This is why writing from the heart without AI still works in a world full of same-same.

In a digital world overflowing with algorithms, automation, and AI-generated content, there’s something beautifully human about simply writing your own story.

That’s exactly what we explored in our most recent Slow Fashion Lab Office Hours call—and it was magic. Between business wins, mindset breakthroughs, and a few virtual pom-pom waves (you had to be there), one thing was clear...

Authentic content still lands the best. Personal storytelling still sells the best. Slow and real still wins the race.

Let’s rewind and unpack some of the incredible conversations that unfolded—and why this month’s community challenge might just be your most profitable yet.

First things first. Personal content outperforms perfect content.

The moment that sparked a collective head-nod came when we started talking about email marketing and blogging. One of our long-time members shared how she’d been showing up more consistently with content—doubling down on emails, sharing more visuals, being bolder.

And yes, while a few unsubscribes trickled in (as they always do), her sales held strong. In fact, her profit margin increased after raising her prices—a move that initially felt scary, but paid off big. But she made more sales by sharing more content, and the real win was that she did it all without paid ads.

Cue the confetti. But most importantly, she's slowly becoming more open about sharing her story and it's a mindset shift that converts to sales. Because personal stories create emotional resonance. And in a values-driven industry like slow fashion, your audience wants to buy from a person, not a robot.

And yes, there's power in using AI every now and then to improve productivity, and I want to acknowledge that tools like ChatGPT have been a huge support in helping many of us get consistent, show up more often, and find our voices when we’re overwhelmed.

So it’s not about ditching the tech—it’s about knowing when you need write by your human self first, and use AI to edit, second.

Because AI can be helpful. It saves time, gets you unstuck, and helps batch out content. when you’re wearing all the hats. AI can support you, but it can’t be you. Because when you put your human self on the page—your thoughts, your voice, your imperfect-but-beautiful perspective—it lands. It connects.

And often, it converts better than any slick marketing funnel.

So if you’re a slow fashion founder, and you’re feeling awkward showing up online 'too much', or wondering if your small list can really justify weekly emails, or you're using AI to write your blogs—but wondering why it doesn’t feel like you, our Slow Fashion Lab Office Hours calls are designed exactly for this—for real, no-fluff conversations that remind you: you’re not alone.

And this call was a reminder for me too, of how much fun I had in June when I wrote all my own content without ChatGPT. It felt more fulfilling and it performed better.

No SEO hacks, no AI tricks, no chatbots. Because the fact is, no digital program, no AI platform, no sophisticated system, can match the energy of words written by a passionate founder who truly believes in what they’re creating.

So this month, consider this your sign. Write from the heart. Be a little messy. Say what you want. It might just be your most powerful piece of content yet.

And come on over to explore the Slow Fashion Lab for more of this goodness.

It's your place to grow, to move forward. This is just a tiny peek into the kind of support, strategy, and celebration that happens inside the Slow Fashion Lab each month.

Whether you’re feeling stuck with content, scared to raise your prices, unsure how to approach influencers, overwhelmed by email marketing, or just needing a community that gets it, you’ll find your people here.

We're building fashion businesses that are good for people and the planet. And if that's your vibe, you've just found your tribe.

Join us inside the Slow Fashion Lab, take on the 'no-AI blog challenge', write one personal story this month, and bring it to our next Office Hours call to share.

Join the Slow Fashion Lab now.

Claire x

This is why writing from the heart without AI still works in a world full of same-same - how to sell sustainable fashion with expert business coach Claire Goldsworthy
The Fashion Advocate ethical sustainable circular slow fashion business strategy mentor online course marketing how to

I spent my first five years in business stressed and in debt.

If you're feeling overwhelmed, stressed, or if you're not making enough sales to survive, you're not alone. I've been there.

I was exhausted and I wanted to quit.

Then I worked out a strategy that dramatically changed my business, increased my sales, and saved me time. I want to share it with you!

READ MY STORY

Want to know the top three ways to grow a successful and sustainable fashion brand?

  • ASK A LOT OF QUESTIONS

    Every week on Instagram, you can ask me anything about fashion, business, ethical manufacturing, sustainability, and growth to get the answers you need to overcome challenges. Marketing, PR, your strategy, sales, how to wholesale, Instagram engagement, customers, sourcing... Whatever it is, ask me your questions and I'll go LIVE on Instagram with the answers you need to move forward.

    FIND ME ON INSTAGRAM HERE

  • KNOWLEDGE IS POWER

    To build a successful, sustainable and profitable fashion business, you have to empower yourself with knowledge and learn from others in the industry. I ran one of the largest online stores for ethical and sustainable fashion for over a decade, and I learned the ins and outs and the rights and wrongs of building a business. Now I'm sharing my strategies on my blog so you can take what you need to grow!

    READ THE BLOG HERE

  • BUILD YOUR SKILLSET AND LEVEL UP

    The only difference between a big fashion business and a small fashion business is a different skillset. Everything your competitors know - you can learn. My online courses and masterclasses are specifically designed for ethical and sustainable fashion brands, labels and businesses, so you can build your skillset, level up, fast-track your success and increase your impact.

    BUILD YOUR SKILLSET NOW