Sew your own story: Turning a personal passion project into an award-winning small business

Pictured above: The Twig + Tale studio.

From a personal healing project to an award-winning small business innovating simple clothing design, almost 10 years on Twig + Tale is still sowing the seeds of growth despite the current economic challenges.

Winning The Most Innovative Business category at The David Awards 2023 was more than just an accolade for Twig + Tale, it was a powerful affirmation of the company’s mission. Founder and business owner, Lisa Spearman reflects on this achievement with pride, noting, “Winning The Most Innovative Business category was a significant milestone for Twig + Tale. It validated our commitment to pushing the boundaries of what’s possible within our industry. The recognition served as a powerful reminder of why innovation matters across every facet of our business.”

This award not only boosted the morale of the Twig + Tale team but also reinforced the importance of innovation in their business model. “It reinforced our collective belief in the importance of innovation as a core value of our business,” Lisa adds. This recognition has provided a renewed sense of purpose and pride for the company, which has always prioritised creativity and forward-thinking.

When asked why Twig + Tale decided to enter The David Awards, Lisa explained that it was an opportunity to showcase the company’s unique business approach. “We decided to enter the awards because we wanted to share our story and the unique approach we’ve taken to combine sustainability, creativity, and community,” she says. The David Awards are renowned in New Zealand for celebrating businesses that embody these qualities, making it an ideal platform for Twig + Tale to highlight its innovative practices.

Lisa emphasises that participating in the awards was also about reaching a wider community and building credibility within the industry. “We saw it as an opportunity to showcase the hard work and dedication that goes into every aspect of Twig + Tale,” she explains. “We wanted to leverage the recognition to reach a broader audience and showcase the innovative ways in which we operate.”

A personal business journey

Twig + Tale’s origins are rooted in a personal journey of recovery and transformation. Lisa founded the company in 2015 following a life-changing hand injury in 2008. Sewing became a therapeutic outlet for Lisa and eventually evolved into the creation of Twig + Tale. As the company approaches its 10th anniversary next year, its core unique selling proposition (USP) remains clear: providing inclusive, high-quality digital sewing patterns with a particular aesthetic.

“Our core USP lies in offering high-quality digital sewing patterns that are accessible to a variety of skill levels, learning approaches and body sizes,” Lisa explains. The company promotes slow sewing, sustainability, and skill-building while fostering a strong, inclusive community. Twig + Tale’s commitment to inclusivity is evident in its comprehensive tutorials patterns, and sizing that invite everyone to join in the joy of sewing.

“Our commitment to inclusivity and providing comprehensive tutorials – including text, illustrations, photos, and video – ensures that everyone can participate in the joy of sewing, regardless of their learning style or experience level. Our patterns are more than just templates, they are an invitation to sew your own story.”

Innovation is at the heart of Twig + Tale’s operations. Lisa describes how the company continuously adapts and evolves across various aspects of its business. “We innovate across our whole business,” she says. As a female founded and currently all-female, global and remote team, Twig + Tale leverages new technologies to operate efficiently and sustainably. The company’s use of digital projector files to minimise paper waste is just one example of its industry-leading innovations.

From a marketing perspective, Twig + Tale blends creativity with technology, creating not just sewing patterns but immersive experiences. The company’s focus on community engagement through online platforms and its inclusive approach to product development set it apart as a social innovator. Lisa adds, “Our approach to inclusivity – ensuring that our products and content are becoming accessible to more people – also sets us apart as social innovators.”

 Twig + Tale’s innovation is driven by a deep understanding of its customers’ needs and a commitment to positive impact. “The benefits of our approach include enhancing our brand reputation, a more engaged and satisfied customer base, a reduced environmental footprint, and the ability to offer products that are both beautiful and meaningful.” This commitment not only elevates the company’s profile but also sets a benchmark for others in the industry.

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Focused on growth

The past year has been challenging for many businesses in New Zealand, and Twig + Tale is no exception. Lisa acknowledges the difficulties but highlights the company’s response. “We’ve had to adapt to changing economic conditions by being more strategic in our operations and focusing on what we do best – creating high-quality, sustainable products,” she explains.

“We’ve had to be more strategic with our marketing budgets and focus on campaigns that deliver the highest return on investment.

“On top of this, we have also undergone some large operational changes which have meant substantial changes to our costs. These changes will enable our business to grow, and our investment here supports our long-term vision, but it has been more challenging to cover given the current climate.”

Despite these challenges, Twig + Tale has maintained strong engagement from its online community, a testament to the value and connection the company provides.

Since entering The David Awards, Twig + Tale has undergone several exciting changes. The appointment of Philippa Blackmore as CEO marks a significant milestone. Philippa, who has a deep connection to the company’s origins, brings a fresh perspective.

Additionally, Twig + Tale has introduced a new Product Manager role, filled by Lynnette Hulse. Lynnette’s journey started in Customer Care, moved onto Technical Writing and now to the newly minted Product Management role. Lisa notes, “This new Product Manager role will bring enhanced Product Strategy, improved Product Development Process and building on our customer-centric approach.”

The company has also expanded its pattern library, upgraded its size range to fit more customers than ever before, and launched several new marketing initiatives. An imminent website revamp will further enhance the customer experience. “It has been a busy year!” Lisa exclaims.

The David Awards 2024

Entries for The David Awards 2024, NZ’s popular small and home based business awards, are now closed and judging is underway.

Established in 2008 to help recognise the unsung heroes of locally owned small businesses, they are a great way to not only increase your business’ visibility, but also give you the opportunity to evaluate and improve your business.

There are seven unique categories, with winners to be announced on October 18 at 12pm.