Lily & Carter is a brand intending to encourage women to be unique, appreciate subtle fashion and gain confidence. They hope they are burning bridges between ‘the mother and her daughters fashion’, by creating luxuriously timeless pieces.
Their collections facilitate casual, yet sophisticated clothing. Focusing on areas such as the neck and back of an item, as well as the trim of the garment, they wish to highlight the femininity of their ranges.
They’re a brand that offers continuity as well as crisp versatility with an innovative approach, they consider themselves to be a conceptual brand of affordable luxury, dissimilar to the fast fashion high street chain stores.
– Do you remember where you were when you decided to set up your own business?
In a pub garden, one sunny afternoon whilst studying for a Geography BSc.
– What was the first thing you did when you made the decision to go for it?
Told my dad. Then I contacted as many people in the industry as I could in order to build a knowledge base. I knew absolutely nothing technical/business about the fashion industry.
– What gets you out of bed every day?
Making a customer feel great. I absolutely love doing the pop-up shops and having customers who really do love the product and feel fantastic in it. It makes me smile to feel I have helped facilitate them to feel that way. People are so hard on themselves, there is such a stigma around body image and I think it’s great when a customer really does believe in themselves and feel confident because of what they are wearing.
– Who would your ideal “celebrity” customer be?
Kate Middleton – she represents so much for me. She is an idol to so many women. My brand is for her slightly more relaxed schedule, perhaps down time, family time, weekends and holidays!
– Have you ever wanted to quit and if so, what kept you going?
I’ve never wanted to quit, but it is such a hard industry to be in. There is a lot of pressure in every aspect of the business I run – so having the energy to keep battling on and breaking down barriers is tough. You don’t realise until you’re in the thick of it, but it definitely has made me a stronger person as a result.
– What tips would you give someone looking to set up their own business?
Know your product, know absolutely EVERYTHING about it. Really get to know your customer, be your customer, think how they think and have a solid business plan behind you. Family an friends support is also SO important!
– If you could go back in time, would you do anything differently?
Good question, but the answer is NO. Well nothing significant, I would maybe change little things but noting fundamental. I think it’s important to make it your own journey and learn from your mistakes.
If you don’t make the mistake personally, you will never learn from it. But once you make the mistake, you wont make it again, it isn’t plain sailing in ANY business.
Its like quicksand, you have to keep moving and adapting otherwise you will sink. Anyway, I don’t look back, I only look forward.
– How do you unwind outside of work?
Exercise for me is key! I also love sipping a nice cold glass of bubbles on a Friday night, nothing tastes so good!
We hope you enjoy Lily & Carter’s background story as much as we did!
SF Team X