Dinki Friends... Meet Sam AKA Boss Lady of Sketch and Etch

Ester Ford | 15 June, 2021

            Dinki Friends... Meet Sam AKA Boss Lady of Sketch and Etch

I love chatting to fellow small-biz owners about what gets them going and what grinds their gears about being your own boss. I have created a series of Q&As with some of my fave small brand owners in the hope we can share some behind the scenes insight into our lives as women in business. 

I discovered Sketch and Etch on the wonderful world of Instagram and fell in love with Sam's creations. I ordered a custom sign for Dinki Human as well as door signs for my girls bedrooms - obsessed! They're amazing!

Who are ya?

Hello, I’m Sam! I’m 28 years old and based in Halifax, West Yorkshire. I work full time as a designer during the week and created Sketch & Etch as a little side hustle!

How and when did you come up with the idea for Sketch and Etch?

I’d been thinking about setting up Sketch & Etch for years before I launched in March 2020 (I think I owned the website domain for about 3 years before!!) I finally decided to get it up and running during the first lockdown as I had a bit more time on my hands due to no more commuting to the office! I used laser cutters loads during my time at university, so I already knew how to use one. I finally took the plunge to buy my own and then there was no going back! I started cutting designs out straight away and the range has slowly evolved into what it is today!

What things do you enjoy most in your job as Sketch and Etch Boss Lady?

Seeing my products in people’s homes!! It’s very surreal that people actually want to buy my designs!
Working with so many amazing customers and hearing their lovely feedback.
Having the opportunity to be creative and make whatever I want!

What things do you enjoy least? 

Accounts!!!! Rubbish with numbers!
Uploading products to the website!
Post office runs!

Any advice for anyone starting out in the world of small biz ownership?

Just go for it! Anything is possible if you’ve got the motivation and drive to do it. Research, test things out, ask for lots of feedback and persevere! Running a small business is a lot of hard work, but also incredibly rewarding!!

What are your hopes and dreams for the future of Sketch and Etch? Where do you see yourself in 3 years time?

One of my main dreams for the business was to become a Not On The Highstreet partner, which we managed to do last year, so that was nice! Looking to the future, I’d love to investigate wholesale, look at attending Christmas Markets, collaborate with other small businesses and of course continue growing my range!

What’s your favourite breakfast?

Crumpets with a bit of butter… and of course a coffee!

Where can we find you?

You can find us online at or on Instagram & Facebook @sketchandetchuk

More from the 'Dinki Friends' Q&A Series

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