Building a Bold Brand with Purpose
Luke Christian, based in Harrogate, North Yorkshire, is the founder of Deaf Identity, an e-commerce business dedicated to raising deaf awareness through fashion and accessories. His brand serves as both a creative outlet and a platform to promote visibility and representation within the deaf community.
Having been born deaf, Luke experienced a lack of relatable role models and found that deaf awareness was rarely discussed during his formative years. In May 2019, after being made redundant from his role in retail, he recognised an opportunity to combine his interest in fashion with his desire to make a social impact. By September of the same year, he launched Deaf Identity, with a clear mission to challenge misconceptions and demonstrate that deaf individuals can achieve their goals in all areas of life.
As the brand developed, Luke reached a point where he sought guidance to continue its growth. He contacted the York and North Yorkshire Growth Hub through their website, which led to his first meeting with Karen in late 2023. Since then, they have maintained regular communication.
Luke said: “I was looking for some help and assistance as I had hit a crossroads and was unsure how to ‘level up’ my brand as I had felt stuck for some time. I reached out to the Growth Hub via their website and Karen got back to me, we quickly arranged a meet up back in late 2023 and have been in touch ever since.”
Karen provided support by listening attentively and creating space for Luke to articulate his thoughts and plans. Karen’s ability to offer structured feedback and relevant advice enabled him to make informed decisions that contributed to the brand’s advancement.
Karen said: “Supporting Luke and getting to know his business has been a real privilege, and his determination, resilience and inspiration are evident in everything he does.”
Luke said: “The support Karen has given me has helped my confidence and helped me to believe in myself more. I think it’s very easy when you’re self-employed to fall into a trap of constantly going and going and not taking the time to pause and reflect on what it is you’ve achieved. Karen has helped me to reflect and realise I am doing a lot better than I give myself credit for.
“The support has also given me a fresh perspective on things too as sometimes I can get too ‘in my head’ so when I verbalise my thoughts to Karen during our meetings, she is able to make me see things differently and look at the wider picture when it comes to both problems, I’m facing business wise and personally too.”
Their collaborative relationship also helped Luke gain perspective. He reflected on his achievements and began to develop a more balanced view of his progress. The clarity and confidence he gained has proved valuable, not only in business matters but also in his personal mindset.
Luke also attended the North Yorkshire Stars programme, a fully funded pilot initiative designed to help early-stage businesses in North Yorkshire become investment-ready. It supported participants through workshops and mentoring to refine their business models, understand funding options, and prepare investor pitches, concluding with a pitch event to experienced investors.
Looking ahead, Luke envisions expanding his entrepreneurial ventures. He is considering the development of an additional business and aims to reach a stage where he can delegate operational responsibilities while maintaining strategic oversight.
To those considering launching a business, Luke said: “Look at your end goal and work backwards so you can visually see how to get from A to B and work in steps to achieve it. Don’t overthink it and it’s always better to start something and perfect it later.”
Luke’s journey with Deaf Identity highlights how personal experience, when paired with a purposeful vision and structured support from the Growth Hub, can evolve into a business that creates meaningful social change.
If you’d like to recieve similar support, or want to explore the opportunities available, get in touch to learn more.
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