Please introduce yourself:

Hello! I'm Lisa, founder and creator of Indigowares. I live in Hertfordshire and I’m a 47-year-old mother of two.

When did you start Indigowares and what inspired you to do so?

I started Indigowares in 2016 after working in fast fashion for 20 years. At the time I had taken a break from the industry to have children, but when I went through a divorce I had to find a way to make a living and be there for my children at the same time. Since then, Indigowares has become the perfect intersection of following my dream to start an independent ethical brand, and a way of working from home and being able to bring up my kids.

The idea for Indigowares initially came because I had taken up indigo dying as a hobby. I fell completely in love as I learned about its magical dyeing processes, as well as the cultures that did and still do use it. I grew really disillusioned with the fast fashion industry after working in it for so long, and this brought the focus back to making pattern – which was always my passion – and the traditional processes and history behind it.

This evolved into a business through Etsy first. Then I learned to build a website and slowly started adding products there. And as I grew my knowledge of how to run an online business, Indigowares grew alongside that. The goal is always to create something that is timeless, seasonless, and keeps traditional processes alive with a contemporary twist.

What steps go into creating your pieces?

It starts with the design, which has to be tested in order to come to life. We create sample garments, I indigo dye on different fabric contents to see how they take, test different patterns and natural dye techniques – everything needed to land on the perfect combination of things for production.

Production is split between my home studio here in Hertfordshire and our collaborators in India, so the process of creating pieces also looks different depending on where the resources are coming from. For garments like our Kantha Jackets, the process starts by working with our collaborators to source kantha quilts to be repurposed, then created in our classic styles.

Are you in charge of all the steps or do you have a team that supports you?

I design and oversee all the steps, but I have a number of people who collaborate, input, and help throughout production and running the business. So here in England, I work with a seamstress called Caroline, who helps with sewing and general day to day running. Then I have Kay, my virtual assistant who puts together our blogs, newsletters, and different bits of content.

Then we have a number of really close relationships with our collaborators in India. There’s Kiran Sandhu, who owns and runs the farm where our Indigo is grown. Kiran is a fantastic indigo artist and samples pieces for us as well as collaborates on our Seed to Closet designs, which are made on her farm and are 100% traceable straight from the earth.

Our kantha quilts are also sourced from vintage bedding and materials in India – I work closely with a few suppliers in Jaipur to select these for each design.

What is special about choosing these techniques over chemical dying?

Water consumption is lower, for one. Natural dyes prevent the pollution that chemical dyes cause. Chemicals dyes are also harsh against your skin – they can cause allergies and irritation that you may not even think about when buying something chemically dyed. Our indigo dye is certified and tests at over 50% pure, which is an amazing amount for natural indigo. You can even see pictures of where our indigo was grown and the process of harvesting on our website. This models the cyclical process fashion can take - materials that come from the earth and can be returned to the earth.

But aside from all the environmental and person benefits, natural dyeing keeps alive traditional techniques. It allows us to celebrate history, culture, and artistry.

What is your favourite Indigowares piece and why?

I fall in love with each one at the beginning when I’m making them. Then stay in love until the next piece comes to mind, and the process starts all over again!

I think with designing something, it's like having children in some ways. You develop it and grow it and love it and nurture it. And then you set it free into the world and hopefully it does well. You're always there to support it – to share it and keep trying to sell it. Then to enjoy when customer reviews come in and other people fall just in love as I did!

I think a lot of artists, at the beginning, you put all that time into your creation. And that’s why you love what you do, but nobody can love one thing forever. We’re always evolving, finding new fibres, new processes, more sustainable methods. That’s what I'd love more than anything – the evolution.

You worked in the fashion industry for about 20 years. What is different now that you work for your own brand?

So many things. We don't work into seasons. We don't work under pressure. We don't have to follow trends. We can be flexible and more human with suppliers, flexible with timelines and the creative process.

The biggest thing is that when you run your own brand, you are in control of your own destiny. Which hopefully means that we can help shape the future of the fashion industry, if we’re the change we want to see.

Indigowares is only a little brand, but if the bigger brands see what we’re doing and the huge positive impact on the environment it can have, then maybe they’ll also start doing what we were doing. Maybe we wouldn't be in this situation, and maybe we can really reduce the pollution of the fashion industry. At the end of the day, the biggest thing I can do through Indigowares is take care of the earth, and help others do the same.

How can people find your beautiful designs?

On our website and on Instagram.

Images: Indigowares

Beautiful mum-to-be, I celebrate you. I see you…

Can you see yourself? Do you believe in yourself?

If not, this is ok and you’re not alone, I promise.

Society has instilled fear into pregnancy culture by sharing negative stories through the generations. There’s far too much talk of the challenges and of things that don’t go to plan.

Pregnancy and birth have become a medicalised process, a conveyor belt of baby delivery. The result is that women have lost touch with the ancient wisdom that empowers pregnancy and birth to be a beautiful, sacred passage of maiden to mother.

It’s time to change this!

Yes, there’ll always be challenges but you don’t have to be defeated by them.

Choose to navigate challenges with ease and flow so you feel your absolute best during your pregnancy and motherhood journey.

Choose the holistic, mindful approach to pregnancy so you can:

find moments to celebrate every single day during your pregnancy and motherhood
learn to love yourself unconditionally, know your worth, know that you’re everything to your unborn baby and to your family
make friends with your pregnancy challenges, emotions, sickness, pain or discomforts
feel emotionally and spiritually prepared for motherhood (even if this isn’t your first baby)
feel like a Pregnant Goddess!

You’re absolutely worthy of self-love, self-worth and self-trust.

You’re doing such an amazing thing day in, day out. What’s more magical than growing a little person inside you? So, be your biggest cheerleader!

Celebrate you and release the Pregnant Goddess within you! Reconnect with your ancient wisdom!

There are two key elements to help you achieve this. Within each element there are many mindful ways to help you celebrate yourself, so you feel calm, confident and connected to yourself and your baby during pregnancy, birth and motherhood.

Try the exercises below. The more you practice, the more magic you’ll find during your pregnancy journey.

Element 1: trust your body & instincts

This piece is huge. This is about you going inwardly and blocking out the noise around you including the negative pregnancy, birth and motherhood stories friends and family love to tell you; the conflicting advice about safe food and exercise; the opinions of medics and midwives that don’t sit right but you go along with because you trust them; the marketing companies trying to sell you unnecessary baby products and so on. Listening to the external noise can make you feel fearful, anxious, overwhelmed.

Instead, remember you’re on your own pregnancy journey! Look within your heart to decide what to believe and what you truly desire. Yes, there are millions of pregnant women in the world, but this doesn’t mean that you should “just get on with it”.

Nobody else knows your body, or how you feel, like you do. You’re living your own experience and have had your own, unique life experiences to date that have influenced how you feel today. This means that your feelings and emotions are valid.

Your body knows exactly what to do to grow your baby and is doing it without you even having to think about it. When you acknowledge this fact, you feel in tune with your body and you trust your instincts. This takes practice but you’ll know it’s working when you no longer feel that you need a second opinion and when you “just know” something is right.

Journal prompt: “What external noise do I wish to block out (eg. what are people telling me that I don’t agree with)”?
Enjoy a regular guided body scan meditation – when your body is relaxed & you know how to recognise tension, this is when you can truly tap into your intuition.
Ask yourself at various times every day, “how am I feeling? Do I like feeling this way or do I desire to respond differently?”
At the end of each day, recap on how you’ve been talking to yourself. Has your inner voice been unkind, rude, critical or judgemental about any aspect of your life or appearance? Remind yourself that you are your own best friend & you deserve every kindness. When you speak kindly to yourself, your self-esteem receives a boost and you connect with your intuition.

Element 2: deeply bond with your unborn baby

It’s too easy in today’s busy world to continue rushing around doing your pre-pregnant things, but have you ever considered that your unborn baby can sense your emotions in the womb?

When you’re calm and relaxed, your unborn baby feels this too. You both feel happier and you feel deeply bonded. All your baby needs is to feel safe & loved. For your baby to feel this, & for you to form a deep bond, the ironic thing is that you must prioritise yourself and your self-care!

This is about choosing to hold space for yourself, listening to your body and, of course, trusting your instincts. This is about appreciating that pregnancy is a chapter of your life and you won’t need to slow down forever (unless you choose to). This mindset is deeply beneficial for the emotional growth of you as a mother, and your baby.

When you prioritise yourself, you feel more connected with the physical and emotional changes you’re experiencing. You naturally feel connected with what your body’s doing and why. This keeps you focused on your baby, how they feel in the womb and what you can do to enhance their developmental journey inside you.

Journal prompt: How can I make my baby feel safer and more loved in the womb?
Journal prompt: What can I do more of every day to be kind to myself?
Close your eyes, place your hands on your bump and imagine a cord from your heart to your baby’s. As you breathe in, feel love from your baby’s heart to yours. As you breathe out, feel love from your heart to your baby’s. This is a beautiful energy exchange.
Several times a day, stop what you’re doing to consciously give your bump a rub and say hi to your baby. Tell them what you’re doing or how you’re feeling. Your baby is your new best friend!

Keep being amazing, keep celebrating yourself now and always so you find the magic in your pregnancy, birth and motherhood journey. The more you open yourself to self-love, self-trust and kindness, the more magic you’ll see.

Sending you lots of love & light, beautiful Pregnant Goddess.

Words by Michele Akester-Marsh

Michele Akester-Marsh is an Intuitive Pregnancy Coach with a vision to create a ripple effect of more love & kindness in the world. This starts with unconditional self-love during pregnancy so you trust your instincts, bond deeply with your baby & are emotionally prepared for motherhood (even if this isn’t your first baby). Michele believes that motherhood starts during pregnancy & that your pregnancy choices today define your baby’s tomorrow. You are invited to download her free gift to you, “The Pregnant Goddess Playbook: 7 secrets to blossoming into the mother you dream of being” at www.micheleakester-marsh.com/pregnantgoddess

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