Change is never easy, especially when it’s tied to a place filled with memories, creativity, and years of work. But sometimes, change is necessary to protect what matters most.
In August, we said goodbye to our much-loved Holland Road studio after the building was sold. That space had been home to Ayten Gasson for many years, and leaving it was an emotional moment. However, it also marked the beginning of a new chapter for our business.
Thanks to the help of The Werks, we were able to move into their Old Steine building. With its own front door and beautiful bay windows, it felt like an exciting opportunity. A space that we hoped would allow us to grow the bespoke and customisable side of Ayten Gasson.
Unfortunately, the reality of running a physical retail space in the current climate has been far more challenging than anticipated.
The Reality of Rising Costs
Over the past few years, the cost of silk and other luxury materials has risen significantly. Fully stocking a shop floor now requires a much greater financial commitment than it once did, particularly when customers are able to choose their own colours and styles online.
While we love welcoming customers in person, our online sales continue to far outweigh in-store sales. Despite this, maintaining a physical shopfront requires additional time, staffing, and resources. All of which places considerable pressure on a small, independent business.
A Challenging Time for Small Businesses
In our 20 years of trading, this is the toughest period we have experienced. Like many small businesses, we are navigating rising costs, changing customer habits, and an uncertain economic landscape.
After a great deal of reflection, we realised that continuing in the same way was no longer sustainable. In order to protect the future of Ayten Gasson, we needed to simplify and refocus.
What’s Changing
To ensure we can continue doing what we love for many years to come, we are making some important changes to how we operate:
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We will be focusing on a smaller, carefully curated range of designs
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We will no longer be offering in-person fittings
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Bespoke and customisable orders will be paused
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Our primary focus will return to designing and making in the studio
These changes allow us to reduce overhead while preserving the heart of the brand - thoughtful design, craftsmanship, and quality.
Our Studio Plans
Our downstairs studio will remain open until 3 pm on Christmas Eve. Between then and 1st January, we will be moving into our new studio space within our building. A fresh start and a positive way to begin the New Year.
While change can feel daunting, this move allows us to work more sustainably and with greater creative freedom.
Looking Ahead
Ayten Gasson has always been about thoughtful, slow fashion, made with care and intention. By adapting to the realities of today’s business environment, we hope to ensure that the brand can continue for another 20 years and beyond.
Thank you, as always, for your kindness, loyalty, and continued support. Every order, message, and word of encouragement means more than you know.
We look forward to sharing this next chapter with you.
Ayten x
