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Meet the founder

Meet the founder

I studied at the Fashion Retail Academy in 2007 with the intention of going onto further education and completing a degree in fashion buying, but this changed when I was offered a graduate role at a fine jewellery brand I had been interning at. Over the next 7 years I worked my way up to eventually become an ecommerce marketing manager for a well know retailer at the age of 24. I then made the move into fashion, working agency side supporting upcoming brands and selling them into major department stores, which was how the idea of starting my own business came about.

I wanted to launch my own brand, and when I was made redundant I put my plans in action and launched China Doll Boutique. The initial collection was a success but for the next 2 years the company struggled to grow, I was then struck with another blow of being accused of trademark infringement and I was forced to rebrand. To be honest, I had lost a bit of love for what I was doing, and the pressure of making this a sustainable business was taking its toll. I decided to take on a contract job, leaving the running of CDB to a part time intern. After 6 weeks, I decided I couldn’t handle the stress and the extra work load and decided to take a break.

I had a rethink about my goals, and what I wanted S+S to be. I thought back at my days at the Agency and decided that I wanted to surround myself with like minded, creative personalities. I wanted to create a store that supported upcoming talent selling products which are a bit different to items you would find on the highstreet.

When I was ready, I relaunched S+S in 2013. I started small with 2 little rails in The Camden Collective. This was the perfect place for me. I shared a shop with 10 independent brands which ranged from fashion to homeware, gifts and food/beverage. We were all there on a daily basis, bouncing ideas off each other and pushing each other forward. During the week I was in Camden selling my wares to tourists and locals, on the weekend my brother would help run my shop space whilst I went off to trade at the weekend London markets.

Within 6 months my collection had grown and so did my space in the store, I now owned ¼ of the shop. When the summer came around I went off for the first to trade at music festivals, back to back every week. After 2 years of sharing the shop space, weekend markets and festivals, I decided to take a plunge and open my first standalone store.

I went from having the one store at the start of 2016 to 3 by Autumn 2017 – needless to say it’s been a busy 18 months, but it’s been a lot of fun along the way. I have some big plans for 2018, so stay tuned for them!