60-second start-up: Anjli London

0-5 seconds: Sum your business up in a sentence

Designing and selling chic, hand-crafted glamour to complete an outfit - exquisite clutch bags, luxe shawls, statement cuffs - to the online public and wholesale/trade buyers.

5-10 seconds: What's the business model?

We design each style individually and try to get them produced in areas where the raw materials are sourced. We're big on supporting disadvantaged communities and work with them for the bulk of our products, which are fully handcrafted. The final touches for the products are then added in our London studio. These are then sold to fashion businesses and individual clients.

10-15 seconds: Who are your competitors?

Other independent boutiques and designers, although our products are unique.

15-20 seconds: What's your USP?

Sweeping colour palette - we offer a huge range of colours and will colour match for customers too. Additionally, as we design, sample, manufacture, retail and wholesale - the products can be customised.

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

Angel investors and self-funded.

25-30 seconds: What were you doing before?

My background is in Mathematics with Economics, so prior to this I was involved in banking and in mathematical research.

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

I have been designing for myself to match my own slightly eccentric taste since a young age. Friends and family would often ask me to design bespoke looks for them. Final push came while volunteering in a charity shop in Chelsea, when donors repeatedly wanted to order the items I'd created which I was wearing and carrying whilst in the shop and area.

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

Taken the designs to trade - wholesale has opened up and created increased exposure for my designs and the business as a whole.

40-45 seconds: What's the stupidest?

An attempt at stocking items (from factories) similar to what was already on the market at the time. However I quickly realised why customers and wholesale buyers would come to Anjli London - for our bold and exclusive designs.

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

Something exciting and new: in a fairy-tale world, frozen biscuits - slightly hardened galettes with ice-cream in the centre, available in a plethora of colours, shapes and of course, flavours.

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

Asos.com for extensively pushing the online retailing of fashion.

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

Having an increased presence in the USA and introducing our brand to the rest of Europe.

Find out more about Anjli London

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