Getting Granular #1 With Sophie Williamson
Introducing "Getting Granular" our exclusive content series dedicated to spotlighting the careers, community, and creativity of individuals within our world. From partners and clients to members of the Knot Studio, we're here to share their stories.
And what better way to inaugurate this series than by catching up with none other than our Founder, Sophie Williamson?
Meet Sophie Williamson: Creative Director & Founding Partner at Knot Studio, storyteller, wordsmith and brand builder.
Born in Surrey, Sophie's upbringing was steeped in creativity. Raised by an interior landscaper and marketing entrepreneur, who notably founded the award-winning agency, Black Cat, and served as Marketing Director for Dairy Crest, Sophie's early exposure to her parents' innovative ventures ignited her passion for design and marketing (and her love of cheese!). This upbringing laid the foundation for Sophie's sense of taste and laser-focused, creative eye.
Sophie's journey into luxury marketing began with stints at renowned establishments like Harrods, Fiona Barratt Interiors, and FBC London. These experiences honed her skills and deepened her understanding of the luxury landscape. In 2019, Sophie ventured out on her own, founding her consultancy before pivoting her focus to Knot Studio and the brands it collaborates with today.
What is your favourite part of your job?
My job is very multi-faceted and I’m involved in every aspect of the business, from big strategy pieces and crafting new brand identities to managing the social and content teams alongside various marketing channels. Oh, and then throw in new business meetings, pitches and networking whilst constantly making sure the Knot brand is moving forward and aligned. Every day brings new challenges and opportunities for growth which I just adore. I’m constantly learning and inspired by my husband, our in-house team, and the wide, diverse network of brilliant brands and partners which is both super invigorating and exciting. I also love to talk, write and create – all of these things I do daily. I feel very lucky.
Can you tell us a couple of the brands you’re into at the moment that, for you, always deliver?
Certainly! I'm not one to follow trends blindly; instead, I'm definitely drawn to timeless classics that consistently deliver exceptional quality and style. A few brands that I'm particularly enamoured with at the moment include Cabana Magazine Collaborations, La Doublej, Alice Palmer, Matilda Goad, Soho Home, and always hopping on Collagerie for inspo and the Walpole Brand of Tomorrow are always moving the needle. In the realm of fashion, Sea London, Seren, The Row, Joseph and Toteme. Varley and Lulu Lemon for active wear plus my Le Chameau wellies have been vital to manage the muddy farm. These brands resonate with my aesthetic sensibilities and offer products that blend cool vibes with functionality. My formula, in my head, is always staples + interest = fresh outfits, although there has been a lot of trial and error! You can get so caught up with what’s chic and what’s cool - but now if I like it, I wear it. The worst is dressing for the rain in London which is just a real head-scratcher and the need for six different outfits to manage small child drop off, commute from Oxfordshire, juggling meetings in different locations with a variety of people, a lunch followed by an event and then back home. This plays right into my daily decision stress of needing to be wearing a look that both reflects my mood, the meeting vibe and the weather in the precise moment. Oh, and Passalacqua – it’s just the most incredible hotel and brand. The interiors and exteriors...I have no words. My husband and I are making it a habitual annual pilgrimage. Lake life is my heaven. Have I digressed? And there it is, an insight into how my mind works and that no matter what topic, good old British weather always seems to crop up…
Any marketing/brand partnerships that have really stood out to you recently?
Glassette x Birkinstock, Collageriex Breitling, Lick x Heinz – all great collabs! But the one that stands out, for me, is the Charlotte Tillbury x F1 Acadamy. I feel it’s quite ground-breaking and marks a fusion of beauty and motorsports, celebrating the spirit of empowerment and diversity. By spotlighting exceptional female drivers like Lola Lovinfosse, Charlotte Tilbury is breaking barriers and inspiring individuals worldwide to embrace confidence in the pursuit of their passions. This unique collaboration showcases the intersection of two distinct worlds, demonstrating the limitless possibilities when empowerment and diversity converge.
From our R&D with Silverstone, we are very aware that 40% of F1 fans are female, contributing to a total 2022 season viewership of over 1.5 billion. It’s super strategic – which strategically, which truly warms my heart, leveraging this diverse and growing fanbase to drive new interest and engagement in the sport. This alignment will set both brands up to capture the attention of a broader audience, and drive and develop a community that celebrates diversity and embraces that old thrill of the F1 2024 season chase.
And what about interiors: what are your biggest influences when it comes to styling your home?
My husband, son and I live in a 15th-century farmhouse in Oxfordshire and have a traditional style with a twist. We’ve tried to respect our home’s history but also have been inspired by our travels, trips to antique markets and our love of outdoor adventure. We’ve also taken heed of many of Knot client's general advice, “Start with the art!” so the focal points in several rooms in our house are pieces from James McQueen, Campbell La Pun, Nick Veasey and I’m always on Partnership Editions or Glassette to find some unearthed, exciting talent.
What is your go-to drink?
A classic picante, extra spicy, or Lagavulin 16-year-old dram, a single malt Scotch whisky with a rich peat-smoke profile.
What do you do when you want to be inspired?
After twenty years out of the saddle, I’m riding again. Charlie is a 16.1, dapple grey Irish Thoroughbred and a very cheeky chappy. He is nippy, athletic and seriously handsome. Whether having a flat lesson or exploring the depths of the woods, my mind can take a breath, which is rare, and has a very different focus. It’s always after riding on my drive home I can come back to reality with a clear mind and fresh perspective. It’s in these moments that I find clarity and feel inspired. Of course, being in the middle of nature and surrounded by these beautiful creatures is meditative and sometimes you need to pair back to the simpler things in life for stimulus.
What is on your ‘cool’ list at the moment?
Golly, I don’t think I’m cool enough for this question. Can we rephrase to ‘what is on my list at the moment? 🤪
Cook a soup for the week, every Sunday
Stop wasting so much food
Start using the ice bath every morning
Finish building the mud garden and start planting my son’s mini veg garden – ready for Spring (so soon!)
Make sure I’m getting 8 hours of sleep
Drink more water
In general, shop more responsibly
Become captivated in a literary bubble – I must preserve more time for this!
And finally, how would your friends describe you?
A workaholic risk taker…