Samantha Cameron, the founder of Cefinn fashion brand, voiced her concerns on Thursday regarding the difficulties her company is encountering in the trading environment with the European Union (EU) following Britain’s departure from the bloc. With the expiration of the transitional trade deal, Cameron is finding it increasingly challenging to navigate the intricate trade relationship with the EU’s group of 27 countries. In her first individual broadcast interview on BBC Radio 4 since her husband’s resignation as Prime Minister after the EU referendum in 2016, she stressed the need for enhanced communication from the UK government with small companies like hers.

While acknowledging the impact of the COVID-19 pandemic on her current struggles, Cameron made it clear that Brexit has been the primary source of frustration. She noted that there have been no trading issues with the United States or other non-EU countries, underscoring the complexities associated with Britain’s exit from the bloc.

Samantha Cameron established her contemporary womenswear brand, Cefinn, shortly after her family left Downing Street. Prior to her husband’s tenure as Prime Minister, she held a creative position at the luxury brand Smythson. When discussing the trading difficulties she is facing, Cameron expressed her hope that these issues are temporary and referred to them as “teething troubles.” However, until these obstacles are resolved, the process of importing goods into the UK and subsequently selling them in Europe remains arduous, especially for smaller businesses.

Cameron emphasized the urgent need for Prime Minister Boris Johnson to engage with businesses facing similar challenges, particularly smaller enterprises that cannot afford to establish warehouses in Europe. She firmly believed that solutions to these problems exist and emphasized the importance of addressing them to foster business growth. If the expenses and costs associated with these trade obstacles are not resolved, the growth of companies like Cefinn will continue to be impeded.

In conclusion, Samantha Cameron’s remarks shed light on the difficulties faced by her brand, Cefinn, as a result of Brexit and the termination of the transitional trade deal. As the UK adapts to its new relationship with the EU, it is crucial for the government to actively engage with small businesses and find solutions that facilitate trade with European countries. Effective communication and support are essential to help these businesses overcome the challenges posed by complex trade arrangements and ensure their growth and success in the post-Brexit era.

Useful links:
Department for International Trade – UK Government
Brexit Guide – CBI Proxy