Meet the maker: Sew & Saunders

Jo Saunders’ intricate embroidery is inspired by the natural world

Images courtesy of Sew & Saunders and Liberty

While studying fashion design at Leeds College of Art and Design, Jo Saunders found herself drawn to the elaborate skill of embroidery. “I love manipulating fabric and playing with texture,” she says. “The detail in Valentino gowns inspires me, and I have always been attracted to florals, leaves and nature on garments.”

Finding needlework jobs hard to come by, she launched her own bespoke embroidery company, Sew & Saunders, in 2014. Working from a spare bedroom in her North London flat, she takes all kinds of commissions, from over-sized embellished cushions to personal notes on handkerchiefs. Kits for her simple botanical motifs in cool blues and greens are now stocked by Liberty.

Such is the demand that Saunders is contemplating setting up regular workshops. “People are becoming interested in creating things for themselves now and being sustainable,” she says. “The world is becoming more crafty.” 

Sew & Saunders products are stocked on Etsy and at Liberty.

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