Indie Oxford Stories: Georgie Davies, Owner of Yogipod

How would you describe your business in a sentence?

Founded in 2018, Yogipod brings block-printed beauty to the world of relaxation, hand crafting yoga props that look great, do good and inspire users to take care of themselves.

What first inspired you to start your business – was there a lightbulb moment?

Yogipod was an idea that percolated while I was travelling, post leaving my role as a fabric buyer in the luxury fashion industry. Having nearly reached burnout in that industry, I knew I wanted to pursue something different, and it made sense to bring together my love of yoga and passion for textiles.

As a trained yoga teacher, I set about creating props that were as beautiful as they were supportive. Often, the barrier to a consistent yoga practice is making it a habit, and I believe having props that feel like a treat can inspire us to get onto our mats and to put ourselves at the top of the to-do list.

How did you actually get started?

Luckily, sourcing is my background, so finding suppliers such as our block printers, buckwheat cushion inner makers and component producers was totally in my comfort zone. For that reason, and because I think it is the most important thing in the business, I started with getting the product right. I trialled different sizes and fillings for our bolsters and eye pillows, as well as making plenty of mock-ups to try them all out for myself.

Once sizes and design details were finalised, then I moved onto costing, marketing, website building and all the logistics that come with starting an ecommerce business.

What felt most daunting about starting out, and how did you overcome it?

I think for me it was putting my head above the parapet, and, to be honest, I still find it uncomfortable. My background was always to be part of a team and definitely not the face of something, product did the talking, and the constant pressure these days to be the face of your brand and a brand in your own right, I find really daunting. Luckily, there was a lot that was familiar to me in the rest of running the business, so I didn’t find it too daunting, except that this time it was my money at risk!

What has been your biggest challenge so far?

The logistics of printing fabric in India during a pandemic and then trying to get the goods from India into the UK, while the world’s shipping routes went into a pandemic and Brexit-related meltdown. In general, Brexit has been a huge challenge. I was just beginning to grow the business in Europe, and all sales dried up as soon as the rules and regulations were put into place. This, and the continuing political climate, can be very hostile to small businesses.

What has been your proudest moment?

It’s so hard to pick one. Hosting a pop-up shop in John Lewis was a real pinch me moment, but also whenever I hear or see how my props are supporting people’s relaxation, that feels amazing, and that is the whole point of the brand. There’s a real joy in getting repeat customers and hearing from those who love the business when I’m out and about at festivals, that is just as gratifying as being nominated for awards, gaining press or having external verification.

What is the biggest lesson you have learned about running a business?

That things take time, and that’s ok. I think when you start out, you want everything to happen at once, and it just doesn’t work like that, nor is it sustainable if it does. I am very happy for the business to slowly and organically grow because I love being so hands-on and would hate to not be a part of all its different facets.

What’s next for you and the business? 

I’m hoping to add some new products in the new year, both as my own designs, but also collaborating with more fellow small businesses. I really want the business to become the place you come to, to nourish yourself, whether that be through yoga or creating slices of calm at home. I’m definitely looking to increase that home angle and to add some more cosy, comfy clothing to the range.

In terms of growth, with the economy as it is at the moment, I’m just trying to hold steady at the moment and ride this current wave.

How can people support you right now?

Come to a class or support your rest with one of our props. By supporting Yogipod, you will always also be looking after yourself, that’s the beauty of it.

What is your favourite thing about running a business in Oxfordshire?

I love that there are so many independent businesses in the county. It inspires me to see so many people living their life in a different way and doing what they love.

Who in the Independent Oxford community inspires you?

Such a hard question! I love everything Every Body Studio stands for in the yoga space. When it comes to product businesses that inspire me, Ducky Zebra is rewriting kids’ clothing, which is amazing to see, Lords Fragrance House are so inspiring with their strong brand and identity (as well as glorious scents), and I love Tap Social’s whole ethos.

What does being part of the Independent Oxford community mean to you?

Being part of a community is everything. Working for yourself can be very lonely, so having like-minded people to ask for advice, bounce ideas off of, or just to be in solidarity with is amazing.