Watch a short introduction to the course

Donna Trafford-Stevens  Founder of Patchouli Fair with over 20 years of experience building an ethical fashion brand

About the Course

If you’ve ever dreamed of starting your own ethical fashion brand but had no idea where to begin, this course is your shortcut. Whether you’re a designer, creative, dreamer, boutique owner, fashion student, or anyone passionate about fashion, whether it's women's, men's or children's wear, this is your chance to turn that passion into a purpose driven business. Drawing on 20 years of real-world experience running a successful ethical brand, I’ll guide you through every step. From sourcing, designing, and manufacturing, to branding, logistics and sales - with depth, clarity and real-world insight. You’ll walk away with practical steps, insider knowledge, and the confidence to grow your own brand with six-figure potential — while building a business and lifestyle you truly love. The Golden Pathway offers the most supported way to take the programme. Alongside full access to the course, you'll receive two hours of personal mentoring with me and introductions to two of my trusted producers in India - helping you move forward with greater clarity, confidence and real-world connections.  This isn’t theory. It's the roadmap I wish I’d had when I started.

What You'll Learn A practical, real-world curriculum covering ethical sourcing, brand storytelling, production and selling, built on real experience, not theory.

Travel To India With Purpose

Discover how to find and work with ethical, reliable suppliers in India, including the do's and don'ts of manufacturing, sampling and negotiation. You'll learn how to approach sourcing with confidence, clarity and cultural understanding, avoiding costly mistakes and wasted trips.

Build Your Brand Story 

Unlock the secret to a thriving business by discovering your perfect niche and crafting a story that truly resonates. I'll guide you through bringing your brand to life, from creating your logo and designing beautiful swing tags to building a visual identity that reflects your values, vision and long-term goals.

The Selling Path

Learn how to confidently bring your products to market, from pricing to connecting with boutiques, online customers and press. I'll share how I built lasting relationships with shops and stockists, and how you can do the same in a way that feels authentic, sustainable and aligned with your brand.

Who This Course Is For

This course is for people who want to build their own ethical and sustainable fashion brand with intention and purpose. It’s designed for creatives, designers, dreamers, fashion students, boutique owners, and career changers who love textiles, craftsmanship, travel, and want to turn that passion into a meaningful business. It’s especially suited to those who value learning from real experience rather than theory, and who want to understand how the fashion industry truly works beyond the surface.

What Makes This Course Unique

With over 20 years of hands-on experience, this course shows you what really works,  without fluff or generic formulas. Everything shared comes from lived experience: building a brand, navigating production, working with artisans, and learning through real-world challenges over time. Rather than rigid teaching or theory-led frameworks, this course is shaped by doing. It’s a guided creative and business journey turning your first spark of inspiration into something tangible, ethical and lasting in the real world.

Avoid The Pitfalls

Learn from two decades of real-world experience, including the lessons and behind the scenes challenges that many courses never talk about. You’ll gain insight into common mistakes, costly missteps, and unrealistic expectations that can derail new brands early on. This course helps you move forward with clarity and resilience, giving you the confidence to navigate obstacles, make informed decisions, and grow your ethical fashion brand in a grounded, sustainable way.

Ready to start building your ethical fashion brand?

Gain the clarity, confidence and real-world insight to bring your ethical fashion brand to life, with two hours of personal mentoring and introductions to trusted producers in India

£1,495.00

Start your journey

What's Included in the Course

Full access to the complete course content, designed to guide you step-by-step through building an ethical clothing brand. You'll receive: 1. Lifetime access to the course content 2. Full access to all course modules and lessons 3. Downloadable worksheets, tools and practical resources 4. The flexibility to learn at your own pace and in your own time 5. Two private 1-hour mentoring sessions with me, Donna, founder of Patchouli Fair 6. Personal introductions to two of my trusted producers in India, saving you months of research

Meet Your Mentor,  Donna Trafford-Stevens

I'm a true British bohemian at heart - a free spirit with a deep love for creativity, craftmanship and ethical fashion. Over the past 20 years, I've built and run my own ethical clothing brand, working closely with artisans and suppliers in India and navigating every stage of the fashion journey, from design and production to branding, sales and growth. I've experienced both the challenges and rewards of building a fashion business the hard way, learning through real-life mistakes, long days on the road, factory floors, sampling rooms and years of relationship building. Those experience have shaped not just my brand, but my understanding of what actually works in practice. I don't come from a traditional teaching background, I come from doing. This isn't a rigid, textbook course created from theory or taught from behind a desk. It's built from over 20 years of lived experience in ethical fashion. Everything I share comes from having walked this path myself and learning what truly matters when you're building a fashion brand from the ground up. Join me on this journey as I share my knowledge, experience and practical guidance, supporting you as you build a fashion brand that's ethical, sustainable and truly your own.

Inside the Course

This course is laid out as a clear, step-by-step journey, designed to guide you through the real process of building an ethical fashion brand. Each module builds naturally on the last, combining creative development with practical business insight, so you always understand not just what to do, but why you’re doing it and how it works in the real world.

Course Curriculum

13 Chapters · 81 Lessons

    1. (Included in full purchase)

      Welcome To The Course

    2. (Included in full purchase)

      My Story

    3. (Included in full purchase)

      The Golden Pathway: Your Mentoring Session and Producer Introductions

    4. (Included in full purchase)

      Why Ethical Fashion Now?

    5. (Included in full purchase)

      Worksheet - Why Ethical Fashion Now?

    6. (Included in full purchase)

      Balancing Creativity and Business

    7. (Included in full purchase)

      Worksheet - Balancing Creativity and Business

    8. (Included in full purchase)

      Clarify Your Vision Before You Go

    9. (Included in full purchase)

      Worksheet - Clarify Your Vision Before You Go

    10. (Included in full purchase)

      Brand Vision Check-In

    1. (Included in full purchase)

      Pre-Trip Supplier Research

    2. (Included in full purchase)

      Worksheet - Pre-Trip Supplier Research

    3. (Included in full purchase)

      Budgeting Your Sourcing Trip

    4. (Included in full purchase)

      Worksheet - Budgeting Your Sourcing Trip

    5. (Included in full purchase)

      Visa Requirements For India

    6. (Included in full purchase)

      Packing & Preparing For Your Trip

    7. (Included in full purchase)

      Checklist - Packing and Preparing For Your Trip

    8. (Included in full purchase)

      Preparing Your Professional Communication and Networking Tools

    9. (Included in full purchase)

      Worksheet - Preparing Your Professional Communication & Networking

    1. (Included in full purchase)

      Introduction to Sourcing In India

    2. (Included in full purchase)

      Worksheet - Introduction to Sourcing In India

    3. (Included in full purchase)

      Building Relationships and Vetting Suppliers in India

    4. (Included in full purchase)

      Checklist - Building Relationships and Vetting Suppliers in India

    5. (Included in full purchase)

      Common Pitfalls & How to Avoid Them

    6. (Included in full purchase)

      Negotiation Tips and Pricing for Profit

    7. (Included in full purchase)

      Worksheet - Negotiation Tips and Pricing For Profit

    1. (Included in full purchase)

      Deciding What To Make

    2. (Included in full purchase)

      Worksheet - Deciding What To Make

    3. (Included in full purchase)

      Designing Your Products

    4. (Included in full purchase)

      Worksheet - Designing Your Products

    5. (Included in full purchase)

      Choosing Your Production Method

    6. (Included in full purchase)

      Worksheet - Choosing Your Production Method

    7. (Included in full purchase)

      Sampling, Pre-Production & Quality Control

    8. (Included in full purchase)

      Checklist - Sampling, Pre-production & Quality Control Checklist

    9. (Included in full purchase)

      Case Study - The Journey of a Hand Block Printed Dress

    10. (Included in full purchase)

      Labelling and Legal Requirements

    11. (Included in full purchase)

      Checklist - Labelling and Legal Requirements Checklist

    1. (Included in full purchase)

      Shipping Methods and Freight Forwarders

    2. (Included in full purchase)

      Checklist - Shipping Methods and Freight Forwarders Checklist

    3. (Included in full purchase)

      Customs, VAT, Costs and Insurance

    4. (Included in full purchase)

      Checklist - Customs, VAT, Costs and Insurance

    5. (Included in full purchase)

      Understanding Shipping Documents

    6. (Included in full purchase)

      Checklist - Understanding Shipping Documents Checklist

    1. (Included in full purchase)

      Choosing Your Brand Name and Identity

    2. (Included in full purchase)

      Worksheet - Choosing Your Brand Name and Brand Identity

    3. (Included in full purchase)

      Designing Your Logo and Visual Branding

    4. (Included in full purchase)

      Worksheet - Designing Your Logo and Visual Branding

    5. (Included in full purchase)

      Crafting Your Ethical Brand Story

    6. (Included in full purchase)

      Worksheet - Crafting Your Ethical Brand Story

    7. (Included in full purchase)

      Presenting Your Products With Impact

    8. (Included in full purchase)

      Checklist - Presenting Your Products With Impact

    9. (Included in full purchase)

      Knowledge Check: Building Your Brand Foundations

    1. (Included in full purchase)

      Sale Channels And Pricing Strategy

    2. (Included in full purchase)

      Worksheet - Sales Channels and Pricing Strategy

    3. (Included in full purchase)

      Mastering Direct to Consumer Sales

    4. (Included in full purchase)

      Worksheet - Mastering Direct to Consumer Sales

    5. (Included in full purchase)

      Selling Wholesale to Shops

    6. (Included in full purchase)

      Worksheet - Selling Wholesale to Shops

    7. (Included in full purchase)

      Trade Shows and Retailer Relationships

    8. (Included in full purchase)

      Worksheet - Trade Shows and Retailer Relationships

    9. (Included in full purchase)

      Balancing Direct-to-Consumer & Wholesale Models

    10. (Included in full purchase)

      Worksheet - Balancing Direct-to-Consumer and Wholesale Models

    1. (Included in full purchase)

      Understanding PR and Brand Visibility

    2. (Included in full purchase)

      Worksheet - Understanding PR and Brand Visibility

    3. (Included in full purchase)

      Approaching Press, Media and Influencers

    4. (Included in full purchase)

      Worksheet - Approaching Press, Media and Influencers

    5. (Included in full purchase)

      Writing a Simple Press Release

    6. (Included in full purchase)

      Worksheet - Writing a Simple Press Release

    1. (Included in full purchase)

      Bookkeeping and Business Basics

    2. (Included in full purchase)

      Worksheet - Bookkeeping and Business Basics

    3. (Included in full purchase)

      Credit Control and Cash Flow

    4. (Included in full purchase)

      Worksheet - Credit Control and Cash Flow

    1. (Included in full purchase)

      Lessons Learned From Production Mistakes

    2. (Included in full purchase)

      Worksheet - Lessons Learned From Production Mistakes

    3. (Included in full purchase)

      Knowledge Check: Launching and Growing Your Fashion Brand

    1. (Included in full purchase)

      The Growth Process

    2. (Included in full purchase)

      Worksheet - The Growth Process

    1. (Included in full purchase)

      Moving Forward With Intention

    2. (Included in full purchase)

      Worksheet - Moving Forward With Intention

    1. (Included in full purchase)

      Course Completion and Your Certificate

    2. (Included in full purchase)

      Share Your Feedback (2-Minute Survey)

Choose your level of support

You can choose the level of support that feels right for you: Self-Paced Course (£495) - complete the programme independently with full access to all lessons, worksheets and resources. Course + Mentoring (£695) - includes a one hour personal mentoring session with me, where we can focus on your brand, your ideas and your next steps - giving you clarity and confidence as you move forward. You can explore these options on their dedicated course pages.

Ready to start building your ethical fashion brand?

Gain the clarity, confidence and real-world insight to bring your ethical fashion brand to life, with two hours of personal mentoring and introductions to trusted producers in India

£1,495.00

Start your journey

Testimonials

"Trusted by Boutiques, Producers and the Press"

We've been stocking Patchouli Fair for many years in our boutique. The quality of the clothing is fabulous and the designs are just stunning, our customers love them! And of course we get to work with the beautiful Donna who's a real gem and just the sweetest person.
Anna, Store Owner

Unique Chique, Alton UK

From the first time I stocked Patchouli Fair's collection back in 2006, I knew that I was offering my customers something rather special. Donnas' attention to detail is second to none. As her expertise increased through hard work, and her relationships with the talented artists who crafted her designs developed, a dynamic, affordable, ethical and sustainable fashion business was born
Karen, Store Owner

Halcyon Daze, Cardiff The Little Shop of Calm, Cowbridge Ebb & Flow, St Ives & Porthleven

We're a Fair Trade shop & we've been stocking Patchouli Fair's clothing for many years. It's always been popular & sold well because of the good price, good quality and fair trade combo.
Mandy, Store Owner

Wild Abandon, Kendal

I love working with Patchouli Fair - Donna treats her workers fairly & with respect.
Raju, Tailor

Jaipur, India

Patchouli Fair Upcycled Sari Pyjama Sets Top 10 Ethical Pyjamas
The Guardian Newspaper

London, 2020