Ep085 - Antonia Johnstone, CEO, Sign of the Times | Re-founding a brilliant brand for the next generation | SATT

Antonia Johnstone didn't found Sign of the Times — she re-founded it. After working four months at the legendary London secondhand store, she launched her own venture, Timpanis, in a remote Berkshire village with no experience and no money. When she eventually acquired Sign of the Times in 2020, the business had no online presence — and then came lockdown. With her mother’s pension and a mentor’s investment at stake, Antonia transformed her flat into a makeshift studio, modeling and shipping luxury pre-loved goods from her doorstep during COVID. What began as survival became a blueprint: she rebuilt the brand as a curated, omnichannel luxury resale marketplace, now partnering with John Lewis and expanding globally. Her secret? A relentless focus on people — both customers and team — and the courage to keep going when the odds were stacked against her. Today, Sign of the Times is not just surviving the fashion cycle — it’s redefining it. The episode reveals how a deep respect for heritage, combined with ruthless operational discipline and emotional resilience, can turn a 50-year-old brand into a modern powerhouse. Antonia’s journey from introverted economics student to CEO of a multi-million-pound resale empire underscores a powerful truth: success isn’t about being the founder — it’s about being the one who evolves the vision. Her story is a masterclass in reinvention, authenticity, and the quiet power of showing up — even when you’re modeling in your living room at 3 a.m.