Talent and perseverance are often all you need to have a flourishing business — and Emilia Wickstead would agree. Moving to England at the age of 18 to study at Central Saint Martins after spending her childhood in New Zealand and Milan, the designer immediately thought big. Keen to start her own brand, she first learned the tricks of the trade from the very best, including Giorgio Armani, Narciso Rodriguez, Proenza Schouler, US Vogue as well as a Chelsea-based interior designer. Following the advice of her then-boyfriend (now her husband) who gave her his own £5,000 bonus as a gift, she opened her fashion house in 2008.
Her designs were elegant, with a modern flair and vibrant colours. With little experience in running a wholesale business and unable to keep stocks of her pieces, the designer has no choice but to offer a bespoke made-to-measure service only. This option is still available today, differentiating the brand amongst its competitors who don't offer alterations for their garments. For four years, Wickstead worked in her store every day and learned more about her clientele. In the evenings, she worked the door at the quirky exclusive club Mahiki to make ends meet.
Her fortune quickly changed. In 2010, Samantha Cameron was photographed in a Emilia Wickstead dress in front of 10 Downing Street. The following year, she was approached by the British Fashion Council to officially take part in London Fashion Week.