Fredericks Foundation Case Study: Jenny McPherson of Enamore

Ariadne Capital supports Fredericks Foundation because we think it does wonderful and important work.   In addition Paul Barry-Walsh is one of Ariadne Capital’s Investor Members, and we believe Paul and Joe Michel’s leadership and vision is going to take Fredericks to fantastic heights.

For each edition of 2006, we will be profiling three Fredericks Foundation companies in the Journal complete with bio, picture of the entrepreneur and their email address for interested parties to get in touch with them.

This month we are profiling Jenny McPherson, founder of online retailer Enamore (www.enamore.co.uk and www.thenaturalstore.co.uk).  Enamore is a designer and manufacturer of women’s clothing natural and organic fibers, such as hemp, cotton, silk and wool, and from recycled vintage materials. Jenny’s entrepreneurial interest was sparked shortly after finishing her college course in fashion and textile design.  The fashion industry is difficult to break into, and the college course only offered a one year programme, making it even more difficult for Jenny.  Notoriously fickle and cruel, the fashion industry was too intimidating for Jenny to jump  into straight away. Her love of fashion and materials however led her to make her own designs and clothing, using hemp and vintage fabrics in her works.  She still wanted to get into the fashion industry, so Jenny decided it was time to take matters into her own hands.  With nothing to lose and “quite miserable” living conditions, Jenny set off on her own.  Creating these clothes was her “bright light” and kept her going through hard times.  She was able to lose herself and escape the reality of her unhappy situation through the creative of fashion design. “I still get excited at the thought of people really loving my designs and spending their money on them!”

One of Jenny’s Designs

The Fredericks Foundation partnered with the Prince’s Trust in the early days of the charity.  Jenny had applied for a loan through the Prince’s Trust, and came across Fredericks Foundation in the process.  She became one of the first entrepreneurs to benefit from the charity.

Fredericks not only helped her with funding, but worked alongside her to get her business off the ground.  Knowing that someone was there to help her along the way gave Jenny the mental strength she needed to start her own company, a key aspect to any entrepreneurial development.  Every meeting with a Fredericks’ representative left Jenny feeling “positive and encouraged”, even when she’s been faced with “major” personal or professional issues.  Jenny told us that she “thinks it’s necessary to have a support network outside of friends and
family who can offer advice, but who also challenge [you] in other ways.” 

The learning process is ongoing however- every day Jenny faces tough decisions. Looking back, she feels that she was “crazy” to have started a business, but her ignorance of the difficulties she would face was actually a blessing in disguise- she admits to knowing very little about anything when she first started out.  One lesson that stands out in her mind however is to research everything and have as much knowledge as possible before making any decisions. 

In Jenny’s own words…

“I have become much more positive and feel that my dreams are within my reach. I feel completely different about life in general from all aspects including looking after myself and taking time out when I need to.  I am creating my own path in the world and meeting so many interesting and exciting people- many of who also run their own businesses! The world has opened up and I know l feel like time is passing me by or that I wasting precious time.”

“I still have a long way to go but I have become a lot more patient over the last 2 years. The ethos behind Enamore has always been to keep growing and to make a difference to the way consumers look at the products they buy, and to set an example by purchasing environmentally sound materials and using ethical labour.” “My biggest struggle has always been doing too many things at the same time and never having enough funding to develop new design ideas. I would like to eventually meet a partner who has a good sales/marketing background so that I can focus on the design and manufacturing of the product. Beyond that, it would be great to have  someone managing the distribution side, again to free me up for product development. I have some great design contacts with whom I would like to collaborate with in the future. I also have some great manufacturing contacts for when the time is right to take another big step. There has been so much interest from retailers who would like to stock Enamore in 2006 there is so much potential ahead which is both exciting and challenging.”

Jenny McPherson

Enamore stockists include

Raspberry Beret: Unit 13 The Spires Fisherwick Place, Belfast BT1 6DU
02890 314 830

Equa: 28 Camden Passage, London Islington N1 8ED [closest tube Angel]
0207 359 0955 www.equaclothing.com

Light Green: Fore Street Castle Cary Somerset
01963 359 535

Leaf the clothing co: 3 Swan Lane, Norwich NR2 1HZ
07977 418 405

The Hemp Shop: 19 Gardner Street North Laine, Brighton BN1 1UP
01273 818 048

For more information on Fredericks Foundation, please visit: http://www.fredericksfoundation.org/

About Jenny McPherson

Jenny was born in Saskatchewan, Canada  and has been living in Britain for better part of the last 7 years after growing up in.

Jenny has always been drawn to clothes and colour.  Her mother used to make clothes at home and Jenny was always head to toe in bright colours.  Her mother always encouraged her artistic side through clothes, taking her to fabric shops from the age of 5 to look at fabrics and patterns.  She picked up the “recyc;ing bug” from her father, who has a knack for making various things from wood, glass, or anything else he finds.

Jenny started sewing when she was 12, but stopped in high school.  After moving back to Canada at age 21, she picked it up again, mainly to give her some relief from missing her friends in the UK.  She did a lot of recycling, either by re-making her old clothes or those from second hand shops, or buying vintage curtains and patterns to make something new. After moving back to Britain in 2001, Jenny took a 2-year fashion course at Northbrook College, which she finished in one year.  Shortly after completion, she approached the Prince’s Trust and began to create a business plan.  She knew that the world of fashion was highly competitive and her chances of getting the sort of work she enjoys were poor.  The material choice for clothing was also important, and that would only come with owning her own business.

Jenny received funding from two charities, The Prince’s Trust and Fredericks Foundation, which have given her constant support over the years.

Jenny works with hemp, and feels that the attitude towards hemp is starting to change.  It takes good quality products to show people what a great plant it really is. We live in a capitalist world and the only way to change people’s views and ideals is to operate within that system rather than fighting directly against it. Using hemp is her way of making a positive contribution to the planet that has provided us with so much.

Jenny’s next goal is to get involved with Fair Trade, and tie it into her own business. 

Jenny McPherson: bespoke23@hotmail.com