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" I saw a niche in the market where made-to-measure wasn't being done in a modern, fresh way or in a short period of time. Traditionally, bespoke orders take a very long time, but I thought, 'Here we are with all these fashion-forward ideas - why not?' "

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" It is important that every bride feels comfortable in her chosen dress, and fabric choice has a big part to play in this. "

Emilia Wickstead

Important

Play

Dress

" 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. "

" I feel like British designers are having a real moment; there's a lot of freedom to be different, and I think that that's what so unique. There's no expectation of what you're going to see at London Fashion Week, and I think that's why you get such a mixed bag of sweets. "

" 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

" 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. "

" I put myself into another world and another identity, and I design not for how my life is but for how my imaginary life is. "

" When I think of Bicester, I think of those beautiful pieces that you might not have been able to purchase before, but they're pieces that you'll keep forever. "

" 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. "

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

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

" You can see that ladylike kind of dressing with a twist coming back at Dior, and I think that a lot of the fashion is following in those kinds of footsteps. It's wearable. It sits in your wardrobe forever. "

" I don't think there's any excuse for not being able to put on a beautiful product and make yourself feel fabulous. Just have some key pieces in your wardrobe that aren't seasonal. "

" 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 love seeing a woman in a beautiful dress and pairing it with a light shoe that shows skin - I really believe in toe cleavage. "

" I love doing fittings and seeing women look really confident in their clothes because they're not wearing something too boxy but that really shows off their figures. Everybody has a different figure - it's important to design for different shapes. "

" I attended speech and drama classes with a nun to help me gain confidence in speaking without my face turning red each time. "

" The majority of our clients are British. They want to wear things time and time again. "

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

" My autumn/winter 2011-12 collection embodies the bold and beautiful while reflecting an innovative style and passion for immaculate design. I believe that this collection radiates modern femininity and beauty in its purest form. "

" 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? "

Emilia Wickstead

Busy

World

" 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. "

" The minute that a celebrity wears your clothing, that gives you international exposure and the best advertising you can get. "

" 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. "

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

" 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. "

" 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

" As for design, I gravitate to traditional styles but mix it with an element of surprise. Whether it's a big sash bow in the back or an unexpected fabric, it all needs to work together. "

" My wedding dress was featured by 'Vogue' and 'American Town and Country,' and from there, people started to come to us because they had seen that dress. "

Emilia Wickstead

American

Wedding

" 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