About Us

The name says it all. Sibb—from the Old English for kinship and community. Loom—the tool that transformed cottage industry into the industrial age, weaving individual threads into something stronger.

We're consultants who've lived through the chaos of scaling. We know that the smoothest automation strategy means nothing if your team won't adopt it. That the most elegant AI implementation fails without the right culture. That growth without intentional human design creates friction, not momentum.

Unlike the big consultancies with their armies of analysts and one-size-fits-all frameworks, we work differently. We're built for the messy reality of transformation—where spreadsheets meet staff concerns, where efficiency targets collide with organisational identity, where the technical solution is only half the answer.

I've spent over 20 years in the "engine rooms" of global giants like Amazon, Expedia, and Lloyds Banking Group. My career has been defined by complex, large-scale industrial shifts—the kind where "failure" isn't an option.

The scale was massive. At Amazon, I led a team of 38 change professionals supporting a global network of 800,000 employees. At Expedia, I built the governance frameworks that extracted over $100 million in revenue and $52 million in efficiencies, including the global rollout of one of Expedia's first business-to-business AI enterprise platforms.

But the passion was always personal. Despite the massive numbers, my focus has always been human. Whether it's mentoring global teams or deepening my own leadership through the Oxford Women's Leadership Programme, I believe that real business value is only realised when people are empowered to succeed. The principles that work at enterprise scale - designing for adoption, building capability, aligning technology with human behaviour - apply just as powerfully to organisations of any size.

Sibb Loom is my way of bringing that "industrial-scale" expertise to organisations ready to scale without losing their soul.

Meet Claire Etchells, Founder