While completing an entrepreneurship programme at the Chamber of Commerce of Jerez, I chose to go beyond theory and validate a real idea in the textile industry. As a designer with experience across graphic design, illustration, marketing, service design, and branding, I had a clear vision of the positioning opportunity in sustainable luxury. What I was missing — and decided to build actively — was the business muscle.
Prints as unique works of art. Lifetime guarantee. Slow fashion ethos.
GOTS and RWS certification at every stage, from raw wool to final delivery.
My graphic design and illustration background as a direct competitive advantage.
Design, business and technology aligned from day one. No silos.
Design licensing to luxury fashion brands · Capsule collection partnerships · VIP membership with early collection access and licensing discounts
E-commerce digital print collections (pay-per-license) · Handcrafted author scarves as one-of-a-kind pieces · Design & sustainable fashion workshops
Exclusive print design · Quality control · Marketing strategy & KPI tracking · Brand creation and communication
Sustainable Merino wool sourcing · Artisanal textile production · Low-carbon logistics across Europe · Sustainability certifications
Vogue, Elle, Ethical Fashion Journal. GOTS/RWS certifications on every channel.
Process content, sustainability education, turning customers into brand advocates.
Newsletters with new collections, sustainability updates, exclusive community events.
Sustainable luxury fairs. Limited edition co-creations with aligned designers.
All three sources confirmed the same signal: the European sustainable luxury market was growing, with consumers increasingly willing to pay a premium for ethical quality and personalisation.
| Source | 2024/25 Trend | Customer Profile | Our Opportunity |
|---|---|---|---|
| McKinsey | EU slowdown + ESG focus + AI-driven personalisation | Adults 25–40, mid-high income, ethical fashion | Specialist in made-in-Spain sustainable design |
| Bain & Co | Shift toward luxury experiences over physical products | Adults 30–55, high spend, experience-driven | Workshops + VIP membership as experiential touchpoints |
| Deloitte | Demand for traceable products + e-commerce growth | Millennials + Gen Z, digital-native, value transparency | Full supply chain transparency as brand differentiator |
Very low competition combining Spanish origin + sustainable luxury + author design.
Chain of custody from Merino wool sourcing to finished product as a brand story.
Positioning prints as collectible works elevates perceived value and justifies premium pricing.
| Revenue Item | Year 1 (€) | Year 2 (€) | Year 3 (€) |
|---|---|---|---|
| E-commerce print sales | 3,600 | 2,500 | 1,500 |
| Workshops and courses | 5,000 | 10,000 | 12,000 |
| B2B exclusivity & customisation | 0 | 1,200 | 4,800 |
| Licensing + royalties | 0 | 1,300 | 2,200 |
| Total revenue | 8,600 | 15,000 | 20,500 |
| Total expenses | 5,300 | 8,600 | 12,300 |
| Net profit | 3,300 | 6,400 | 8,200 |
Core team salaries · Office & workshop rent · Software licences (Adobe, Notion, CRM) · Sustainability certifications (GOTS, RWS)
Raw materials (Merino wool, dyes, finishing) · Specialist artisan labour per batch · Low-carbon logistics · Platform commissions
| Month | Phase | Key Tasks | Strategy |
|---|---|---|---|
| 1–2 | Research & Preparation | Market research · Supplier identification · Designer scouting | Both |
| 3–4 | Product Development | Exclusive print creation · Digital prints · Prototypes · Patent registration | B2B + B2C |
| 5 | Pre-Launch | Social media strategy · Influencer outreach · Sample preparation | Both |
| 6 | Launch & Sales | Online store launch · Luxury product launch · Advertising · Feedback loops | Both |
| 7–12 | Evaluation & Growth | KPI evaluation · Strategic adjustments · New collections · Networking | Both |
Deep expertise in design and branding · Multilingual · Very low competition in Spain globally · Self-financing plan defined from day one
Limited knowledge of artisanal textile production · No existing international brand visibility · High sustainable production costs · No external funding
Global momentum toward sustainability · Growing demand for ethical luxury in Northern Europe · Capsule collection partnerships with aligned designers
Major brands adopting similar sustainable strategies · Merino wool price volatility · Increasingly strict EU sustainability regulations
| Line | KPI | Description | Method |
|---|---|---|---|
| B2B Luxury | AOV | Average order value per personalised piece | Total revenue / Orders |
| B2B Luxury | Repurchase Rate | Clients returning to license again in 12 months | Returning clients / Total |
| B2C Online | Web Conversion | Visitors completing a purchase or license request | Sales / Visitors |
| B2C Online | CAC | Cost to acquire one new customer | Marketing spend / New clients |
| Both | ROI | Return on marketing and sales investment | (Revenue − Investment) / Investment |
Design, business, and technology aligned and collaborating from day one. No silos.
A data-driven decision to stop a project. Evidence-based, not fear-based. A sign of strategic maturity.
Business Model Canvas. Maps the 9 building blocks of a business on a single page.
Global Organic Textile Standard / Responsible Wool Standard. The two key sustainability certifications in textile.
Selling usage rights of a design to another brand. Revenue without physical production.
Minimum Viable Product. The smallest version of a product that allows a hypothesis to be tested.
If you like what you see and want to work together, get in touch!
ayano.watanabe@gmail.com