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I feel incredibly blessed to get to work with my daughter every day in a space that brings so much joy. The fact that Sami is as passionate about the business that I have grown and nurtured over the last 30 years is priceless to me.
The events of 2020 have created so much opportunity and permission to reignite the brand and rethink our entire fashion business model. It really feels like we are in start-up mode again and I’m loving it!
I can honestly say that I’m in my happy place and looking forward to many more years of designing gorgeous clothes for all women, working alongside an incredibly capable and loyal team, and supporting the growth of my beautiful daughter Sami.
Just like mum, I want to reinvigorate the brand in a way that embraces everything our existing customers love about the brand while bringing in a whole generation of new ones.
2020 has taught me so much about the need to constantly evolve and adapt a business. And while nothing can or should ever remain the same, there are some things that will always be important to me and the brand like continuing to produce clothes with heart and helping all women to feel AMAZING no matter whether they are going to that super-duper event or just the mad dash around the supermarket.