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Changing the game for personalisation

Changing the game for personalisation

Sonality is a new, personalised childrens’ clothing company, which was founded in 2019 by former banker Dipe Rajani, who had always dreamed of setting up his own business and becoming his own boss.

Since he had always had a keen interest in fashion Dipe decided to focus on the production of customised children’s clothing, but when he started carrying out some market research he discovered something surprising. “I was a little shocked to see how limited the choice was for personalised clothing,” he explained. “I looked at a lot of sites like Not on the High Street and the options for customisation were generally very basic. I wanted to take it a step further and really push the boundaries of personalisation”

Having chosen the name ‘Sonality’ Dipe designed a website that features a design studio in order to give customers full control over their designs. They can add text, upload images and create totally unique graphics that can be applied to organic clothing.

Dipe continued: “Nowadays we live in a diverse and multicultural society and tastes are as individual as the people buying the clothes. In the old days, boys had dinosaurs, while girls had to settle for ponies, but now, with our design studio, if a boy wants a purple unicorn on a skateboard, nobody can tell him ‘no’.”

As well as offering the ability to create customised designs, Dipe also offers a choice of different heat-transfer materials. He observed: “One of the things I love about vinyl cutting is the range of different media available. If our customers want to add a little extra ‘wow’ factor, they can choose from leopard print, flock or even glitter.”

Dipe’s initial research led him to investigate the wide variety of equipment options available and after studying the market thoroughly, he decided that using heat transfer vinyl would best fit his business model. Accordingly, he approached Xpres, which advised that a GS-24 cutter from Roland would meet his requirements in every detail.

In addition, Dipe also purchased a direct-to-garment printer and, having now had the chance to thoroughly trial both machines, he reported: “The DTG process can be quite fiddly, while by comparison, the GS-24 is incredibly easy to use – I was up and ready to go with only an hour of training.”

And the speedy setup was just one feature of the GS-24 that impressed him. He continued: “Since we launched Sonality in March, the cutter has been operating non-stop without a single problem – it just takes everything that’s thrown at it!”

Reliability and efficiency were major factors in Dipe’s choice. Since his customers have an almost limitless choice of designs, no two orders are alike and as such, it’s impossible to prepare in advance. Once the customer submits an order on www.sonality.co.uk

the website automatically produces a pdf of the design, enabling Dipe to switch on the GS-24 and start work immediately.

 Following the success of Sonality, Dipe plans further investment in order to help his business grow. He confided: “I want Sonality to become a big name in the kids’ clothing and gifting market and I’m already looking at expanding my capabilities. I’d like to have a few cutters preloaded with different vinyl so that I can prepare orders even faster and I’m also looking into purchasing a printer/cutter to provide my customers with even more options.”

For further information on Roland DG’s full range of vinyl cutters,, click here to download the new Roland Guide to Vinyl Cutters

 For further information on Sonality, visit: sonality.co.uk.

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