Fara Butt, Director at Shire Beds, talks about her role, sustainability inspiration, support for British manufacturing and expanding its own-label offering.

Let’s start with you. Can you share a bit about yourself and your background?

I come from a family with deep roots in business and community service, and I’ve always been passionate about creating meaningful impact – both in the workplace and beyond. My background spans education, business development, leadership, and advocacy, and I’ve had the privilege of helping grow Shire Beds into a respected name in British manufacturing.

What is your current job role and key responsibilities?

As Director, I oversee strategic growth, partnerships, and brand development at Shire Beds. I’ve been in this role for over a decade, and every day brings new challenges and opportunities. I work closely with our teams across manufacturing, sales, and innovation to ensure we’re delivering quality, comfort, and sustainability in everything we do.

What do you love about your job?

I love that we’re not just making beds – we’re helping people sleep better and live better. I also love working with a team that shares a strong sense of purpose and pride in British craftsmanship. Seeing our products in homes, hotels, and healthcare settings across the UK and beyond is incredibly rewarding.

What time is your alarm clock set for and do you have a morning routine?

I prefer to work late on in a night so I start the day as my diary demands. I have a moment of reflection or prayer, followed by a strong cup of coffee and a quick scan of the news. I like to be mentally prepared before diving into the day.

Why did you choose to work in the furnishing industry?

It chose me in many ways! Shire Beds is a family business, and I saw the potential to modernise and grow it while staying true to our values. The furnishing industry is dynamic and creative – it’s about comfort, design, and wellbeing, which really resonates with me.

Who do you most admire in the industry and why?

I admire those who champion sustainability and ethical manufacturing. Brands and leaders who are pushing boundaries while staying grounded in quality and integrity inspire me. It’s not just about profit – it’s about purpose.

Have there been any special moments during your career?

There have been many, but one that stands out is the year 2020/2021 when we won all the major industry awards – NBF Product of the Year, The Furniture Awards Best of British, Business Woman of the Year and a few others too.

What do you think is trending within the industry at present?

Sustainability is no longer a trend – it’s a necessity. Consumers are looking for eco-friendly materials, ethical sourcing, and longevity. There’s also a growing interest in customisation and smart sleep technology.

What would you change in the industry?

I’d love to see more diversity in leadership and more support for British manufacturing. We have incredible talent and heritage here – it deserves more investment and visibility.

Can you share an insight into your future plans?

We’re focused on expanding our own label offering, sustainable product lines and growing our export markets. Personally, I’m also passionate about mentoring the next generation of leaders, especially women in manufacturing.

What do you enjoy most outside of work / free time?

Spending time with family, reading, writing and supporting community initiatives. I also enjoy travelling – it gives me fresh perspectives and new ideas.

What might someone not know about you?

I’m a published writer! I have a number of stories I have either done a first draft of or planned out and now need to finish off. This creativity often influences how I approach business and leadership.

If you had a different career, what would it be?

I have already had two careers as a teacher and running my business. I think I have a writing career ahead of me too. Also, if I knew what my younger self was going to be good at, I would have been a diplomat. I enjoy connecting with people, learning about other cultures, travelling, solving problems, and making a difference – skills that translate across this field.

Finally, if you were an item of furniture, what would it be and why?

A well-crafted bed, of course! Supportive, reliable, and essential for wellbeing. It’s where people rest, dream, and recharge – and that’s a role I’d be proud to play.

Five Fun Questions

1) If you could hack into any one computer, whose computer would you choose and why?

I’d be curious to peek into Elon Musk’s – not to hack, but to understand the enigma he is and how he manages so many ventures and ideas at once!

2) What fact amazes you every time you think of it?

That we spend about a third of our lives sleeping. It really puts into perspective how important a good bed is!

3) What’s the most spontaneous thing you’ve ever done?

Booked a last-minute trip to Istanbul post covid with no itinerary – just a desire to explore. It turned out to be one of the most enriching experiences. I’d visited the tourist parts of Turkiye but Istanbul is a fascinating city and I can’t believe I left it till I was 50 to visit.

4) What is the most important object you own and why?

My notebooks (and now my phone notes these days) filled with ideas, quotes, and reflections. It’s a source of inspiration and a reminder of how far I’ve come.

5) What did you think was cool when you were young but isn’t cool now?

I like technology so probably dial-up internet and floppy disks! At the time, they felt revolutionary.