Amy Goodall

I Should B



Hi Amy,


Tell us about your business and the type of products you sell?

So my business is a brand on a mission to eradicate self-doubt and boost self-empowerment in women. I design and produce bold & bright prints, clothing & accessories to encourage self-determination and positive change-making for a happier and more confident life.

As a ‘producer of things’ I am exceptionally passionate about high quality, environmentally friendly and sustainable products, and a process which has a small a carbon footprint as humanly possible! It’s essential in the world we live in today. I do the designing myself and I work with a local south west printer to bring the designs to life!


How did you come up with the idea and what motivated you to go for it?

I Should B was born in the summer of 2017 when I (the founder, Amy Goodall) felt like I was having a bit of an identity crisis – and as a new Mum of one I was beginning to get fed up with an overwhelming feeling of being pigeon-holed into a dowdy-clothes-wearer, unambitious, career beginning to dwindle, not many exciting things happening to me any more.

I do realise I was probably the one pigeon-holing myself – but this was a way to have a bit of fun, and break free from the Mum-mould, ‘I should be shopping for more fish-fingers but I’m trying on shoes in Topshop’ – very tongue in cheek stuff, but a way to have some fun for myself. And I started doing a few motivational quotes which turned into requests for prints – then came the clothing & accessories, and the next thing I knew I was one of the designers invited to take part in the Bristol Fashion Show! It was exhilarating to say the least.

As I have grown and developed, I realised I wanted to stand for any women sick of being told what they ‘should’ be doing/saying/thinking/feeling. Having suffered for years with very low self confidence and low self-esteem I am truly passionate about helping women really believe in themselves and to ignore other people’s opinions. To have the courage of their own convictions, to make bold choices and decisions and to heck with what anyone thinks. Your life, your voice, your way.



What is your best selling product?

The I CAN AND I WILL grey t-shirt.



What do you love about running your own business and what do you find hard?

I LOVE the great comments I get from customers when they receive one of my products, and I LOVE the design process. This is a double-edged sword as I find it very hard to stop designing new products! It’s impossible to make everything I really want to. Upscaling as well is a real challenge – I would love serious investment so I can go big.


What kind of BossMum are you and how do you manage the juggle?

Definitely winging it. Sometimes I find it hard to think too far ahead so I made the decision to take one day at a time. It’s worked so far! The hardest times are when my husband is away (often for long stretches) and then I am solo-parenting, carrying on my other client design work (@madabouthebrand) as well as trying to push I Should B forwards…


What surprising lessons have you learned along the way?

Polite, friendly and helpful suppliers are exceptionally hard to come by!

Do you have a favourite app or work tool you think everyone should know about?

Todoist – a productivity app which is essential for ensuring I do not forget ANYTHING.


How do you define success?

This fluctuates for me. Right now success is keeping on top of my anxiety which has been extremely bad over the summer.



What’s next for your business?

The Bristol Fashion Show 2019 and launching a range of new designs for 2020!


What is your favourite Social Media platform and how has it helped in your success? 

Instagram – by far, as a visual person I love the grid! Its definitely been crucial in terms of getting known a little as a brand in Bristol, and it was the reason I now run a networking group of women in business in my home city – this has been a huge support for me.


Who inspires you?
Emily Brooks – her designs are insanely brilliant, and she has risen to success battling her own demons, and at the beginning not believing she could make money out of her art. She is funny, sweet, deprecating and talented beyond belief.
What was your dream job growing up?
To be a professional dancer!!!
Tell us 3 facts about you…
  1. I’m addicted to cheese.
  2. I’ve run the London Marathon twice.
  3. I really shop way too much.


What do you enjoy most about being a part of Mama Tribe?
Being part of a like-minded community and being inspired by the other creatives.
Thanks for giving us an insight into life behind I Should B Amy, we love having you as a Member of the Tribe.

Danni x

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