New Zealander - Designer | 1983 -
A lot of people ask, 'How did you start the business, and how did you do it money-wise?' And the truth is that I had three jobs. A day job, an evening job, and then designing my collection as well. That's just how we did it.
Emilia Wickstead
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If I'd really known how hard I was going to have to work behind the scenes to have any kind of business, I think I would have stopped.
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My father, Dennis Popham, was a very handsome, talented artist, and as my mother always reminds me, 'someone who had wonderful style.' He was half Samoan-German, half New Zealander, and their first date was to a Fleetwood Mac concert, which I love the thought of.
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I attended speech and drama classes with a nun to help me gain confidence in speaking without my face turning red each time.
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From the age of 11, I was taught the importance of earning my own money. I would babysit, walk dogs, clean cars, and work at the local corner shop and the butcher's. If I wanted to buy something, I always bought it myself.
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There are many bespoke services in the U.K., but everything's quite old-fashioned. There wasn't anything young and modern and fresh. We're this young service, where a 25-year-old might come and get some great skirts and her mum could come in for some linens.
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I would not dress Katie Price. Ever. It's important to keep the right look, so it's important to be dressing the right people.
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I'd like to think we can make a nice, glowing change to British dressing.
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I would've loved to dress Diana Vreeland. I just loved her work as a creative woman and as a business woman - unpredictable, exciting, fun, and very, very clever.
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What's exciting for me is to make sure that people do still dress up - how do we do that in this fast-paced modern world, when we're all on the move and all so busy?
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We do have a lot of personal relationships with people who will come to our store or showroom.
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The minute that a celebrity wears your clothing, that gives you international exposure and the best advertising you can get.
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