Introducing Swoperz, a kid-focused second-hand retail platform by LCC graduate Charlene Hurlock

Why did you choose to study BA (Hons) Graphic and Media Design at the London College of Communication (LCC)?

I have always struggled with academic-based subjects, and after completing the sixth form, I made the decision to enroll in an arts college. There I was introduced to various forms of art and design. I found that environment to be much more comfortable and realised that it suited me far better than the rigid structure of the state education system, although I didn't fully understand why at the time.

During my first visit to LCC, I experienced a similar sense of comfort, much like my time at the art college. It was evident to me that this was a place where I could further develop my knowledge in specific areas of interest. At that time, my interests revolved around media advertising, branding, and various disciplines within graphic design.

I naturally gravitated to individuals who faced challenges with academic-based subjects and the rigid school-based education system. I soon discovered that I have dyslexia, and the creative environment better aligns with how my brain works. My experience at LCC became a period of self-discovery.

Has your time at UAL influenced your approach to the world of work / your career path?

While I didn't reside on campus during my time at LCC, it was the first time I spent a significant amount of time in London. Prior to that, I had rarely ventured beyond Dagenham, my hometown. It proved to be an eye-opening experience and a fantastic opportunity to build friendships with peers from various parts of the world. University was my first real taste of the big diverse world, and I recall collaborating with some cool, creative, advertising agencies on a project, where the dynamic, bustling, no BS creative atmosphere excited me. I had the privilege of meeting some very cool people during that period.

Conscious of my lack of academic skills, I took advantage of my networking skills and recognised that my success might not solely be based on what I know but rather on who I know. This attitude has stayed with me throughout my career and has proven especially valuable on my entrepreneurial journey.

Networking is one of the ways UAL influenced my approach to the professional world. I left university with a strong desire for money. I quickly found myself trapped in the salary-based global exhibition sales. However, with my ability to think differently (tapping into my inner neurodiversity) and solve problems in a more creative manner, I transitioned into senior sales roles in sponsorship, collaborating with global brands to achieve their commercial objectives through in-person events.

Together with your Co-founder Vicky Fuller, you’ve set up a pre-loved retail marketplace for children called Swoperz. Where did the idea for the platform come from and what are the project’s aims?

Vicky and I are best friends and were inspired when our daughters Pretti and Sophiabegan swapping their clothes.

We realised how quickly the girls were outgrowing their clothes and the waste associated with it so we decided to look into more sustainable ways to dress our kids.

We knew we needed to find a solution that saved grown-ups time and money when dressing growing children but equally importantly was to create a community that 6–16-year-olds really wanted to be a part of.

Swoperz is a completely safe and verified resale environment meaning kids can really take control of their fashion choices. It's a great way to explore who they are all whilst parents watch them from afar. We have created a safe, cost-effective empowering environment for kids to swap preloved clothing.

Vicky and I are truly passionate about helping kids in building positive, sustainable consumption habits, without ever asking them to compromise their individuality or settle for boring clothing.

Setting fashion aside, school uniforms can often be much more expensive than anticipated. In England in 2023, the average cost of primary and secondary school uniforms and sportswear items per pupil is approximately £355! With the cost of living rising and kids growing rapidly, we understand that this can strain the budget. That's why we provide completely free school uniform swaps.

How did you and your business partner meet and decide to start working together?

Vicky and I are best friends, introduced by our husbands about 5 years ago. They had been friends for many years prior, but we believe they kept us apart because they knew we were going to be a force to be reckoned with. In 2021, we had the initial idea for Swoperz just as COVID hit, and we haven't stopped since.

Vicky's children were reaching the teenage stage when they were becoming almost entirely independent. She wanted to restart her career after being a stay-at-home mum for 13 years. I was working full-time in exhibition sales when I came up with the idea for Swoperz.

Vicky brings a different set of skills to the partnership. She's not creative but an analyst, bringing a methodical approach to the relationship and serving as a solid anchor for the project. Meanwhile, I take time selling the dream, building partnerships, and spreading the word, although at a 100 miles an hour! This teamwork helped us to close a pre-seed funding round of £250,000 in April of this year.

What has been the most difficult part of setting up a business? / Being an entrepreneur?

It's well-documented that long hours, financial challenges, and the feeling of being on a different rollercoaster every day are all true.

Working with a co-founder can be tricky, so understanding and compromises are important. Vicky and I have found that building a business together is both challenging and rewarding. We wouldn't change our journey to date; it has certainly been a roller-coaster with being mothers, managing households and a few personal challenges along the way.

I would say one of the most important lessons I've learned is the significance of gaining trust and remaining authentic. Staying true to yourself allows you to build trust and establish genuine connections, which is what truly leaves an impression.

Do you have any advice to share with current UAL students or graduates who want to start their own businesses?

Entrepreneurship is not for everyone, and it does require a particular type of person with a significant amount of grit and ambition to transform an initial idea into reality. However, I think if you possess a burning desire to pursue something you firmly believe in, you should go for it.

Follow your gut instincts, aim to de-risk your personal situation, and attempt to validate your idea in the most economical manner before committing to anything that could be seen as high risk to your personal or financial circumstances.

It's better to have tried and failed than to always wonder 'What if?’

What is next for Swoperz?

We’re pleased to announce that we’ll be launching on the 23 of October 2023, so watch this space!