Monday 2 June - Friday 6 June 2025, Crafting Your Brand 2025: Regenerative, Resilient, Relevant

Elevate Your Brand: 5-Day Online Course
Unlock the potential of your artisan brand with a transformative 5-day online course on Zoom, guided by lifestyle specialist Marcella Echavarria and Selvedge Magazine founder Polly Leonard. Designed specifically for artisan brands, this course offers an in-depth, hands-on learning experience.

Join us Monday to Thursday, for live Zoom sessions between 17:00 - 19:00 BST, with a bespoke 30-minute one-to-one mentoring session on Friday.

New for 2025: A Regenerative Approach to Branding

In a world of constant flux, successful brands are not only beautiful—they are conscious, regenerative, and tech-savvy. This course now embraces a radical, forward-thinking mindset. Learn to build a brand rooted in purpose, empowered by technology, and aligned with global sustainability values.

What’s New?

• Regenerative Mindset: Go beyond sustainability. Learn to build systems that give back—socially, culturally, and environmentally.
• Ethical AI for Creatives: Use emerging tools like ChatGPT, Shopify Magic, and Jasper responsibly to supercharge your brand while staying human.
• 5 Pillars of Sustainable Branding:
    1. Personal Sustainability (Well-being + Purpose)
    2. Financial Sustainability (Smart, ethical growth)
    3. Environmental Sustainability (Circularity + low impact)
    4. Cultural Sustainability (Authenticity + representation)
    5. Social Sustainability (Equity + inclusion)

Course Structure

Monday – Day 1: Crafting Your Why

• Find your Ikigai (purpose sweet spot)
• Whole-Self Alignment Mapping: Aligning personal & professional goals
• Regenerative Mindset 101

Tuesday – Day 2: Brand Soul & Story

• Identify your Brand Archetype
• Craft your origin myth and messaging
• Avoid greenwashing & cultural appropriation through authentic storytelling

Wednesday – Day 3: Ethical Growth

• Pricing with purpose: The value-over-volume model
• Wholesale vs. DTC – what’s best for you?
• Financial sustainability for artisans: Tools, tactics, and the x3 model

Thursday – Day 4: Building the Future

• Clean up your supply chain + packaging
• Eco-design & product circularity
• Harnessing AI tools ethically to support sales, marketing & design
• Social and cultural sustainability in branding

Friday – 1:1 Mentoring Session

• Receive personalised guidance from Marcella & Polly to refine your strategy, clarify your story, or map your next brand evolution.

Tools You’ll Use

• Whole-Self Alignment Map
• Brand DNA Canvas
• AI for Artisans Toolkit
• Sustainable Pricing Calculator
• Cultural Sustainability Checklist
• Smart Goal Tracker for Brand Impact

Who Is It For?

Artisans, entrepreneurs, and creatives across the handmade world—from early-stage dreamers to established brand owners—who seek to future-proof their work with intention, integrity, and innovation.

Key Takeaways

• A fully aligned brand narrative and value proposition
• Strategies for regenerative branding, digital storytelling & ethical growth
• Personalized roadmap to evolve your brand for today’s market and tomorrow’s expectations

Past Students

Lindsay Girvan, Rubia and Neel, Heritage by Hand, Matthew Addonizio, Ebra Ziron, Emma Telford, Isa Catto, Scobel Clothing, The Fabric Thread, Unpaused, Kelly Lynch, and more.

About Marcella Echavarria

Marcella Echavarria is a visionary branding expert and sustainability advocate with over 25 years of experience at the intersection of culture, commerce, and consciousness. A pioneer in linking handmade traditions with global markets, she founded SURevolution in 2005—one of the first international brands to blend luxury with artisanal craftsmanship. In 2010, she launched her namesake consultancy, guiding brands through creative communication, ethical growth, and strategic storytelling.

A graduate of Brown University with a master’s degree in Sustainable Development from Universidad Jorge Tadeo Lozano, Marcella bridges academic insight with real-world innovation. Her editorial experience spans respected publications including Harper’s Bazaar, Hand-Eye, Selvedge, Vogue, and Trend Tablet.

Marcella’s diverse client list includes artisan entrepreneurs, textile and travel brands, retail concepts, and international organizations. She has led high-impact projects for the United Nations, UNESCO, USAID, Technoserve, IFC, OAS, and national governments across Latin America, Africa, and Asia—always championing sustainability as a tool for empowerment and legacy.

www.marcellaechavarria.com

www.noirmudsilk.com

About Polly Leonard

Polly Leonard is the founder and creative force behind Selvedge, the world’s leading textile magazine that redefined how we view fabric, fashion, and culture. What began in 2003 as a passion project in her London home has grown into a global platform with a devoted readership of over 75,000. Selvedge is now not just a magazine, but a movement—encompassing an online shop, artisan fairs, and curated collaborations with institutions like Liberty, Anthropologie, the V&A, and The National Trust.

Polly brings an unparalleled depth of knowledge to the world of textiles, combining fine art sensibility with social history and material culture. Her own artistic practice spans embroidery, weaving, and basketry, often culminating in poetic sculptural forms that echo humanity’s relationship with fiber.

With Selvedge, Polly continues to nurture meaningful dialogue between tradition and innovation—celebrating the makers, materials, and stories that weave our shared human fabric.

www.selvedge.org/pages/about-us

FAQ

1. Who is this course for?

This course is designed for entrepreneurs and creatives from the global handmade community—whether you’re just planting the seed of a new idea or nurturing an established brand. If you’re seeking a comprehensive, inspiring, and practical guide to growing your business through branding, storytelling, and strategy, this course is for you.

2. There are so many online courses. What makes this one different?

This isn’t a passive experience—it’s personal, practical, and purpose-driven. You’ll receive individual mentorship, participate in intimate group discussions, and leave with tangible outcomes. Plus, our private Facebook group provides ongoing access to trend updates, extra resources, and a supportive community.

3. Why is the course limited to just 10 participants?

Because we believe in-depth, not scale. Keeping the group small ensures that every voice is heard, and every brand receives dedicated, hands-on guidance from both instructors.

4. What can I expect to walk away with?

You’ll leave with a refreshed sense of purpose and direction, a clear and cohesive brand story, insight into current and future trends, and a toolkit of practical strategies that align with your values. The course is built on a foundation of intentionality, mindset, and strategy.

5. What kind of transformation have previous participants experienced?

“I launched my brand with clarity and confidence. I knew the steps, the strategy, and the mindset I needed.”

“I finally found answers to important ethical questions around production, cultural respect, and inclusion.”

“I created a marketing approach that aligned with my life and values.”

“I discovered which part of my business had the most potential—and focused there.”

“I started to see social media as my own Fifth Avenue window display.”

6. What do past participants say about their experience?

“What drew me to this branding course and journey is the feeling that I, too, could create something beautiful, even though I’m not a designer or artist. The way you approach this process—with intention, color, imagery, and transformation—is deeply inspiring. For the first time, I feel like I’m part of the story, not standing on the outside looking in.” -Judith Stweart, Unpaused @_unpaused

“When I completed the course with Polly and Marcella, I felt encouraged and energized beyond my expectations. Their insights were deeply valuable and helped me define my goals with clarity. The community, the mentorship, and the energy were transformative.” — Susan Basch @susanbaschstudio

“Textile masterminds, Marcella and Polly are the mentoring dream team. Razor sharp and aesthetically acute, they offer a wealth of experience. I’ll be integrating their wisdom for months to come.” — Bonnie Saland @philomelatextiles

“This course was eye-opening. The format, with videos, books, slides, and examples, was rich and accessible. Polly and Marcella’s kindness and individual attention made all the difference.” — Claudia Falquez Useche @claudia_falquez

“The curated brand examples, focus on critical topics like body positivity and cultural awareness, and future-focused market insights were outstanding. A much-needed guide for conscious creators.” — Cydney Cornell @greenecountywool

“This course reconnected me with the heart and soul of why I do what I do. It helped me refocus, gain clarity, and feel supported in my creative journey.” — Karen Lukacs @karenlukacs

Course Cancellation Policy

Your place in this course is important to us and space is limited. As such, all bookings are non-refundable. However, we understand that plans can change. If you notify us at least two weeks before the course start date, we will be happy to offer you a credit note that can be applied to a future workshop or course.