As we approach the holiday season, it’s important to remember that you, the consumer, hold a lot of power in your purchasing decisions.
The 2nd of December marks Small Business Saturday in the UK, a day when people are encouraged to celebrate small businesses and the teams of people behind the scenes that bring them to life. Supporting small businesses goes beyond a mere economic transaction; it's about supporting the risk-takers, the dreamers and the budding entrepreneurs.
Small Business Saturday encourages us to shift our focus from the consumer-driven Black Friday and Cyber Monday and ask ourselves what values we wish to uphold with our purchase power – from sustainability and fair trade to community engagement and gender equality.
While small businesses exist both online, like Ôsalé, and offline as brick-and-mortar stores, they share a similar appreciation for community. Whether being the backbone of a local economy or partnering with other values-driven businesses a bit further afield like Ôsalé does, there’s a lot of intention behind the communities they build.
The challenges small businesses face are not only economic but also reflect the indomitable spirit to adapt, innovate, and continue serving their communities through thick and thin.
To mark Small Business Saturday, we caught up with Ôsalé Founder Aliya Wilkinson about her experience being a small business owner, the challenges she faces and her vision for Ôsalé’s future.
Read on to find out more.
What do you love most about running a small business?
I’m enjoying being hands-on in these early stages and learning all sorts of new skills I never knew I needed. Each day is different!
I’ve worked and collaborated with some great people along the way which has been very inspiring and educational.
I also feel touched when someone has chosen to buy one of my products and I enjoy liaising directly with my clients. I still get very excited about packaging up and sending an online order!
Small businesses often face unique challenges. What obstacles have you encountered, and how have you adapted to overcome them?
With the design process – supplier minimums can be tricky and this can limit who I work with as I’m currently so small. But this just means I must push myself to be even more creative and come up with unique designs and finishes and pick suppliers that will work with me and support small businesses. I’ve also been in the industry a long time and have formed great relationships with suppliers and they’re actually very supportive of my new venture!
How do you stay nimble and flexible in a dynamic market as a small business?
I currently present the collections in a wholesale showroom to buyers from all over the world; this has been a fantastic way to gauge initial reactions to my designs but also means I only produce what is needed. I then get feedback at the end of the season regarding how they did with selling the collections, these constructive criticisms help me continually improve my brand and offering.
I also sell directly to customers via my own website and love getting direct feedback from my customers and keeping close to them! I’m always open and keen to learn what my customer wants.
What is inspiring you at the moment?
I just got back from a swimwear trade show in Cannes where I sourced fabrics, trims and hardware and I’m loving how many advances have been made with fabric technology and sustainable approaches.
More and more changes are being made across the industry, and I’m finding I can approach design in a way which doesn’t involve trading off between aesthetics and being eco-conscious.
Small businesses often compete with larger corporations. How do you differentiate yourself and compete effectively in your industry?
It’s always going to be tricky to stand out against large corporations, as they are very profit-centered and bombard consumers with advertising, discounts, and competitive pricing.
For me, being an honest company and having true values behind my brand, I think will shine through.
Consumers are becoming more and more clued up about the industry and where they want to put their money, they research a lot more before spending and I think consumers want a more human approach and like seeing the story behind a brand.
How do you ensure that the production process maintains a balance between luxury craftsmanship and ethical practices?
I’m very meticulous about the suppliers that I work with, they’re often also small companies and very transparent about their practices. I know a lot of them are family-run businesses and it’s great supporting each other in this industry and keeping these special skills alive. For example, I work with an Italian lace manufacturer that has been around since 1924!
I find that, when working with European suppliers and manufacturing, it is much easier to track the production process from start to end and there are a lot of rules in place in the EU to ensure ethical working conditions.
How do you envision the growth and development of your business in the coming years?
I envision quite a bright future for Ôsalé. One that is synonymous with conscious consumerism and sustainable luxury. I hope to forge new partnerships and collaborations with like-minded creators.
I’d love for Ôsalé to be available in more exclusive boutiques and hotels around the world and for more customers to discover my brand. Ôsalé will grow slowly and organically but eventually will become recognised as a go-to brand for beautifully made sustainable swimwear!
I also look forward to slowly building a lively and dedicated Ôsalé community, bound by a shared commitment to sustainability and ethical living, and one that actively participates in shaping the Ôsalé’s journey.
Ultimately, I foresee Ôsalé leaving an enduring legacy of style, responsibility, and positive impact on the world.
