Doncaster business owner shares her experience of opening a shop during a pandemic

This year has been a tough for businesses but one seamstress has taken the plunge to open her own independent shop in Doncaster town centre despite the troubles that Covid-19 has brought.
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Rebecca Ayden set up her business, The Natural Dyer, more than a year ago on a stall within The New Wool Market.

She then decided she wanted to open her own shop on Scot Lane, and she opened her new business opened on December 2 – the day England left its second national lockdown and South Yorkshire returned to Tier Three.

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Rebecca, aged 25, said: “It has been really hard. It’s easy to get a bit upset when there are not tons of people coming through the doors.

Rebecca Ayden, 25, owner of The Natural Dyer.Rebecca Ayden, 25, owner of The Natural Dyer.
Rebecca Ayden, 25, owner of The Natural Dyer.

“But this is what I want to do. I have really always wanted my own shop.”

Rebecca who lives in Old Campsall has used the last ten months to upscale her business.

She previously designed and made woman’s wear but she has now expanded into children’s clothes and gifts.

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As well as traditional garments she sells dog coats, hair scrunchies and face masks.

Childrens dress made by Rebecca.Childrens dress made by Rebecca.
Childrens dress made by Rebecca.

She has an assortment of knitted Christmas decorations as well as scarves and handbags.

“It has been a really long process from getting the keys to opening the shop,” she said.

“But I’m so lucky that my dad was able to do all the woodwork and my mum loves interior design.

Dungarees and dresses made by Rebecca.Dungarees and dresses made by Rebecca.
Dungarees and dresses made by Rebecca.
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“It has been a real family effort to get the shop up and running.”

Rebecca has also used this time to make her clothes more size inclusive now offering up to a 24 in some garments with a plan to make all of her items in larger sizes in the future.

“You’ve definitely got to work harder to get people through the door when you’re in your own shop,” she continued.

“But I’m lucky that I have some really loyal customers who have followed me over from the market.”

Hair scrunchies made by Rebecca.Hair scrunchies made by Rebecca.
Hair scrunchies made by Rebecca.
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Rebecca said she has struggled to work creatively during the lockdown but she did have success with her own line of fashionable face masks.

Before face coverings became mandatory to wear in the UK Rebecca started making hand sewn ones from material offcuts.

“For two months I just sold masks,” she said. “In May and June they did really well online.”

She hoped to give people a choice of an environmentally friendly and sustainable mask that also looked good.

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Rebecca said that the town centre has been busy over the last week since she has opened, but it has not yet returned to the hustle and bustle of pre-Covid-19 times.

She is hopeful that other independent businesses such as herself will open outside of The Frenchgate Centre and encourage more customers out onto the High Street.

Knitted Christmas ornaments.Knitted Christmas ornaments.
Knitted Christmas ornaments.

“It has been really nice having people come in to say hello this week even if they’re not buying anything,” she said.

“There are lots of shops shut at the moment even the big ones are struggling.

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“I don’t think people realise that without local support it can be really hard to stay open.

“I’ve loved meeting new people and seeing old customers face to face again.”

All of Rebecca's clothes are made from secondhand or upcycled fabric as she is passionate about changing the fast fashion industry.

“I wanted to set up my business based on sustainability,” she said.

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“If you invest in your clothes it’s a lot better for everybody.”

She uses natural dye in her work which comes from ingredients such as raspberries, turmeric and indigo.

Water waste is a huge problem in the fashion industry but Rebecca dyes her clothes in her back garden so that she can manage the process.

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Her clothes are made to order which means customers can choose fabrics and have items tailored.

“You can keep pieces like mine for a lot longer,” Rebecca said.

“The life cycle is extended a great deal over items made in the fast fashion industry.

“It’s important to be aware of what you’re buying and what kind of impact that it has on the world.”

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Rebecca trained in fashion at Kingston University in London before deciding to start her sewing business back in her hometown of Doncaster.

“It’s definitely slower up here than in London but I like that about this town,” she said.

“I really like being in Doncaster and there’s a huge art community here which I didn’t expect.

"Doncaster Creates and Doncopolitan are always so active.”

“They have been so supportive.”

Rebecca also said that she feels that there are a lot of people in Doncaster who are taking part in the shop local movement which helps independents like hers survive through the pandemic.

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In 2021 Rebecca hopes to use the workshop area of her shop as a venue for community classes.She will host sewing and pattern cutting classes with socialising elements.

"Not that many people know how to sew anymore and I have had interest from a lot of young people especially,” she said.

"People who want to be able to mend their own clothes to be more eco friendly and rely less on fast fashion.”

Dates for these workshops are dependent on Covid-19 and government restrictions.

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You can shop on Rebecca's online shop here or follow her business journey on Instagram here.

In these confusing and worrying times, local journalism is more vital than ever. Thanks to everyone who helps us ask the questions that matter by taking out a subscription or buying a paper. We stand together. Nancy Fielder, editor.