As a first collection, I think Mary has hit the ball out of the park! With a strong ethos and back-bone, as well as strong AF, bold and original products, Agmy is a really exciting small business to watch.
Satisfying colour combinations alongside graphic shapes makes these oversized simple handwoven sun hats a summer staple that are intended to last year in and year out. I love that Mary, owner and mind behind Agmy, envisions these hats to one day be sitting in a curated and well loved vintage collection. Imagining a future vintage collector finding one of these hat gems whilst rummaging and being so overjoyed is such a nice vision to have about your designs. These really are a timeless piece for your wardrobe.
As well as being a well designed product, Agmy is a considerate brand. Based on community, small runs, recycled/repurposed textile and longevity. This isn’t about creating trend driven throw away items, but about nurturing relationships, celebrating craft and creating an item to be loved and cherished.
Mary has answered the usual 5 questions so well, please read on to find out about her awesome brand-
1.Tell us about yourself and your brand.
So, I’m Mary and I live in Manchester with my husband, toddler and newborn. Not forgetting my bouncy cocker spaniel, life is quite busy right now!
I’ve been a lover of all things fashion & craft for as long as I can remember. I’ve been in the fashion industry for around 15 years (god, where does the time go?!) working within design, buying and trend forecasting, in both the UK and in Hong Kong.
After years of seeing how fast fashion brands were adding to the destruction of the planet I felt really strongly about wanting to be part of the positive change needed. In recent years I started to focus on working with smaller, slower and more sustainably driven brands.
During this time I was lucky enough to take trips to South America to work with artisan knitters. It was a much happier way of working, more collaborative and playful. I felt really passionate about wanting to pursue my own ideas in this way and not just as a freelance designer for other brands. This is when agmy was born.
So, Agmy makes colourful artisanal accessories for creative souls who get pure joy from finding something special. I want to create accessories that are made for life. Focusing on less waste and more love!
I want to nurture relationships with makers. Those who are passionate to keep their craft and cultural heritage alive through textile art. Everything is made by hand and we only use deadstock yarns, so as to minimise environmental impact. This also helps to keep everything limited. I like to think that one day they will be part of a beautifully curated vintage collection.
I believe in investing in what you love and when you’re finished passing it on to be loved again. My1st collections of hats really are designed to last a lifetime!
I of course want to diversify our accessories collection. Hopefully this is just the start!
2.What are your Inspirations?
On my mood board right now I’ve been inspired by textile & fibre artists, such as Rachel Hayes and Sheila Hicks. Along with fine artist & photographer Thomas Jackson.
I have a huge love and inspiration that comes from the Gee’s Bend Quilt group. All links below…
I also love spotting colour palettes in nature. Finding beauty in the everyday.
3.Lets chat about social media- a hindrance or help?
It depends what day you ask me! As it’s just me in the UK with a young family and freelance commitments I can often find it hard to make the time. I sometimes feel I’m strongly pushed by expectations to show up and not my natural creative process.
I know it’s important to grow brand awareness and think it’s a great tool to make new connections.
I feel I need to embrace sharing more of my story within the brand.
I never wanted the brand to be about me, but I think I might have to start showing up a little more. Even if the reality isn’t very glossy! I know that’s what I like, more of a real connection.
When I do take time to talk to small brand owners, creatives it’s the transparency and the real everyday updates that I enjoy. So that’s my next challenge. I think if I give more I may find it more fulfilling.
I do find the thought of video a bit stressful though, the planning etc, but I guess you have to evolve to provide what people want, whilst finding the balance for yourself. I think it’s always going to be a bit of a rollercoaster of a relationship!
4.Where would you like your business to be in a few years and do you have any advice?
To continue to expand the collection. Support the artisans with more work. (like everyone this year has been tough).
Also, to collaborate more with other smaller businesses or creatives. For me relationships are what it’s all about. I’m a sociable person so having more connections / collaborations would be a ace. I’d love the brand to be recognisable, for someone to see one of the products and know it’s agmy…. not too much to ask i hope!
As for advice.. just do it! There is never the perfect time. Also invest in yourself. Do the courses, join the communities, because confidence and support is everything.
5.Who are your favourite small businesses or creatives doing interesting things?
Wow, so many! I’m a real fan of content creator Pernille Rosenkilde. Everything she shares makes me smile. She has fun, and doesn’t take herself too seriously. She basically radiates joy with how she dresses, always with the best vintage finds, along with supporting craft and independent businesses. Also she makes her own rules when it comes to styling. I’ve seen she has just launched a small brand called Per so i’m excited to see how that evolves.
A few that I enjoy on insta right now…
@Frigg – She shares vintage, upcycled and handmade. Really like how much she loves all her finds and makes. She also has fun with reels.
@amorastitch – She makes the most intricate charms with glass beads. Again, she adds happiness to my feed.
@lydiabolton – Reuses unwanted textiles. Just launched a collection of summer shirts, perfect summer picnic vibe. Think she has the balance right on sharing her brand and behind the scenes.