From a Green Cord Pinafore to Founding My Own Fashion Business: A Journey Through Fashion, Passion, and Persistence
It all started with a green cord pinafore dress and a pink jumper, my go-to outfit as a child on nursery days. My love for fashion grew early—and quickly. In fact, there was a memorable incident at H&M where I grabbed a pink denim jacket right out of a lady's hands because I needed to wear it. I’ve always had a strong sense of style, even when I didn’t know what to call it.
From then on, I was hooked on creating my own look. I customised my clothes with gems, studs, and anything I could get my hands on (I may even re-buy a gem machine someday for nostalgia's sake). Cutting up denim shorts and adding my own flair became my thing. Growing up and going to school in Camden—a place teeming with alternative fashion inspiration—only fuelled my creativity further.
From Camden to Campus: Building a Fashion Foundation
Fast forward a few years, and I took my passion to the next level by studying Fashion Business at The University of Manchester. It was three unforgettable years of fun, new friends, and diving deep into the world of fashion. The highlight? Graduating with First Class Honours—something my dad didn’t quite believe would happen, but we shook on it!
After celebrating that win, it was time to enter the real world.
Learning the Ropes: Internships & First Jobs
My first taste of the fashion industry came with an internship at Browns Fashion—back when Mrs. B still owned it. I spent my days packing orders in a windowless basement, but it was the beginning of learning what makes a brand successful: understanding top-selling items and customer locations.
Next came my first real work experience as a Merchandising Assistant at Topman under the Arcadia umbrella. It laid a solid foundation for understanding store operations, numbers, and reporting—essentials for any fashion career.
Dream Job? Not Exactly: My First Buying Role
Landing a Buying Assistant role at Selfridges in the Designer Buying team was, on paper, a dream come true. But the reality was far different than I imagined. Still, I gained invaluable experience in trade meetings, organisation, and working closely with brands. It was a critical stepping stone.
Liberty: Where I Truly Found My Place
My next move was to Liberty, a place that felt like home from day one. I made lifelong friends here, and the balance between creativity and autonomy, combined with working for a brand steeped in history, made it hard to leave. Liberty was special, not just because of the work but because of its deep connection with tradition and a loyal clientele. Leaving was one of the hardest decisions I had to make.
Embracing Digital: The ASOS Era
My next chapter took me to ASOS, right as the company hit a staggering £1 billion turnover. The vibe was electric, with sequin dress samples lining the office and colleagues sporting bold hair colours—it was a breath of fresh air. Standout moments include Christmas parties where directors did vodka shots and bounced around on space hoppers—absolute madness, but the best kind!
Breaking New Ground: Very Exclusive
By 2015, rumours were swirling about Shop Direct launching a new platform, Very Exclusive, aimed at housing contemporary designer brands with the option to split payments—an innovation in luxury shopping at the time (pre-Klarna!). I was brought on board to launch the women's ready-to-wear offer, which turned out to be the most valuable learning curve of my career. With no prior data to lean on, we were buying blind, making quick decisions based on instinct and agility. It was thrilling and taught me how to think on my feet.
Balancing Motherhood and Career: A New Perspective
In 2017, I welcomed my first child, Dexter Ace, into the world. After a brief maternity break, I returned to work in June and followed a trusted former boss to the YNAP Group, where I joined The Outnet. There, I navigated the complexities of off-price retail, from fierce negotiations to managing large numbers, all while enjoying the best perks—an incredible staff discount and uniform allowance!
After my second baby, Bugsy Sunny, arrived in 2021, I began craving something new—something with more meaning and value.
Stepping Into Preloved: My Time at Reluxe
That desire for change led me to Reluxe, a start-up focused on luxury preloved fashion. It was an entirely different beast—chaotic, unstructured, and lacking the usual systems and teams I was used to. But it was also an incredible experience, exposing me to a different side of the fashion industry. I became obsessed with the stories behind the products, but quickly realised that this sector, while fascinating, was tough. Low margins, fierce competition, and a market concentrated on just a few big brands made it challenging. But those lessons were crucial for what was coming next.
SAVOIR IS BORN
On September 6th, 2024, I officially launched SAVOIR, my very own fashion platform—a culmination of everything I’ve learned, from customising clothes in Camden to running teams at top global fashion firms. It’s been a journey filled with passion, challenges, and growth, and now it’s all coming together in one exciting new venture, showcasing my favourite designers and emerging brands, so that you too, can be in "the know"
Here’s to the next chapter. Stay tuned—this is only the beginning!