1. The moment I opened the doors – my first ever pop-up shop

This will always be a moment that stands out. Ignoring the naysayers. 
After years of research, months of knitting, building my website, and reaching out to press and buyers, everything finally came together. 
My husband and I worked through the night, transforming an old space into a beautiful store. The space was filled with cosy jumpers, shimmering knitted jumpsuits, and sparkly socks. 

Here, I met my first customers—a gentleman buying a gift for his partner, a scarf and a pair of socks. Then a woman cycling past, who stopped in her tracks as she saw a turquoise knit hanging in the window, she tried it on and bought it there and then — it made me realise: this was real!

2. The moment I thought this could work… Barbican Christmas Market

The Barbican Christmas Market was a turning point. It was the first public event I had done, and I booked every long weekend I could leading up to Christmas. It was the first opportunity I had to share my story face-to-face, see the reactions, and learn what resonated.

People tried on pieces, felt the yarn, asked questions, shared stories — and bought! 
I remember seeing customers walk from one side of the room to my stand, pick up a sweater, and buy it, people walking past and giggling at socks then stopped in amazement when I described the incredible artisans that made them in Derbyshire.

My friends would meet me after work to help me out, as the event was long hours, and they would fuel me with mulled wine and mince pieces. I remember saying to a friend, “This can actually work", and it confirmed that what I was offering was different to what was out there- purpose and passion in business! 

3. The moment I met Richard Branson

One of those surreal pinch-me moments. When I launched Genevieve Sweeney, I took out a small business loan with Virgin Start Up. 8 years later, I was invited to meet Richard Branson at the launch of his new Virgin Hotel in Edinburgh, who were stocking my cashmere socks.

I got the chance to tell him about my work, and what struck me most was his genuine curiosity and warmth. One of those incredible moments, with someone I had read so many of his books about, learned from his entrepreneurial journey, and I was telling him about mine. 

4. The Moment I completed the Goldman Sachs 10K Small Business Programme

Joining the Goldman Sachs 10,000 Small Businesses course was transformative. It was the first time I stepped away from the day-to-day operations of making to focus on the business rather than being in it. It came after Covid, having two babies and needing the time and space to focus on what was next.

I learned to analyse, plan, and strategise. I met other the most incredible founders navigating the same rollercoaster. It gave me the tools, language, and confidence — and put me back on course to my North Star, on the path to starting my own micro factory.

5. The moment I took on my studio space

Up until this point, I had shared a studio space with my husband then moved into the house and taken over every room possible for designing, packing, storage- everything!

At the time it worked, I had two small children and I could work from home with them playing at my feet. But once Hugo was 18 months old, I felt that I and the business needed space to grow and move to the next step.

In 2023, we moved to Grandeys Place, and in 2025, we moved into a larger studio next door, welcoming the start of our Micro Factory. 

6. The moment my Knitting Machine Arrived

The day my first industrial knitting machine arrived was unforgettable. It was eight years of planning, saving, researching, and waiting for the right space and the right machine. When it finally arrived — delivered like a piece of treasure — I knew it would change everything.

 It marked the beginning of a new chapter of making, one that brings together heriage skill, traditional craftsmanship, and modern design. And would ensure that crafts don't skip a 

7. The moment my first design knitted on the machine sold out.

The first design I knitted on that machine sold out. Completely.

This was the first design I learnt to program. Seemingly simple, the textured triangle scarf took weeks to perfect, every stitch pattern a different tension and the constant fashioning of the silhouette. After weeks of tweaking, testing yarns, and perfecting the pattern, I shared my jounrey and launched. Selling out within 48 hours.

What a moment, I will always be grateful for.

8. The moment a customer emailed – the one that made me realise

Among the many messages I’ve received over the years, one stands out.

A customer wrote to say that wearing one of my cardigans had become something she needed most— a warm hug and comfort after losing a loved one. 

This message paused me. It made me realise that this is what I have been searching for, working towards. The beauty of knitting, the community, the warmth and comfort it brings. To create pieces that live in people’s lives, that hold memories and meaning. Read more of my story here.

9.  The moment I was selected for the Walpole Brands of Tomorrow

Being selected for Walpole’s Brands of Tomorrow programme was a huge honour.

It felt like recognition from the wider industry — that my commitment to craftsmanship, sustainability, and design was not only valued but vital. 

Through the programme, I connected with incredible mentors and peers, all of whom were building their own visions of British luxury. I can't believe I have sat in a room alongside the most prestigious luxury British brands, it has been moments of both pride and momentum.

10. The moment community was created.

Perhaps the most meaningful moment of all has been building a community of knitters, makers, and artisans — people who share a passion for heritage craft and sustainable, thoughtful making.

Bringing these people together has been at the heart of my mission: to reinvigorate British knitwear, to pass on skills, to keep craftsmanship alive.

Ten years on, I am still heading towards the same North Star - a mission to ensure that Crafts dont skip a generation.