Part Two
What does boundary-breaking look like? As Emily Mathieson, founder of non-profit homewares brand Aerende (and one of the subjects of part two of our On Womanhood series), ‘Often people think it’s about shouting loudest or denying ourselves things that make us happy. But there are many ways to change the world, and one is by gently showing people that an alternative is possible.’Scroll on to read Emily’s story, plus learn about the journey of TV & film director Lucy Forbes, and Joanna Abeyie MBE’s mission to diversify the workforce.
Lucy Forbes
TV & Film Director
You might not know Lucy Forbes (yet!), but you’ll recognise her work. Lucy’s star is on the rise, its ascent being driven by her long-form directorial debut on the BBC’s In My Skin and role as lead director on series two of Netflix and Channel 4’s hit drama The End of the F**ing World.* But getting there hasn’t been easy. Here’s her story.
I got my first job in TV as the Head of Light Entertainment's PA through a temping scheme. I worked my way up through the ranks on shiny-floored game shows, kids TV, and music shows. It was when I started writing and directing short form comedy, that my career started to take off in the direction I wanted it to.
I had been trying to break into long-form scripted television for years but it was when I met with the writer, Kayleigh Llewellyn, and Producer, Nerys Evans, for In My Skin that the stars aligned and I got my big break. It was the perfect job for me – an amazing script, both funny and heartbreaking, covering a subject close to my heart. They took a chance on me and let me show the world what I was capable of. The pilot went on to win two BAFTA Cymru awards for Best Drama and Best Actress plus another Best Drama nod from RTS Cymru.
I directed series two of Netflix and Channel 4's dark comedy-drama The End of the F***ing World. One of the producers from The End of the F***ing World had seen and liked In My Skin, so I was invited to discuss directing series two. I was a massive fan – I don’t think I’ve ever wanted a job so much. I spent days putting together a treatment and wrote reams of notes. Two days after my second meeting I was in the middle of a forest in deepest darkest Wales looking for locations, still in shock, but very happy that I’d got the job.
My daughters Peggy and Parker are beginning to understand what I do, although my 6-year-old Parker thought I was a ‘Film Corrector’ for a while. My daughters have visited me on set a few times now. It’s really important for me that they see and understand what I do and see a woman, not just their mum, doing something they’re passionate about, something that they love, something that they have worked really hard for.
I was named on this year’s Alice Initiative’s list of emerging female directors. It was such an honour to be recognised by a bunch of bad ass women and be listed alongside awesome directors like Alma Har’el, Céline Sciamma and Lulu Wang. I’ve spent so many years trying to break through so when the article came out I was blown away.
In 92 years The Academy has only nominated five women in the Best Director category. The industry needs to look up and see how much female talent has to offer. Free the Work, a talent discovery platform, is doing great work shining a light on female and underrepresented talent and I have definitely felt a shift in my career especially since their Free the Bid initiative, but there is still a lot of work to be done. The talent is out there, but there are no allies on the inside...yet!
I have lots coming up to be excited about. The series of In My Skin will be released on BBC3 by the end of March. Kayleigh Llewellyn's scripts will, as she would say, make you laugh and punch you in the gut, and the central performances from Gabrielle Chevy and Jo Hartley are spine-tinglingly good. It’s been a labour of love and can’t wait for people to see it.
What does womanhood mean to me? Power and magic.
TV & Film Director
You might not know Lucy Forbes (yet!), but you’ll recognise her work. Lucy’s star is on the rise, its ascent being driven by her long-form directorial debut on the BBC’s In My Skin and role as lead director on series two of Netflix and Channel 4’s hit drama The End of the F**ing World.* But getting there hasn’t been easy. Here’s her story.
I got my first job in TV as the Head of Light Entertainment's PA through a temping scheme. I worked my way up through the ranks on shiny-floored game shows, kids TV, and music shows. It was when I started writing and directing short form comedy, that my career started to take off in the direction I wanted it to.
I had been trying to break into long-form scripted television for years but it was when I met with the writer, Kayleigh Llewellyn, and Producer, Nerys Evans, for In My Skin that the stars aligned and I got my big break. It was the perfect job for me – an amazing script, both funny and heartbreaking, covering a subject close to my heart. They took a chance on me and let me show the world what I was capable of. The pilot went on to win two BAFTA Cymru awards for Best Drama and Best Actress plus another Best Drama nod from RTS Cymru.
I directed series two of Netflix and Channel 4's dark comedy-drama The End of the F***ing World. One of the producers from The End of the F***ing World had seen and liked In My Skin, so I was invited to discuss directing series two. I was a massive fan – I don’t think I’ve ever wanted a job so much. I spent days putting together a treatment and wrote reams of notes. Two days after my second meeting I was in the middle of a forest in deepest darkest Wales looking for locations, still in shock, but very happy that I’d got the job.
My daughters Peggy and Parker are beginning to understand what I do, although my 6-year-old Parker thought I was a ‘Film Corrector’ for a while. My daughters have visited me on set a few times now. It’s really important for me that they see and understand what I do and see a woman, not just their mum, doing something they’re passionate about, something that they love, something that they have worked really hard for.
I was named on this year’s Alice Initiative’s list of emerging female directors. It was such an honour to be recognised by a bunch of bad ass women and be listed alongside awesome directors like Alma Har’el, Céline Sciamma and Lulu Wang. I’ve spent so many years trying to break through so when the article came out I was blown away.
In 92 years The Academy has only nominated five women in the Best Director category. The industry needs to look up and see how much female talent has to offer. Free the Work, a talent discovery platform, is doing great work shining a light on female and underrepresented talent and I have definitely felt a shift in my career especially since their Free the Bid initiative, but there is still a lot of work to be done. The talent is out there, but there are no allies on the inside...yet!
I have lots coming up to be excited about. The series of In My Skin will be released on BBC3 by the end of March. Kayleigh Llewellyn's scripts will, as she would say, make you laugh and punch you in the gut, and the central performances from Gabrielle Chevy and Jo Hartley are spine-tinglingly good. It’s been a labour of love and can’t wait for people to see it.
What does womanhood mean to me? Power and magic.
Joanna Abeyie MBE
Founder, Blue Moon
Journalist, entrepreneur, CEO, MBE – Joanna Abeyie has earned many titles in her life. Even more impressive when you realise that she’s only 32. After experiencing the difficulties that come with inequality in the creative industries firsthand, Joanna is on a mission to diversify the workplace across all industries and level the playing field for all who want to partake. Here’s her story.
I was 16 when I did my first work experience placement. It was at a women’s weekly magazine and I enjoyed it so much. I wanted to interview famous people because at that time, ‘celebrity’ was used to describe incredible sporting icons and movie stars and I found them so inspiring. I wanted to know and understand them all so I could try to emulate that success in my area of interest.
The knowledge that I had to start pursuing my career early if I wanted to make it as a journalist motivated me at a young age. I didn’t know anyone in the industry, came from a really low-income home and knew I’d need to start working really soon after graduating as I’d need to earn a living. I wasn’t lucky enough to have parents with lots of disposable income, which might have bought me some time. I had to think fast and plan ahead.
I faced several challenges when I started pursuing my career. Everything from affording the bus fare to get there, to affording lunches, to not knowing how to break the ice in the newsroom and feeling so out of place on a lot of the magazines I worked on. I loved, loved, loved the job and everyone who helped and supported me but it’s tough when you’re the minority.
Pursuing a career in journalism made me realise how hard it was for people from low income backgrounds. It’s difficult to make headway and progress when you have no connections. Eventually I had a good career but I had to overcome so many challenges, like many, to even be in the room in the first instance.
I founded Blue Moon, an executive search, diversity and inclusion consultancy practice. We find executive talent, offer pay equity analysis and diversity metrics and work with companies on their culture and inclusion strategy.
Equality has not been achieved yet. That’s why Blue Moon exists. We have a lot of work to do to level the playing field for everyone and ensure we provide everyone with the tools they need to be successful not just during the recruitment process but within the workplace too.
Women are seriously underrepresented in the entrepreneurial sphere. My advice to women trying to launch a venture is that ideas are your currency. If you have an idea test it, decide on the relevant commercial model and grow with the business. There is no rush to scale so make sure the product or service sells before going on the journey to scale. Without stating the obvious, businesses are hard work and all consuming, especially in the beginning. So working at work/life balance is important to keep your mind healthy.
What’s next? I’m writing a book! It’s very exciting.
Founder, Blue Moon
Journalist, entrepreneur, CEO, MBE – Joanna Abeyie has earned many titles in her life. Even more impressive when you realise that she’s only 32. After experiencing the difficulties that come with inequality in the creative industries firsthand, Joanna is on a mission to diversify the workplace across all industries and level the playing field for all who want to partake. Here’s her story.
I was 16 when I did my first work experience placement. It was at a women’s weekly magazine and I enjoyed it so much. I wanted to interview famous people because at that time, ‘celebrity’ was used to describe incredible sporting icons and movie stars and I found them so inspiring. I wanted to know and understand them all so I could try to emulate that success in my area of interest.
The knowledge that I had to start pursuing my career early if I wanted to make it as a journalist motivated me at a young age. I didn’t know anyone in the industry, came from a really low-income home and knew I’d need to start working really soon after graduating as I’d need to earn a living. I wasn’t lucky enough to have parents with lots of disposable income, which might have bought me some time. I had to think fast and plan ahead.
I faced several challenges when I started pursuing my career. Everything from affording the bus fare to get there, to affording lunches, to not knowing how to break the ice in the newsroom and feeling so out of place on a lot of the magazines I worked on. I loved, loved, loved the job and everyone who helped and supported me but it’s tough when you’re the minority.
Pursuing a career in journalism made me realise how hard it was for people from low income backgrounds. It’s difficult to make headway and progress when you have no connections. Eventually I had a good career but I had to overcome so many challenges, like many, to even be in the room in the first instance.
I founded Blue Moon, an executive search, diversity and inclusion consultancy practice. We find executive talent, offer pay equity analysis and diversity metrics and work with companies on their culture and inclusion strategy.
Equality has not been achieved yet. That’s why Blue Moon exists. We have a lot of work to do to level the playing field for everyone and ensure we provide everyone with the tools they need to be successful not just during the recruitment process but within the workplace too.
Women are seriously underrepresented in the entrepreneurial sphere. My advice to women trying to launch a venture is that ideas are your currency. If you have an idea test it, decide on the relevant commercial model and grow with the business. There is no rush to scale so make sure the product or service sells before going on the journey to scale. Without stating the obvious, businesses are hard work and all consuming, especially in the beginning. So working at work/life balance is important to keep your mind healthy.
What’s next? I’m writing a book! It’s very exciting.
Emily Mathieson
Founder & Director of Aerende
Emily Mathieson believes that a basket can change a life. Why? Because not only did a basket change her life, it’s changed the lives of the people that work for or buy from her non-profit homewares company Aerende too. Since 2016, Aerende has been providing employment for people facing barriers to traditional employment, while challenging the narrative of the UK’s interiors industry. Here’s her story.
Before setting up Aerende, I worked in travel and lifestyle publishing, including as the commissioning editor of Condé Nast Traveller and travel editor at The Guardian and Red. I loved my job but was finding it hard to manage alongside my family’s needs and felt increasingly uneasy about the environmental and social impact of my work.
Sustainability has always been part of my consciousness, though not necessarily with me being aware of that as a label. At age 7, I was writing letters to David Bellamy about conservation and by the time I was 11 or 12 I was helping my mum delivering leaflets for Amnesty International. By the time I was a teenager I was protesting against fox hunting and joined CND and Greenpeace.
I’ve come to understand that there are many different ways to be an activist. Often people think it’s about shouting the loudest or denying ourselves things that make us happy. But there are many ways to change the world - and one is by gently showing people that an alternative is possible.
Aerende was born out of all of these feelings and thoughts. It’s a non-profit brand that provides an antidote to the lack of individuality, ethics and transparency in the interior retail sector. It’s all ethically hand-made in the UK by people facing barriers to employment. Our aim is to provide limited-edition products that will bring beauty and utility to our customers, as well as a sense of purpose, pride and revenue to makers.
It all started with a basket. The idea of an ethical interiors brand had been percolating for a while but really came to fruition when I bought an amazing wicker basket, made by people with learning disabilities, at a craft fair near my home. They explained that they had only sold one that day and I knew that if they could reach a wider audience the baskets would sell really well, raising the makers’ self-esteem and increasing revenue for the charity that supports and teaches these meaningful activities.
Aerende is also about demonstrating that protest can be joyful. Every time someone chooses an Aerende product, they’re voting for a more equitable world – one in which products don’t cause harm and all citizens can thrive and prosper through craft. That’s the sustainable future we’d like to see and it’s so easy for people to get on board; to make relatively small choices that can have a big impact.
On this journey, I’ve had to believe in myself as a founder and entrepreneur. I’ve been able to do this with the support of a brilliant, all-female team, including an accountant, coach and a retail strategist. Keeping sight of the bigger picture is an ongoing learning process too. l set up Aerende partly so I could be flexible and be around for my family, and I have to guard against it taking over everything – I’m sure most founders will be familiar with the feeling. Everyone who works with and for us works flexibly around their families and lifestyles, which is so important for mental health and commitment to work.
Founder & Director of Aerende
Emily Mathieson believes that a basket can change a life. Why? Because not only did a basket change her life, it’s changed the lives of the people that work for or buy from her non-profit homewares company Aerende too. Since 2016, Aerende has been providing employment for people facing barriers to traditional employment, while challenging the narrative of the UK’s interiors industry. Here’s her story.
Before setting up Aerende, I worked in travel and lifestyle publishing, including as the commissioning editor of Condé Nast Traveller and travel editor at The Guardian and Red. I loved my job but was finding it hard to manage alongside my family’s needs and felt increasingly uneasy about the environmental and social impact of my work.
Sustainability has always been part of my consciousness, though not necessarily with me being aware of that as a label. At age 7, I was writing letters to David Bellamy about conservation and by the time I was 11 or 12 I was helping my mum delivering leaflets for Amnesty International. By the time I was a teenager I was protesting against fox hunting and joined CND and Greenpeace.
I’ve come to understand that there are many different ways to be an activist. Often people think it’s about shouting the loudest or denying ourselves things that make us happy. But there are many ways to change the world - and one is by gently showing people that an alternative is possible.
Aerende was born out of all of these feelings and thoughts. It’s a non-profit brand that provides an antidote to the lack of individuality, ethics and transparency in the interior retail sector. It’s all ethically hand-made in the UK by people facing barriers to employment. Our aim is to provide limited-edition products that will bring beauty and utility to our customers, as well as a sense of purpose, pride and revenue to makers.
It all started with a basket. The idea of an ethical interiors brand had been percolating for a while but really came to fruition when I bought an amazing wicker basket, made by people with learning disabilities, at a craft fair near my home. They explained that they had only sold one that day and I knew that if they could reach a wider audience the baskets would sell really well, raising the makers’ self-esteem and increasing revenue for the charity that supports and teaches these meaningful activities.
Aerende is also about demonstrating that protest can be joyful. Every time someone chooses an Aerende product, they’re voting for a more equitable world – one in which products don’t cause harm and all citizens can thrive and prosper through craft. That’s the sustainable future we’d like to see and it’s so easy for people to get on board; to make relatively small choices that can have a big impact.
On this journey, I’ve had to believe in myself as a founder and entrepreneur. I’ve been able to do this with the support of a brilliant, all-female team, including an accountant, coach and a retail strategist. Keeping sight of the bigger picture is an ongoing learning process too. l set up Aerende partly so I could be flexible and be around for my family, and I have to guard against it taking over everything – I’m sure most founders will be familiar with the feeling. Everyone who works with and for us works flexibly around their families and lifestyles, which is so important for mental health and commitment to work.