Fiona Barber is the founder of Their Nibs nightwear – a label that evolved from a children’s sleepwear brand with Fiona doing everything (!) to a desirable brand for the whole family. Fiona is intending to extend their wholesale distribution network this year so Underlines wanted to know more.
Life before Their Nibs?
I started my career in fashion buying at Topman, which were pretty heady days – fast-paced, creative and hugely formative. It was an exciting time to be there, and it’s been lovely to see the brand’s recent reinvention. I’ve always loved print and heritage brands, so watching the revival of names like Laura Ashley, where I also worked, has been especially inspiring.
Their Nibs itself has evolved over time. It originally started as a children’s brand, with a little shop on Portobello Road that I could fit around my life as a single mum, before naturally growing into womenswear and nightwear as the brand, and I, evolved. Building and leading the business as a female founder has shaped everything from how we design to how we communicate, with comfort, practicality and real life always front of mind.
Why nightwear? What is unique or distinctive about your brand?
Nightwear felt like a very honest space. It’s what you wear when you’re not performing – when you’re resting, pottering and being yourself. Their Nibs is proudly female-founded and led, and that perspective shows in the details: hand-drawn prints, generous silhouettes, thoughtful fits and fabrics that feel genuinely good to wear. We design with women’s lives in mind, focusing on ease, longevity and individuality rather than chasing trends.
A typical week?
There’s no such thing as a typical week. I might be reviewing new prints and samples one day, creating content or answering customer emails the next, then planning future collections and critical path meetings with the factory. As a small, independent business, everyone mucks in and I love being close to every part of it.
What is the best thing about your job?
Hearing from customers. When someone tells us they wore Their Nibs through a difficult time, or gifted a pair to someone they love, it really means something. Creating a brand that supports and resonates with women in real life is incredibly rewarding.
What is different about working in this sector?
Nightwear is intimate. You’re part of people’s homes, routines and quieter moments. Being a female-led brand brings a deeper sensitivity to that – it’s less about image and more about how something makes you feel.
If you were not working in this industry, what do you think you would be doing instead?
Something creative and people-focused, perhaps interiors or charity work. I’ve always been drawn to storytelling and building community.
Any other ambitions for the brand or new developments?
I want Their Nibs to continue growing thoughtfully. As we bring experts in to help as we grow, it means we can focus on more beautiful prints, more inclusivity across bodies and life stages, and seeing the brand stocked in some of the best independent department stores and retailers, to complement our existing footprint in John Lewis. It’s important to us that customers can experience the brand in person too, consumers seeing the prints first-hand and feeling the fabrics makes such a difference.
Your greatest challenge?
Balancing creativity with the realities of running an independent business and making the numbers work without compromising on quality. Beautiful fabrics, thoughtful design and fair production all matter to us, but margins have a habit of keeping you on your toes! It’s a constant juggle, but one that keeps us disciplined and intentional.
Proudest moment to date?
Partnering with adoption charity Coram has been incredibly meaningful. I adopted my daughter through Coram, so being able to support them through Their Nibs feels very personal. We donate 20% of profits from our children’s range to the charity, which helps provide around 20 families a year with vital adoption training and support. Being able to use the brand as a force for good in this way makes me incredibly proud.
Worst move so far?
Assuming everything would always go exactly to plan! You quickly learn the importance of flexibility and resilience.
What do you think you will be doing in 10 years’ time?
Watching Their Nibs go from strength to strength; a female-led brand that feels like a familiar friend to its customers, with a little more time spent at our house in Devon, slowing things down and finding inspiration in a slightly gentler pace of life.
The one product you can’t live without?
An anthropology mug, drinking a builder’s tea whilst in some comfy brushed cotton PJs.
Traditional cotton wisteria pyjamas
Their Nibs can be reached on 0131 5602973 or info@their-nibs.com. The brand will be on show at the INDX National Intimate Apparel Show in February.
