BLUSH Winter 2019

BLUSH | STYLE
Zero-waste
KNITS
Sustainable knitwear Designer, Valentina
Karellas empowers us through her creations...
This issue of Blush is all about
the ability to empower one’s
self in life and in business, as a
businesswoman in a creative field
have you ever struggled with this?
I would say ‘yes!’ – every day there is some
form of struggle to feel empowered. It’s easy
to feel low about yourself and have selfdoubt.
I learned very early on to not sweat
the small stuff; to adapt, pivot, and move on
as quickly as possible... Stepping back, then
stepping forward is the key to stepping up.
When I first decided to start my own
sustainable knitwear brand, it took five years
of research, saving and planning before
I even put design to paper. It then took
a further two years of trying to convince
UK-based factories to even give me quotes
to produce my pieces. This made me realise
that I was never going to even get to sample
stage if I continued down this path, it made
me rethink my strategy. This then led to
the ‘handmade in London’ knitwear brand
that I have today. By being able to produce
everything in-house, I not only solved the
product issue, but costing was lower, plus
the design restrictions were gone – this has
also lead me down a path of zero-waste –
being able to control every element of the
product from start to finish has given my
customers the security of knowing that each
item is made carefully, thoughtfully, and
sustainably.
I learned very early
on to not sweat the
small stuff; to adapt,
pivot and move on as
quickly as possible.
How do you empower people
through your work?
With the fashion industry being so cut-throat
and competitive, it’s very hard to stand out,
especially with a small budget. The way I
empower people, is by giving them the option
of having something handmade to order;
that is bright, light, and comfortable to wear.
The main way I empower my customers is
by giving them the knowledge that they are
doing no harm to the planet by wearing a
piece that is zero-waste and sustainably made.
How do fashion and beauty play a
part in how women feel?
If an item doesn’t fit well, and looks
unflattering, then it can directly change
your mood. Now that sustainability is
finally making it in the media with a lot
of fingers being pointed at the fashion
industry, women are torn between style
and sustainability – we have a choice to feel
good within and look good on the outside,
by choosing to consciously buy from an
independent, ethical label – this conscious
decision also plays a part in the customer’s
mood. Knitwear is generally not known for
being a high-fashion item, however it’s a
staple piece of
most people’s
wardrobe; my
pieces are bright
and make my
customers feel
joyful when
wearing them.
What advice would you give to
those who have faced healthrelated
diagnosis or mental illness,
but still wish to start their own
business?
Starting your own business is extremely
difficult, time-consuming, mentally draining
and a constant struggle for all people.
Having a physical or mental illness on top of
these ‘every day’ challenges adds a lot more
pressure. It’s something not to take lightly,
however, I do not want to discourage
anyone from starting a business, it can
also be incredibly rewarding, especially
to celebrate the small wins of your day or
week. Sometimes using your disability or
your condition as an advantage to help
other people and turning your passion into
a business leads to success. No matter what
your situation or background, starting a
business can bring you and others so much
joy. As long as you are enjoying the product
or service that you wish to delivery, then
everyone around you will soon see that too
and things start to fall into place.
What is your one style tip?
I would say, keep to
one key piece in your
look, so if it’s a striking
jumper, then keep the
skirt or trousers plain.
Choose fits for your
body, nothing is one size
fits all, so make sure it is
complementing to your
shape. Try to pick colours
that bring you joy – no
need to be a rainbow –
but a pop of colour on a
scarf or cuff can make all
the difference to your look
and mood.
www.valentinakarellas.
com | IG: @vkarellas
FB: @valentinakarellas
sevenstarmedia.co.uk
BLUSH | WINTER 2019 75