Stylish but appropriate women's workwear clothing.
Online only with monthly corporate sale events, we will look at wholesaling in the future.
There are no other well established women's clothing brands totally dedicated to the working wardrobe but there are of course labels around that do some office wear - we just do it better!
Office appropriate without having to compromise on style, comfort and practicality.
Self funded and will carry on that way for as long as I can. I'm dreading capital raising and giving away equity!
Was and still am a full-time investment banker (I don't get much sleep)
I am my target market and I have struggled for years to find interesting, flattering clothes for work that take me from day to evening, I got very bored of stuffy suits and much of the high street is too short, too booby and too body con for work.
Just getting on and starting something.
Not doing it before! There are so many great ideas I've had that I sat on and did nothing about - only for some other braver person to do it and succeed.
Crumbs - would have been eaten in our office in a second.
Frozen Yogurt - fat free ice cream is a no brainer
Other than an awful lot wiser, we will have a number of stockists and will be on collection number 5 at least. The next 2 years is all about growing brand recognition. I do care about the bottom line but for now getting the brand out there is the focus.
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