From Humble Beginnings to Fly Tying Royalty: Ann Kitchener's Journey of Passion, Innovation, and Conservation at SemperFli

Mending on the Fly

In this captivating episode of Mending on the Fly, host Devin Carlson delves into fly fishing, fly tying, and conservation with Ann Kitchener, the visionary CEO of SemperFli. As a global leader in eco-friendly fly-tying materials, Ann shares her remarkable journey of transforming a small family business in Yorkshire into a thriving international brand. From navigating the challenges of Brexit and the COVID-19 pandemic to receiving the prestigious Queen's Award for Enterprise, Ann's story is one of resilience, innovation, and unwavering dedication to preserving our natural resources and engaging younger generations in the sport. Discover how SemperFli's commitment to quality and sustainability has revolutionized the fly-tying industry, and be inspired by Ann's passion for the art of fly fishing and her mission to create a lasting impact on the environment and the community.

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Semperfli Website: https://www.semperfli.net/
Semperfli Instagram: https://www.instagram.com/semperfli_flytying/

Shownotes:

00:00 - Introduction to Ann Kitchener and Semper Fly
03:00 - Ann's background and the humble beginnings of Semper Fly
06:00 - The decision to focus on fly fishing and fly tying
10:00 - Developing synthetic, eco-friendly materials for fly tying
14:00 - The importance of the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES)
19:00 - The R&D process and Semper Fly's commitment to quality and innovation
22:00 - Semper Fly's business model and relationship with dealers
25:00 - The impact of winning the Queen's Award for Enterprise
32:00 - The role of Yorkshire in the history of fly fishing and Semper Fly's local presence
35:00 - Ann's personal growth as a business leader and the influence of motherhood
39:00 - Navigating the challenges of Brexit and the COVID-19 pandemic
45:00 - Semper Fly's new premises and continued growth
49:00 - Future goals and plans for Semper Fly
53:00 - The importance of engaging younger generations in fly fishing and tying
56:00 - Ann's personal experiences as an angler
58:00 - Closing thoughts and how to connect with Semper Fly