A note from Felicity, Founder of Shorebirds

Sorry I’ve been a little quiet around here lately. Life has changed quite a bit over the past few months.

After living in Hamburg for 17 years, I’ve moved back to the UK with my family, and I’m now living in one of my favourite places in the world: London.

One of the reasons for the move was so my son could start college here. The other was to give me the opportunity to invest more fully in Shorebirds. I’ve always wanted Shorebirds to be a British brand, and being back in the UK means I can now work on the business more closely and get things moving more effectively.

What I’ve learned so far

When I started Shorebirds, I had a very clear idea of what I wanted to create: the ultimate beach cover-up.

Something you could throw on over your swimsuit and wear effortlessly from beach to bar. Something that felt beautiful, easy and special — but that you would actually want to wear again and again on holiday.

Launching our first six dresses has taught me so much.

The response has been incredibly positive, which has meant the world to me. But your feedback has also shown me where I can do better.

In particular, I know that some of the styles could work better for women with a larger bust, and some of you would love a little more coverage over your arms.

And I’m listening.

I’ve already started designing and sampling the next collection, and these are exactly the kinds of details I’m thinking about as I work through each piece.

So, I’d love your help...

As a small, founder-led brand, your feedback genuinely makes a difference.

When I’m designing a new collection, there are so many things to think about — the fabric, the colours, the shape, the fit, the price, how versatile a piece is and, of course, whether you’ll actually want to pack it in your suitcase.

So I’d love to know:

What is the one thing you always pack for a holiday?

Which fabrics do you love wearing in the sunshine?

What matters most to you when you're choosing something new — comfort, style, colour, price, sustainability, versatility, or something else entirely?

Every message, comment and piece of feedback helps me make better decisions about the future of Shorebirds. And when you’re a small business making decisions about a collection, having that direct connection with customers is incredibly valuable.

Thank you for following along, supporting the brand, and sharing your thoughts. I’m really excited about this next chapter for Shorebirds, and I’m so happy to be building it from the UK.

With Sunshine & Style,

Felicity