Sylvia - My Digital Marketing Journey, From Fashion Designer to Digital Business Owner
Tell us about your business - what inspired you to start it, and how do you think digital marketing can help you grow?
My business specialises in clothing alterations for women aged 40 and over. I offer a range of services including general alterations, prom dress modifications, vintage garment restoration, and petite alterations. What makes my business unique is my dedication to this specific demographic - I understand that women over 40 have distinct needs when it comes to fit and style, and I’m passionate about helping them feel confident in their clothing.
My journey into this business was quite natural. With my fashion education background and strong sewing skills, I’d been sharing fashion sketches on Instagram for some time. The positive response I received showed me there was a real appetite for quality alteration services, especially from someone who truly understands garment construction and design. That’s when I realised I could turn my passion into a business that serves a community I care deeply about.
A curious fact about my business? I don’t just alter clothes - I rescue them! Many of my clients bring me vintage pieces or beloved garments that other alterations services have turned away as “too difficult.” My fashion education gives me the technical knowledge to work with delicate fabrics and period construction techniques that most general alterations services can’t handle.
How did you find out about the digital marketing course?
I discovered The Curious Academy through a friend who had previously studied there. She knew I was looking to expand my business skills and suggested I check out their digital marketing course. I’m so grateful for her recommendation - it turned out to be exactly what I needed!
What goals did you set for your business going into the course?
When I enrolled, my primary goal was to develop marketable skills that would help me find employment opportunities or set up my own business. However, I also recognised some specific weaknesses I wanted to address. As someone whose first language isn’t English, I found it challenging to identify the right keywords for marketing my services online. I also needed to learn new technical vocabulary. I wanted to improve my confidence in this area and learn strategies that would help me communicate effectively with my target audience, despite the language barrier.
Walk us through your experience in the course - what was the learning environment like? How was the balance between lectures and hands-on work?
The learning environment at The Curious Academy was incredibly supportive and collaborative. Our class of nine students created a warm, encouraging atmosphere where everyone felt comfortable asking questions and sharing ideas. Our main teacher’s classes were exceptionally well-structured - she had a deep knowledge of digital business and knew exactly how to break down complex concepts into understandable steps. We also had another supportive teacher on Canvas who provided excellent guidance throughout the course.
The 12-week course met for three hours each week, and the structure was perfect for adult learners balancing business responsibilities. Each session followed a clear pattern, our teacher would explain the lesson thoroughly, we’d complete an exercise to practise what we’d just learned, and then we’d revise at home. Homework wasn’t given every day as it was an adult class where everyone took responsibility for what we enrolled to study. It was more relaxed and everyone would take responsibility for it. The atmosphere was relaxed and welcoming - there was always free coffee available, and the room itself was a pleasure to work in. It featured a large, open space with a big table and charging stations for our devices, so we never had to worry about technical issues interrupting our learning.
The balance between theory and practical work was ideal. We had ample time to work on hands-on projects, and my real project was creating my own business website from scratch - something I never thought I’d be able to do!
What key digital marketing skills and concepts did you learn through the course?
The course was incredibly comprehensive, covering everything a small business owner needs to succeed in the digital space. We explored:
Addressable Marketing
Branding
Social Media
Website Design
SEO and Organic Research, Paid Search
AI in Marketing
Email Marketing and Automation
Analytics
For my alterations business, the most relevant modules were Social Media and Content Creation, Branding, and Competitors Analysis and Addressable Market research. These skills directly addressed my needs as someone building an online presence for a service-based business targeting a specific demographic.
Which elements from the course are you most excited to implement in your business? Why?
I’m most excited about using Canva, ChatGPT, and other AI tools in my daily business operations.
Canva has been a game-changer for me. It makes creating professional content for Instagram and Facebook so much easier, and I can now design eye-catching graphics for my website without needing expensive design software or hiring a graphic designer. Everything looks polished and professional, which is exactly what my clients expect.
ChatGPT has become an invaluable assistant for generating content ideas and creating images that help me be more creative in my marketing. It’s like having a brainstorming partner available 24/7!
AI tools - particularly for content support - have been especially important for me as someone whose first language isn’t English. These tools help me quickly access information and create webpage content that’s clear, professional, and grammatically correct. They’ve given me confidence in my written communication, which was one of my biggest concerns going into the course.
One piece of advice from my teacher really stuck with me: “Great content has to be organic - it makes you stand out in the crowd.” This philosophy guides everything I create now. I’m not just posting for the sake of posting; I’m creating authentic content that genuinely represents my business and connects with my audience.
What were some of the biggest challenges you faced during the course? How did you overcome them?
I won’t sugarcoat it - the biggest challenge was juggling everything at once. As a single mum working part-time while taking this intensive course, there were moments when I felt completely exhausted. Balancing childcare, work responsibilities, and four hours of class each week, plus homework, was demanding. But my resilience and determination kept me going. I knew this investment in myself and my business was worth it, even on the toughest days.
On the technical side, I found the three key market sizing concepts - TAM (Total Addressable Market), SAM (Serviceable Addressable Market), and SOM (Serviceable Obtainable Market) - particularly confusing at first. They all sounded the same to me! I overcame this by going home after class and doing additional research on the topic until the distinctions became clear. Sometimes you need to approach a concept from multiple angles before it clicks.
What was your biggest takeaway or “aha” moment from the course overall? Was there a particular concept that really resonated with you?
My aha moment was when I was struggling with content for my website and I realised that I have beautiful fashion sketches that I post on Instagram and I could use them on my website - which I did!
Another transformative moment was learning about SEO and organic search. As someone whose first language isn’t English, I initially found this intimidating. SEO is crucial for any business - it’s what determines whether your website appears in Google searches or gets lost in the digital void. Getting it right requires attention to detail and professional execution. This was genuinely challenging for me, but my teacher was incredibly supportive and patient. Her careful guidance helped me understand not just the “what” but the “why” behind SEO strategies. I’m so grateful for her help - it’s made all the difference in how my website performs.
What new strengths or “superpowers” did you discover during the course?
This course revealed strengths I didn’t know I possessed. I discovered I have strong character traits including adaptability, problem-solving abilities, teamwork skills, critical thinking, creativity, and resilience. I also found I have solid cognitive abilities in areas like memory and logic, as well as good communication skills and unwavering determination. When you’re pushed outside your comfort zone, you learn what you’re truly made of!
Social media and content creation came most naturally to me - which makes sense given my Fashion Designer background. I already create content featuring my fashion sketches on Instagram, posting them as reels with music. It’s something I genuinely love doing, and I have a growing following on my private account. The course helped me channel that natural creativity into strategic business marketing.
But here’s what I’m most proud of, I’m now confident in managing my own website, my social media presence, and my entire digital small business. I’ve earned my certification after 12 weeks of hard work, and I can honestly say I’ve achieved things I never imagined possible. Before this course, building my own website seemed like something only tech experts could do. Now? I’ve done it myself, and I know I can maintain and improve it going forward.
How do you think the course prepared you to better market your business digitally? What were the most useful aspects?
I’m genuinely excited to apply my digital business knowledge to get my alterations business recognised - not just as an alterations service, but as a designer-led business. My focus now is on using my website to increase traffic, because I understand that more visibility means more clients, and more clients means business growth. Without clients, you don’t have a business - it’s that simple!
Honestly, everything in this course was useful to me. I started from zero - absolutely no digital marketing knowledge - and finished with a comprehensive understanding of how to run my small business online. Because I was building from the ground up, every single module was important and contributed to my overall success. I couldn’t have skipped a single part.
What is The Curious Academy like as a training venue?
The Curious Academy space is magnificent! The atmosphere is calming and pleasant - exactly what you need when you’re learning challenging new concepts. We had a spacious room with large tables where we could easily connect our laptops and mobile phones, and big screen boards for teaching. I’m going to miss that place - it was incredibly comfortable and conducive to learning.
But I have to give a special mention to the coffee service! The barista was absolutely amazing. As soon as we arrived, he was there offering drinks with the warmest welcome. His latte art skills were incredible - he could design swans, hearts, and all sorts of figures and shapes in the foam. I still remember the beautiful heart he created in my cappuccino! And one of the best parts? All the drinks were completely free. Thank you so much to the entire team at The Curious Academy for taking such good care of us.
I would definitely recommend The Curious Academy. Why? Because it’s a place that gives you knowledge for life. Whether you want to build your own business or find a new job, you’ll make your dreams a reality with excellent tutors and brilliant staff who treat you like family. You won’t regret it.
What specific areas of your digital marketing strategy are you planning to focus on first?
My immediate focus is on social media - letting my audience know that I’m available for alterations services. I’ll also be concentrating on my website traffic and creating regular blog content using a consistent posting calendar.
My website is my top priority because it’s my brand image - I need to look after it carefully. As for paid advertising, I’m not sure I should invest in that just yet. As a small business that’s just getting started, I need to be mindful of expenses and focus on organic growth first.
What additional skills do you hope to develop to further enhance your digital marketing efforts?
I’m planning to continue improving my digital marketing knowledge overall, but I’m particularly interested in learning more about social media marketing strategies. I’d also like to deepen my knowledge in analytics - understanding the data behind what’s working and what isn’t will be crucial for growing my business effectively.
How do you think your unique business background and experience will contribute to the successful implementation of your new digital marketing skills?
I’ve always believed that knowledge brings power. My confidence comes from combining my lifelong passion for fashion with professional expertise. I can provide professional service for clients who want to be treated like professionals themselves.
My fashion education gave me deep knowledge of how to design clothes, and my sewing skills - learned at a young age - have never left me. Everything I learnt is still inside me; I remember it all. Now I’ll use my drawing skills and sewing expertise through digital channels to engage with people who can see my talent and book an appointment. The combination of traditional craft skills and modern digital marketing is what sets my business apart.
What excites you most about applying your new skills to grow your business? How do you hope to see your business develop as a result?
I have a strong educational background in fashion and many years of experience in sewing. I understand clothing structure, design principles, and garment construction inside and out. And now I have digital marketing skills to match!
By applying my new digital business knowledge, I’ll use social media to advertise my company through visual, organic content. My hope is that my brand will become recognised for what it truly is - a designer-led alterations service that combines technical expertise with creative vision. I want women over 40 to know there’s someone who understands their needs and can help them look and feel their best.
If you were to give advice to another small business owner considering attending a similar course, what would you tell them about how to get the most out of the experience?
I would absolutely recommend getting this knowledge - digital business skills are truly skills for life. When you can manage your own business with care and control, you’re not only empowered, but you also save the expense of hiring someone else to do the job for you.
Here are my tips for getting the most out of the course:
Attend every class.Don’t miss any sessions if you can help it. If you absolutely must miss one, catch up as soon as possible.
Be on time.It shows respect for your teacher and classmates, and you won’t miss important information.
Be patient with yourself.If you don’t understand something, ask questions! Don’t be hard on yourself - everyone learns at their own pace.
Help your classmates and be part of the group.The collaborative environment makes learning so much better.
Ask questions and make sure you get the answers.There’s no such thing as a silly question.
Check your equipment before class.Make sure your laptop is charged and everything works properly.
Have coffee and relax while you’re learning. Enjoy the process - it’s an investment in yourself!
How can readers support your business?
You can find me through my website at www.stitchesmatter.co.uk, where you’ll also find links to my Instagram and Facebook pages. I’ll have a contact number available in the next few weeks as I’m currently organising this.
Whether you need general alterations, prom dress modifications, vintage garment restoration, or petite alterations, I’d love to help you feel confident and beautiful in your clothes. Every woman deserves garments that fit perfectly and make her feel amazing!