Lessons Learned

I recently had a call with a new fashion school graduate who is interested in starting her own brand. The conversation got me thinking about what other advice I could provide, given my experiences so far. Every person’s risk tolerance, financial means, personality, and goals are different, but based on mine, here are my top ten suggestions for success:

1) Start small

I began my brand solo, with one style in two colours, being made out of an upstairs bedroom. Starting small meant I could start quickly with minimal investment, learn while the stakes were low, and apply these lessons to each new iteration.

2) Find yourself a dreamer

Any time I second guess myself, my husband Ken tells me that there are too many people not following their dreams. His support never falters, and I know that this is why I have never given up. It is essential to have someone in your life who believes in your dream for those moments when things get hard.

3) Keep it personal

While you can, keep your interactions with clients personal. One way I’ve done this is to send out individual emails instead of saving time with mass mailing lists. It takes more time, but maintains relationships better and receives more responses than an anonymous blast. I also treat my Instagram like real life, thanking new followers and writing thoughtful responses to comments and poll answers.

4) Work before work

Before anything gets in the way or you loose motivation, dedicate the first hours of your day to your brand. If that means going to bed early and waking at 5 or 6am, do so. Before the boys started school, I would wake two hours before them so I could maintain momentum while being a full-time mother.

5) Get visible

Although I struggled with this when my boys were young, getting out more often is an amazing way to shake the fruit tree. I make sure to attend industry events like fashion shows and store openings but also events in industries outside my own where I may find my target market. Doing so once or twice a week has directly resulted in sourcing connections, collaboration opportunities, media coverage, and aligned clients.

6) Assert your expertise

In my experience, both the client and designer are happier when the designer leads selections. I used to say that if my client can dream it, I can make it a reality, but now I know my job is to get to know my client deeply and show that I understand their needs and taste so well that they trust the recommendations I make, based on this knowledge and years of experience and immersion.

7) Hire up

Hiring employees with more extensive or varied experience than yours is the best way to bump up the caliber of your brand quickly. When Sharon worked for us, we were able to offer pad stitched lapels and hand embroidery, and Tunde’s methodical approach to pattern making has drastically shortened the time it takes to hit beautiful fit.

8) Always evolve

I am constantly refining systems, sourcing better fabrics, streamlining client experience, perfecting the fit of our jackets, and clarifying the brand message. Don’t settle for good. Always reach higher.

9) Offer difference

There are so many fashion brands out there that offer really great products. Ask yourself why customers would choose your brand and if those reasons are compelling enough to compete with the ease of the internet, the convenience of the mall, the marketing budget of big luxury brands, or the history and customization of Saville Row. For me, my main points of difference are precise personal fit, natural fibre fabrics from the best mills in the world, an opportunity to be a part of the creative process, one of a kind results, a specialization in womenswear, and a location where I am the only one offering all five of these things, but it took a while for me to realize and dig into these strengths.

10) It doesn’t matter how slowly you go as long as you don’t stop

Ken and I decided to raise our children without daycare or a nanny, so except for the first two years of business, I haven’t worked full-time, but I honestly don’t think anyone noticed. What they would have noticed is if I closed and reopened when I had more time to dedicate. It was important to me that I stay present as a brand to build trust and my persistence has paid off. So if you are short on money, or time, or both, do what you can and don’t worry about how long it takes you. The only way to fail is to stop.

Jacket: Military Motorcycle Jacket
Maker: Anneke Forbes
Photos: Emma Palm