Katie Anderson of Pine & Treasure. (Credit: Courtesy of Pine & Treasure)
Her ‘Slow Fashion’ Line Has a Loyal Following Wherever She Goes
Katie Anderson carefully curates Pine & Treasure, her collection of preloved and ethically sourced handmade clothing – and fans the world over love it.
When Katie Anderson was living in New Zealand, she started up an Instagram page selling secondhand goods that she’d sourced in Queenstown. What started as a side hustle quickly developed a huge following on the social media site. Anderson found herself amassing a loyal fanbase who loved not only her aesthetic, but the fact that she sold directly to her customers online. When Anderson and her husband moved back to their home in England, she worried Pine & Treasure might fizzle out – but there was an audience in the U.K waiting to shop her preloved, hand-chosen vintage items at the tap of a finger on that same Instagram account, where she now has almost 25,000 followers. Recently, the Nottinghamshire-based entrepreneur has started designing her own slow fashion line, adding even more ethical fashion choices to the Pine & Treasure brand.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
I think sustainability and relatability set me apart. You could find similar items to what I sell in high-end shopping areas, but you won’t know who made your clothes, or in what working conditions. Consumer’s also don’t know exactly how much waste is created by some brands. I am totally transparent with my audience, and this makes them trust me and what I’m offering.
Tell us about your biggest success so far.
Having TV presenter Stacey Dooley wearing a preloved shirt I sourced, and had personalized with her initials for her, was one stand-out moment. But the biggest success for me to date was being able to make my business into my full-time job. Handing in my notice at my former marketing gig was an utter “pinch me” moment, especially as I’d just been promoted there. But the fact that I didn’t need that title or wage anymore was an amazing feeling.
What is your top challenge and how have you addressed it?
I’m not great with numbers. Having an accountant get things in line for me has taken a huge weight off my shoulders. I also took the leap to run my business full-time when I was pregnant, knowing I’d have my maternity leave to get things running full throttle. Since then, I’ve had two children. Finding a balance has been hard at times. However, I absolutely feel, in this moment, that my hard work is starting to pay off.
Have you experienced any significant personal situations that have affected your business decisions?
I started this brand in New Zealand, and had built a loyal audience there. When my husband and I moved back home to the UK, I felt like I was going to lose not only the audience I had built there, but also the entire project – and that I was somehow coming home to “reality.” My husband asked me why I would stop doing it just because I’d have to build a new audience. Ultimately, that’s what I did – and it grew rapidly. When Covid hit, I felt like I was really able to create another nice community for people stuck at home during the lockdowns. I now have an amazing audience, and I am so glad I didn’t give up.
How do you find inspiration on your darkest days?
You need to find what helps you reset. Whether that’s getting out of the house and going for a walk, or doing something that energizes and inspires you. A holiday is always an amazing mental and physical break – if you’re fortunate enough to take one. Pencil things in that you can look forward to. Or, find someone who you can bat ideas back and forth with. These things keep you feeling giddy and ready to go.
What is your go-to song to get motivated on tough days?
If the kids are in childcare, I’ll blast Chase & Status and it’ll rev me up!
Who is your most important role model?
My mum, who gave me my work ethic. And my husband, who is always extremely supportive and brimming with ideas – he inspires me to do so much. ◾
Instagram: @Pineandtreasure
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