YesColours‘ clients, says innovative director and co-founder Emma Bestley, want to paint anything in its very popular Electric Blue: from sheds, church bells and even rat cages.
“There is something mystical and magical and it’s a blue that is doing something to people that I never thought it would do,” says Bestley.
It is testimony to Bestley and co-founder John Stubbs’ vision in introducing not just a quality, environmentally friendly paint brand name however their objective to minimize the UK’s paint waste.
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The business was born in the pandemic when Stubbs telephoned Bestley — both university buddies — and spoke about how his father-in-law was eliminating paint tins. “I then started moaning as my pet hate is the rusty leftover tins,” remembers Bestley.
With Stubbs’ background as a profession item supervisor in the style sector, the duo set upon a business concept and developing pouches as product packaging.
“They have come to the forefront with food and beverage and beauty but a lot are non-recyclable,” says Bestley. “We wanted to create fully recyclable pouches, right down to the lids and nozzles.”
Having created Europe’s very first recyclable paint pouch, the brand name now produces and sources all of its paint in your area in the UK, without including any damaging chemicals.
Yet, it still took some time due to an absence of basic materials throughout COVID prior to the creators checked for temperature level and drop checked for carrier handling.
Tellingly, the set have actually declined to take a look at patterns, rather concentrating on relatable connections to colours: be it motion pictures, nature, food or music.
Bestley says: “Once you have those visual images, you boil it down and you realise you have the whole colour wheel.
“If you want to be a sustainable brand, when you talk about trends they are too short lived. We don’t want people to paint a wall and then again in six months. The way we saw our brand was to be positive and it would talk to people who are creative.”
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The very first colour they established was its Electric Blue. Launched last summer season it utilizes pure ultramarine pigment and is now a finest seller on its 3rd batch.
“There are a lot of Frida Kahlo [Mexican painter] and Marrakech-inspired walls now in Britain and in people’s gardens,” says Bestley.
Following pouch tests, the next action was discovering the ideal production collaboration. With some brand names establishing their own assembly line, YesColours discovered a 100-year-old, fifth-generation business in Manchester. “Their quality of paint I think is the best in the country,” confesses Bestley.
Her imagination and colour insight is boosted, she says, through being identified with the genetic Grapheme-colour synaesthesia.
“It’s a genetic brain mutation which sounds horrendous but it’s not,” she says. “Your senses are merging. It’s almost a useless superpower but for a co-founder of a paint business it’s almost the most perfect thing I could have experienced.”
Bestley sees colour in words and numbers and, from an early age, they have actually remained the very same. “For example, the days of the week I see Monday as red, Tuesday as blue and so on,” she includes. “It’s helped me memorise things such as telephone numbers or friends’ names. When I was young I assumed every young person’s brain processed that way.”
She just found the condition in 2006 when she enjoyed a Channel 4 documentary, while it is approximated that as much as 4% of the population has Grapheme-colour synaesthesia, with the majority of not understanding they have it.
Bestley exhibits positivity with both her synaesthesia and her business outlook. “It’s always been slightly organic growth,” she says. “We always knew we were going to be positive and not finger-wagging when it came to our eco credentials and sustainability.
“We didn’t want to be intimidating. We don’t want people to think we are all about bright colours and drench our house in it.
“Having a name such as YesColours, as John says, we are a colour company that just so happens to sell paint.”
With most paint tins coming in 2.5 litre tins, YesColours took the step of selling in one litre pouches after seeing over ordering as a contributing factor to paint waste, while Stubbs says that around 55 million litres worth of paint goes to waste in landfill every year.
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He says: “We wanted to disrupt the customer journey and produce packaging more recyclable in people’s homes and that paint wasn’t being stored in sheds or under stairs.”
“Already we are conscious of how people buy paint,” Bestley includes. “I think we would be millionaires if we just threw brilliant colours in a tin and it would be easy and quick.
“But the way we talk about paint and our pouches, it is a considered purchase.”
The business offers free 15-minute consultations should consumers want a second opinion. YesColours are also happy to eschew the current fads of beiges and greys, instead setting out its stall as a niche company aiming to be colourful.
“We never want to be prescriptive, we want to guide and inspire but never tell people this is the way it should be,” includes Bestley.
“After all, we have all the colours of the colour wheel. There is something for everyone and that’s what makes it inclusive.”
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