Jacqueline Shaw
Founder of Wax and Wraps
Interview by: Olivia Atkins / Photography by: Abi Oshodi of A-O Photography
Jacqueline Shaw is the brains behind Wax and Wraps, a monthly sewing-kit subscription service that connects independent African designers with crafters around the world, to create iconic African-print wardrobes. She reflects on launching a business during the pandemic, how her previous entrepreneurial experience helped her with this venture, and the importance of operating sustainably.
What prompted you to launch Wax and Wraps during the pandemic?
During the first lockdown, I wondered how I could better serve my existing clients and grow my client base. I run a few other fashion subscription-based businesses, but I wanted to launch one with an African focus. I pre-launched Wax and Wraps to one of my student groups, where I teach African fashion entrepreneurs how to start businesses that encourage trade back to the continent. The idea came to me after seeing how much the craft market boomed during the pandemic. I also wanted to invest in the craft community as a way to deter consumers against fast fashion; I believe in the power of making something yourself.
You’re a self-professed serial-entrepreneur; how did your previous experiences and skill sets lend themselves to this venture?
I have 20 years’ experience as a fashion designer, with a master’s degree in ethical fashion. These experiences contributed to my understanding of the industry and its needs, where it lacks and its challenges. I previously worked with a bespoke bridal sewing business, which drew me to the craft and sewing sector. It was an area that I eventually wanted to include in my portfolio.
You work with a number of different African suppliers to introduce African artisans and new talent overseas. How do you source these designers and what do you look for in the partners you want to work with?
I’ve run my production consultancy business, Africa Fashion Guide, for ten years (which sources and promotes African fashion clients and brands), so I find a lot of suppliers and partners to work with through that. I mainly look for skilled artisans who can deliver with interesting patterns and designs, ideally with experience in exporting these overseas – though I do test drive the process with them first to ensure it’s seamless.
The business encourages people to shop with African artisans and retailers as a way of strengthening trade with African countries. How does this work as a more sustainable practice and why is this so important to you?
The textile industry is complex. I want to encourage more growth through business in Africa, because it helps boost the local economy. Despite cotton growing in Africa, 97 per cent of African cotton is exported globally, so native manufacturers tend to import cotton fabric as it’s cheaper and more available than what is processed regionally.
I aim to find handmade artisan fabrics that use locally-sourced cotton and traditional waxprint cloth, so Wax and Wraps can introduce new African fabrics to surrounding communities and educate them about the preservation of traditional textiles.
What’s next for the business?
I’m keen to grow further and get more of our orange boxes through people’s letterboxes and expand the UK’s sewing community. I’d love for more people to find and enjoy sewing and the craft process in general; we’re not a typical subscription-box service, we create great impact with each of our boxes. We purchase fabric in quantity per month plus we buy craft-made gifts, like jewellery, as gifts for subscribers that are also made in the country of the month.
