Handmade baby brand, Gooseberry Fool, intertwines the art of crochet with cherished family memories, ethics and empowerment of women. As the business enters a new phase of growth, CWB speaks to founder Rachel Campbell to learn more.

 

The story of Gooseberry Fool, an organic, handmade baby clothing and accessory brand, began in March 2016 when founder Rachel Campbell joined a crochet evening class and fell in love with the craft. Having recently lost her mum, crochet offered a therapeutic comfort that became part of her grieving process.

Until that point Campbell had shelved her creativity at her A-Levels, opting instead to do a degree in sociology before going on to become a probation officer. But her natural talent meant it wasn’t long until she was making crochet items for friends and family, and after receiving encouragement to start selling her creations, she set up a website. Now, almost six years later, Campbell has come full circle; returning to her creative roots and forming a thriving business that allows her to work from home around her four children. As the brand evolved, however, so did the pressure to fulfil the increasing orders.

 

 

“I never envisaged the business would grow as it has,” says Campbell. “I was so busy, and the quantity of work became hard to keep up with. The nature of my products means that everything is done by hand – no machines are involved – and there was only me doing it all. It was at this point I decided I needed to outsource.”

The search for artisans

In mid-2020, therefore, Campbell began the lengthy process of finding the right partner to outsource production. After engaging with various artisans and viewing countless samples, she found a group in Southern India. “I wanted to ensure I was supporting other women,” continues Campbell. “I’m working with an amazing set-up, which is everything I’m looking for in terms of ethics and production. It’s run by an English lady who moved there in the 80s and taught around 300 women to knit and crochet. Many of the group are mums who work from home. Being able to empower them, to ensure they are paid and treated fairly, and help fulfil their ambitions, is a dream.”

 

 

Despite outsourcing, Campbell retains full control of her designs, sending samples to the group for them to work from. She also selects all colours, with the certified organic cotton used for the brand’s products dyed according to her requirements. Due to Covid, Campbell has yet to visit the group in person. However, she plans to build long-lasting relationships and develop a sense of co-creation that embraces the exchange of ideas.

The collection

Catering for newborn to 18 months, the Gooseberry Fool collection takes a muted colour palette inspired by nature and the outdoors. Designs are timeless, simple and primarily gender neutral to support pieces being handed down and passed on. In terms of product, there are four styles of booties available alongside bonnets, hats, rompers, cardigans and blankets.

 

 

“Our pom pom booties and the Elsie blanket are our bestsellers,” adds Campbell. “The Elsie blanket is inspired by my grandma, who was a fantastic crocheter. She made a crochet bedspread for each of her three daughters. I have my mum’s and my aunt’s and used her design.”

Thanks to outsourcing, Gooseberry Fool is now working to introduce new products, something the brand’s growing number of wholesale accounts will no doubt be happy to hear. Samples are underway for trousers and jumpers as well as an idea for a swaddle.

“In 2021 alone we have taken on 35 new stockists,” confirms Campbell. “There is no way I’d have had the capacity to achieve this without outsourcing. It’s really broadened my wholesale offering. We have such consistent demand now that I have a team dedicated solely to making Gooseberry Fool.”

 

 

As a slow fashion brand, Gooseberry Fool has always had sustainability in mind. It has never used any plastic for instance, with its packaging being reusable organic cotton drawstring bags. And much to the delight of customers, Campbell still makes all of the envelopes for her orders by hand using recycled paper. Next year, the business is preparing to take sustainability to another level by looking at alternative fibres. Despite already using certified organic cotton, Campbell wants to make improvements with a more sustainable option and will be seeking a natural, biodegradable substitute.

 

 

The future

So, what else is on the cards for Gooseberry Fool? “I have never done a trade show, so I would like to do that now I’ve got stock,” says Campbell. “I’ve also toyed with the idea of whether to do pre-loved, it’s just how to do it. I want to continue our work supporting a charity in India, too. For every item sold, we fund a week’s worth of meals for a street child.”

Longer-term, Campbell’s vision is to continue growing the brand ethically and sustainably with the hope of passing the business onto one or all of her children further down the line. Gooseberry Fool is very much part of the family, after all.

“I want my children to know that business isn’t just about being successful, it’s also about doing the right thing and helping the lives of others as well as supporting your own,” concludes Campbell.

To visit the Gooseberry Fool website, please click here.