Walpole: What is your career background – and how did that lead to launching your company?
Sophie Ashby: I studied History of Art at Leeds University, then an interior design course at Parsons in New York. After my first position with the wonderfully talented Victoria Fairfax, I then went on to head up the interiors team at Spring & Mercer before eventually deciding to take on a project of my own in 2014. That’s where Studio Ashby began: 25-year old me, my laptop, and many hours spent working from coffee shops!
In 2020, after many years of designing and making our own bespoke pieces for clients, I decided to launch Sister by Studio Ashby. Having an interior brand has always been a dream of mine and it’s been an amazing journey so far. We've created our own fabric collection with the Yarn Collective, a special collaboration with Le Tings, and our pieces are now in homes globally. Our collection includes future heirlooms, bespoke furniture, vintage treasures, art and accessories, all curated and designed in-house. Each and every piece has a story to tell, drawing on myriad references and my continual foraging.
What does your company do – and what sets you apart?
Sister is our design brand, bringing a curatorial eye and designer’s hand to the world of furniture, textiles, artworks and objects. Our philosophy centres around enduring designs with heart and soul. I’m a firm believer that good design brings people together, nurtures connection, and in many ways, speaks back. My hope is that it’s this ‘feeling’ our designs evoke that sets us apart.
Why was launching this company important to you?
Launching Sister by Studio Ashby felt like a natural evolution of Studio Ashby, offering a shoppable window into our world. It gave me the freedom to design without limitations and to further my passion for working with incredible artisans, craftsmen and uncover artists. Seeing it grow over the past few years into a successful business in its own right, with global stockists has been incredibly rewarding.
How does your company represent the future of British luxury?
For me, British luxury today is rooted in artistry and craftsmanship; places and pieces that feel truly timeless and one-of-a-kind. Every one of the pieces in our collection is designed with such care and intention: future heirlooms designed to be lived with and loved for many years to come.
What’s an important value for you that you’ve ensured is part of your business?
One of our primary focuses is being a responsible business; we consider the impact of everything that we do on our supply chains, our community, and the environment. As a brand, we are committed to reusing and repurposing materials. All of our fabric off cuts are stored and used to create products for Sister. We look to minimise the footprint of products and use reclaimed materials wherever possible. With every Sister product, our focus is on creating pieces that are locally made, sustainable, unique, and of lasting quality.
Tell me about an obstacle you’ve experienced in establishing your business, and how you overcame it?
You can never underestimate the practical realities of running and growing a business, learning that you can’t do everything yourself. I’m incredibly grateful for the team we’ve built around Sister by Studio Ashby (and Studio Ashby more broadly). Trusting and empowering the people around me has been foundational in the growth of the business.
What is your ultimate goal for your business? What’s the dream?
For Sister by Studio Ashby to grow sustainably and to be an example to others of best practice in the industry. For us to be able to collaborate with brands we admire all over the world. Personally, I fantastise about the idea of a Sister by Studio Ashby hotel, composed of work by our favourite makers, artists and with every little detail dreamed up by our team.
What’s the best thing you’ve learned on the Brands of Tomorrow programme so far?
The connections we’ve made so far have been invaluable. The opportunity to learn and network with our peers and a group of ambitious brands has really helped us to focus on the things we do best while offering opportunities to collaborate and share knowledge.
What’s a key piece of advice you’d share with another entrepreneur that you’ve learned or been given on your journey?
Stay curious! Soak up as much as you can, ask all the questions and don’t underestimate the power of conversations – you never know where they might take you.
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