JoSmith, Treefire, The Story ExchangeYour Name: Jo Smith

Business Name: Treefire Limited, a maker of clothing and accessories

Type of Business: Clothing & Accessories

Business Location: London, United Kingdom

Reason for starting
We had identified that there weren’t any high quality but reasonably priced, interesting children’s T-shirt on the market and that is how the idea of Treefire grew. From that initial seed we developed the idea and took it into adults casual wear, scarves, cushions and prints using beautiful abstract designs to create stunning, unique pieces. We also ensure that we are sustainably responsible, we do this by using ethically made clothing, hand-made jewellery, Organic Cotton or bamboo viscose. Not only do we sell our own creations but we also have other amazing products on the site, like our hand-made jewellery by Zelia Horsley Jewellery and completely organic cotton homeware and baby accessories by The Organic Company.

How do you define success?
I believe that success is setting milestone and then reaching them. I don’t want to quantify success as you can feel successful when you find a new amazing designer, or when you get a sample through of a new product and it’s exactly how you want it.

Biggest Success
This is hard as I don’t think you can say we have had one big success, but I believe that the steps that we have taken, the people we work with and the direction we are going is success in itself.

What is your top challenge and how have you addressed it?
Finance. We are currently going through Crowd funding process to bring much needed money into the business so that we can increase our range of beautiful, unique products and add to them as well.

Who is your most important role model?
My father. Not only is he incredibly supportive in what I do, but he has run his own businesses for years so I take a lot of advice from him. He now mentors young entrepreneurs, gives Negotiating Skills workshops, networks all over London and does a lot of charity work…whilst also running his businesses. He’s a true inspiration.