Head Over Heels

Rapid redesign overcomes the challenges of lockdown

For six years Bedfordshire-based twin sisters Lydia and Charlotte have had a thriving business making and selling hair accessories for all occasions. But when sales plummeted during the UK’s Covid-19 lockdown in Spring 2020, they were forced to adapt.

Named Business Resilience Award Winner at the eBay for Business Awards 2020, Lydia and Charlotte founded Head Over Heels in 2014 after a fruitless search for children’s bridesmaid accessories for Charlotte’s own wedding. With Lydia recently made redundant and Charlotte finishing her degree, the pair dreamed of building a business they could run at home while supporting their young families.

Filling a gap in the market, Head Over Heels quickly flourished as its affordable range of bridal accessories found huge demand at craft fairs. Becoming a business seller on eBay, they then expanded their range beyond the bridal market. Soon, the pair were selling hair accessories to complement not only everyday outfits, but school uniforms, fancy dress and special occasions. Sales surged, with hundreds of orders a day being dispatched around World Book Day.

Then lockdown struck. Schools were closed, and weddings and large events cancelled. Sales ground to a halt. Undeterred, and inspired by the UK’s lockdown symbol of hope and optimism, the twins created a range of rainbow headbands, donating 20% of the sales to NHS Charities Together. They also made ‘ear saver’ headbands with buttons, designed to be worn with face coverings to avoid ear irritation.

By adapting and redesigning their products, Lydia and Charlotte have been able to ride out the storm of Covid-19.

“Despite the downward trend of retail, and our initial halt in sales at the start of lockdown, we have managed to recover and maintain a flat sales trend in comparison to last year, which we consider to be a fantastic achievement,” they said. “With the plans we have in place, we are very excited about our growth with eBay.”

The pair plan to use the award prize money to outsource many of their handmade items, freeing up more of their time for creating unique designs, and marketing and photography.

“The way Lydia and Charlotte have adapted so quickly to keep their business a success is incredible,” said award judge Jake Harris of Into Music. “The innovative ideas they came up with to not only support themselves but others during this challenging time is truly commendable. I feel amazing resilience was also shown launching these products and running the day-to-day of a business whilst also home-schooling their children.”