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" I've had women buy their entire wardrobes from me; from suits to full-length evening gowns and sophisticated day dresses, they buy everything. "
Emilia Wickstead
Suits
Day
Dresses
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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?' "
Emilia Wickstead
Done
Ideas
Long
" 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. "
Emilia Wickstead
Going
Business
Work
" 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. "
Emilia Wickstead
Myself
Work
Money
" 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. "
Emilia Wickstead
Love
Clothes
Women
" There is nothing more beautiful than personality wrinkles. "
Emilia Wickstead
Beautiful
More
Wrinkles
" 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. "
Emilia Wickstead
Love
Father
Thought
" 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. "
Emilia Wickstead
Day
Morning
Beauty
" 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
" 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. "
Emilia Wickstead
Dress
Woman
Love
" 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
Me
World
" 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. "
Emilia Wickstead
Back
See
You
" There's a great niche in the market for what I do, which is effortless style. "
Emilia Wickstead
Market
Great
Effortless
" The first wedding dress I ever made was for myself. It was at a time when I had my business up and running, but it was still very early days, and I thought, 'This is my moment to do whatever I like.' "
Emilia Wickstead
Myself
Business
Dress
" I love everything I design. "
Emilia Wickstead
I Love
Design
Everything
" I don't come from family money, and neither does my husband. "
Emilia Wickstead
Husband
Money
Family
" 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. "
Emilia Wickstead
Fashion
Unique
Think
" 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
Me
She
" The majority of our clients are British. They want to wear things time and time again. "
Emilia Wickstead
Again
Wear
Clients
" 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
You
Business
Day
" 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. "
Emilia Wickstead
Brand
Clothes
Doing
" 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. "
Emilia Wickstead
Key
Feel
Beautiful
" 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. "
Emilia Wickstead
Unexpected
Together
Surprise
" 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'. "
Emilia Wickstead
Fashion
Think
Women
" The Emilia Wickstead customer is a sophisticated, accomplished woman who expresses her femininity and style through the way she dresses. She appreciates classic with a twist, yet luxurious and high quality clothing that make her feel confident, elegant, and ultimately chic. "
Emilia Wickstead
Quality
Style
Woman
" The AW14 collection is inspired by Film Noir. Elements of masculinity and femininity were reflected in the fabric, tailoring, and features. "
Emilia Wickstead
Film
Masculinity
Inspired
" We do have a lot of personal relationships with people who will come to our store or showroom. "
Emilia Wickstead
People
Will
Personal
" I love the idea of a dress or a coatdress rather than a suit with a jacket. "
Emilia Wickstead
Jacket
Suit
Rather
" I wore one of my own designs on my wedding day. "
Emilia Wickstead
My Own
Wedding
Designs
" 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. "
Emilia Wickstead
Clever
Dress
Work
" 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. "
Emilia Wickstead
Together
Yourself
Design