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Girl Bosses of Great Britain

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Sometimes the stars align and situations converge, giving you the opportunity to step up and take a leap into something you know will benefit so many people, not least yourself. Our interviewee today, Leanne took that opportunity with both hands and her company Local Care Force is always popping up on awards lists for the work that they do and also how they treat their employees. Read on and be inspired…

HOC: Great to meet you, Leanne. Let’s start with the tricky question… what’s your elevator pitch for Local Care Force?

Leanne: Sure! Have you ever had to step in to prevent someone from harming themselves in the worst possible way? Unfortunately, I have. Whilst working on a secure psychiatric ward, a worker responsible for providing one to one care and support for a suicidal patient fell asleep – I was horrified.

I loved my job on secure psychiatric wards, but I was appalled at the standard of some of the workers and it wasn’t uncommon to experience the wrong attitude or a lack of training. Because of this, I took a leap of faith, acting on something I knew was wrong, I was certain that I could do better, so led by a mix of gut feeling and passion I set up on my own.

Since establishing Local Care Force, I have trained thousands of care workers, creating new career paths for many and teaching a deep understanding of what is required to be a vigilant, passionate and safe care worker. I work with trainers who are so passionate, that two out of four have saved people’s lives in their own time, and we now have government quality accreditations.

My team includes nurses who have created award-winning Mental well-being projects, who have won ‘Nurse of the Year’ and Patient Safety awards. I have a team of empathetic passionate managers who go the extra mile for the clients they provide staffing support for. Some great examples of this include booking vintage war-time singers, dancing with care home residents and providing virtual reality experiences to Dementia homes!

My leap has created a safe, exceptionally well-trained supply of workers to an industry that is notoriously short of staff. We provide a consistent and ethical service which is delivered with passion every single day.

HOC: So inspirational and an amazing positive business! How did you make this leap?

Leanne: The leap to running my own business took a lot of confidence, experience and knowledge. All of which was gained whilst working in a mental health hospital for years, often alongside agency staff, and also within a large agency where I established and ran two department,. It was however, because of this hands on experience, that I knew I could offer a better service myself. I could see the failings clearly and had first-hand experience of what not to do, so I knew that if I was in control, it would be a success.

 

HOC: Love it! It must be tough when you have such a passion for your job and have to make sacrifices to get it started / keep it going….

Leanne: I am the most loyal person you could meet, my motto is ‘treat people as you want to be treated’, how you treat people resembles the rest of life, you truly do get out what you put in. Because I live this way, I am fortuitous to have an amazing team that I consider family. But there are people who you work with, have invested in (not just financially, emotionally too) who don’t give the same back, don’t respect the ethics or culture and/or take advantage of my generous nature. The most difficult aspect mentally is to not let those people affect you, the ones who you help the most who take advantage – it says so much more about them as a person than you. It’s a hard lesson but you mustn’t let it change the way you are, you have to rise above it and continue running your business and treating people as you always have.

Choosing when and if to remove someone from the business are also the most difficult choices. I am a good person and have had to fight to retain as such. Not letting the ‘few’ spoil it for everyone else is a conscious choice I have had to make. Because we are such a close-knit team, the most difficult choices have been severing relationships because it’s not in my nature to do so. I respect people who work to support our business, I see the best in people and try to develop the rest, but sometimes in a business such as ours, inefficiencies are so transparent and the damage one person can do to an culture, environment and the teams wellbeing cannot be underestimated. Ultimately it is always me who has to make the most difficult decisions.

HOC: That’s so very true! What does your team look like?

Leanne: I have attracted a team of steadfast ethical professionals. They say you recruit in your own image and that’s exactly what has happened. In addition, they all bring a wealth of knowledge crossing all sectors of our industry, which makes us a force to be reckoned with. The majority of my senior team have been with the business for eight years and above. The respect, the responsibility and autonomy I give them, is returned week in and week out with their loyalty, consistent level of work and passion. When we applied for the Times Top 100 companies, we came 21st and the feedback from my team was exemplary. All of our core values were scored highly, and because the feedback came from my team, it meant so much more – and all the hard work and intricacies over the years paid off. 95% of our employees said I was inspirational, 99% feel supported, 93% have fun with their colleagues and 91% loved their roles – we were ranked the highest small business in Yorkshire to work for! I personally received the highest leadership score across all the businesses assessed. As a reward – many of my team have been made associate partners with a ‘say’ and ‘stake’ in the business for their loyalty.

The support we provide our staff team goes above and beyond the usual. We are lucky to have such professionals in our business and we have introduced innovative mental health first-aid training for all. Our designated mental health nurse lead and senior trainer developed a program to provide support and signposting for all of our staff, and a ‘buddy’ mentoring system has been introduced to ensure there is always someone for my staff to talk to.

This initiative has already been shortlisted as a finalist for two Nursing Times Workforce Awards for Diversity and Inclusion, and Wellbeing and Staff Engagement. We’ve also been recognised by the HSJ Awards for creating a positive staff culture. Following this success, we plan to roll this out as a training and support package to other businesses so they too can support their workforce.

HOC: I’ve got goosebumps just hearing that, what an exciting story! In addition to all this, how has your business grown?

Leanne: My business has grown an average of 35% year on year since its inception in 2004 because of our team, their reliability passion and loyalty. We have grown approximately 70% by word of mouth and recommendation, and the consistency of our service has ensured client and worker loyalty. We have clients who have been with us since inception – which is unheard of for an agency and a transient workforce.

I really believe in engagement as a business growth tool. We have a people business and so if our team isn’t engaged, don’t love their workplace or feel appreciated then we truly have nothing. Visitors to our offices regularly comment on the positivity and happy nature of the team. Our culture really is everything and our ranking in the Times Top 100 stating 99% feel supported, 93% have fun with their colleagues and 91% loved their roles, proves that our success and growth is down to the happiness and wellbeing of people.

Some examples of what we do include;

Our innovative ‘Legends’ peer feedback app shows how different from other companies we are. We are proud to be a supportive family business. We collate feedback positively on each other throughout the month, and on the first Monday of the month we all receive our anonymous feedback by email. Positivity in the workplace is an absolute must in maintaining positive mental wellbeing in the team. The monthly crowning of the LCF Legend is a date everyone looks forward to. The winner receives a glass award, digital character, free meals, bar tab for the team, clothes vouchers, a sleep in and early finish, massage and a drawer full of their favourite treats.

Every year we also throw two special events to ensure engagement and celebrate all the hard work. These events grow in notoriety each year and are fully paid for, luxury, all you can eat and drink affairs. From a Gin development & marketing day and night to Local Care Fest which was a self-organised music, food and booze filled glamping festival. We look after our staff and this supports our growth and their commitment to the business as a great place to work and be part of.

HOC: Absolutely amazing. What a huge – but exciting- responsibility you have to your teams! How did you set yourself up for this? Can you…?

Leanne: I believed in myself.To succeed you must be able to motivate yourself, be consistent, dust yourself off and begin again each day., if you are someone who tires easily, and find it hard to motivate yourself, then it’s not for you! Be prepared not to have a day off until you are properly established – which can take years and the right people. You have to be prepared to take a gamble, risk a steady income, and accept a blip on your cv whilst you’re doing all the groundwork…… I remember Tony Robbins made a fabulous statement – If you want to take the island – burn your F***ing boats! Great analogy.

HOC: How do you take time out, do you ever find it difficult?

Leanne: I am not very good at relaxing; my mind is very active and there is always so much I want to do! I love a challenge and my husband and I are currently renovating three separate properties in our down time. One is a stunning five bed Winemakers home with a separate cottage, heated pool etc in a beautiful village in the south of France. The others are in The Dales and North Yorkshire #Yorkshirelass ). The luxury property in France will soon become a rental for a few weeks each summer.

I have a fabulous friend who is an outdoorsy personal trainer at All change PT, who I run with. This is the best way to get me out of the office and into the fresh air – we have even been known to do HIT sessions by the canal which gets some interesting looks, I also enjoy pilates with her and it is the only thing that calms my mind and keeps me focused, but that’s mainly because I have no coordination!

HOC: Hold the phone, we need to know more about that Winemakers home…

Leanne: Haha, of course! The luxury property is in Languedoc, called ‘Bois D’argent’ which means ‘Silverwood’! It’s a 1869 six bed winemakers home with an independent cottage converted from the original stables,. It also has a heated pool and a summer kitchen, it’s dreamy. We bought it from the family that owned all the vineyards surrounding the village and it hadn’t been lived in for 20 years so had no suitable water, drainage or electricity but we fell in love with it anyway!

It has been a real labour of love, but we are now finally at the exciting part – finishing it off and selecting furnishings, so I am currently obsessing over hand finished kitchen handles by The Period Ironmonger, taps from Perrin and Row, Rudge & Co and Jim Lawrence light fittings…

If you love a bit of a renovation project – be sure to check us out over at @LeBoisDArgent. The house is in Puissalicon, one of the famous ‘circulade’ villages where the ancient houses constructed in a spiral fashion outwards from the centre, which is full of charming and unique restaurants and bars. It’s in the heart of the Languedoc vineyards and has multiple wine domains in the village itself…..who also conveniently allow for wine tasting.

HOC: Okay, back to business ; what’s next?

Leanne: My ambition was to avoid the label of ‘recruitment’ due to negative connotations and so much bad practice in the industry. We are a Nursing and health specialist provider, we are professionals in that industry and we have stood tall and fought since day one to be respected. Something I feel we have achieved. Examples of this include being asked to display our projects at the Department of Health Patient Safety Conference, to working on pilot projects with the NMC (Nursing Midwifery Council) and RCN (Royal College of Nursing) resulting in being named as one of the RCNs Top 100 Nursing Innovators 2018. I believe we are pioneers; we have removed ourselves from the shadow of ‘recruitment’ and deservedly stand proud alongside Commissioning Groups, Independent care providers and the NHS. Being inducted into the Royal Collage of Nursing library of best practice as the gold standard for agency Nursing last year was a testament to our professionals and the hard work they invest in this business.

Immediately on the horizon for me is a slot as a guest speaker at this years Business Insiders 42 Under 42 awards dinner. I was crowned overall winner at last year’s event, so this is a real honour. I will be up on stage infront of everyone so wish me luck!

HOC: And finally, a classic question; the ’10 years ago’ challenge is all the rage on insta at the moment, what advice do you have for the 2009 you?

Leanne: I think it’s the other way round, the 2009 me was smarter with her work life balance, less sensible and far more frivolous – she bought far too many expensive shoes, travelled the world to some of the most luxurious hotels ….. !

I would say, keep it up girl – LIVE LIFE!

By the time my niece / goddaughter is 18 she is going to have a seriously extensive, luxury vintage shoe collection! 2019 Leanne needs to take the time to buy more shoes and take more holidays for sure…especially with the big 40 rapidly approaching! Visit https://www.piciandpici.com.

To find out more about Leanne’s business visit www.LocalCareForce.co.uk

Follow the restoration of Leanne’s French property on instagram @LeBoisDArgent.

For those on the fringes of the fashion industry, the perception when it comes to fashion PR’s are often inextricably linked with images of Absolutely Fabulous. Let me tell you “darling” that over-the-top, flamboyant, PR woman of the nineties is a thing of the past.

Enter Virginia Norris & Lauren Stevenson, looking towards the future of fashion, lifestyle, and beauty, with their agency Aisle 8 Communications. Fully embracing the power of digital has set Aisle 8 apart from other agencies; and their deep understanding of the fast-paced needs of that digital world has enabled them to elevate brands like Manu Atelier and DCL Skincare to a global scale. We chat with Girl-boss Lauren Stevenson, about what it takes to start your own business, and how the future of fashion pr can be found on your screen.

Tell us a little bit about yourself and your background, what inspired you to start AISLE8?
I’ve worked in PR for 15 years in large and small agencies, as well as two major in-house roles. Every role gave me valuable experience in the impact that PR can have as part of the wider marketing mix. I was privileged to be fully immersed into the digital world from the beginning, and I saw how a dynamic entrepreneurial young team could build a world class business. After a year as the Head of PR & Communications at Harrods, I missed that nimble and dynamic approach to PR. I saw a gap in the market for an agency that understood the changing face of PR and communications, being able to bridge the gap between digital marketing and traditional PR. Aisle 8 could do just that, understanding the importance of how PR could really deliver retail sales and build a business from the ground up.

How did you two meet? What made you decide to start this business together?
Virginia and I had met while I was the head of PR for my-wardrobe.com and she was the head of PR for Whistles.Two fast growing British fashion retailers, carving out a unique position in the market with clever, creative PR tactics and strategies that stood out. We were at the same events with our CEOs and often said, we should start a business together. We were regularly pitched to by digital and PR agencies but none of them seemed to understand the nuances of our retail business and how we approached digital in a 360 way.

In 2014, I called Virginia from Miami and said I’m going to resign, let’s start the agency we always talked about. Within a week we had both resigned, drafted our business plan, and registered Aisle8.

What makes Aisle8 Comms different from other agencies in the industry?
We have a deep understanding of retail and e-commerce, understanding how fully integrated PR and digital communications can build a brand. We understand the frustrations of working with agencies when you’re an in-house team, offering a service that goes far beyond a traditional PR agency. We have a track record for taking brands such as Manu Atelier to become a globally sought-after name, to securing retail for DCL Skincare in one of London’s leading department stores.

How do you go about finding the right brands and businesses to partner with?
We have been in a privileged position that so far, brands have always come to us and we have been able to be selective on the right brands to work with. We look for businesses with an authentic story and interesting product. We are storytellers. Introducing new brands, services, and products, so we have to fully believe and be incredibly passionate about those stories.

What has been the biggest challenge you have faced as businesswomen so far?
Nothing can prepare you for running your own business. I’m very lucky to have Virginia by my side and I couldn’t have done this without her. You know how to do your job as a PR professional, but growing and running your own business — well that you learn on the job every day. The biggest challenge has been cash flow. You no longer just receive a pay cheque at the end of every month. You have to wait for your clients to pay their invoices to be able to pay your suppliers, team, and office costs. It’s the one thing that keeps us awake at night.

What advice do you have for women who would like to become GirlBosses like yourself?
Today’s digital world has allowed us to have a much more flexible approach to work. We all have phones, laptops, social media, and global marketing channels that enable us to market to a worldwide audience with one image or sentence. The opportunity to launch a brand or start a business, has never been more readily available. It’s just having the courage and belief to do it. Virginia and I gave each other the courage and belief to do this and without each other the dark days would be a lot darker and the bright days, less bright.

AISLE8

Here at House of Coco, we’re all about women empowering other women, and this is exactly what Tricia Scott and The Female CEO are all about. With a background in business coaching, Tricia has created a community of women all over the world, whose only goal is to help female entrepreneurs further their businesses.

Through mentoring, coffee break catch-ups, and informative blog articles at her very own CEO Magazine, Tricia Scott and The Female CEO are changing the world by lifting up one world changing woman at a time. In this latest #WomenWorldwide interview, we caught up with Tricia Scott and talked about what drives her passions, personal mantras, and the importance of having a kick-ass support system. Because with Tricia Scott and The Female CEO, ‘you are never alone’.

Tell us a little bit about yourself and your background. What inspired you to start The Female CEO?

Looking back now, working towards the inclusion, success, and empowerment of others is always something I’ve held close to my core. I’ve always held a deep rooted (somewhat rebellious) nature at heart. Growing up, I’ve always gravitated to people who were different. As soon as I was able, I left my school days behind and was quickly and easily swept into the corporate world, climbing every ladder of every job I was ever presented with.

I was never happy to stand still, and was always looking for a higher position, higher learning and more to do. My free time was spent with people who preferred to stay outside of the norm, with different ideas and inspirations. This is probably where my love of entrepreneurship came from, I think entrepreneurs are creative people who view the world a little bit differently. My mantra was always (and still is), to never judge a book by its cover. Some of the most beautiful and interesting souls I’ve ever had the pleasure of spending time with, were people I met through following this mantra.

Over the years and like so many of the women I speak to today, I’ve faced my own personal hurdles, family tragedy, divorce, and debt to name just a few. Eventually I paused and looked around I realised that I really wasn’t alone. Women everywhere were stalled, scared, and hiding under layer upon layer of life experiences. I started to work with small groups of women at first, creating topics to start or further their businesses. Confidence, support, empowerment, focus and passion became the foundation of our work. This eventually led to bigger groups, large scale speaking engagements, interviews, videos and eventually the birth of The Female CEO & CEO digital magazine.

What is The Female CEO all about and how does it help aspiring GirlBosses the world over?

I have worked with women from all walks of life both as the Female CEO and in my previous role as a business coach and mentor. Watching women come together and work through their struggles, as well as celebrating their wins. Knowing that working as a solo-preneur can be lonely, these groups and support systems have become a lifeline to many. The mantra? ‘You are never alone here’

The Female CEO and CEO magazine aim to offer support and guidance to entrepreneurs through various methods. This includes specific training, a community-based Facebook page, In The Spotlight Interviews, and coffee break catch ups with inspirational people from across the world. We also offer printables, blogs, support, and ideas and it’s open to anyone. You don’t have to have your own business to be part of it, far from it in fact. I’m a firm believer that incredible things happen when women come together in solidarity and that’s what this business is all about – community driven empowerment and world-changing women.

As a CEO yourself, how important is having a strong support network to achieving your goals?

I believe that a strong support network is vital to achieving pretty much anything. It’s one of the reasons when I created The Female CEO I handpicked a team of fabulous Guest Editors, all with different skill-sets to work alongside and share their collective knowledge with our readers. I am the first to put my hand in the air and say that I don’t know everything. That is the amazing thing about a community like ours. Everyone is unique and at different stages of their journey therefore we all have so much to offer to each other!

What has been the biggest challenge you’ve faced as a female CEO?

Oh my goodness, there have been so many! If I had to choose just one I’d say overcoming the ‘disease to please’. I spent so many hours listening to everyone else’s opinions but my own about how I should set up and run my business. I was trying to please everyone else rather than tuning into my own gut feeling and going with it. Looking back it was a tool for procrastination too. The longer I listened, the less I put myself out there for fear of judgement. I don’t do that anymore!

What advice do you have for women who would like to become a GirlBoss like yourself?

Just do it. Don’t wait for the time to be just right, trust me you’ll never get there. Seek out communities of people with similar interests, ask for help (people really love to help) and be brave. It’s not impossible to set up on a minimum budget either, there are so many free resources out there from building your own website (I created The Female CEO from scratch with literally zero experience or knowledge) to taking payments and protecting the privacy of your customers, it all just takes a little bit of research. Finally, believe in yourself and your capabilities.

I wish you all of the success in the world.

WWW.THEFEMALECEO.COM

MZ Skin, you won’t have heard of this brand yet, as it only launched exclusively in Harrods last week. However it’s a brand you need to familiarise yourself with and fast, as we can guarantee you would love this luxury skincare collection to feature on your dressing table.

Known for our love of luxurious things, there’s no surprise that we fell in love with MZ Skin. Founded by Dr Maryam Zamani; a highly respected Ophthalmologist, Oculoplastic surgeon and leading aesthetic doctor. Dr Zamani was inspired by advanced clinical techniques and driven by the frustration of not being able to find skincare that she loves putting on her skin, that looks pretty and that actually works.

Maryam’s extensive experience with oculoplastic surgery and dermatology provides the perfect blend of facial aesthetic treatments that deliver the most natural results, combine this with Maryam’s genuine interest in her clients and you have the perfect formula. What’s more is Maryam has become and advocate user of her collection and recommended routine!

Formulated with research, innovation and pioneering ingredients, partnered with established, trusted actives, to deliver the essence of beautiful skin. The MZ Skin collection features five founding products that form a day and night routine; Cleanse & Clarify, Lift & Lustre, Hydrate & Nourish, Soothe & Smooth and Rest & Revive. All created for a simple yet effective skincare routine. The collection also features Hydra –Bright Golden Facial Mask, Hydra-Bright Golden Eye Mask and a natural Konjac sponge. These eight products are all you will ever need for glowing luminous skin; all under 100ml, perfect for jetsetters or those on the go!

Our writer, Vanessa, had the chance to sit down with Dr Zamani to discuss all things MZ Skin.

What is it for you that makes MZ Skin stand out from other skincare brands?

My products, work, they have specific targets and I’m working from first-hand experience. I’ve worked with damaged skin, I’ve seen the after results of surgery but I’ve learnt that prevention is the key. You don’t need to be 25 to have healthy glowing skin; you just need the right products. I’ve worked endlessly so that I will provide my clients with just that. MZ Skin is a luxury medical skincare brand that works, with feminine glamorous products; it fills a gap that was in the market.

Some of your products have unusual ingredients for example in Rest & Revive, there is placenta? Why have you chosen certain ingredients?

I wanted to ensure every ingredient made a difference to the skin; I didn’t want excess ingredients that had no purpose. I have been researching for years and taken many clinical trials, so for the placenta, stem cells rejuvenate the skin, so to apply this as your night cream, helps your skin heal and recover from the day.

Regarding ingredients, I suffer badly from eczema around my eyes, each one of your products has worked wonders for this, is this something you had in mind or just an added bonus?

Yes, this is definitely something I had in mind, I wanted everyone to be able to use and benefit from MZ Skin. The reason these products are working for your skin, is that the ingredients in them retain and maintain moisture; the ingredients are also of the highest grade and quality. Cleanse & Clarify is also a gentle exfoliator so removes unnecessary layers of skin and dirt without stripping away necessary oils. Hydration is key; especially living in an urban environment. All MZ Skin products have a minimum SPF of 30, as I think this is a factor that is so easily overlooked.

Obviously MZ Skin is a huge part of your life, how do you balance this, along with a family?

It’s very difficult, as I do a lot myself, I’m very hands on. I take my children to school, head to the office, pick my children up from school, do general mothering duties and once they’re in bed at 8pm, I exercise. It’s my release. Then from 9.30pm until around 12am, I work on MZ Skin. It’s busy but satisfying, I have a great team and I’m a multi-tasker, I love it.

Do you struggle to switch off from work?

In London, it’s very rare I switch off; I end up emptying my email inbox before bed. On holiday however, that’s when I truly disconnect from work and relax.

With such a busy schedule, what’s your favourite way to pamper yourself?

Sleep. Sleep is so important, that’s a real luxury to me. I also have a manicure and pedicure every week, that’s my little treat, it keeps me sane!

So, basically, MZ Skin is the perfect combination of science and beauty; created from a medical and experienced dermatology background, it not only feels glorious on the skin but it works wonders, is beautifully packaged, by a woman for women. This is the skincare collection you don’t want to be without.

House of Coco grabbed a drink with Aga Moodley, founder of I A.M the Brand, a personal stylist consultancy with a very personal approach. We spoke about childhood memories of amazing, handmade outfits, Kim Kardashian and becoming a mother.

HOC: Great to speak with you Aga! We’d love to start at the beginning, how did you come to being a stylist?

AM: Hello, I guess let’s start right at the beginning! I come from Poland and when I was a child it was under the Soviet dominance and there was nothing in the shops. At that time I lived in an all-generation house and my Mum and Grandmum used to make clothes. All the time sewing and knitting. Sometimes I couldn’t sleep at night because of the sewing machine noise! Even while there was nothing in the shops, my sister and me always looked different. Everyone would look at our clothes confused and ask ‘how is this possible?!’. The usual way to get new clothes would be when people brought things over from other countries or bought from import shops and we weren’t that family with dollars to spend.

So, growing up we had lots of clothes and they were always different that anyone else’s. My mum would always say that it was good to be unique and she’d say the same about toys. Like, when I wanted a Barbie my mum would ask, why do you want a Barbie, everyone has a Barbie! I learnt that it’s good to express yourself through clothes and it’s okay to look different.

HOC: It’s amazing that you can trace your love of clothes back to being a child! Can you talk us through how you work with your clients now?

AM: I offer a number of services to my clients. Some I work with regularly on a number of things and for others, it can be more of an ad hoc set up or coaching on where to shop, how to shop, how to build a capsule wardrobe, how to define a personal style… I offer Personal Shopping, Wardrobe Makeovers and Styling for particular events and I customise these to clients’ specific requirements. Of course, some of my clients do have the funds for high-end designer shopping, which is a lot of fun and can be an amazing experience for my client to get great service at a store! However, some of my clients have a defined budget and I teach them how to manage their finances and always look amazing. We work with what they have and a defined budget. One thing I see very often, no matter who I’m working with, is that people buy things impulsively, the bigger bargain, the better, even it doesn’t suit them! When I do wardrobe makeovers, I go through huge amounts of items of clothing that people keep and never wear!

HOC: I’m sure that we are guilty of that! Why do you find that people work with stylists?

AM: Some people just don’t have time to shop, I have a few clients who ask me to pick up things for specific events and, because I know them well, I can find them something great without going shopping with them. Some want to learn what to wear, some want to develop a new image. No matter what the reason, there’s always a massive self-development aspect of the process. Other people just aren’t into clothes that much, it’s not their top priority. I find, as well, that as women get older many seem to think less about what they are wearing. As my mum says: “ When you’re my age, you won’t care about clothes. You will appreciate other things in life”. But soon after that she’ll happily talk about what someone else is wearing.

I really believe that a person’s look affects and reflects their life; all aspects of it. It surely affects our mood but also our mood dictates what we will wear. What we wear and how we look is a key part of our brand, and this message I wanted to convey through the name of my business –‘I A.M the Brand’. I believe we’re unique and fashion is such a great tool to use when defining ourselves.

What I also pride myself on is that I have deep empathy and really do understand people. I’ve been through my fair share of things… This empathy helps me to be a good stylist as a good stylist is not only a fashion guru but a great psychologist. I “cure” the causes of overspending, not looking after oneself, hoarding, wrong fashion choices and I very much aim to give people confidence to value themselves and show that value through what they wear.

HOC: You are a new mother, how has that changed your life and your work?

AM: Yes, finally! It took a long time for our little girl to come to us. It was actually a pretty hard time to get to this point. I know many people don’t feel this but I have always wanted to be a mother. It has always felt like the most natural thing for me. So, when we weren’t conceiving easily it made me very, very upset. I did fall into a depression and, at times, it was hard to even leave the house for work. My husband was very supportive and helped me through but it was a really dark time.

Now that she’s here it’s so wonderful. Not to say that it’s not exhausting and sometimes me and my husband wish we had more time for us! We always have to think about what to do to keep her occupied and happy. But she goes to work with me sometimes too. When she was very small I did bring her to my events and to some of my regular client appointments.

HOC: If any of our readers wanted to explore a career in styling, what training would you recommend they look at?

AM: I have done some formal styling training (Fashion Marketing Elective – ‘London College of Fashion’ & Stylist Course – ‘Style Me Academy’) and there’s all the classic theories about body shape etc. but what it’s really about is knowing what looks good on people and how to work with people and understand what they need. Rather than worry too much about trends my approach to styling focuses on the background personality characteristics of an individual and using this as a frame of reference when applying styling techniques with clothing. I want to empower my clients.

HOC: How do you market yourself?

AM: Since the beginning of the year I’ve been running styling events. I bring 20 women to one place and they get to meet me and speak to me about their personal style. I find a face-to-face interaction very important. A client must get to know the stylist they decide to work with. They invest a lot of money and they need to take the most out of such a session. I really love making people happy. In the future I’d like to do such events also for men as I don’t believe its just women who want this!

There’s so many topics that I want to run events on. There will be some events that are just stylist specific and more open events incorporating more lifestyle things. In June I’ll do a celebrity style experience, catwalk, photos and my guest speaker is a plus size model, who will teach the group about how to feel confident. I don’t know if you’ve seen the Social Network, well Mark Zuckerberg says in it ’the biggest successes come from our insecurities’ and I really believe that, you need to change your insecurities into something positive.

At these events I also love to promote other businesses, people and ideas I believe in. It’s important to experience things for them to work for you. For instance, reading about some diet that Kim Kardashian lost a lot of weight on doesn’t mean anything, you need to personalise the service.

HOC: How do you find these complimentary brands you partner with and make sure they will represent your brand well?

AM: When I meet a person I naturally always want to know what they do! At a recent event I ran there was a nutritionist who I had met a few years ago at another event and then she recommended the chef who also joined us. I always want to know a person before I want to relate them to my business. So, I meet the person, I see what they do, I hear how they speak and I get to know them.

HOC: The way that you talk about styling and clothes makes absolute sense. What are you planning for the future of I A.M the Brand?

AM: More events, definitely and I do really want to work more with men, maybe even with couples. There are a lot of people who I can help and make happy through what I do. That’s why I enjoy what I do!

Thanks for taking the time to speak with House of Coco Aga, we love your mission to support others to express themselves through what they wear at I A.M the Brand. We know that Sophia Amoruso, who made the phrase #GirlBoss so popular would love it too!

Here at House of Coco we love to champion brands that are challenging the world of fast fashion and Waring Brooke is one of them. A proudly British brand, Waring Brooke was founded by Samantha Brooke. After years of styling commercial jobs with international designers, Samantha became disheartened with mass production and the increasing damaging impact on the environment.Growing up in a family involved with recyclable energy, she has always been very aware of waste and carbon footprint, so being able to join her love of fashion and ethics made total sense.

Samantha produces everything at her knitting studio in Nottingham in a responsible way, she washes and presses pieces by hand to bring out the natural softness in the wool.The mix of traditional and contemporary designs will still look great in 10 years and the playful patterns, sleek designs and earthy colours inspired by the outdoors reflect a spirit of adventure just like its creator.

Since launching the brand, she has revelled in success and carved her path in the world of knitting. Here, we chatted to Samantha to find out more…

Tell us about the journey that lead you to launching Waring Brooke…
I started out my career in Italy working for Alberta Ferretti after she spotted me at graduate fashion week in London. I worked in Italy for a year, and returning to England, started work for Max Studio where I was surrounded by fast fashion and the waste it creates. This upset me by the destruction it was doing to the planet, and I thought to myself, we surely do not need ALL these clothes!? So I made a plan to develop a British made knitwear brand, inspired by the countryside and worn by the people in it. We bought a STOLL knitting machine which I learnt to programme. This opened up a whole new world of possibilities to me as a designer. Instead of spending money on stock that may not sell, I was able to make anything I wanted, and make it to order so there is zero waste. It also enabled me to create the personalised accessories which are totally unique.

You’re passionate about the move away from fast fashion, can you tell us more about how you will aid this?
I make quality pieces from biodegradable yarns, that the wearer will (hopefully) love and cherish for years to come. I keep the waste to an absolute minimum and reuse yarn wherever I possibly can. My personalised items are made to order, so there is no excess stock and yarn does not go to waste.

What is your mission with the brand?
I would love for Waring Brooke to be known as the innovative country knitwear brand that you come to for its quality products. To keep making products that people love and cherish for years and years to come.

How do you want people to feel when they wear your clothes?
I want people to feel like they are wearing a quality premium product that they love and love to wear.

Also, being a woman, I know that wearing something your proud of makes you feel confident and comfortable. I generally design for myself, when I design something that I feel confident and a million dollars in, I know others will too.

What are your plans for the brand in 2020?
I plan expand the range of women’s dresses and personalised accessories and grow an online presence.

Who’s your dream customer?
Kate Middleton

Outside of the brand, what do you do for fun?
SUP and Yoga, and sometimes combine the two ? . Also, when I can I love ride my friends horses.

Looking back, since launching the brand, is there anything you would do differently?
I’d be less stressed and look after myself more. Sometimes having a business, it comes first then you come second. It should ALWAYS be – take care of yourself then work.

Our readers love to travel, what destination is at the top of your bucket list?
I was talking about this with my boyfriend recently. It is ironic, I am a sun seeker, but Iceland is on my bucket list to see he northern lights. The pictures look amazing and almost unbelievable.

What does self care mean to you?
Taking time to do what you want. Even if its getting into the office and making myself a drink before I start my day. My needs and health come first before any work.

For any aspiring entrepreneurs wanting to launch in the fashion industry, what advice would you offer?
Do you research then plan, then watch it not to go to plan. Jokes aside, it’s an incredible journey and if you’re serious about it (because there will be times when you want to pack it in) just never give up.

Find out more about this brilliantly British brand…

www.waringbrooke.com

Former fashion buyer Ronke Fashola is the creative genius and founder of Love ur Look, one of Great Britain’s most popular reproduction fashion labels. Her stylish creations emulate the glamourous designs of the 1940’s and 1950’s. It is a label that I love to wear and my rationale behind supporting this forward-thinking brand is not just restricted to the adorable asthetics, but also in admiration for their ethical and sustainable approach.

Our vintage and repro-wearing writer Emma Harrison spoke to Ronke about her designs, her vision and why sustainability is such a priority to her.

What was the inspiration and vision behind Love ur Look?

I wanted to create a brand which was fun, unique and gave people confidence. Having worked in fashion for many years as a fashion buyer I was aware of trends and the ‘must-have’ item that appears each season. Love ur Look isn’t about conforming to what’s in fashion – it’s about creating your own sense of style. A style which is reflected by embracing and enhancing the female body.

This is expressed through the nostalgic influence of the 1950s and 40s fashion. The cuts, prints and trims are all carefully considered when creating a Love ur Look design. I take time to read, watch and understand what customers want and need each season to ensure the brand continues to grow.

Was it a ‘lightbulb’ moment or was it more of a slow burning process?

I have always loved vintage. I remember going to Camden before its remodel to walk through the old stables, the back roads of Victoria station and Covent Garden to enter some of the most magical vintage shops. Sadly, these hallmarks no longer exist, but I knew my love for vintage was to continue. It was only a matter of how and what I would focus on. I organically grew the business into the era of the 40s and 50s and this is a much bigger industry people then people are aware of.

This was then fused with vintage and a commercial vintage influence to create Love Ur Look. So, for me it was more of a fairy organic progression from buying vintage pieces to creating my own collection.

Did you have any fears or worries when launching your business and how did you overcome them?

I had fears. I think thats totally normal. Anyone who has their own business has fear implanted within them, but it’s an excitement fear – a risk-taking fear of what could materialise from nothing.

I knew there was a gap in the market and a clear demand for what I was doing. I also do not follow catwalk trends. Love ur Look designs are created for longevity and to create a sense of uniqueness.

Cath Kidston also launched with a similar concept. I know we are very far apart brand wise, but I do consider it a brand which I aspire and compete with. Many of my customers wear Cath Kidston bags and dresses, so I know i’m on the right path.

I had successfully launched and run a company for over 10 years – Stylizers Style Consultancy. I knew if I could style over 500 people that I could create a collection and clothing brand which could be loved internationally.

I handle everyday business worries with lots of meditation and exercise and I also believe in surrounding yourself with strong women and supportive people helped. Negative people create negative energy. When you run a business, you need a daily plan and goals to stay focused.

How did you come up with the designs and patterns for your products?

Lots of research. I never switch off! Looking at what people wear, screenshots with social media – everything inspires me.

I even stop people in the streets if there is something I love. As the business has grown I now have a history of designs to work from, learn from and build upon.

The shapes of your dresses are very much reminiscent of the 50s and 40s – have you always gravitated towards those eras and a fan of vintage and vintage style?

Yes. I love the style and shapes. They are so flattering for the female body. I find inspiration from everywhere. There is no one process I use. Next year we have some more designs which have a nod to vintage. So those who are not into vintage can also find designs that they love.

Do you have a particular design process – where do you find your inspiration from?

No more than any other designer. I use my background knowledge from working as a fashion buyer. So, in that sense I work more from a business level and then implement design ideas. For example, I think about how I will promote a particular idea then come up with the design based around that.

How would you describe your brand personality?

Approachable. Fun. Colourful. Unique and influenced by nostalgic elements.

Looking back to when you were first coming up with the initial business concept, what advice would you give to yourself (knowing what you know now) and would you change anything?

Don’t rush into doing too many things. When I first started I wanted to do everything; dresses, tops, skirts, bags, homeware… I realised that’s not how you become successful. I’ve seen companies dive into areas which are total opposite to fashion. Such as homeware… To me that’s a whole other industry that requires another team to focus on it.

My focus was to master great prints and great vintage dress shapes. That is how I hope the brand is now known. Now I am more confident we have expanded into Menswear (shirts) and jewellery. We also have skirts coming back next summer.

Sustainability is a key element of Love ur Look – how important is having a sustainable business and using ethically-sourced products to you?

Our collection is made up of our own designed fabric and fabrics which are purchased from surplus markets. Surplus markets allow smaller businesses to buy fabric and which would otherwise end up in landfills. So much fabric which the big brands do not use is discarded for the smallest reasons. Such as a red not being bright enough. However, to another eye looking at that fabric, the red is red enough.

We also support a small animal rescue centre in India called Tofla who help hundreds of animals each year. Sadly, in India dogs, cats, cows, camels and donkeys can be very badly treated.

We produce our collection in a family-owned factory. Travelling to my factory twice a year allows me to meet my team, talk about concerns and ensure their working environments are all safe. Having a happy factory is very important for me. Hence why we have worked together from the start of the collection.

Where are your products made and how often do you change your collection?

We make the Love ur Look clothing in India. Knitwear will come either from Europe or UK and jewellery will comes from China. We change it each season. However, the Love ur Look seasonal calender lasts a little longer. Our SS collection finishes in September (whereas most high-street shops will start finish trading in July), so we end up with full on winter displays in sunny September!

Do you have any people that you personally look up to in business and have you been able to use this within your own business?

There are so many people I find inspirational. My mother who was and is still a lover of fashion. Jack MA; founder of Alibaba, Richard Branson, Patricia Field, Oprah, Jo Malone to name but a few business or public figures who have really inspired me.

What has been the most surprising thing that you have learnt about running your own business?

Running a business alone at the start can be lonely and very little people who are in a successful business reach out and give advice. I have been blessed to have some great women supporting me while the business grows.

My advice to people starting any business is that if you want help and support you have to knock on the right doors. That’s why I created a platform called Future of Fashion www.futureofashion.co.uk. (soon to be called the Future of Business).

I’ve had the pleasure of meeting some amazing people, interviewing them and bringing more people together with businesses to network and work together. This October we are launching some workshops to facilitate this.

What do you feel has been the defining moment so far for Love ur Look?

Going into House of Fraser and launching into various stockists in Europe and America. Also launching our annual London pop up shop.

How would you describe the Love ur Look customer and who would be your dream celebrity customer?

Our customer is a lover of vintage. They are a lover or novelty prints and also a toe dipper. A toe dipper loves to get a bit of everything in life. They are a lover of vintage, high street and designer fashion.

Celebrity wise… There are elements I feel I would love to see on Katy Perry. But honestly, I design for anyone who wants a fun, stylish and unique look. Its never been about a celebrity for me, but if someone like Helena Bonham Carter decided to collaborate with a new brand, I wouldn’t say no!

You studied at the London College of Fashion and have also worked as a fashion buyer – how invaluable was that experience and what did it teach you?

Working for other brands before starting my own has been so invaluable. Its helped me understand so much from finance, costing, technical terms, factory issues, fabrics. The list goes on. It’s an extremely cut-throat industry, but well worth the experience and contacts you make and learn along the way.

What steps does the world of fashion need to make to become more sustainable and why is there such a ‘wear it, throw it’ culture in the UK?

When I was growing up there was still true vintage in second hand shops, second-hand shops are filled with high street brands.

Clothes which are designed by specific trend for that season. Once seen and worn shouldn’t be worn again. But why? If we created more unique designs and followed less trends this might start the ball rolling to a less fast fashion society. If brands which sell clothes very cheaply encouraged recycling. If we educated younger generations about vintage fashion and workmanship, maybe things could start to change.

I understand that you also work as a lecturer – please can you tell me a bit more about this and why you wanted to educate the next generation of designers?

I’ve been teaching for over four years. I started with a workshop on ‘How to become a Personal Stylist’. Which I still run under a brand called www.stylizers.co.uk. Through this experience and setting up my business I started to lecture on setting up a fashion business or business. Its been truly rewarding seeing so many people’s businesses take off.

These workshops can be found on www.futureofashion.co.uk site.

What’s next for you Ronke and for Love ur Look?

Expanding the label both product and on an international platform.

I also wish to build my platform up as a business expert offering more workshops and continue to inspire people who want to set up their own business.

I love teaching, supporting, lecturing and see a great deal in this area for me. If that’s online or with books maybe. I want to inspire more multiculturalism into the world of fashion.

I am the only Black women in the UK to own a reproduction vintage brand as my own. I want anyone and everyone to feel they can do what I have done.

Who knows what else could happen. Anything is possible. you just have to make it happen!

House of Coco had a chat with Kristina Spionjak, (spionjak.com), a publicist specialised in helping creative minds ‘tell their story’ to their target audience in the most compelling, distinct and relevant way, about wanderlust (a girl after House of Coco’s heart!) and how to make it with only £200 in your pocket.

HOC: Kristina, tell us about your business and the journey that got you here?

KS: I came to London in 2009 with just £200 in my pocket. I didn’t speak any English and I didn’t know what I wanted to do. I had come for London for a two week holiday, went back to Zagreb and then moved over!

The first thing I did was to work as an au pair which really helped me to learn the language and understand your culture. After that I was unsure of what to do next. I was over qualified to work for free and didn’t want to take a job where I’d be scraping £6 an hour, so there was no other option than to start my own business.

Back home in Croatia I worked in Political PR and a friend of mine there was a fashion designer and asked me if I would promote them in the UK market. I gave it a go and really enjoyed it, so I decided to start offering PR services.

HOC: That’s amazing, how did you go about building a name?

KS: The first obstacle was to find clients so I could make money! I started running PR workshops and teaching people how they could do their own PR, but my workshops were structured in a way that once they were over, they would realise they still needed my help to navigate the ins and outs and shoals of PR. I gained my first two clients shortly after by only charging £200 a month, which is now ridiculous! I put together my portfolio and then it started rolling in earnest.

We have our 5th anniversary this March and I have a small team and very capable team now built around me!

HOC: How did your friends feel when you came to the UK?

KS: It was wasn’t a great surprise to most of them. I’d already lived in three different cities! Croatia is very small, so after two years in its capital Zagreb it felt like you knew just about everyone and especially in the Media industry. The city felt small and I wanted more.

I remember when I came here on holiday. I was in Camden market and there was a mad mass of energy and rushing people. I knew then that I wanted to move to London for sure. Now that I live here, more people live near me in North West London than in the whole of my country! I took a leap of faith and it has paid off.

HOC: It must have been full of challenges, any tips to share?

KS: Yes. It was a rollercoaster, and even now I still have ups and downs. You need to have patience most of all!

You should also surround yourself with people who are informed and are hungry to keep learning. I read three books a week (I use an app that neatly summarises a book I’m interested in to decide if I’ll read it) which really helps me to manage my time well. In most cases, books can be written in twenty pages! I like to read psychology, behavioural sciences, economics and self-development books — the standard fare for PR where you need to know and understand your audience.

As a consultant, I often need to know about lots of different areas and background that I wouldn’t necessarily normally come across. I always like to be prepared before a consultation and will always recommend them to other professionals if I see that I’m not the best person or match for them or their project.

HOC: I think people forget how, while running your own business is an education in itself, you have to keep learning alongside it. You mention surrounding yourself with great people, do you have any mentors?

KS: I have a couple of mentors whom I unexpectedly discovered by chance! While I was still figuring out what I wanted to do, I taught Croatian and made a friend who is a property developer. He runs an old fashioned business and it was so useful to get his perspective and insight on my business; it’s great to discuss ideas with someone from a completely different industry. It really opens your eyes and helps you see from outside the bubble, in.

Another friend of mine is a marketing and PR manager who helped me define my brand strategy. I also have a number of people I work with like my creative copywriter and others who are fantastic to talk to and bounce ideas off. The people around me are mostly male, which is a coincidence.

HOC: Interesting that your mentors are mostly male! How do you find working in the industry as a woman?

KS: This industry is actually very female orientated with not many male clients! That said, I feel there are lots of differences between men and women in business. Women seem to be more caring of what’s going on but men just want to get it done!

HOC: What’s the next adventure then?

KS: I’ve already bought a place here in London so I’m trying to make this city my home and let it settle in. I’ll definitely be travelling somewhere or living elsewhere for a few months when the opportunity occurs and to check it out!

We love your attitude and approach to life, Kristina and can’t wait to see what you will do next! We don’t know about you but Kristina’s story has got us wanting to pack up and move abroad in search of adventure…

When you think brunch we bet you that you are thinking of avocados…but what if we paired those avocados with fresh and smokey margaritas…now we’re talking an elevated experience to your usual hungover dissection of the night before!

We would even dare to suggest that you should brunch at Peyotito on a clear head and a good night’s sleep; so good is the atmosphere, team, music and goodies on offer in their Notting Hill restaurant which is cunningly situated parallel to the madness of Portobello Road.

As we got lost in the menu, our first margaritas arrived as we were visiting on National Margarita Day (22nd Feb for your diaries, ladies!) for the Peyotito special cocktail which comes with an extra shot of beautiful mescal in a dinky little bottle.

Beautifully fresh and reviving we were then taken through the menu by the passionate team who seem to know exactly what we should eat and when to bring it. We grazed on vibrant ceviche, the most incredible pork and beef tacos ; where you could happily eat the taco shell on its own; it really is that good. The highlight of the meal is Adriana, the Girl Boss chef herself, hand delivering the delicioso chicken mole to the table. Talking of mole, they have a white chocolate mole on the menu which we are heading back to sample soon!

As our brunching continues, the atmosphere kicks up a notch with the arrival of well heeled families (who get us checking the state of our heels!) and kids who definitely have better weekend lunches that the alphabites and chicken dippers of our childhoods.

We can’t begrudge them too much as they don’t get to enjoy the Ginger and Chilli Margarita which appears as if by magic and starts bringing us out of the ‘we’re on holiday in Mexico City’ make-pretend we’ve been cultivating and energises us to explore the equally colourful houses and characters of Portobello Road market…

We visited Peyotito’s Notting Hill restaurant. To find out more about Peyotito restaurants and book your table head to www.peyotitorestaurant.com

How do you stop your business from drying up? According to Duck & Dry’s Yulia Rorstrom, you make sure it can be duplicated time and time again. We spoke to the founder and entrepreneur about making her business work all over the captial.

“I am always nervous. It is really hard to predict success.” Duck & Dry founder, Yulia Rorstrom, opens up about finding each and every one of her launches just that little bit nail-biting. You’d think her reaction to new projects would be the opposite with four years’ worth of glistening business decisions under her belt, but her modesty just leads me to admire her more. This is not the first time I have met her, and every time I do I am taken aback by her bundles of knowledge and passion. She is remarkable, really.

Soon after Yulia’s first blow-dry bar opened on the much sought after Kings Road, London, it became clear she was destined for big things. We dubbed her the Queen of the Blow Dry, not for effect (at least not only for that), but because she just is. She knows all there is to know about blow dries and up-dos, plus how to make good money from them, and all of that comes despite a background in a completely unrelated field.

Yulia started her career when she graduated from the London School of Economics. She began as a management consultant (and a very successful one at that), advising commercial banks and insurance companies. It wasn’t until a business trip to Japan, a country that had totally nailed the then-unheard-of concept of the blow dry bar, that she realised there was a gap in the UK beauty market.

“It really inspired me there”, she said. “They have a really high concentration of salons per square meter, and I hadn’t seen anything like that before.” Each of the salons had bags of character and personality, Yulia remembers, whether that was due to the interior design, the stylists’ uniforms or the music they played.

Yulia’s journey continued in the USA, where she noticed that similar bars had a real buzz about them. She continued: “When I went, the girls were really excitable and happy to hang out and chat. It was their weekly spot before going out and that kind of buzz and energy was lacking in London. I decided I wanted to combine the two with a strong distinctive brand and a great experience. I thought, I’m just going to go for it and try it out.”

Having seen the wonderful salons Yulia has created over the past four years, we are lucky she bought the concept to the UK, but she is the first to admit it was a scary career jump over to the world of beauty.

She said: “When you’re setting up a business, especially in an industry that you’re not familiar with, you might spend a lot of time thinking about the big picture – the brand, the experience you want the client to have, interiors and look books. What you don’t spend as much time on is the day to day operational grind.”

She continued: “That’s tough at first because you’re not prepared for what it’s going to bring you. Everything from suppliers and staff to clients and landlords. All of that stuff is not particularly sexy or glamorous, but it’s what makes up the business and takes up 90% of your time”.

It was that operational grind, and creating a business model which was actually going to work (whilst holding down a full time job, may we add) which took the entrepreneur by surprise. The business model Yulia created is about expanding the brand and making it work time and time again. She said: “My business model needs a lot of people coming through the doors: visitors, tourists and businesses. We need to capture both regulars and one-offs.”

With stores in Chelsea, Soho, Spitalfields and Oxford Circus, Duck & Dry is now spreading like wildfire; it is interesting to note how Yulia and her team have ensured these people are constantly going out of their way to visit.

Perhaps it has a lot to do with her love for, and knowledge of, the capital which has informed many of her business decisions along the way. “I’ve lived in London for 15 years and I have a very good feel for the city. The places I pick are very iconic. Carnaby, for example – the ‘Welcome to Carnaby’ sign. I saw it when I was at school and now I have a shop there!”

Yulia and her team adapt their concept to suit the demographic of each one of these iconic areas, and to suit the character of the commercial units they fall in love with. The Chelsea store has a town house feel, and Carnaby Street branch is part of a concept lead store in collaboration with Sweaty Betty and Farm Girl Cafe. The Oxford Circus store plays on the fact that you’re surrounded by Fitzrovia and the West End (there are many galleries in the area, so it has a fitting New York loft feel), and the Spitalfields store has a bit more edge thanks to its central market location.

This Spitalfields store is Yulia’s latest venture: a gem hidden within the famous market which opened its’ doors in September. The original brick work has all been retained, but brand colours have been used alongside lots of wood and lots of marble. It has been a huge success so far, but since each pocket of London is very diverse, it was very difficult to predict whether it would be. “I’m not a pessimist but I’m pragmatic”, Yulia explains. “I set expectations lower and I don’t just assume people will find out about my new ventures. I do lots of social and campaigns to give everything a push.”

She continued: “We do a bit of everything, from cocktail nights to gallery takeovers.” To date, Yulia has enjoyed collaborations with the likes of Adidas, Barbie, Boden and Batiste (to name a few), and it is one of her dreams that the list will never stop growing.

The recipe seems to be working a treat: choose your locations wisely, don’t just expect your ventures to work and push them on social ’til you’re blue in the face. Do you have a favourite store, we asked? “Chelsea was my first, so I have a certain attachment to it. But it’s not my favourite. That’s like choosing a favourite child!” Spoken like a true businesswoman.

Head to the new Duck & Dry Spitalfields store now, or stop by Duck & Dry Oxford Circus on 16th October for a free Elan Cafe hot chocolate with every blow dry.