The Founder Files: Amy Shaw, Fuchsia Shaw

Can you tell us a bit about your background? 

I studied costume design, which gave me a strong foundation in garment construction and the technical side of clothes. After graduating, I worked across wardrobe departments for film, theatre and music videos, and I also did some celebrity styling. At the same time, I was hand-making pieces, selling them on Depop and sharing my outfits online. I’ve always seen fashion as an art form. I love what clothes say about us – the craftsmanship, the detail, the design. It’s something I’ve always found endlessly inspiring.

Was founding your own label always the goal?

I always knew I wanted to work creatively with clothes but I didn’t grow up thinking I’d become a business owner. For a long time, having my own brand felt like a delusional dream. It took years to be able to believe I could actually do it. Now, I can’t imagine doing anything else.

What was the original idea behind Fuchsia Shaw – and how close is that to what the brand is today?

The idea was quite simple. I started designing and making my own clothes because I was bored of the high street and couldn’t afford the designer pieces I loved. I wanted beautiful, considered clothes that felt elevated but were still accessible. That’s exactly what the brand still represents today.

How have you approached balancing creativity with the commercial side of things?

Honestly, I don’t really separate the two – I’m in both headspaces every single day. I’ll go from obsessing over a neckline or fabric to looking at margins and stock levels in the same afternoon. When you’re a small independent brand, you have to handle the less glamorous parts as well as the creative ones. That said, I do feel like I’m being creative in some way every day.

How important has social media been in building the brand?

Social media is really where our community started and it’s still how most people discover us. What I love most is that it’s a genuine two-way conversation. We can hear feedback instantly, chat to customers directly and see how people are actually wearing the pieces. Being tagged in customer photos never gets old. Sometimes you can even feel the energy around a launch – I can tell how excited people are just by how full my DMs are on drop day.

Do you see platforms like Instagram as more of a creative tool, a marketing tool or both?

Definitely both. I genuinely love creating content – we get very excited about ideas at Fuchsia Shaw. Of course, it’s a marketing tool but it’s also a creative outlet. It’s where we experiment, tell stories and bring the pieces to life beyond product shots. It’s never felt like just a means to an end.

What’s one mistake you made that taught you something valuable?

Closing the brand the first time. At the time it felt like a huge personal failure. I took it hard and convinced myself I just wasn’t good enough – especially when it seemed like other people were getting everything right. But I’ve realised there’s no real competition except yourself. It taught me some big lessons. I won’t make the same mistakes again and I’m a much tougher, more resilient business owner because of it. Relaunching forced me to be more intentional, more patient and more strategic. It completely changed how I operate.

Have there been moments where you’ve questioned the process?

Definitely. I think self-doubt is part of building anything independently. Now I try to be much more analytical about things. I zoom out, look at the bigger picture and focus on what I can control and improve next time.