Episode
64. How to convert visibility into sales and long-term growth | Penelope Chilvers
- Published
- Feb 2, 2026
- Duration seconds
- 3387
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- https://james-reed-all-about-business.captivate.fm
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Summary
How do you build a creative business from scratch and ensure it steadily grows without compromising on quality, craft, or values? In this episode of All About Business, James sits down with Penelope Chilvers, English footwear designer and founder of the eponymous luxury brand, and they talk about building a resilient business rooted in craftsmanship, customer closeness, and long-term thinking. Penelope shares her unconventional journey from training as a painter to launching a footwear business in London as a single parent. She reflects on learning her trade from the ground up, building a brand without formal business training, and why necessity — not strategy — drove her early entrepreneurial decisions. Penelope talks about the importance of craftsmanship, materials, long-term supplier relationships, and how staying close to customers has shaped everything from design to retail strategy. James and Penelope discuss growth, from opening stores and expanding internationally, to raising investment and introducing clothing alongside footwear. Penelope shares why steady, organic growth has served her better than chasing trends, how slow fashion has become a competitive advantage, and why durability, purpose, and trust now matter more than ever. This is a thoughtful conversation about learning your craft, respecting the people who help you build, and creating a business designed to last. Timestamps: 02:59 From painter to designer 07:59 The first big orders 15:00 Sustaining quality and craftsmanship 22:52 Family and business dynamics 29:50 Expanding into the American market 35:52 Men's range and iconic products 47:58 Slow fashion and ethical production Follow James Reed on LinkedIn: Follow Penelope Chilvers on LinkedIn: Find out more about Penelope Chilvers store here: All Ab…