From Second-Hand to First-Class: The Stylish Journey of Sign of the Times’ Founder
In this interview, we chat with the fashion-forward founder and CEO of Sign of the Times. From discovering a small second-hand shop in Bath to launching a luxurious resale revolution, she shares her stylish journey. We’ll uncover her passion for preloved designer pieces, the “sign”ificant impact of key acquisitions, and how she’s using tech and social media to keep things chic and sustainable. Plus, she offers some runway-worthy advice for aspiring women entrepreneurs and teases what’s next for her ever-evolving fashion empire!
How did discovering that tiny store in Bath inspire you to start Sign of the Times?
When I was at university in Bath, there was a tiny store at the end of my road that sold second-hand high street pieces. As a student, this was amazing as it meant I could afford brands like Topshop and Warehouse for £5. I was studying Economics at the time and couldn’t help running the maths on how much better the business would be if it was selling luxury items with a much higher average order value! That is what sparked the idea. Initially, it was the thrill of finding and sourcing amazing pieces that I couldn’t otherwise afford.
How have the acquisitions of Cudoni and PapillonKia impacted your business?
Sign of the Times is now an amalgamation of four pre owned businesses. The most recent of which were Cudoni and PapillonKia whose assets we acquired in the latter half of 2023. These acquisitions grew Sign’s customer database by 40%, making us a leader in the UK resale space. As a result of our organic growth and the acquisitions we have grown 10x in 5 years.
What role does the resale market play in promoting sustainable fashion?
The resale market promotes sustainable fashion by extending the lifecycle of luxury fashion, reducing waste and the environmental impact of fast fashion by reducing the demand for new products and therefore decreasing the environmental impact of the fashion industry (which accounts for 10% of global carbon emissions!). By providing a platform for pre-owned luxury items to be bought and sold, the resale market encourages consumers to recycle their wardrobe rather than discard items. The resale market fosters mindful consumption, valuing high-quality, long-lasting pieces, and driving the shift towards a more sustainable fashion industry.
How has technology contributed to the growth of Sign of the Times?
Technology has significantly contributed to the growth of Sign of the Times by streamlining operations, enhancing customer reach, and improving overall service quality. Our store in Chelsea has almost 50 years of experience. Now, our shoppers can buy and sell second-hand luxury effortlessly from their mobile phones. WhatsApp is a huge part of our offering, as we use it to organise complimentary home collections and send personalised product suggestions. E-commerce platforms and mobile apps make it easier for customers to browse, buy, and sell luxury items globally. Advanced algorithms and data analytics allow us to offer personalised recommendations and targeted marketing, increasing customer engagement and satisfaction. Technology enables efficient inventory management and real-time tracking of consignments, ensuring a smooth and transparent process for both sellers and buyers. Social media and online advertising also play pivotal roles in brand visibility, attracting a global audience and building a loyal customer base.
Can you share any tech innovations that have improved customer experience or business efficiency?
Technology is crucial to our business. We use WhatsApp to help customers sell with us efficiently and we can be in the palm of their hand to get rid of their luxury pieces. We also use a data algorithm to price items based on selling data, trends, and our nearly 50 years of expertise. As well as Entrupy a machine learning device that authenticates items at the microscopic level.
How crucial is social media for building your brand and engaging customers in the luxury market?
Social media is vital in the resale space. It’s a great tool for creating a community of buyers and sellers, increasing brand awareness, and reaching new potential customers. Social media has significantly impacted our success, with our engaged following growing alongside our business. Building a community of second-hand shoppers has been key. TikTok has been fantastic for engaging another customer segment, hitting 16.3 million views on our most viral video and using live streams to showcase our pieces.
What valuable lessons have you learned from your journey as a student to CEO?
My journey from student doing work experience at Sign of the Times to now CEO and re-founder has been thrilling. My work experience years ago at Sign inspired me to build my own resale business, and coming back in 2019 to acquire this iconic business was a full-circle moment. Constant learning and adaptability are crucial. Especially as the business grows it’s important to keep finding next levels. Always being open to new ideas, technologies, and methodologies helps in staying ahead. Effective leadership is about inspiring and guiding a team towards a shared vision, and I am passionate about working with a team of mostly women and women leaders. We are on a mission to inspire customers to shop second, first.
What keeps you motivated to innovate in the luxury resale market?
My business was born from a passion for making fashion more sustainable and affordable. Ethical and sustainable fashion drive my innovation, and I am deeply committed to creating positive social impact through ethical practices. At my core, I love business and I am inspired every day to innovate for our clients. The connections we build with them and the bonds they form with these storied second-hand pieces are priceless.
What advice do you have for women starting or growing businesses in the luxury fashion industry?
Network, network, network! Attend female founder events, connect for coffees, and join founder groups—don’t be afraid to put yourself out there! Create a community of other female founders; it can be difficult at times, so finding solace with like-minded individuals can really help. You never know what it might lead to. Also never, ever, ever, ever, EVER, give up. You need a lot of grit and determination. Surround yourself with a great team or a strong network of cheerleaders that encourage you in your hard times.
What future plans or projects for Sign of the Times are you excited about?
We are very excited about the future of Sign and what is to come. We are continuing to establish ourselves as a leader in this UK market and look to expand our offering globally. As well as connecting with exciting brand partners. The future of resale is bright!