Brand Stories: The Good Cause Behind Daze

Here we go again, another behind the scenes feature on one of our lovely brands. This time around we caught up with the woman behind Daze. Sharing her past in e-commerce retail, new gorgeous imagery from recent shoots and what it is that keeps her going.


– Do you remember where you were when you decided to set up your own business?

I’ve always been into selling since I was young. I started on eBay years ago and managed to make a good living from that, I sold a range of things from childrens clothing to perfume. Thinking long term though, I wanted something I could be proud of, a brand that would sell clothes I wanted to buy but couldn’t always find.

– What was the first thing you did when you made the decision to go for it?

I spent days and days looking for stock that I could sell. They had to be stylish and good quality too, which was really hard to find. Then I set out to get a website up and running.


– What gets you out of bed everyday?

My ultimate dream is to own my own shop, I already have the interior designed out in my head haha! Another incentive is of when I was on holiday and I caught a night train from Bangkok to Loas. I couldn’t sleep and was looking out of the window, when I saw this poor little dog curled up on the tracks. It looked fine but it made me so sad, for days after I was thinking of ways I could help animals like that, animals like the ones in Thailand that need help. So for every sale on Daze, 5% goes straight to an animal charity. I work hard on Daze in the hope that I’ll be getting a good amount to donate to the charities. Also, no leather, angora or animal materials are stocked by Daze.

– Tell us about your brand?

So Daze sells mainly minimal clothing with a pretty tame pallet of black, white, blue and the occasional nude color, but everything is excellent quality and aimed at a typical London girl. They’re among the most stylish in the world and that’s where most of the inspiration from Daze comes from.


– Who would your ideal “celebrity” customer be?

Alexa Chung would be up there for sure, her style is amazing and looks so effortless. There are a lot of amazing bloggers out there too!

– Have you ever wanted to quit and if so what kept you going?

There have definitely been times when I’ve questioned how I’m going to make this work. It’s so hard running a business sometimes, there’s always so much to do and when sales aren’t great, it’s hard to stay motivated. But then I get a sweet email from a customer or think about my future goals of owning a bricks and mortar shop and it motivates me to carry on.


– What tips would you give someone looking to set up their own business?

I’d say don’t quit your job straight away, you’ll need the money to support yourself! Also, have a good think about what brand image you’re going for. Sit down and make up mood boards and be confident in what you’re selling.

– If you could go back in time, would you do anything differently?

I don’t think I’d do anything differently. I’ve learnt from all of my mistakes.

– How do you unwind outside of work?

I love love love food and in my spare time, you’d probably find me in some restaurant around London or in the gym working it off!


Crisp and classic designs that will never go out of style are what Daze are all about. Sticking to basics that look beautiful any time of day, for any occasion, all year through. SilkFred is filled with a variety of different brands and this is one of them that stands out from the crowd, offering timeless pieces. What’s not to love?

SF Team x

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