Beyond the Brand is a series of slow conversations with incredible people building things that matter. We talk about the quiet parts of the process—the shifts, the pauses, the choices that don’t always make it to Instagram. These are stories of shaping a life and a livelihood with care.
This month we're excited to share our conversation with Rachel, the founder of one of our favourite organic and sustainable baby brands, Gooseberry Fool.
What inspired you to start your brand?
Gooseberry Fool evolved (and continues to evolve) very slowly and organically. It started after the saddest period of my life when my Mum died suddenly from a brain aneurysm. I was 30 weeks pregnant with my youngest daughter, and it hit me like a bombshell. I was always very close to my Mum, and she hugely inspired me with her values of love and kindness which she instilled in me. Mum was also a real creative, sewing, knitting, embroidering, cooking, gardening, you name it, Mum would have a go! So when a close friend suggested taking me to a crochet class one evening not long after she died, it felt quite a nice thing to do. My Grandma was an amazing crocheter, but I never learnt, and despite being able to knit, Mum could never crochet. The rhythm of crochet, and the mindfulness it brought, really helped me with my grief, and became my therapy! I soon became 'hooked' and was asked to make things by family and friends. They then began to encourage me to sell pieces more widely, and Gooseberry Fool was established. Gooseberry Fool is a nod to my Mum, it's my most favourite dessert that she used to make me!
How has your brand evolved since its launch?
The brand has grown beyond anything I ever thought possible. For the first couple of years, it was me slowly making every piece. Crochet cannot be produced by machine, and therefore by its very nature it is a slow craft, one not to be rushed! As I became busier, I realised that I needed to outsource production. In line with my values and ethics, I needed to ensure that any group I worked with was working to empower women, to respect them, pay fairly, value them and support them whilst being kind to the planet by using sustainable and natural fibres. The process of finding the right producer was slow, but it needed to be right, for the last 6 years, I have been working with a fabulous group of women in Southern India. I am about to embark on my 4th trip to visit them, and the joy that I get from seeing them being empowered through the work that they do is incredible. I value and respect these ladies so much, and have built lasting relationships with them. I am now able to provide them with more work, and I also work with local charities in India. £1 from every sale goes directly towards these charities to support disadvantaged children in providing them with education, food, vocational skills and love.
What does slow business mean to you and how do you integrate it into your work?
For Gooseberry Fool, slow business is at the heart of everything I do. For me, it's about thoughtful creation, ethical production, and the meaningful connections being made. I want to ensure that each piece tells a story, supports a community and is made with intention. Gooseberry Fool is a slow business, I source responsibly, using natural and organic fibres. I honour the crafting traditions that have often been passed down through the generations. Pieces are made in small batches, prioritising quality over quantity. It's the community and relationships built, not only with the female artisans but with customers who buy the products. I value each and every person. For me, slow business is about making a positive impact through the decisions that I make, ensuring that every purchase supports fair wages, ethical, production and sustainable living.
Are there any specific tools, rituals, or daily habits that help you stay true to your business values?
It is only through working with Rebrandr that I have made a more conscious decision to put structures or habits in place to support me within my business. I have come to understand that in order to operate with integrity, staying true to my values and beliefs, I need to ensure that other areas of my life are slowed down too. That there is no reward for being busy all the time, and understanding that often my best thoughts and ideas come from moments where I have pressed pause, and taken time each day to be present with my thoughts. I incorporate a walk with the dog into my day, I don't walk with earphones in, choosing instead to listen to the sounds around me, to be really conscious, rather than distracted by the sounds of audio. I also practice yoga regularly which again, allows me to press pause and listen to what my mind and body are telling me. As a busy Mum of four, it has taken me 19 years! But I am finally realising that it's ok to slow down, often I am at my most creative in these times. I think we should all find moments where we can switch off and allow ourselves to be bored!
How do you ensure your business stays aligned with your values?
My values are those that were instilled in me from a young age, and I therefore have operated in this way for a long time! My values are what has driven the business forward in the way that it has. Choosing love, respect and kindness over profit. Through working with Rebrandr I have set out my essential truth which I refer back to when making any decisions around the business. It helps me to stay grounded and acts as my guiding light. It is easier to stay aligned with values that you wholeheartedly believe in and live by!
How do you connect with your customers in a meaningful way?
I like to think that I wear my heart on my sleeve. Every interaction I have with my customers is done from a place of gratitude and respect. From interactions on social media to customer service, I pride myself on being authentic and genuine. Building genuine relationships and creating trust, offering value beyond the product itself.
What role does community play in your approach to business?
Community is central to how I operate. My biggest takeaway from my trip to India last year was the sense of community shared by the women. They share in each other's highs and lows, they chat, sing, support and empower each other. I have learnt a lot from observing them and building relationships with them, and I choose to carry this forward in the way I operate, by building a community of like-minded parents, those who value and understand the way in which Gooseberry Fool works. It's not just about selling products, it's being a community around shared values of slow fashion, ethical sourcing, and a passion for sustainable living. I aim to educate and inspire my community, to encourage parents to make more intentional choices. To have conversations around responsible consumerism, gentle parenting and sustainability. Not only that, but also listening and valuing community opinions, allowing customers to share opinions, styling ideas and suggestions.
How do you define success beyond profit?
I have had many conversations recently about how I define success. Success has a different meaning for all of us, but for me, I go back to when I started this brand, and my reason for doing what I do. Success for me is making a meaningful difference in the lives of others whilst being able to be a present parent for my four children. To feel content in what I do, and be able to smile and say I am enough.
What are some of the biggest challenges you've faced in growing a business at your own pace?
Running the business entirely on my own has been difficult at times. I miss having someone to bounce ideas off, to share the highs and lows. I am very fortunate that I have family and friends who support me, and often get questioned about whether something is a good idea or not! Not having a business background, I have struggled at times with that side of things and have learnt a lot through trying and not giving up! I love the creative side of things and working with people but shy away from figures and tech stuff! I have in the past compared myself to others a lot (and still do at times) but remind myself that I am only small, and that is how I like it. It doesn't matter if a product isn't launched on a certain date, or I don't have time to write a blog post. It's my business and will grow at my pace.
If you could go back and change one thing about how you started your business, what would it be?
I'm not sure that I would change anything to be honest. It's strange how life turns out. I miss Mum on a daily basis, but would I have gone and done that initial workshop had she been here? Would Gooseberry Fool even be here now? I often reflect on things and remind myself how light comes after darkness, hope from despair and joy from sadness. I have grown things slowly and at a pace that fitted in with my family and I wouldn't change that for the world.
What exciting projects or launches can we expect from your brand soon?
I'm excited to be hopefully working with a couple of new artisan and fair trade groups to develop new products. Thinking and planning new ideas is exciting, the opportunity to build relationships with more women and to support them financially and with their goals fills me with such joy. I am also looking to partner with a new charity who I hope to visit when I am out in India, so this feels exciting.
Where do you see the brand in five years?
I would love to still be here, and have continued to grow in a slow and conscious way. I know many small businesses are struggling at the moment, so to even still be here is incredibly humbling. If I can increase the number of women that I am supporting and the charitable donations in the next five years then I would be delighted. I would love to be in a position where Gooseberry Fool is at the top of people's minds when they are choosing a baby gift. I would feel then that the ripples I am currently making are having an effect on the choices people make.
What's one small change every business could make to be more mindful and responsible?
I think for businesses to be transparent in how they operate, to consider their sourcing, production and impact. I realise that it can be difficult to effect such change but if every business just made one small change to their production or sourcing process, it would again create ripples that can in turn, create waves.
What advice would you give to someone looking to start a conscious business?
To follow your heart and stick to your true values and beliefs, that way you operate from a place of integrity and will stay true to who you are. Don't try and be anyone else, be you!
Where do you see the future of conscious business heading, and how do you hope to contribute?
Hopefully moving towards greater integrity and transparency, with stronger community driven impact. By staying rooted in my own integrity, valuing craftsmanship, and human connection. I want to demonstrate how we can redefine what it is to run a business with heart. I think slowly but surely, people are beginning to shift their ideas, and hopefully this will only continue!
What is your connection with Rebrandr?
I first connected with Rebrandr through the slow business circle which they run for conscious business owners, it is one of the highlights of my week to connect with, and share experiences with other females who share the same passions. It was through my interactions here that I decided to work on a 1-1 basis with Abi. My weekly sessions have really impacted my mindset in the most positive and incredible way. Abi has shown me nothing but kindness, compassion and support, she has helped me to develop a more positive mindset and a belief that 'I am enough'. I can't thank you enough Abi.
Head over to Gooseberry Fool to learn more about Rachel's incredible work and shop ethically handmade, organic baby clothes and gifts.