In this episode of Scale HER Up – The Female Entrepreneur Show, I’m joined by Iona Crawford, founder of Iona Crawford Atelier, a Glasgow-based multidisciplinary design studio that began as a luxury womenswear brand and has evolved into a rich, design-led business spanning fashion, textiles, interiors and art. Nearly 19 years after launching straight out of art school, Iona is still driven by the same core passion: painting, storytelling and expressing ideas through beautiful design.

Iona shares how the business first grew from luxury fashion into printed garments and accessories, with collections sold in Japan, Europe and the US. Over time, as her artwork was printed onto heavier fabrics and collectors became interested in seeing her pieces interpreted in new forms, interiors became a natural next step. That shift opened up a whole new world of creative possibility, allowing her to translate her painted narratives into fabric, upholstery and interior spaces that influence how people feel, live and connect with their surroundings.

A big theme in this conversation is evolution — both personal and commercial. Iona talks about launching young, hungry and full of enthusiasm, expecting success to come quickly, and how 19 years of perspective have taught her that a more gradual progression was exactly what the business needed. She reflects honestly on early mistakes, taking bad advice, being too trusting at times, and how every setback became something to learn from rather than something to regret.

We also explore the power of partnership and support. Iona credits her business partner Tracy as a major force in the growth of the interiors side of the business and speaks warmly about the trust, shared decision-making and respect that underpin their relationship. She is clear that they would not be where they are now without complete trust in one another, honest discussion and the ability to use each other as a sounding board when making important decisions.

There is also a fascinating conversation about international expansion, especially into the US. Iona explains how the brand was approached by multi-line showrooms in different territories and how entering America required serious investment, patience and research. Although it was a major commitment, it has become a hugely worthwhile market and one they now serve alongside the UK, Europe, Australia, the Middle East and the early stages of Asia.

Iona also talks about building a small but mighty team, creating opportunities for emerging designers and working closely with art and design schools through internships and placements. Supporting the next generation matters deeply to her, especially because she remembers the people who gave her opportunities, advice and confidence when she was just starting out.

Above all, this episode is about authenticity, patience and asking questions. Iona’s advice is refreshingly grounded: do your homework, ask lots of questions, be hungry to learn, do not be too desperate for immediate success, and stay true to yourself in a world that can feel noisy and demanding. It is a thoughtful and inspiring conversation for anyone building a creative business with ambition, integrity and a long-term view.

In this episode, we cover:

1. How Iona Crawford Atelier began as a luxury womenswear brand and evolved into a multidisciplinary design studio
2. Why painting remains the creative core of the business and the source of its storytelling
3. The move from fashion into interiors, upholstery and textile-led spaces
4. Selling collections internationally in Japan, Europe, America and beyond
5. Entering the US market and why expansion takes patience, investment and research
6. The role of her business partner Tracy in growing the interiors side of the brand
7. The importance of trust, shared decision-making and having a strong sounding board in business
8. Learning from early mistakes, bad advice and setbacks rather than being defined by them
9. Why Iona no longer chases immediate success and now values slower, more intentional growth
10. Building a small but mighty team and supporting emerging designers through internships and placements
11. What it means to be a “new wave Scottish design” brand rather than a traditional tartan label
12. Her advice to founders: do your homework, ask questions, be authentic and do not rush the journey