OUR STORY…

THE TARTAN FOX is a textile design brand born in the depths of the Shropshire countryside. A concept thought up by Jemima Roberts in 2012, at the age of 22 and fresh out of university. Jemima, armed with a creative mind, a passion for textiles and nature, as well as an entrepreneurial streak, started THE TARTAN FOX sat at her Mother’s kitchen table. Fast forward 12 years and Jemima now lives in a little red brick cottage in the Shropshire countryside, surrounded by fields and woodland. It is these surroundings that provide her with the inspiration for her work that you see today. Jemima’s partner, Tom, also has an active role in the business and can often be found transporting stock around, armed with a tool kit or schmoozing with the customers at events!

THE TARTAN FOX is not just a business to Jemima, but a way of life and a huge part of who she is. She feels such gratitude to have turned both her creativity and passion in to a thriving little business. The rural location of THE TARTAN FOX is very apparent in her designs, as most feature the animals that surround us in nature. From an elusive fox to a flamboyant pheasant to a bustling hen, a whole array of countryside and coastal characters adorn Jemima’s work through appliqué.

HOW IT BEGAN…

Following her degree in Textile Design BA Hons at University College Falmouth, Jemima got a job as Wardrobe Assistant at Blists Hill Victorian Town Museum in Shropshire. There she made Victorian costumes and learnt the art of dressmaking. It was alongside her job here that she came up with the idea for her business…THE TARTAN FOX was born! This was 12 years ago and at the time, Jemima felt that there was a gap in the market for countryside-inspired home textiles.

Jemima began with using predominantly tartan fabrics, but as time went by she felt the desire to be more creative with her work. This, paired up with the fact that Jemima was getting people giving her all manner of fabrics, such as their late grandmothers fabric hoards etc. Jemima suddenly had a whole array of dated and unfashionable fabrics that she didn't really know what to do with. In the name of being environmentally aware she also felt the need to utilise these fabrics, rather than them going to landfill just because they were no longer deemed as fashionable. After experimenting, Jemima realised that these dated fabrics, teamed with more luxurious fabrics such as tweeds and velvets, could create a unique and more contemporary piece. It was at this point that THE TARTAN FOX really evolved to what it is today.

UNIQUE, SUSTAINABLE…A WORK OF ART!

Our cushions involve choosing and selecting fabrics in a chosen colour scheme. Jemima hand cuts each piece of fabric by eye and place them together like a jigsaw puzzle. These pieces are stuck down in place and stitched over several times creating an interesting and cohesive design. Jemima creates both ‘off the peg’ cushions, such as her popular designs of hares and pheasants, the best sellers, as well as commissioned cushions. Offering a bespoke service making personalised cushions of customers pets etc is a popular element to the business.

Jemima chooses the colours for the designs, influenced by the seasons, ie warm jewel tones in the winter and brighter fresher colours in the summer. Inspiration is gained from interior trends, as well as the fact that some colours are generally more popular than others. Sometimes, it’s the animal that is featured on the cushion that dictates the colours and sometimes its just a case of whatever takes Jemima’s fancy. When putting together fabrics, a variety of textures, patterns and tones are used to create a design that is both aesthetically pleasing but tactile too.

WHERE TO BUY…

My work is available through my online shop as well as these retail outlets;

Throughout the year, THE TARTAN FOX can also be found at different events and fayres, please see our social media for updates.