60-second start-up: Young British Designers

10-15 seconds: Who are your competitors?

No real competition. Those in a similar area include: Browns Focus, Wolf & Badger, Coggles.

15-20 seconds: What's your USP?

Young British designers. Full stop.

20-25 seconds: How have you funded it so far?

The venture is self funded.

25-30 seconds: What were you doing before?

The four founding members are from a wide range of backgrounds including: advertising, fashion, design and sustainability.

30-35 seconds: Where did the idea come from?

Young British Designers is the brainchild of my partner Adriana and me. The idea was sparked by witnessing how much passion existed for young African designers during one of my fashion shoots to Cape Town in 2008. These formative thoughts and my passion for great design, coupled with Adriana's love of British fashion and entrepreneurialism, led us to wonder about developing a forum to promote young British talent. Together we explored various avenues and approached the other co-founders Debra and Julian for advice and support. Debra - a lifelong fashionista and successful businesswoman - and Julian - who was tiring of a corporate career and looking for the opportunity to develop a brand new kind of business - were fascinated and soon became completely committed to helping to making Young British Designers a reality.

35-40 seconds: What's the smartest thing you've done so far?

To take the risk on YBD in a risk-averse world.

40-45 seconds: What's the stupidest?

Staying a bit too long in the Bombay Sapphire Gin tent at London Fashion week.

45-50 seconds: If your business was a biscuit, what would it be?

A Heston Blumenthal selection box

50-55 seconds: Which idea are you a bit jealous of?

You're only jealous if you don't love what you have. We do.

55-60 seconds: Where are you going to be in 12 months' time?

Adriana & Debra: Worrying about what to wear for London Fashion Week.

Find out more about Young British Designers

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