From Sidcot to shoe making, this is a lovely story of two Sidcotians working together; Susie Lincoln (née Osborne) (S:1964 -1969) and Jenny Guard (S:1980 – 1984) have work together at Susie’s company creating bespoke, hand-crafted boots as a hyper-local creative production with a global reach.

Susie and Jenny were both working Mum’s with five now grown-up children between them. Over the years the pair have managed to create boots and slippers for a wide range of customers; from international rugby players to supermodels, new born babies and Susie’s own 100-year-old father.

Inspired by her Quaker ancestors, Welsh artisans and the craftsmanship of her Tenby granny and great aunt Maud, Susie bought the business from a local farmer’s wife from New Guinea in 1977. The farmer’s wife taught Susie how to make Ugg boots based on a pattern brought from her home. At the time they came in white, brown or black and were a baggy fit in small, medium or large.

Susie evolved the pattern, fought American company Decker over the intellectual property of “Uggs” and won over fans of the Australian Ugg trademark, actually manufactured in China, to create a sustainable local business based in Wales but with a global reach. So how did they get together?

After a couple of years studying in London Jenny gained a work placement at Clarks in Street and Green Shoes in Totnes before moving back to Pembrokeshire to attempt to set up my own business making shoes. Unfortunately, this did not go a planned so Jenny changed tack. A small business can be a lonely place when you are doing it all on your own.

During this time, Jenny’s Grandfather introduced her to Susie, as Jenny was actually in a small unit just around the corner from Susie’s workshop. Susie offered Jenny a job and she worked with her for a year or two alongside other roles. After taking a career break to look after her own children and further study; a chance encounter with Susie in 2018 led to Jenny to starting work with Susie once more, particularly for her busy Christmas period, as she was finding it hard to find someone to do her soling for her. The pair have been working together ever since.

On Christmas morning, Susie and Jenny have woken up for years knowing that people all over the country are eagerly tearing into packages to reveal the boots or slippers they have been longing for.

Susie has been sent pictures of people wearing their boots whilst parachuting from a plane, rehearsing for their West End debut and with tiny new humans cradled in their arms, just hours after bringing them into the world.

Susie’s Sheepskin Boots have been around for over four decades and her core ethos has remained untouched by the fickle nature of style and trend. Her customers remain loyal as they know this small local company, using local materials, thanks to the bounty of our woolly friends, ensures a quality, ethically produced boot based on a tried and tested original. The essence of her success has much to do with her commitment to remaining a small and accessible business. Susie comments:

“The best thing is the connections I’ve been able to make, the multi-generational relationships that play out in the shop as we draw round people’s feet. Overhearing grandparents sharing the story of their first pair of uggs, listening to children test their carer’s patience over colour choice – the light pink is a much more sensible choice than you’d think; watching a teenage boy help his 90 year old mamgu to choose bright orange and turquoise for her slippers! It’s reciprocal. A gift that I get to give and receive at the same time.”

Susie is hoping to retire soon and her business is currently looking for a buyer. If you would like to take it on or work with Susie please get in touch directly via email: Susie susie@susiesheepskinboots.co.uk or to place an order see the website susiesheepskinboots.co.uk