My name is Sarah Featherstone, founder of Who Woulda Thought It Dressmaker. This is how heartbreak became a house of dresses.
Two years ago, after a rejection that completely crushed me, I made a decision that changed my life. Instead of letting it break me, I turned to dressmaking.
I’ve been obsessed with dresses for as long as I can remember. As a little girl, I was convinced I was a Spice Girl, and I had shift dresses in every colour. My love for dresses has never changed — it just became something I wanted to create myself.
For the last two years, I have dedicated my life to learning this craft. I’ve attended sewing classes, worked from 5am until late into the evening, and handmade more than 85 dresses. Every single dress has made me a better dressmaker.
Today, every dress I sell starts as a handmade prototype before it’s professionally manufactured in strictly limited runs. I believe that’s what makes the difference — the obsession is in the prototype, the consistency is in the manufacture.
Who Woulda Thought It is made for women who want to stand out. The ones photographed on race days, the ones who arrive at weddings already half a story. The ones who don't see why dressing up has to mean dressing down their personality.
It's not a uniform. It's a wardrobe of personalities — The Diana, Miss Lulu, Miss Moneypenny, The Dolly — each one designed to bring out a different woman.
Who Woulda Thought It Dressmaker wasn’t built overnight. It was built through passion, determination and the decision to turn pain into purpose. What started with heartbreak became the beginning of my business, and I’m proud of how far that journey has taken me.
Meet the Dresses →