'Independent businesses bring personality, creativity and something unique to our high streets and I’d love to become part of that in Derbyshire' says Chesterfield based fashion designer

“I’ve experienced some incredibly difficult times in my life, but I’ve also learned that it’s possible to rebuild yourself, rediscover your confidence and create something you never imagined was possible,” said fashion designer Donna Swift-Moore.

Donna has built a thriving business after surviving domestic abuse and controlling behaviour in a previous relationship. Her past experience has made her aware of what it feels like to lose your identity and the freedom to make the simplest decisions, including what you’re allowed to wear.

She said: “For a long time, I wasn’t allowed to choose my clothes or express myself through fashion. When I finally had that freedom, I embraced it wholeheartedly! I discovered just how empowering it can be to wear something simply because you love it, regardless of what anyone else thinks. That feeling became the heart of Astra Designs UK.”

With a strong focus on inclusive sizing, slow fashion and sustainability, Donna creates her own artwork at a studio in New Whittington, Chesterfield and produces unique clothing inspired by the worlds of film, television, fantasy, horror and popular culture.

She said: “My background is in teaching, rather than fashion design, so I’ve built my knowledge and skills through creativity, determination and a lot of learning along the way.”

Donna was a secondary school geography teacher when she realised around 2016-2017 that she had lost her love for the profession. She said: “Teaching had changed, and I no longer felt the same passion for it that I once had.

“At the same time Astra Designs was beginning to grow, and I found myself falling more and more in love with the creative side of running my own business. It was a completely different direction, but one I’m incredibly glad I took!”

From its launch 10 years ago, Astra Designs has developed into an independent sustainable fashion brand specialising in original, fandom-inspired clothing.

Donna, 44, who lives in Hollingwood, said: “Our designs are often bold, colourful, quirky and inspired by the things we love, because I believe clothing should be fun! I want people to buy something because they genuinely love it and will treasure it, rather than because it’s the latest fast fashion trend.

“One of the most rewarding things is seeing a woman try on something she might never normally have the confidence to wear, then look in the mirror and absolutely love herself in it.”

She has just launched Astra Designs UK’s first permanent store in Ashton-under-Lyne, with some supporters travelling hundreds of miles to celebrate the occasion. The opening of the shop has created two new jobs.

Donna said: “We have ambitions to open another two stores in the future, one in Derbyshire and another in Edinburgh. I’d absolutely love to bring Astra back home to Derbyshire. We’ve already explored several potential locations but unfortunately haven’t found somewhere suitable just yet.

“One of the challenges we’ve encountered is that Chesterfield doesn’t appear to offer the same level of support and opportunities for independent businesses that we’ve seen in places like Bolsover and other surrounding areas. I’d love to see more encouragement and support for small independent retailers to establish themselves in the town.

“I genuinely believe that independent businesses bring personality, creativity and something unique to our high streets and I’d love to become part of that in Derbyshire.”

Astra Designs UK showcases its designs at comic conventions across the UK and internationally, helping to spread the original fashion brand’s name far and wide.

Mum of four Donna is the sole owner of the business, working alongside her mother Pat. Donna’s eldest daughter, Cody, who is 26 and has autism, also helps out.

Donna said: “Balancing motherhood, family life and running a growing business certainly keeps me on my toes, but my family is a huge part of my life and everything I work towards.

“I’m very hands on with the business, from designing artwork and developing new collections to creating products and preparing everything for our customers.”

The administrative side of Astra Designs UK is in the capabkle hands of Fay, who lives in New Whittington and also has her own business Fat Frog Yoga.

Donna said: “It’s quite surreal looking back now and seeing how something that started as a creative outlet has grown into a business employing local people and opening its first retail store.

“I’m incredibly proud that a business which started with a personal dream has grown to the point where we’re now travelling across the UK and internationally with our designs.

“If there’s one thing I’d love people to take away from my story, it’s that your past doesn’t have to define your future.”