In the lead-up to International Women’s Day, Katie Heptonstall shares her experiences as a female entrepreneur, highlighting the advantages and challenges of running a fashion brand while managing motherhood.
In the lead-up to International Women’s Day on March 8, 2025, Drapers reached out to influential female figures in the fashion retail industry to share their experiences. One of these leaders, Katie Heptonstall, is the founder of Eleanor Charles Limited, a baby and children’s wear brand. Heptonstall’s insights shed light on the unique challenges and advantages she has encountered as a female entrepreneur.
Heptonstall reflected on her journey, noting that while gender-related challenges exist, she has found significant advantages tied to being a woman in the industry. “What strikes me the most is the advantages it can bring,” she stated. The team at Eleanor Charles is predominantly female, with many members also serving as mothers. This demographic not only allows for a greater understanding of their customers’ needs but also fosters a more relatable approach to product design and service offerings.
As a mother herself, Heptonstall emphasized the importance of workplace flexibility. She aims to accommodate employees’ family commitments with adjustable work hours, making it easier for women to balance their professional and personal lives. This strategy has reportedly contributed positively to the company’s growth. One of the practical features Heptonstall highlights is the design of their sleepsuits, which incorporate zips to alleviate the common frustration parents face when trying to fasten poppers in low-light situations.
When Eleanor Charles opened its first store in York, Heptonstall ensured that the shopping environment was welcoming to parents. The store features a private breastfeeding room, clean baby-changing facilities, and accessible restrooms—all available to customers without requiring a purchase. Heptonstall understands the importance of these essential amenities, having faced similar challenges while shopping with her own young children.
Heptonstall also draws attention to the thoughtful details that enhance customer experience, such as offering tea and coffee facilities, providing hand-wrapped products, and including handwritten notes of thanks with purchases. These gestures aim to create a sense of comfort and care for customers, contributing to overall satisfaction.
In her role as a female entrepreneur, Heptonstall emphasizes the importance of body positivity, particularly in the range of ladies’ wear that Eleanor Charles offers. By developing designs that promote confidence among women, Heptonstall seeks to ensure that her customers feel good about themselves.
Despite her successes, Heptonstall acknowledges that challenges remain. Gender bias and the struggle to balance work and family life continue to be prevalent issues faced by women in the business world. Her own journey into entrepreneurship began after her experience as a solicitor at a London firm, where the long hours were incompatible with raising children. Heptonstall launched Eleanor Charles during a period when her children were just 2 years old and 8 months, a time that presented significant hurdles in balancing motherhood with the demands of running a business.
The founder recounted a specific incident during a telephone interview with a journalist when she had to manage an ailing child. “It was messy, loud, and chaotic—but the journalist appreciated the raw, unfiltered reality of the mum-life balance,” Heptonstall elaborated.
In conclusion, Heptonstall reflects on how motherhood has not only shaped her personal life but has also ignited her entrepreneurial spirit. “I would move mountains for my family; it is a drive like no other,” she remarked. Her experiences illustrate how the challenges and triumphs of being a mother can fuel determination and success in the entrepreneurial realm, allowing her to grow Eleanor Charles into a meaningful venture.
Source: Noah Wire Services
