The Circular Business Model that Works for Haines Collection with Jules Haines (episode 536)
Jules Haines is the founder at The Haines Collection. An award-winning circular interior design business specialising in fabrics and wall paper. Founded in 2020 they have now rehomed over 37,000 meters of textiles.
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Dive in:
[05:33] Entrepreneurial persistence amid uncertainty.
[09:09] Curating luxury leftover fabrics.
[12:33] Curating luxury with care.
[13:28] Streamlined upholstery and charity solutions.
[18:46] Discounted luxury for diverse customers.
[21:20] Accountability and small steps matter.
[22:29] Listen to Jules’ Top Tips!
Sustainability Starts at Home
While fashion waste often grabs headlines, homeware textiles like curtains, rugs, and bedding make up a shocking 42% of UK landfill textile waste. This overlooked area presents a huge opportunity for businesses to create sustainable solutions. Rehoming these materials can reduce waste while offering valuable products to consumers. Jules’ approach shows that impactful change can start by examining everyday household items. Sustainability isn’t just about fashion—it’s about everything in our environment.
Start Small and Trust Your Instincts
When Jules launched the Haines Collection, she didn’t have extensive data to back her idea—just a hunch that homeware waste was a major issue. She started small, testing her concept on a local scale. By taking small steps and adjusting along the way, she was able to refine her model without major risks. This allowed her to build confidence in her business while discovering what her customers truly wanted. Starting small helps entrepreneurs learn faster and adapt quickly.
Curate with Purpose
Jules carefully selects which textiles to rehome, focusing on quality and luxury. This intentional curation ensures her business appeals to high-end brands and customers seeking premium homeware. Positioning her brand as elevated yet sustainable attracts both design-conscious buyers and those looking for eco-friendly options. Curating with purpose has also allowed Jules to build trust with suppliers who want their surplus materials handled responsibly. A focused product strategy helps create a stronger brand identity.
Embrace Flexibility and Innovation
Jules shared her plans to expand her business into recycling textiles for use in construction materials. By staying open to new ideas, she’s creating more revenue streams while reducing textile waste even further. Innovation has allowed her to respond to industry trends and upcoming legislation like the Textile Extended Producer Responsibility (EPR). This mindset keeps her business relevant and adaptable. Embracing flexibility opens the door to unexpected growth opportunities.
Progress Over Perfection
Jules’ biggest advice for entrepreneurs is to keep moving forward, even if things aren’t perfect. She encourages taking one step at a time and setting deadlines to stay motivated. Rather than over-planning, she emphasizes action and learning as you go. Progress builds momentum, and small steps often lead to bigger achievements. Her mindset of “just do it” shows that growth comes from consistent effort, not flawless execution.
eCommerce Book Top Tip
- How To Own The Room by Viv Groskop
eCommerce Traffic Top Tip
Tool Top Tip
- Splice video editing tool
Carbon Top Tip
- Offer local pickup options, which cuts down on transport emissions and benefits both the business and the customer.
Interview links
- Check out Haines Collection
- Listen to Jules and Mirry Christie talk about The Green Room in episode 523
- Jules on LinkedIn
Related Episodes
- Exponential growth driven by a commitment to sustainability with Dan Dicker from Circular & Co (episode 310)
- Embedding ethics and sustainability into luxury brand Elvis & Kresse – super inspiring story (episode 392)
- From Studio to Wholesale: the Journey of a Sustainable Textile Brand with Helen Round (episode 439)
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