Meet the Founder & New Year Intentions

By Daisy Anna Stonier

Playful, ethereal, and sociable, Jen is the expressive and inspiring founder of Tink Collective, the ever-evolving platform bringing together creatives from all backgrounds, through hosting events, selling curated handmade knitwear, and providing opportunities for others to share and create. Think fairies, sipping tea, bunnies and some ‘girly-pop jungle’ added to the mix, we chat about the creative and forward-thinking community that is Tink, and Jen, the articulate and passionate founder, all wrapped up in layers of the cosiest knits...

Tell me a little about yourself, your passions, how you’d describe yourself, what brings you joy

“Me…um, I’m just a girl”

Both giggling and uncertain where to start, the question of ‘tell me a bit about yourself’ perhaps wasn’t the easiest gateway to discovering the layers to Jen’s life and personality, but she soon got us back on track by describing how her fascination with people guides her with her passions in life. Whether it be with Tink, or in her job as a producer and casting director, Jen’s admiration of our psychology, style, behaviour, and interactions, makes her an inquisitive creative, with people and connection at the fore front of her work. A ‘social girlie’ to her core, Jen thrives off meeting new people and cultivating fresh experiences, which is also expressed through the community aspect of her brand. Although playfulness and connecting with others has always been important to her, Jen shared how her vibrancy and confidence became a true part of her identity with personal growth and age, helping her to attract like minded people in her life today.

“You’re more authentically yourself when you’re a bit older and know who you are”

Living independently in her London studio flat, Jen also couldn’t be complete without music and the little joy in her life, her bunny Inari, who hops around the place as the sweetest companion. Despite the challenges and expenses of living in London alone, Jen wouldn’t wish for it to be any other way, as he’s able to immerse herself in the fashion and creative scene and attend events and opportunities in the bustling city.

What motivated you to develop your own brand, and how has your background and experiences led you to this path?

Falling into her full-time job in production and casting after attending fashion college from 16-18, Jen was passionate to fulfill her creative side, and utilise her skills in knitwear design and production. Blending corporate and creative, Jen has become the inspiring and proactive founder of Tink, as a way to fill the artistic gap in her life, and bring people together through the brand’s sense of community.

Additionally, describing herself as “very Type-A, pedantic, and organised”, has only led to her success with developing a brand, as she has been able to translate the skills of her corporate job into running Tink. Already building a small team of five has allowed Jen to establish a consistent posting schedule and style, outreach and collaborate with brands, and work with different photographers and stylists, which is incredibly impressive to have achieved since launching in December. 

Her transparency around the dedication that was required to achieve brand collaboration is also really admirable, as she described how convincing others of the potential she saw in Tink was initially challenging before the launch. However the lessons she has learnt from her experience have allowed her to find support in approaching brands at a similar level, following, and location to her, so that she can
scale up slowly, but confidently.

“I was trying to convince people to do something that doesn’t exist”

Sponsorships have excitingly come more easily for Tink, with Minor Figures and Bird and Blend sponsoring the February 8th Galentine’s Tea Party. Jen shared that “sometimes you just have to ask”, which shows how her bravery and commitment to putting herself and her brand out there, can bring the most rewarding outcomes.

How would you describe Tink Collective to someone discovering it for the first time?

“It’s a platform for everyone”

Tink goes beyond its foundations as an online marketplace selling knitwear, as it is also a platform for knitwear designers to feature in collections, for photographers to shoot editorial and conceptual content for socials, and for writers and artists to contribute art or poetry to the zine or website. It is a space for everyone, and to represent everyone as well, which unfortunately can’t be said for all brands, who share and work with people of a similar image, body type, and privileged background. With this being so important to Jen, she is cultivating a community which allows ‘everyone to be creative, freely’, and is in turn leaving so much scope for expansion as a brand, through representing and exploring diverse individuals and ideas.

What do you find to be the most fulfilling and rewarding parts about being the founder of Tink, and how has it challenged you?

Managing other people is of course a huge step for any founder, and navigating how to translate your vision for your brand, and handing over some responsibility to a team of people to bring that to life, can be really difficult to do. Giving away those parts of herself and ideas has been challenging for Jen, but she had a lovely way of describing the experience as ‘an exchange’ between herself and the creatives she’s working with. Through sharing her own vision for her brand, she has been able to help others develop creatively, as well as herself, which has been a really rewarding process, whilst learning how to be a better founder and business owner. Getting different perspectives on her ideas has been exciting for the progression of the brand, and creative development of all involved, which in turn makes Tink something that a wider audience will enjoy.

“You can let go of your vision and make it even stronger with the input of others”

Tink changes themes with the season, describe the theme of your life this season...

“Ahhhhh... I feel like chaos!!”

But no, on a serious note, Jen is embracing growth this season as she has thoughtfully set the foundations of her personal and work life this past year. Whether that’s growing her brand, or developing as a person, or building on her relationships with her friends, family and boyfriend, this season is all about flourishing and nurturing the aspects of her life that she has worked so hard to achieve. 

What are your current goals and plans with Tink? What excites you for the year ahead?

Events!! Although not the initial area of focus for Tink, the success of the launch party in December has brought so much excitement around the potential for connection and inspiration through meeting the community and bringing the intentions of the brand to life. Just a week after the launch, the planning for the Galentine’s Tea Party had already begun, shared as an ‘afternoon of sipping, shopping, and socialising’ on February 8th - what more could you want?! Pop-ups, workshops, and knitting clubs are just some of the ideas on Jen’s mind, with the potential options for Tink events ever-expanding. Whatever they are, they’ll be inclusive, fun opportunities to bring people together and expand the brand’s community this year.

What are three words to describe what 2025 will look like for Tink Collective?

“Community, Storytelling, Growth”

Playful themes and narratives will guide the photography and content for Tink this year, bringing expansion and development for the brand with its cohesive creativity. With such a determined and compassionate founder, what lies ahead for Tink is an exciting and inspiring journey for us all to follow and experience, so stay tuned for all the updates to come!