Sister London founders Sarah and Kay are celebrating 24 years in business. From a small office in Soho to growing an international communications and marketing agency with a team of 30, here we ask some quick-fire questions.
Where did you meet?
S – We first met for coffee in Kingly Street, Soho after being introduced via a mutual journalist friend Robin Dutt.
K – Our mutual friend told me that he just thought me and Sarah should meet. The rest is history.
Where does the name Sister come from?
S – We had a strong bond like sisters – but I am the older bossy one!
K – We wanted a name that summed us up. To me the name means Strong. Female. Family. But we are not actually sisters, that’s why it works!
What encouraged you to begin?
S – Kay did! We got our first office on Lexington Street in Soho.
K – To create a business is exciting and challenging. What have you got to lose if you give something 100%.
What were you doing before Sister?
S – I worked in the press office at Liberty and at various PR agencies.
K – Working on the Channel 4 Big Breakfast TV show which I loved after graduating from London College of Fashion.
Early days memory?
S – Working for our Savile Row tailor client James and James who dressed many celebrities and royals.
K – Sourcing new brands and the many parties at Bread & Butter and Pitti trade shows.
Business breakthroughs?
S – Receiving a tender document in our early days from The Crown Estate being invited to pitch for the Regent Street account.
K – Being believed in by Shaftesbury PLC’s Simon Quayle who gave us our first Carnaby job back in 1998.
Favourite moment?
S – Galvanising the first global influencer twitter meet up before Instagram even existed.
K – Ronnie Wood switching on the Carnaby Christmas lights. A brilliant campaign and such a good event with global press coverage. What a lovely man too.
Most challenging time?
S – Working from home during lock down.
K – Covid was a huge challenge and having to pivot the business. But we made it through!
Proudest achievement?
S – Creating an excellent team and management structure with our first Associate Director Mel.
K – 24 years of business and creating a great place for many creative people who have worked at the agency.
What you wish you knew when you started?
S – Corporation tax is a thing!
K – HR is vital.
Most memorable campaign?
S – Bringing the first union flags installation to Regent Street.
K – Working with ocean conservation charity Project Zero to bring a life-size whale ‘Plasticus’ to Carnaby Street to highlight the use of single use plastic.
Top tips if you are thinking of starting a business?
S – Don’t put it off – just go for it.
K – Get the right team in place and you need a good accountant!
3 words that sum up Sister London?
S – Rewarding, Inclusive, Creative.
K – Friendly, Motivating, Driven.
Next steps for the business?
S – Starting the B Corp journey.
K – Launching new AI services and exciting news coming soon!
