By Emelie Robinson.
As we approach the colder months, you’ll be hard pushed not to spot somebody wrapped up in a classic You Look Hot scarf as you pass through market square. I sat down with the brand’s founder, Sophia Ponsonby, to discuss her experience and what it takes to balance being a small business owner, employer and Durham University student.
- Tell me about yourself and what motivated you to start your business?
I am a third year studying Spanish and Italian at Durham, currently doing my year abroad in Siena. I’ve always loved fashion and making clothes and took the leap to launch my knitwear brand, You Look Hot, in December 2022. I thought university would be a good time to start as there was less pressure for it to work out and would allow me to get stuck into lots of different things like marketing, social media and product development because I had no idea what I wanted to do for work!
- What does the concept of ‘looking hot’ mean to you?
I knew I wanted to create something that people would like wearing and feel good in, so the idea of ‘looking hot’ for me means clothing that makes people feel confident. Like they say – when you feel your best, you look your best! I also like the play on words as knitwear is so warm. Especially as Durham gets so cold, I found it difficult to find clothes that were both warm and looked good!
- What are the core values of your brand?
One of my biggest aims is sustainability. As I started off with all the pieces being made-to-order, I’ve always avoided any mass production. However, since moving to Siena, I have taken on a team of knitters based in the UK that hand make everything in small batches for our drops. It’s also important to me that our clothes are for everyone rather than a small demographic, unlike some brands which only have a one-size fits all approach that just doesn’t work. My new team of knitters are more skilled than I am to make a range of sizes, so there’s lots more scope for the future to stay inclusive and keep creating pieces that look flattering on every body type.
- How important do you think it is to have experience in the industry you want to get into and did you have any yourself?
Experience is never a bad thing and can definitely help you figure out what you like, but not always necessary. I had no experience of owning a brand myself – there was a lot of trial and error. I had made clothes before doing textiles at school, but hadn’t actually done much knitting so that was a spur of the moment decision! I’m really lucky to have watched my mum start her own clothing brand six years ago, so she has been a fountain of knowledge to answer all my questions.
- What is the hardest part about owning a small business?
I think my biggest challenge has been staying motivated when I wasn’t selling as much as I’d like. Particularly doing something as seasonal as knitwear, it can get frustrating. I definitely worked harder than ever during the summer to keep the momentum going. It was also difficult when I was making all the products myself since I’m a pretty amateur knitter, so there were times when I would mess up a scarf right at the end and have to start again. The exam period last year made it difficult to balance everything, but since I enjoy working on YLH so much, I usually find it’s nice to have something to break up my day.
- What would be your biggest piece of advice to anyone thinking about starting their own business?
Just go for it! I spent so much time thinking about it instead of actually doing it. I would also suggest setting up a website early. Initially, all my sales were done through Instagram, which was great to build a following but wasn’t the most efficient for selling. Since launching my website in September, it’s much easier for people to follow a link on adverts or social media directly to the product. I created mine using Shopify which specialises in e-commerce and although it did take some learning, it wasn’t too difficult. Another thing I’ve learnt is how valuable it can be to reach out for advice from other brand owners, it is something I wish I had done sooner. Also be prepared to make lots of embarrassing TikToks!
- How do you think being a student with direct access to your target audience has impacted your brand?
It has been super helpful, especially in a small city like Durham where it’s easy to spread the message. It also means I can easily send my products to friends at other universities for them to wear and help spread the brand elsewhere. Although, I do think Durham in particular has an advantage because of all the events going on. With all the societies, fashion shows, charity fairs, I’ve been lucky to get involved in a lot. The DUCFS market takeover was one of my favourite memories of YLH and was our biggest day in sales so far. Cat and Eliza did such a great job running it!
- What is your vision for YLH?
Just keeping it growing – I have a whole Pinterest board of ideas! I’ve recently taken on some amazing brand ambassadors and have lots of Christmas fairs coming up, so the last few months have been really exciting. Ideally, I would love to do this as my job and keep bringing out new products – maybe one day something that isn’t even knitwear!