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Jayne Goulding Design for British Textile Week


Jayne Goulding Design creates alluring embroidery designs. The practice is driven by artistic and technical research to arrive at something inspired by perfection and imperfections in nature.

Jayne Goulding

Jayne Goulding Design embroideries evoke the hand through digital stitch, sensitive line and fusion with textiles and other materials. The embroidery style is exploratory and includes digital technology, hand guided Irish machine and bead work. The studio designs, produces and sells both conceptual and commercial embroidery swatches to clients globally, from high-end and high street to designer across fashion and interiors.

Jayne Goulding

Talking about her most recent creations, Jayne Goulding (pictured above) Founder and Designer at Jayne Goulding Design explains: I’ve been experimenting with natural fabrics, exploring their raw qualities and playing with unfinished looks through stitch and texture, organic placements, rustic marks and applications. I’ve worked with a quiet palette of washed out ecru, whites and creams.

“In contrast, I’ve also explored a maximalist look through botanicals, stylised florals and geometric combinations. For these looks, I have worked with bold colour and rich, detailed stitch and textures.”

Commenting on the impact of  lockdown Jayne adds: As a small business, the impact of Covid-19 has proved challenging as I have previously relied on travel, trade fairs and face to face appointments. The situation has forced me to adapt and explore alternative ways to sell to existing and to reach new clients.From a creative perspective, Covid-19 has shaken up my processes and research. As with most of us, the constraints around lockdown has meant I had to be more creative with my time. For example, I’ve felt a huge pull – more than ever – towards nature’s inspiration. Travel restrictions have meant I have really had to LOOK at what is on my doorstep. Beauty in nature can be found in the most unlikely places…

Rather than investing in lots of new seasonal fabrics, materials and threads, I’ve been assessing what I have and I’ve been repurposing into new combinations and upcycling others.

I have recently started to feel far more positive and optimistic for the industry, as enquiries are coming in and customers are active again.”

Jayne Goulding

Jayne Goulding


UKFT’s British Textile Week is a digital showcase of the craftsmanship, imagination and innovation of the UK textile industry.