New website to watch: Sarah O’Keefe Shop
Sarah O’Keefe in Somerset. Photo: Emma Lewis
Locked-down in the middle of a pandemic may not seem like the best time to start a new business but Sarah O’Keefe, 54, is a perennial optimist. Furloughed from one of her day jobs and working from home part-time for the other, she had the idea for an online store selling a small edit of clothes and accessories made locally in Somerset. ‘ I’d met so many amazing, creative women in the vicinity – and now they were all forced to stay at home – I love collaborating with people, working on new projects.’
An entrepreneur at heart, Sarah co-founded The Cross, one of London’s first lifestyle boutiques, in 1996. The bohemian store in Notting Hill attracted a cool crowd and built up a global reputation but after 13 years in partnership with Sam Robinson, Sarah decided it was time to go. Having always found inspiration through travel and meeting people ( Sarah was born in Australia but moved to London with her mother, aged four), she left London in a Mini piled high with her favourite belongings and drove all the way to Andalusia. Over the next four years, if she wasn’t in Tarifa, over-wintering in Goa or working on freelance projects in Jaipur, she was visiting her terminally ill father in Melbourne.
Sarah O’Keefe cotton face masks
‘ It was a tricky time, I had gone through my savings, menopause kicked in and I was feeling slightly unhinged,’ she says of returning to the UK and settling in Somerset, ‘ An old friend lived down here and said come and regroup.’ Working part-time in a local art gallery and managing the office for an events catering company, Sarah was figuring out her future when outside the vet’s surgery on a dark winter’s evening she bumped into an old male friend from her teenage years. ‘We went walking every weekend for six months, we were getting to know each other again – though at times I did wonder if Rob and I were just good friends. Now we live together and have a lovely relationship, comforting and reassuring. It’s pretty heavenly. If I’d dialled up and asked for something, this would pretty much be it.’
This serendipitous encounter together with a phone call out of the blue, set Sarah back on her creative path, ‘ I was feeling irrelevant, creatively lost when another old friend contacted me to ask if I’d like to co-curate a designers and makers event in the local village hall. I love wading in, getting involved, developing ideas with people and get such a buzz supporting them and love it when they sell! I really enjoyed the process of working with other creative women. And that was it, suddenly I was off. My confidence came back and I was in my stride.’
The O’Keefe Coat
Hand knotted cotton head band
During lockdown, Sarah’s mum was diagnosed with early stage bowel cancer, ‘ It was a really tough time. Mum had chemo plus, radiotherapy sessions at the incredible Royal Marsden Hospital (NHS super stars). I called her everyday. Then during the middle of the treatment she went into hospital for pain management and skin treatment; I was so thankful for the hospital to take her in for a few weeks. I don’t have brothers or sisters and I felt very drained and emotionally stretched. Mum was amazingly stoical – we are like that with each other – it’s the Aussie ‘no drama’ policy. I can’t tell you the relief I felt in November when she was given the all clear, we still need to celebrate it!’
Regardless of the economic uncertainty associated with the pandemic, and encouraged by her mum, the Sarah O’Keefe Shop took shape. ‘The Cross launched during a recession. It was that era of black nylon Prada bags, I can remember a friend popping in, looking at all the decorative merchandise from around the world and saying, “What on earth are you doing?!”‘ But in 2020, Sarah was on a roll, ‘The new adventure helped us both. I am happy working with creatives, the more under the hedgerow the better! I’d got my mojo back, we were both enjoying the process and it just felt like the time was right.’
The Spargrove Shirt
This one-woman business is a work in progress; the number of carefully selected products and collaborations gradually growing. ‘ It’s just me, Sarah, front of house, back of house, taking the photos… I’m feeling my way.’ Sarah wants her new online shop to be focused and accessible. She currently sells silk velvet scarves and accessories, the O’Keefe Coat is a kimono-inspired shape in limited edition Indian fabrics ( as seen on Sarah and third photo), the Spargrove Shirt (above) is an easy-to-wear, loose shape in beautiful Indian cotton, both are made locally to order and take about seven to 10 days. ‘ I’m not elitist, I want it to be approachable and affordable. It’s a small edit – I’m interested in simple silhouettes and lovely fabrics, beautiful colours – once you get the shape right then you can make it in different fabrics and prints. I’m not into calendar restrictions or fashion seasons. I do think that’s what people wear now. What’s key is to find the shape that suits you and invest in it because it’s going to work.’
The Sarah O’Keefe Shop is definitely a website to watch.
If everything goes to plan there will be another Badgers Velvet Underground designers and makers event in Somerset on 11 & 12 November 2021 . More details to follow.
Discussion (28 Comments)
If I had known this chapter in my life was coming I would have been a whole lot more cheerful a couple of years ago!
Sarah says:
Feel reassured by your story and I wish you every success! I’m 55 post divorced with no direction having lost my mojo through just living through the worst 4 years of my life. So your story was a beacon of hope! Good luck and I love your clothes!
Mrs Tonia says:
Nice to read an optimistic story like this. Thanks Alyson for highlighting Sarah and her new online project. I well remember the Cross in its day. Though I never got anything there. But did buy artisanal clothing and accessories from a similar boutique which I’m still using.
The personal edit and her eye will no doubt help this be a successful endeavour. Good luck to Sarah.Thank you, what a lovely response to Alyson’s sensitively written story. I couldn’t have had a more perfect piece of PR for my new business if I tried!
carole caves says:
Just had a look at the website and she has some lovely clothes and I especially like the knitwear.
Cant find a size guide though so not sure if things will fit.Hello Carole. I am a bit mystified by the ‘knitwear’ I don’t sell any – you were looking at http://www.sarahokeefeshop.com ? Happy to help! Best wishes, Sarah
I was clearly looking at the wrong thing! Have now looked at your site and its contents I adore the blue kimono coat which is out of stock. Its lovely. I will be keeping my eye on it for it to come back in stock.
Thank you for redirecting me to the right place. Best wishes CaroleHI Carole. I’m glad you found the website! I had an incredible reaction from this article and have been in and out of the post office yesterday and today. I like to mix it up and not repeat prints immediately, my suppliers have sourced a lovely design in India which will need to be hand printed with indigo dye then kantha stitched… quite a process but as soon as I have a delivery date I will let my subscribers know first, so please sign up on http://www.sarahokeefeshop.com. Warmest wishes, Sarah
Gill says:
Inspirational. Amazing optimism during some difficult times deserves our admiration. I adore the look of the clothes – it’s the first time in a year that I have even considered buying anything. Feeling more positive myself after reading and viewing so thank you and good luck to all.
Philippa says:
Oh dear, you really shouldn’t tempt me like that Alyson! I’ve just ordered the Spargrove shirt in navy. Spring is coming after all….that’s my excuse.
Wendy Nixon says:
I loved your story and found you quite inspirational and uplifting in these tricky times. I can relate to the part about finding your Heavenly partner when you least expected it to happen. I will watch your web site and I’m now on your mailing list.
Cate says:
Hello Sarah I similarly wanted to say how inspiring it was to read of your recent journey. As a fellow Australian, I would go to The Cross on each of my visits from Sydney. I have been reading Alyson’s blog forever but it was a joy to read of your new environment, new love and new creative endeavours. You are an encouragement to all that life can be a series of new beginnings at any time. So looking forward to seeing your new online presence take further shape with international deliveries! Best wishes for your Mum and enjoy that well earned celebration for you both!
Martyna Coffey says:
I live in Ireland and would love to buy the shirt. I love it and was saddened to see you only post to within the uk.
Hello Martyna, it’s probably worth dropping Sarah an email via her website ‘contact’ section. I’m sure she’ll be able to help.
Hi Martyna – If I haven’t got back to you via the website already – don’t lost heart, I have sent out my first international order today – I can invoice you via the website which is a temporary solution until I set up the shipping properly in a week or so. Best wishes, Sarah
Hi Martyna, Just to let you know I am now shipping internationally on the website.
Rosalie Labovitch says:
A great read and I think what you are doing and the way you are doing it is wonderful…..
All good things — Rosalieavicennia says:
I so appreciate Sara’s inspiring story. And the Spargrove shirt is lovely. What really caught my eye are the silk velvet scarves, the blue one is precisely my color way! The scarves appear similar to a traditional motif from the Dine (Navajo) Nation. I would appreciate knowing about the source of the design. I’m only comfortable buying garments when the inspiration for the designs has been attributed.
Hello, Thank you for your comment. I’m so pleased you like the blue scarf. The design is not of a particular Navajo provenance that I am aware of. It is a generic vector that I used. I’m intrigued by the Dine – I will take a look. I am a huge fan of world textiles and would certainly look to name the source of any design I am inspired by. Do you approve of me re naming the scarf the ‘Navajo scarf’? Best wishes, Sarah
Sara thanks for your reply. I wonder if it’s sufficient to say inspired by Navajo motifs? Can’t wait to see what other color ways you use. I’m also looking forward to when you start shipping to the US and Canada.
Good idea! That’s what I will do… many thanks for your guidance, I’m learning all the time. We will launch a new collection of scarves ready for Autumn 2021, I am also in discussion with a wonderful textile designer to potentially collaborate on a new vibrant print collection too. Thank you again for your interest. If you go to the website I am now set up for shipping to the US and Canada.
lizzie g says:
thanks so much, your story made my day, no, made my week. i hope everything goes well with your new adventures. your warmth shines off the page, from your words, from your picture, to the clothes you make and how you tag them. lucky somerset to have you around. hope to see and hear more from you.
Emma Wallace 
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Love it. Will definitely investigate her web site
Love Su