Seriously. It’s doable. I’m proof. I built one of the largest online stores for ethical and sustainable fashion without ads and without AI (wild, I know).
But the first five years were a mess. A complete sh*t show, if I’m really honest. I was broke, exhausted, stressed, constantly questioning if I was on the 'right path' and I wanted to quit more often than not.
I had reached the messy middle of running a slow fashion business. But when I started, I had no idea how to run a business, I had no bloody clue what I was doing, but I loved it, and I had a mission, so I ran with it.
I did the 4am market starts. I sat up sewing until midnight. I emailed hundreds of stores. I hustled hard in every way imaginable.
But the business side always felt heavy. I undercharged. I kept launching collections without a plan. I worked 10 to 12 hour days. The first few years were brutal.
And then I ended up in hospital.
Running a sustainable fashion business isn’t really sustainable if it’s burning you out, and that’s exactly what happened to me. I had migraines, hearing loss, back pain, dark circles under my eyes, and heart palpitations. My body was screaming at me.
Eventually, the doctor just said, 'It’s your business. Your business is the problem.'
But my business wasn’t the problem. My business was bloody amazing and what I was doing for the world was incredible. But the way I was running it was a problem.
So I had to change and I had to find a better system that actually worked.
Living on sugar, coffee, and wine wasn’t sustainable. Working 12-hour days, six or seven days a week, wasn’t sustainable. Paying staff before paying myself wasn’t sustainable.
So I finally listened to my body and got real about my empty bank account. I had to change if I wanted to succeed.
I rebuilt my business with a simple, purpose-driven system. I stopped chasing flashy quick wins, and I discovered a sustainable fashion business strategy that worked, and it's what I now call the TFA Framework.
I fixed my pricing to make sure I was profitable. I built a brand story that sold itself. I rebuilt my website for conversions. I leaned on SEO and organic marketing. And I showed up consistently.
No ads. No discounts or sales. No burnout.
And that system took me from stressed and in debt to over $500k in sales.
I won 19 awards. I landed multiple press features. And most importantly, I finally had a business I loved again.
The TFA Framework gave me back time, clarity, and the ability to pay myself properly. I could breathe again.
So if you’re broke and buggered, I get it. I’ve been there.
I know what it’s like to stress about the next rent payment. I know what it’s like to have your card declined for a coffee. I know what it’s like to desperately need something you can’t afford.
But there is a solution. There is light at the end of the tunnel.
The TFA Framework is the exact 12-step system I used to grow, but now it’s adapted for your unique brand, your values, and your pace. It’s tailored for you. And it works.
- 12 weeks → Practical strategies and tailored mentoring.
- 10 spots → Small group for maximum support and real results.
- 1 goal → To help you build a profitable, purpose-driven fashion brand you love.
So if you’re doing everything yourself, second-guessing your prices, relying on ads that don’t feel aligned, or feeling close to burnout, this program is made for you.
The TFA Framework helps ethical and sustainable fashion founders grow a profitable brand without selling out or burning out.
If you're ready for change, if you're ready for more of the good stuff and you want to ditch the stress and the overwhelm and the cycles that aren't working for you, join the 2025 cohort. We kick off in September with an intimate group of only 10 slow fashion founders.
Over 12 weeks, you’ll learn how to increase your sales, build a brand that feels good and pays you well, and finally run a business that supports your life instead of draining it.
Get all the the details you need to grow you fashion label, brand or business here.
Claire x
