COMPANY PROFILE 123 TWIRLYSKIRTS T: +44 (0)7811 449 576 www.twirlyskirts.uk Tell us about your product offering. Our motto is: Super Soft, Super Comfy, Super Twirly. Our mission is to create the loveliest, softest, comfiest, twirliest dresses, and our core purpose is to make our little wearers happy, creating a little “moment of joy” every time she twirls round. Our dresses are very special because they come as a set with matching twirl-shorts (to cover her modesty) and matching hair bow. We use organic cotton because it’s soft, durable and kinder to the planet. What are your most popular products? Currently the “coral kisses mermaid wishes” dresses are flying, I think this is because people are starting to buy for Christmas. These are a great buy for anyone looking for the perfect Christmas day dress for their girls. They’re super comfy, come in really festive colours, and are perfect for Christmas day teamed with a bolero or a cardigan and a little pair of tights. And best of all, you can wear them all year round; which in the current climate I think is really important for people. Customers are wanting to be more ethical in their purchase decisions these days, buying less, but buying better. Have any styles taken you by surprise with their popularity? We only have two styles at the moment, and they are selling fairly equally. We’ve had some lovely feedback from customers who have purchased the two styles we have and are keen to find our when we are bringing our any new designs. How do you keep your designs fresh and current? Do you follow trends? Our designs bright, fun and unashamedly girly. We aren’t trying to follow specific fashion trends as we consider ourselves to be pioneering slow fashion. Because of their quality, our dresses can be washed, handeddown and reused many times over, minimising landfill. What sets you apart from your competitors? What sets us apart are our unique prints, supreme comfort and softness and immense twirliness. What makes our dresses so twirly is that we put loads of fabric into the skirt section – way more than you would typically find in a high street garment. This makes our skirts twirl big, which is exactly what our little customers are looking for. And they come with a matching pair of twirl shorts to cover her modesty. How are you finding the current climate in the UK? Is it affecting business? We’re new to the market, so its hard to say as we don’t have a historical customer base. Some of the boutiques we sell to have said that they are really struggling at the moment and its some of the hardest times they have ever faced. That being said, we have a shop in our local village (Howela) who have restocked twice in the last couple of months. I think customers are being more selective and choosey and want something really special for their money. How do you view the future of independent retail post-pandemic? Perhaps things are starting to come full circle. Whilst online shopping is convenient, there’s nothing quite like being able to feel the quality of something in your hands. I think customers are looking for an experience alongside their visit to the local shops, perhaps there is an opportunity for more collaborative spaces, in local towns and villages, where you can go for a coffee, have a trim and shop for gifts all under one roof? Are you active on social media? How is this important for the business? We love putting together content for our Instagram page, we are looking to collaborate and gain traction in this area, so we are very open to collaborating if anyone wants to get in touch. Do you have any advice for new businesses starting out in the world of gifts? Follow your passion and follow your joy. What can we expect in the future from the company? We’ve had so many customers ask if we can make some adult size twirly dresses to match, that we had no choice but to make this happen. Our first mommy and me dresses will be in the UK early next year! We’re also looking further into perhaps adding more accessories in the future.
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