#FollowPekoetime
Isabella Codd is the co-founder of Pekoetime Ltd, leveraging her unique background in design, engineering, and sustainability to transform the fashion industry through innovative technology. Isabella is a member of AwakenHub's SheGenerate 4.0 cohort, sponsored by AIB and Britisih Business Bank, supporting female founders in scaling impactful businesses. Through SheGenerate, Isabella is expanding her community and business, driving forward her vision for a more sustainable future.
How would you describe yourself in 6 words or less?
Business Creative, Designer, Engineer
What prompted you to start your business?
I’ve always been self-employed in my own soft-furnishings workshop but dreamed of having a more scalable business. With the advances in digital and internet technology, I feel my time has come to take my business to an international market. Pekoetime will be a B2B software platform offering the most sustainable shopping experience for the fashion industry. With my background in fashion design and a degree in electronic engineering, I believe sustainability in fashion will spread globally, backed by the European Green Deal and global sustainability goals set by governments.
Tell us a little more about you.
I live in Sandyford, Dublin 18. My family moved from the UK to Wicklow when I was about six. My business partner made a short video of my "family album," which is a quick way to catch up on my beginnings. You can watch it here: Story of a Designer.
I’ve always had a passion for making things. When I was choosing a college course, engineering seemed like a good fit, so I studied electronics and earned my degree from Sheffield City Polytechnic. After struggling to find work as an engineer, I returned to my first love and studied industrial sewing methods. I found my skills were best used in the soft-furnishings sector, where I thrived in a bespoke environment.
Tell us about your female founder journey.
Although I’ve always been self-employed, I didn’t see myself as a "founder" until I started www.Pekoetime.com. Founders always seemed like people who had built institutions long ago, but after attending accelerators and workshops since 2022, I now realise that being a founder is about starting scalable businesses from a single vision. It’s exciting to know that one person’s idea can lead to jobs and opportunities for many. Building strong foundations in these early years gives me something solid to grow my vision from. While the road has been long, I’m glad I’ve had the experience of running day-to-day operations before stepping into the role of founder.
How did you hear about AwakenHub and what prompted you to apply for SheGenerate?
I heard a podcast about AwakenAngels, and when I checked it out, I discovered AwakenHub, which flagged SheGenerate 4.0 to me.
What have you gotten out of the SheGenerate process?
I’ve only been involved for a month or so, but I already feel a strong sense of community, which I think is incredibly important. Being part of something larger than yourself has been helpful, especially after a couple of lonely years.
What does success look like to you in 12 months and in 5 years?
12 months feels closer than ever. In five years, I aim for Pekoetime to be firmly established in the fashion technology sector, showing how sustainability can be standard in buying trends within the industry.
What can the SheGenerate community do for you?
I’d love the opportunity to pitch for funding to develop a Minimum Viable Product (MVP). I recently visited the London College of Fashion for a full-body measurement scan, and with this data, I’m developing a basic app that allows virtual shopping without returns or the frustration of trying on clothes that won’t fit. I’m seeking €8,000 in funding for a computer and six months of office overheads.
As a founder, what are your non-negotiables?
I’m inspired by entrepreneurs like Laura Ashley and Cath Kidson, who turned "women’s work" into global brands by staying true to what they loved. They created products their customers treasured and grew their businesses internationally.
A non-negotiable for me is: Be There for Your Customers.
I also believe in "Focus on the Solution," which applies to all kinds of feedback, even the tough stuff.
Another motto I live by comes from a golfing rule: "Play it where it lies." This means accepting where you are and moving forward, no matter how unfavourable the spot may seem, whether in business or personally.
