DE LA WARR PAVILLION – SUCCESS STORIES
The creative and digital sector in the UK accounts for around one-tenth of the whole economy and provides jobs for more than 2.5 million people. Our vibrant and dynamic Creative Industries play a vital role generating business growth and employment in our area.
As part of the South East Creatives programme LASLETT ENGLAND is featured by the De La Warr Pavillion (DLWP), shining a light on just some locally-based businesses – from fashion designers and photographers to producers, graphic designers and tech specialists – who have transformed their passion and drive into business success.
The article below explains how I got started, the challenges and opportunities I’ve faced and the support along the way. I hope you enjoy reading it!
Luxury scarves designed in Hastings, made in Britain, worn world-wide
Textile designer Melanie Laslett creates premium scarves, neckerchiefs, bandanas and pocket squares inspired by art, nature and found objects and influenced by a love of vintage fabrics and fashion.
‘Five years in, I feel my business is now gaining traction. And, with the start of the new decade, it’s like it’s entering an exciting new phase.’ Melanie Laslett, Laslett England
The journey
Passionate about design from an early age, Melanie studied Textile Design at Central Saint Martins then spent three years with Palm Studio, creating and selling designs in the US, Japan and Europe. After a spell working for herself – which involved hiring a car and driving around Europe with suitcases full of design samples – she was head-hunted by Courtaulds, a major supplier for M&S and other high street stores. Over the next 14 years, Melanie created textile designs for lingerie and lounge-wear lines and became Manager of the Lingerie Design team. Her time at Courtaulds was instrumental in expanding her knowledge of garment design and manufacturing processes as well as giving her hands-on experience of a commercial textile operation.
Armed with business acumen and newly acquired digital design skills, Melanie launched her premium scarves business Laslett England in 2014.
Inspirational design, premium product
Melanie’s designs – with names including Riviera, Nordic, Faded Star and Deco – are original creations inspired by combinations of influences. Melanie describes the design process as ‘Often being about bringing together contrasting elements, such as a floral juxtaposed with a geometric pattern, and discovering the design that lies hidden within the concept’. The scarves are printed in Macclesfield on the finest luxury silks, wools and blended natural products with finishing – hand-rolling and hand-fringing – completed by specialist manufacturers in Rochester and Manchester. All scarves come hand-packed in signature luxury red boxes.
Since starting the business, Melanie has supplied six collections to Bloomingdales, launched her online sales channel lastlettengland.com, established a global customer base and collaborated on premium personalisation projects including developing a bespoke pocket square with a Saville Row tailor.
While 80% of her business is now online and through stockists, Melanie continues to run stalls at designer and maker fairs, using them for networking and research as much as a sales channel. ‘I’m continually looking at ways to refresh my collection, applying new colour schemes or styles to popular lines or introducing new designs. Speaking directly to customers at fairs is a fantastic way of getting feedback, seeing how the design and material sits or hangs, discussing what colours, shapes and fabrics they prefer and why.’
Support
Melanie has received invaluable support at key points over the past five years. UKTI (now the DIT) helped her develop her exporting and digital strategies and a funding contribution from the Manufacturing Growth Programme (MGP) was instrumental in getting her ecommerce platform up and running.
Recently Melanie has secured match-funding from the South East Creatives programme to support a PR push using a specialist fashion, beauty and lifestyle agency.
‘While you have be multi-faceted to run a business, you also need to be able to recognise when you need specialist support. The grant from South East Creatives is helping pay for the PR expertise I need to help promote my business and take it to the next level.’ Melanie Laslett, Laslett England
The 2020 PR campaign will run in two tranches to mirror the Spring/Summer and Autumn/Winter buying cycles and the aim of the campaign is clear – to increase brand awareness and sales by getting Laslett England scarves onto the pages of the fashion press and into the Christmas present-buying guides.
Future plans
Melanie is currently developing a new digital look-book and exploring collaborations for the premium personalisation side of the business. And with the PR campaign now underway, she can’t wait to see what the next five years brings.
