Meet The Founder: Jo Davies of Black White Denim
Meet Jo Davies, the founder of Black White Denim, a Wilmslow based boutique that has redefined the art of minimalist fashion. Since opening its doors, the store has become a go-to destination for effortless, timeless pieces. Jo’s passion for creating a curated shopping experience and her commitment to quality have garnered a loyal following.
We caught up with Jo, who shared the story behind her brand, the challenges of navigating the ups and downs of owning a retail business, and the lessons she’s learned along the way.
Brand Beginnings
Could you tell us about the initial inspiration behind black white denim? What sparked the idea for you?
I was at a friends baby shower and all of the guests were asked to describe the mother-to-be’s style: I said black, white, denim because that’s what she always wore and she always looked so cool and put-together, despite having 3-year-old twins!
What gap in the market did you identify when starting the brand, and how did you aim to fill it with Black White Denim?
There was a gap for a store that stocked a carefully edited selection of mid-priced designer brands that were made to last, both in terms of quality and style. ‘My wardrobe’ was huge at the time, but it was tricky to navigate as there were so many brands and styles. Net-a-Porter was, and still is, unaffordable to many.
How did you approach establishing the brand’s unique identity, especially in such a competitive industry?
We had really strong business plans. We covered every angle to ensure people believed in us from the start. We weren’t rejected by any brand on our wish list except those who already had distribution in our area.
Navigating the pandemic
The pandemic obviously presented huge challenges for small businesses. How did you adapt during that time?
Head down, gloves off, pivot to 100% online and sell, sell, sell! We worked 8 hour days processing deliveries, orders, returns and making very amateur videos on Instagram to sell to our target market. Discounting helped: we reduced our retail prices by 40% on the first day of lockdown.
Were there particular strategies you found especially effective for staying connected with your customers during lockdowns and restrictions?
Being real, relatable, contactable and trying to bring a smile to their face in such hideous times. Social media was our saviour, as was having an efficient and easy-to-use website.
Did the pandemic alter any of your long-term goals or vision for the brand?
We did wonder whether to twist or stick (as in black jack). Our 10 year lease came to an end in 2020 so we could have easily exited. Instead, we buoght a building and moved to a much better location in Wilmslow. Probably one of the best decisions we’ve ever made.
Successes & Growth
Looking back, what would you say have been Black White Denim’s most significant milestones or achievements?
Halfway through year 4, when all I was able to look back on were the mistakes we (mainly I) made and the huge losses we’d incurred, I desperately wanted to jack it all in. We went to our accountant to ask how him to do it as quickly and as painlessly as possible. He looked at our YTD performance and told us we were in a strong position to make a profit that year and encouraged us to carry on, so we did. And he was right, it worked!
Also, recovering from the impact of COVID has been quite staggering. After a couple of years (2021/22) of really tough trading we made our biggest ever net profit in 2023/24. We have worked so hard to keep costs in check, brands responsive and the team happy and engaged. Hard work pays off, for sure.
Are there any standout moments that have defined the brand’s journey or that you’re especially proud of?
We’ve won 3 Drapers Awards (Best Womenswear Retailer, Best Use of Social Media and Best Store Design), have been mentioned in press many times over the years and managed to stop a company in South Africa passing themselves off as us and opening a store in Johannesberg!
What has been the most rewarding aspect of growing Black White Denim from an idea into a recognised brand?
I am proud of my achievements given I have no background in retail or fashion. I have proved to myself and others that passion, energy and a willingness to learn is enough to create a successful business.
Challenges as a Small Business Owner
What were some of the early challenges you faced in building and running the business, and how did you overcome them?
I made so many mistakes which were costly financially. The biggest one was simply buying too much stock as I over forecast sales when we launched our website. I assumed online would add 50% to our sales revenue, but it absolutely didn’t. Even now, 14 years on, it’s only 30%.
How do you manage the pressure of balancing creativity with the demands of running a business?
Stepping away from time to time and immersing myself in oher things iIenjoy. I eat well, exercise frequently, prioritise sleep and try to solve problems in a timely manner, rather than burying my head in the sand.
Are there any mistakes or tough lessons you’ve learnt along the way that you think were ultimately beneficial for the brand?
Don’t spend on anything that isn’t core to the business and don’t spend money you don’t have! Become self-financing as soon as possible and don’t stretch yourself with loans, overdrafts etc as it gives you a false sense of security.
Advice for Future Founders
What advice would you give to someone considering starting their own business in the fashion industry?
Think very carefully about the ‘why’. Why are you choosing this route? Can you make the numbers work? Can you cope with the sacrifices you’ll need to make? Have you got someone who will support you, come what may? What is your overall objective? These are all really serious questions you should ask yourself, and you should get someone you know to help you drill down your answers.
Are there any misconceptions about owning a business that you’d like to clear up?
It is not an easy way to make a living for sure, and you’re responsible not just for yourself, but also your team. It’s like looking after a second family while carrying all the financial and operational stress. It’s a huge undertaking.
If you could go back and give yourself one piece of advice when you were first starting out, what would it be?
Only but what you know you can sell (not what you think you might sell)!
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Thank you to Jo for chatting with us! If you’d like to find out more about Black White Denim, take a look at the website here, or follow along on Instagram and Facebook.
Inspired by Jo’s story and looking to start your own business? Check out our brand and creative subscription packages, tailored to founders and SMEs looking to launch or reviatlise their brand, and see how Blackline Originals could help you.
