Jolene Guthrie, founder of the knitwear fashion brand Jo-AMI (pronounced Jo Amy) joins me this week, talking about how you make knitwear cool, comfy and considered. From internships and positions with the likes of Hayley Scanlan and Tom Pigeon to working with major fashion houses in London, Jolene has built a career rooted in hands-on experience and a deep love for knitwear. Why knitwear? She’s drawn to its magic—how and you can create a 3D piece from nothing but yarn. It also runs in the family with her great Aunt and Uncle owning Donbros Knitwear in Alloa in the 1960’s. Jo-AMI began in the spare room of her mum and dad’s house in Dundee, using a 1960s Dubied knitting machine. That ‘studio’ has since grown, moving from WASPs to a shopfront in Douglas Court, and evolving into a brand that’s known for its considered, colourful, and unisex designs. Alongside running Jo-AMI, Jolene also works part-time at The Knit Shop, a micro-manufacturing factory in Dundee. In this episode, we talk about the realities of building a creative business slowly and sustainably, how outsourcing her content to Greene Creatives has boosted sales and freed her up to focus on the making, and what it takes to scale without losing your core values. https://jo-ami.com/