What happens when a lifelong value of care meets a forgotten craft? For Emma Semper Hopkins, it was the beginning of a slow and meaningful transformation of homes, of communities, and of self-worth through creativity.
From an old Methodist chapel in Cheshire, Emma has reimagined what it means to upcycle. No longer just a way to refurbish furniture, her work is now about restoring confidence, rekindling resourcefulness, and teaching people how to bring new life into old things.
Her business, Semper Hopkins Upholstery & Interiors, began as a way to furnish her own home on a tight budget. But necessity sparked a deep love of craft, and eventually, a thriving business, rooted in regenerative practices.
Today, Emma runs immersive upholstery workshops that do more than teach a skill. They invite people to slow down, work with their hands, and remember the quiet joy of making something real. Each workshop is a small act of resistance to waste, to disconnection, to the fast-paced productivity mindset. And each is built around one simple belief:
“If we can create with purpose, we can live with intention.”
Emma’s journey hasn’t followed the traditional path of business growth. She’s made conscious decisions to stay small, to stay circular, and to put people before profit. From her early career in ethical retail to earning her B Corp certification, every step has been guided by values rather than trends.
This is a story about crafting a business that feels like home. One that honours the past, builds community in the present, and shapes a future where beauty, usefulness, and sustainability go hand in hand.
Let’s begin.
The Spark
Emma never set out to build a circular design business. The spark came from something far more personal: the renovation of her own home.
Fifteen years ago, Emma was working in corporate food retail, carving out a career in an industry she respected for its ethics. First with the Co-op, a company known for its values-driven approach to food and fairness. But when she and her family took on the challenge of converting a Victorian doctor’s surgery back into a home, her direction began to shift.
The budget quickly ran out, leaving little room for stylish finishes or new furniture. But Emma wasn’t ready to compromise. Determined to fill her home with beautiful, characterful pieces, she took matters into her own hands.
“I wanted beautiful old furniture, but I couldn’t afford to buy it. So I found a night class in upholstery in Manchester – and that’s where it all began.”
What started as a necessity quickly became a love affair. Emma found joy in the process of restoring, reviving, and reinventing. She was drawn to the tactile nature of the work, the transformation of the tired into the treasured, and the sense of agency that came with learning a new skill.
For several years, upholstery remained a passion project. It was something she did on evenings and weekends, fitting it in around her job and family life. But in 2016, during maternity leave, she made the leap and registered her business.
By 2018, she was all in. The opportunity to buy an old Methodist chapel next to her home – a place brimming with history and potential – sealed the deal. Her dad Ian renovated the building into a studio space and left her corporate role behind.
From then on, Emma began designing a business that reflected not only her craft, but her values: Rooted in sustainability, empowerment, and the quiet magic of making something with your own hands.
The Model
At its core, Emma’s business is built around teaching crafts, giving people the confidence to try new experiences, and in doing so, reconnect with their own creativity.
What began with one-off upholstery workshops (in its current form) has now grown into a versatile, values-led learning hub for individuals, groups, and businesses. The model is lean, local, and intentionally hands-on, focused not just on the end product, but on the process and the people.
Here’s how it works:
- Craft Workshops
Small, in-person courses in Cheshire teach beginners upholstery and leather crafts. Participants leave with a finished piece and new confidence in their abilities. - Corporate Team-Building Days
Creative, well-being-focused workshops designed for business teams. These sessions blend hands-on making with leadership, resilience, and mindset development. - Private Group Bookings
Bespoke sessions for friends, families, or community groups looking for a shared creative experience. - Circular Craft Collaborations
Joint ventures with other artisans and businesses, including upcoming glass workshops – to extend the creative journey and build repeat engagement. - Data-Informed Impact
Pre and post-workshop surveys measure impact in areas such as confidence, well-being, and creative self-expression, particularly for business clients. - Systems + Automation
Behind the scenes, Emma’s operation is powered by slick, affordable tech – including an integrated website, CRM (Capsule), and event software which allows for automated communications, bookings, and reviews. - Values-Aligned Outsourcing
Tasks that don’t bring joy are delegated or systemised. This includes support from her part-time team member Ros, and her father, who still handcrafts furniture frames. - B Corp Certification
The business became B Corp certified in 2023, reinforcing its commitment to community, sustainability, and ethical sourcing.
This model allows Emma to remain deeply involved in the teaching while growing her reach in meaningful, manageable ways. It’s not about scaling fast – it’s about growing with care.
"It's not about money, it's about lifestyle. I didn’t do what I’m doing to be a millionaire… for me, it’s about balance of life – health, happiness, family, having time to travel. That’s what growth means to me – helping others have a similar opportunity."
– Emma Semper Hopkins, SH Upholstery
The Impact
Emma’s work may look like craft, but its impact reaches far beyond the fabric and frames.
At Semper Hopkins Upholstery & Interiors, transformation happens on multiple levels: ecological, emotional, and social. Each workshop offers more than just a skill. It’s an invitation to slow down, connect, and reclaim agency in a world that often moves too fast and throws too much away.
Environmental regeneration
Emma’s core practice – of upholstery – is inherently circular. It diverts waste from landfills, reduces demand for fast furniture, and encourages mindful consumption. Educating others that there is a better way to transform and make new furniture by using quality materials from recycled or certified sources.
Community connection
Through local partnerships and charitable giving, Emma ensures her impact reaches beyond the studio walls. In recent years, she’s focused on building direct relationships with organisations in her Cheshire community to donate materials and resources where they’re truly needed – not just giving away, but giving with intention.
Creative empowerment
Many participants arrive unsure of their creative abilities. They’re convinced they’re “not creative.” But they leave transformed. By the end of a session, they’ve made something with their own hands, from scratch. Pride, surprise, and joy ripple through the room. It’s more than just about the piece that they have created, it the power that it unlocks.
Well-being and presence
Workshops are deliberately phone-free and screen-light. Attendees experience deep focus and flow, often describing the sessions as meditative. Emma tracks this impact with pre- and post-event surveys, which show marked improvements in relaxation, confidence, and creative curiosity.
Inclusive learning
Whether she’s guiding a corporate team or a local resident, Emma adapts her teaching to meet people where they are. Her spaces are calm, welcoming, and designed to build confidence gently. Everyone leaves with a sense of accomplishment – and often, a spark to continue creating.
Social ripple effects
Workshops don’t just inspire individuals. They inspire communities. Many attendees go on to start their own upcycling projects, take further courses, or even explore craft-based business ideas. Emma keeps in touch through follow-up questionnaires and informal check-ins to track how creativity continues to ripple.
As Emma puts it: “It’s not just about what you make. It’s about what that making does for you.”
The Marketing
Emma’s marketing approach is rooted in one key principle: be human.
Rather than chase algorithms or ad spend, she focuses on building genuine, in-person connections and sharing stories that reflect the warmth and purpose of her work. Her strategy is multi-channel but grounded, using both digital tools and real-world relationships to grow awareness at a sustainable pace.
Here’s how she spreads the word:
- Website-first booking flow
Most workshop bookings come directly through her website, not third-party platforms. That means visitors experience her brand, her voice, and her values from the very first click. Everything from automated emails to booking confirmations is designed to feel seamless and personal. - Local and regional networking
Emma prioritises in-person presence. She regularly attends business expos, local events, and B2B networking groups, not just to sell, but to connect. This has been especially valuable for securing corporate bookings and collaborative opportunities. - Social media with soul
While she maintains a presence on social media, Emma doesn’t chase trends. Her content is designed to inform and invite, not overwhelm. The focus is on showing what’s possible when people engage with craft – and encouraging others to imagine themselves in the workshop seat. - Strategic B2B outreach
In recent years, Emma has shifted focus from B2C to B2B – building relationships with HR leaders and business psychologists to position her workshops as learning and development experiences. This includes tailored email outreach, collaborative events, and warm referrals. - Reputation and word of mouth
Referrals play a major role. “You never know who’s in the room,” Emma says, recalling a workshop where one attendee turned out to be the CEO of the Scouts. The ripple effect of each session is intentional. - Organic visibility over paid ads
Emma has made a conscious decision not to invest heavily in ads. “People don’t buy what I offer from Google,” she says. “They buy from people.” Her growth is slower, but deeply aligned with her values. - Feedback loops
Every workshop includes a feedback form. These insights inform everything from product development to messaging and help demonstrate impact to future partners.
This grounded, personal approach may not be the fastest route to growth, but it’s proven to be the most enduring.
The Finances
Emma has built her business slowly, carefully, and with clarity about what success really means. For her, it’s not about chasing seven figures, it’s about creating a financially stable, values-led business that supports a balanced life.
That hasn’t always been easy.
When she pivoted from selling furniture to teaching upholstery full-time, she made the tough decision to walk away from a profitable arm of the business. It meant starting over in some respects, financially, structurally, and strategically. But it also meant stepping into work she truly loved.
Here’s how the financial side breaks down:
- Self-funded, no outside investment
Emma has never taken private investment. She’s funded growth through savings, reinvested profits, and other personal income streams – including rental properties and long-term investments. - Early reinvestment period
In the transition phase, she chose not to take a salary so she could invest in equipment, space, and systems. “I spent tens of thousands tooling up and getting everything in place,” she shares. - Now self-sustaining
Today, the business is self-funding. Workshop income covers operations, with surplus directed toward continuous improvement and future planning. - Lean team structure
Emma employs one part-time team member and collaborates with others as needed. Her dad also continues to contribute part-time, helping with frame-building, keeping costs and culture grounded. - Frugal but strategic
Rather than outsource everything, Emma has gradually added support where it makes the most difference; website, accounting, and admin. The rest is managed through smart systems. - No dependency on ads
Marketing is largely organic and relationship-driven, keeping acquisition costs low. - Automation to protect time and margins
Tools like Capsule CRM and Promoter (for event bookings) reduce admin load and allow Emma to run a high-touch experience with minimal overhead. - B Corp as a strategic investment
Achieving B Corp certification was both a financial and time investment, but one that Emma believes will continue to pay off in brand strength, partnerships, and aligned clients.
Her financial philosophy? “I didn’t build this to be a millionaire. I built it to create a life. It’s about balance – health, happiness, time to travel.”
The Vision
Emma’s vision for Semper Hopkins Upholstery & Interiors isn’t about rapid expansion or mass replication. It’s about deepening impact, refining craft, and designing a business that supports life and not the other way around.
At the heart of that vision is autonomy. Emma wants to remain close to the work she loves: teaching, making, connecting. But she also wants to create pathways for others to experience the same transformation, whether as learners, collaborators, or future leaders.
Here’s where she’s headed:
- A franchise-style growth model
Rather than scaling a centralised brand, Emma is exploring a model where others can run similar workshops in their own communities. “There are so many people who might want to come out of corporate, who want a business-in-a-box,” she says. It’s about equipping others, not duplicating herself. - Diversifying creative offerings
To keep repeat customers engaged, Emma is introducing new skills into her repertoire – including leatherworking. This allows her to continue evolving while offering more to long-term clients. - Expanding B2B collaborations
Emma is launching new corporate programmes in partnership with business psychologists – blending hands-on craft with leadership and well-being training. It’s a fresh model for workplace learning, grounded in creativity. - Continuing to invest in systems
With her CRM, website, and booking tools already integrated, Emma plans to keep refining her backend operations, ensuring her business runs smoothly even when she’s away. - Preserving intimacy and intention
Perhaps most importantly, Emma is clear that growth won’t come at the expense of depth. She doesn’t want to teach 100 people in a room. She wants to maintain the personal connection that makes her workshops so impactful.
As she puts it: “Growth for me isn’t about scale. It’s about helping others grow too – and doing it in a way that still feels human.”
"It’s very empowering… you’ve made something with your own hands, and that feeling lasts longer than a selfie moment. You’re proud. You’ve created something. And that pride ripples out."
– Emma Semper Hopkins, SH Upholstery
The Challenges
Emma’s business may feel calm and grounded today, but getting here has taken courage, resilience, and a deep willingness to question the status quo.
Like many purpose-led founders, she’s had to navigate moments of doubt, financial strain, and emotional reckoning. What’s kept her going is a quiet conviction in the value of her work, and the patience to grow in alignment, not haste.
Here are some of the hardest parts of the journey:
- Letting go of what no longer fits
The decision to stop selling furniture – a profitable part of the business – was emotionally and financially challenging. It meant stepping into uncertainty, and acknowledging that burnout had crept in. “I had to stop doing what I didn’t love anymore,” she shares. “It took months to work through.” - Finding the right audience
Not everyone immediately understands the value of circular craft or creative empowerment. “Sometimes you feel like you’re talking to the wrong people,” Emma says. “It’s about finding the right rooms, the right tribe – and having faith in your message.” - Bootstrapping with limited resources
Without outside investment, every decision had to be made with care. Emma relied on other income streams to reduce financial pressure and avoid taking on misaligned clients just to pay the bills. - Resisting conventional growth paths
Choosing a lifestyle-first model means pushing back against cultural expectations of scale, speed, and visibility. Emma has had to redefine what “success” looks like – and trust that her slower, values-led path is valid. - B Corp complexity
Becoming B Corp certified in 2023 was hugely rewarding, but also incredibly demanding. Emma had to pause parts of her business to focus on the application, build systems for tracking impact, and gather data she hadn’t previously measured. “It was all-consuming,” she says – but ultimately worth it. - Educating clients while running the business
Especially in the B2B space, Emma often finds herself explaining the value of creative workshops – not just as a fun day out, but as a serious tool for well-being and leadership development. That storytelling takes time and clarity.
The Mindset
Emma’s mindset is quiet, steady, and deeply values-led. It’s not built on hustle or hype, but on alignment, clarity, and self-awareness.
Her approach to leadership is shaped by her early career in ethical retail, her lived experience of burnout, and a daily practice of choosing presence over pressure. For Emma, business isn’t just a way to earn. It’s a way to live well – and to model a different kind of growth.
Here’s what guides her:
- Work should fit around life, not the other way around
Emma now plans her business calendar around school holidays, family time, and wellbeing. “I used to plan my life around my work. Now I do the opposite,” she says. That simple reversal has transformed her sense of balance. - Guilt-free rest is a skill
It took time to unlearn the idea that rest is unproductive. “At first, I felt guilty if I wasn’t working. But now I know rest is what fuels everything else.” - Systems create freedom
Far from being cold or corporate, systems are what give Emma the space to slow down. From automated emails to integrated CRM tools, everything is designed to reduce friction and protect her energy. - You are allowed to define success for yourself
Emma no longer chases growth for growth’s sake. “I didn’t build this to be a millionaire. I built it to have a life I love.” That includes travel, mornings off, and plenty of time for walking.
Intentionality is everything
Whether it’s choosing suppliers, designing workshops, or sourcing fabric, every decision is made with care. “Everything I do is intentional. It has to have a purpose.”
The Wisdom
Emma’s journey has been full of thoughtful choices, brave pivots, and quiet persistence. Here are the lessons she most wants to share with others building purpose-led, circular, or craft-based businesses:
- Know your numbers from day one
Don’t avoid the finances. A strong relationship with your money gives you freedom, not fear. - Invest in people and platforms early
You can’t do it all. Hire a great accountant. Pay for a website that works. Use systems that save your sanity. - Let go of what doesn’t bring you joy
If a part of your business is draining you, even if it’s profitable, ask if it’s worth the cost. Your energy matters. - Stay close to your purpose, especially when it’s hard
When the path gets foggy, your values are the compass. Don’t look sideways. Look inward. - You don’t need permission to slow down
Busyness isn’t proof of value. Rest, reflection, and planning time are legitimate parts of work – especially when you’re leading.
Try This
Inspired by Emma’s approach? Here are five gentle but powerful actions you can take to bring a little more intention, creativity, and circularity into your own work:
- 1. Map your energy, not just your tasks
Track what parts of your business give you energy – and which ones drain it. Adjust accordingly. Joy is data. - 2. Automate one thing this month
Choose a repetitive task (like customer follow-ups or event reminders) and set up a basic automation. Tools like Capsule or Trello can help simplify your workflow. - 3. Run a workshop or teach a skill
Share what you know in a small, human way. Whether it’s online or in person, teaching others is both nourishing and validating, for them and for you. - 4. Conduct a circularity audit
Look at your materials, suppliers, or processes. Where could you reuse, repair, or rethink? Start with one product or service and see what shifts.
5. Redefine your growth goals
Write down what “enough” looks like for you, in income, time, and energy. Let that guide your decisions, not someone else’s definition of success.