What inspired you to name your brand?
My eldest daughter is named Phoebe Grace and she started the brand straight out of university having finished her degree in textiles.
What is your earliest design memory for your brand?
Gosh, that was a scary time because I took over from Phoebe leaving her to pursue her career in the film industry. Phoebe continued to design for me over the next year and during that time, I taught myself photoshop and started designing myself. It is my favorite thing to do in the world now.
Where do you find inspiration?
I get a lot of inspiration from nature – flowers, and trees especially but also from colors and from playing with colors.
What was your previous work experience before launching your brand?
I was a secretary when I was in my twenties and then I had four children and stayed home. I’ve always painted though and love painting portraits when I have time.
What sets your brand apart from the rest?
I think the boldness of it, the unique designs, and as much care as possible thinking of the environment.
“The beauty of a small brand is you can adapt.”
Do you have a favorite piece that you have designed?
Most definitely my orange daisy dress.
What were some hurdles you had to overcome in your business?
I’m still overcoming them as fashion is so complex. The hardest thing to do is to get yourself known without spending all your money on advertising.
What do you envision for the future of your brand?
I don’t know yet – the economic landscape is scary at the moment, but I am in a good place to see it through. We have conquered the Covid period so I’m ready too for the recession. The beauty of a small brand is you can adapt. So, stay around!
“Nothing is ever perfect, but I try to make things in a considerate way, and I certainly would never want to be part of fast fashion and add waste to the world.”
What is the one piece of advice you would give to a new designer?
Go to college and learn the business side of things. Don’t waste money on advertising.
How important is social media to your brand?
It’s everything full stop.
What is the most important thing you would like your brand to be recognized for?
Being different – being bold.
How important is sustainability to your brand?
It’s extremely important – in fact, I would give the brand up if I could not put it at the foremost of my brand. Nothing is ever perfect, but I try to make things in a considerate way, and I certainly would never want to be part of fast fashion and add waste to the world. At the same time, I need to be creative.
How would you define fashion?
A reinvention of old ideas.
What is your favorite fashion trend?
It would have to be bright pink and some 70s styles.
How has the fashion industry changed since you first started out?
I think I’ve changed, to be honest – as I had no experience five years ago, so I know a lot more now!
What can consumers expect to see next from your brand?
Less specific season collections and items that are adaptable. Knit too!
If you could go back and tell yourself one thing before beginning your career, what would it be?
Don’t trust anyone – go with your instinct.