefits from having a mentor: “It’s great to be able to talk to someone unbiased and clued up,” she says.

In her career to date Amy has worked across a number of industries from publishing, photography, retail, the arts and fashion buying. All of these career moves have developed her skill set and have been invaluable in enabling Amy to reach to the point in her career that allowed amy aardvark to come into existence. “Everything you experience makes you who you are and assists you with your business concept becoming a reality. You should do a little bit towards your dream everyday. It is possible to achieve anything.”

Amy’s advice to anyone setting up their own business is: “You’re not the only one – seek out other new starters and believe in yourself. Find individuals who have been in the industry for longer and ask those questions! Most people are keen to help and would be only too willing to share their experiences with you. Don’t let anyone stop you following your dream.”