Cheryl is based in Godstone, UK where she founded Seldom Found. Seldom Found products are handcrafted using eco vegetable tanned leather with a focus on high quality, slow living and making it last.
1. When you were a child, what did you want to be when you grew up?
Growing up, not unusual for a child, my views changed on what I wanted to do. I think I ranged from being an architect to a forensic scientist to a zoologist and probably quite a few ideas inbetween. It wasn’t until I was 15 years old when I bought my first Dazed and Confused magazine that I decided that styling and art direction would be for me. I studied Fine Art and Fashion Promotion at college before extending this at university. My first path in the industry was working in magazine Art direction and Fashion styling and that is where my career started out.
2. What inspired you to start the business?
I spent many years in a fast paced industry and after I had children I had to slow down. Both of my girls have high functioning autism and other disabilities and I decided to take a back seat on work as they needed me at home. Living a slower life enabled me to refocus on looking at starting a sustainable brand with a slow design approach using the best quality materials with a handmade personal approach, something I really enjoy and far removed from the throw away design I became so frustrated with. I love dogs and find them great therapy so I decided to bring out my first design range for dogs.
3. What do you sell and how is it made sustainably?
I make dog collars and leads at the moment and am working on a homeware range of woven baskets. I use only the most sustainable vegetable leathers from Italy that uses much less water and none of the harmful chemicals that most of the leather industry uses. I do not use machinery and everything is handcut, hand sewn and then finished with natural beeswax from England. The brassware is from Abbey England, an age old foundry in the UK.
4. What’s your favourite thing about being a business owner?
Simply that I have full control of everything that is made and goes out. I fit it around my own time, and feel that I do not have to make too many compromises.
5. What’s your productivity secret?
Simple sustainable design, quality materials and products that last the distance.
6. How do you find inspiration?
7. What’s your favourite quote?
"Have nothing in your house that you do not know to be useful, or believe to be beautiful." William Morris
8. What would you recommend to someone wanting to become an entrepreneur?
You are allowed to say no to opportunities, if you feel it doesn't fit in with your way of thinking!
9. If you had all the money in the world, where would you live?
Copenhagen or Isle of Skye - totally different but i can't choose. I have been to Copenhagen and love it but love the idea of Isle of Skye.
10. What is the dream with Seldom Found?
Not losing track of why i started out... designing; sustainable, handcrafted, useful products. I am not looking to make it huge. I wan't to keep it a micro brand making which is what I love to do.
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