Tell us about The Dressing Room and how it came to be?
It all came around after a long career in fashion retail and there was a crossroads in my career so I decided to do something for myself, which is when I came up with The Dressing Room. It’s all about an emporium of affordable to aspirational fashion – I wanted to create an environment that people were really excited to come into, that they just wanted to walk out with that Dressing Room bag; it didn’t matter what they bought, whether they spent twenty pounds or two hundred pounds, they were simply just excited to come away with something from here. So that is when the Dressing Room was born, and then I just set about finding that unique mix of brands, and it’s developed hugely. Since I set out in 2005, the brand mix has really evolved, it’s vast now, but still true to my original ethos of affordable to aspirational product. I love finding things that you wouldn’t see everywhere else, that's what is important to ensure we stand out from the crowd.
How did you discover Lily and Lionel, and what do you love most about the brand?
Alice approached me very early in the start-up of Lily and Lionel, within the first year, when the core product was scarves. She came along to see me and took me through a selection of scarves, and it just felt right for us. Being a British brand, offering something that’s quite unique with the in-house prints, and being run by women for women as well is always a good thing. We’ve been working together ever since.
You always have exclusives from us. What goes into your decision when choosing them?
We love the Lily and Lionel collections, and for me it’s always about adding something a little extra to them. So it’s about creating something that I know our customers will love, but that’s also more exclusive and can’t be found elsewhere. I always work together with the design team at Lily and Lionel to bring something that sits alongside the seasonal collection, but also feels completely ‘Dressing Room’ as well.
Tell us about your exclusives this season?
This season we have the beautiful silk Maddox shirt in grey with a nude leopard print running through it which is stunning. They’re our signature colours and the Maddox is a best-selling shape for us (I just love the balloon sleeve!) so I just wanted to bring that together in an exclusive blouse and it’s perfect. Then we’ve got the Frankie shirt, another best-selling style for us, along with leopard print in general. So we just thought a real strong red leopard was perfect for our customers and this time of year, and then teaming that with the same print in the beautiful Lottie skirt is just a no-brainer - it works so well.
Three items in your wardrobe you can’t live without?
Definitely a pair of J Brand Alana high-rise jeans, preferably with some sort of abrasion or rip. A silk blouse, just like the Maddox from Lily and Lionel, and a pair of Ash boots.