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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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" I think that we cater for the woman that wants to be fashion-forward but also wants to purchase an investment piece that she'll have in her wardrobe forever. "

Emilia Wickstead

Think

She

Her

" 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. "

" 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. "

" I have clients from 19 to 80 years old, and the way I work means that they can take the same dress and shorten, lengthen it, remove the sleeve, adjust details - and make it their own. They get a piece that is right for them. It's a clever way of shopping in this economy. "

" Red lipstick aside, I firmly believe that less is more in terms of make-up. "

" I've had women buy their entire wardrobes from me; from suits to full-length evening gowns and sophisticated day dresses, they buy everything. "

" It's almost like a chintzy floral that I play on, and sometimes it can get a bad rep. It doesn't necessarily feel modern, but with different silhouettes and cuts, it can. "

Emilia Wickstead

Feel

Play

" I'm always designing for that sort of dressed-up woman who likes to go to different occasions, who's career focused, but she entertains in the evening... a very sophisticated-feeling working woman who likes to have fun. "

" I was very aware of the fact that I was a young designer, and I didn't want to fall into the trap of 'mother of the bride' dressing and 'occasion-wear.' I wanted to make sure that girls my age were wearing it and that there was a cool factor to my clothes. "

" It's quite funny. I grew up with my mother: as a designer, she was always working, and I actually used to say to her, 'Whatever you do, never leave me your business.' "

Emilia Wickstead

Business

She

" I love the idea of a dress or a coatdress rather than a suit with a jacket. "

" My grandmother has strongly influenced my approach to beauty. She has always cared for her skin by cleansing and washing her face with warm water in the morning. At all times, she has lipstick on and her face is immaculately powdered - she follows the same routine to this day and looks great at 94. "

" The message I want to put forward for women is that I never want it to be about, 'Oh, it's a bit difficult to put that together,' or, 'She can dress that way, but I can't.' Actually, my designs are for all women, and I truly believe that you can make yourself feel wonderful in whatever you wear. That's the importance behind what I design. "

" 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. "

" I'd say I play on old world couture as opposed to modern day bridal; there's something very timeless and appealing in that. "

" I like to think that people are buying Emilia Wickstead because they want to keep it in their wardrobe as an investment piece; she's not just buying it because it's of the moment or what's currently in season. "

" I feel far more empowered, sophisticated, and forward-thinking in flats than in high heels. Especially when I am working and hosting meetings. "

Emilia Wickstead

I Am

Meetings

" I'm always doing everything backwards. "

" Here in London, you can go for picnics and have a barbecue; you can go to a park and wear bare feet, much like New Zealand. But there's just so much buzz going on; you can be inspired by anything and everything. There's always something to do. Always. "

" I wore one of my own designs on my wedding day. "

" To escape and sit quietly on the beach - that's my idea of paradise. "

" We're creating a brand image which didn't exist in the beginning, and I want to grow that. And in the way that the clothes and services we offer are a luxurious niche, I want to be doing that with accessories. "

" The AW14 collection is inspired by Film Noir. Elements of masculinity and femininity were reflected in the fabric, tailoring, and features. "

" I think that the typical Emilia Wickstead women is very effortless, very sophisticated: she's got alluring style, and she's always taking on fashion. I always describe her as 'imaginative with her own taste'. "

" I don't like the word 'ladylike.' "

Emilia Wickstead

Ladylike

Word

" My clients can choose their own colours and fabrics to have something unique in their wardrobes. "

" Once, four friends and I cut all our hair off, like boys. A couple of them cried afterwards, but I thought we looked really good. "

Emilia Wickstead

Good

Thought

" We do have a lot of personal relationships with people who will come to our store or showroom. "

" In the day, I wear mascara and tinted moisturiser - although I've learnt that if I'm getting my photograph taken, it's better to apply more; otherwise, I look really, really tired. "

" Prada Infusion d'Iris perfume - my mother wears it, so it feels like home away from home. It's lovely to smell her scent at all times. "