Luxury Property Industry Leaders In Conversation with Helen Darlington (Woven Agency)
Priya Rawal, Founder and CEO of The Luxury Property Forum sits down with Industry Leader:
Helen Darlington, Founder and CEO of Woven Agency
Helen, as always it is such a pleasure! Could you tell us a little bit about Woven Agency?
Yes of course Priya! Woven Agency, is a creatively led brand engagement agency specialising in the luxury sector. Our mission is simple: to make brands work beautifully. The work we do with our clients enables us to offer pro-bono work for a very special charity that's close to our hearts. So far through the charity work we've helped save over 20 lives.
And what inspired you to start the company?
After spending 4plus years at British Telecom in the Technology and Innovation team, I spent a few years around creative agencies and thought there's potentially something exciting in combining both the innovation and creative skills I'd learnt. I tried to join a few agencies, but I didn't find anywhere that excited me enough, so I took the opportunity to set up my own agency offering innovative creative solutions for a variety of clients. That was 22 years ago.
Goodness 22 years. What an achievement! There must have been so many agencies that have come and gone in that time. What would you say set’s Woven apart from the rest?
We're one of the few creatively led brand engagement agencies specialising in the luxury sector who are also HubSpot specialists. We work with ambitious clients to help them create a meaningful human connection with their audience through well aligned, targeted and thoughtful brand interactions and content. We forge long-term strategic partnerships with our clients, based upon mutual trust and a never-ending commitment to excellence. This is all backed by our unique 5-star service guarantee.
And of course service is everything, especially in this industry!But I imagine you have faced challenges over the years. Could you tell me a little more about those tougher times?
I do think, most business founders have common traits, potentially a little thicker-skinned, more resilient, an extreme 'can-do' attitude and the strongest sense of belief in what we're doing. I believe these traits have helped me manage the business rollercoaster ride that I've been on for the past two decades. There have been some extreme highs and some very difficult lows over that time. I remember in the early days, the level of patronisation I received as a young female in the tech industry was very uncomfortable. However, those experiences made me even more determined to succeed. I still occasionally experience a level of sexism or patronisation, but now I feel it's more embarrassing for the individuals concerned when I call it out, and I do believe in calling it out in the hope it will help any other females following a similar path.
I completely agree and although things re getting better for women in business (and property), it is so important to call sexism out when you see it. And tell me Helen, what have been the highlights?
There are so many, almost too many to mention, we've been very fortunate. We have won so many prestigious awards over the years covering customer service, creativity and innovation. We have some of the best people in our team, they're not only amazing at what they do, but they're genuinely enjoyable to work with. We've built amazingly strong friendships with some of our clients. But I suppose the biggest highlight is the pro-bono work we've been completing for agency friend Pete McCleave, we're actually helping to save lives. This is some of the most important work we've ever had the privilege to deliver. If you're not familiar with Petes story, I really recommend you read all about it https://gobforgood.com/
That is so incredible and inspirational! So, who inspires you?
I find inspiration almost everywhere, from amazing artists, fantastic business advisers, stunning architects to young entrepreneurs. However, my biggest inspiration, if this isn't too sentimental, is my Grandma Gina. She was a strong, determined lady who faced much hardship in her life. Her resilience, humour, and positive outlook on life was amazing. I feel very fortunate to have known such an inspirationally strong, independent woman.
What advice do you have for people looking to become an industry leader in the luxury property?
To listen, not to reply, but to understand what challenges a client is facing and how best we can possibly help them on a human level. It shouldn't always be about billings, human relationships are just as important. I have a large number of client friends who I've helped over the years, and who continue to help me when asked, because human to human, we're better together.
Extremely good advice and couldn’t agree more! And in an ideal world, what does the future hold for you and the company?
Oooooh that's an interesting question. I would love to see us work with even more ambitious, creatively led, luxury property brands. This in turn will help our team grow through their accomplishments. As Woven began through a desire to marry innovation and creativity, I am really interested to see how we might continue that innovation curve, through our own pursuit of knowledge.
Well Helen thank you so much for your time today. Finally, what does “luxury” mean to you?
Luxury is a way to make someone feel special through unparalleled service and carefully crafted product. I believe we are very fortunate to work in such a spectacular industry. Yes, it is challenging, the audience of our client brands are some of the most particular clientele, but is where the fun is, in creating bold new ways in which to excite and engage them about the possibilities. The best clients we work with have the most honest and passionate stories about why they do what they do.
GET IN TOUCH
HELEN DARLINGTON - FOUNDER & DIRECTOR
Call on: 0113 532 8181
Follow at: @wovenagency
Like at: /wovenagency