Karolina Barnes

WORK HISTORY

EDUCATION

ABOUT KAROLINA BARNES

My first experience in retail was when I had a summer job in the underwear department of a big department store. In those days most products where displayed behind the counter and we had to use storytelling and listen to customers in order to show them the best options they would be delighted to see, try and buy. The lessons I\'ve learnt almost 30 years ago from this experience I still use today. In retail, consumer priorities and values may shift but at its basic level how customers react to certain conditions and events remains pretty much the same. What’s changing now is how customers are becoming more conscious shoppers. I find this very fascinating and exciting. I believe that brands, especially smaller companies, have an opportunity to create communities where their core beliefs, values and mission can inspire and ignite the imagination of their customers, for the greater good. Using my background in retail and design, at STUDIO/ESTILA we help brands to bring it all together through brand storytelling, which we apply in marketing, PR and sales. Our clients come to us because we are an all-in-one marketing studio and consultancy. That way we can ensure that all the narratives we create are consistent and effective across various marketing channels including retail, website, digital experiences, direct marketing and more. Coming from a family business myself, I understand the dynamics, strengths, limitations and opportunities smaller brands have. But there is one more thing that I bring to the table; the knowledge of the UK design market. Initially suppressed in childhood, my passion for design and creativity grew stronger over time. The more I got involved in the design market, the more I realised how much undiscovered talent we have on our doorstep. These unsung heroes deserve to be seen and heard. That\'s why in 2015 I created the ESTILA platform where we promote and champion independent design businesses and artists. My mission is to bring them together for collaborations and growth opportunities, and give them a place where they can shine. Working with the brands through ESTILA gives me the necessary insight into what\'s bubbling under the surface and what\'s next in the design industry. If you want to know more, feel free to get in touch. Or find me speaking on brand storytelling and marketing at design trade shows across the UK.