For those in the know, Emilia Wickstead is the woman to seek out for a great dress. But for those in the know – and with a forgiving budget – she is also the one to look to for shoes, knits, separates, bridal fashion and homewares. But according to Wickstead, who started the business in her living room at the age of 23 with a portion of her now-husband’s work bonus, the way it was built was “very backwards”.
“I was really intrigued by that business model, and the idea of growing with an education of who my customer was and would become.” The brand was profitable from the start, thanks to its made-to-measure model and quick word of mouth. When Wickstead decided to broaden its reach, she cold-called top editors at glossies like British Vogue pretending to be her assistant; when the recession hit in 2008, she took advantage of the market and secured her first store.
“We’ve grown the business really slowly – not only did we grow it backwards but it’s slow growth, and I think that’s our superpower,” Wickstead said. “It’s been a really lovely – I wouldn’t say purely lovely – journey.” The Post sat down with the designer to discuss her creative process, work-life balance, personal uniform, and favourite films.
I grew up in New Zealand, I moved to Milan [in Italy] at 14. In New Zealand, my taste and style were quite experimental; I had short hair like a boy and dressed in second-hand clothing in quite a masculine way. I was raised by my mother, a.
