Starting a business is no mean feat, especially in this climate, so four savvy female entrepreneurs share their tips on how they did it …
LAURA HORGAN, founder of LNH Edit @lnh_edit
“Bringing joy to homes, tables and wardrobes” is how Laura Horgan of LNH Edit describes her vibrant designs, which are ethically made in India. She launched her business amid the global lockdown in 2020, and says the brand emerged from a deep-seated passion for design and sustainability, “After spending my 20s travelling the world as the creative director for one of Ireland’s leading fashion brands, I had the opportunity to source fabrics and clothing from global fashion hubs like Hong Kong, Paris, Milan and London.”
Recession and a debilitating illness (BRCA1 diagnosis) meant that Laura was confined to her home, which she also transformed. This nesting experience informed her brand and allowed her time for research. She immersed herself in understanding sustainable practices, supply chain management and working with artisans, “I also sought advice from experienced entrepreneurs, including my parents and designers, which was invaluable in helping me navigate challenges like small-batch production and ethical sourcing. The biggest lesson was to stay true to my values and let those guide every decision.”
“One of the most significant lessons in launching and growing my business has been the importance of surrounding yourself with a strong, supportive team. Having the right people who share your vision and values can make all the difference, especially when navigating challenges or expanding creatively.”
Another key takeaway for Laura has been recognising the power of online marketing and communication. She says building an authentic connection with customers through social media, emails and digital storytelling has been transformative. “Tools like Instagram, newsletters and online campaigns not only help in showcasing our products, but also allow us to share the artists’ stories and ethos. Engaging with our audience consistently has been crucial in building a loyal community.”
Finally, she learned that adaptability is essential. “Whether it’s refining production processes, responding to feedback or experimenting with new strategies, being open to change has helped us grow in ways I couldn’t have anticipated.”
Laura is looking ahead to SS25. “Our collections aren’t about following trends, rather we focus on beautiful prints and fabrics in flattering, wearable styles. When you open your wardrobe, we hope our clothes bring a pop of joy and make getting dressed a little more fun!” www.lnhedit.com @lauranolanhorgan
SINEAD KEARY, founder Sinead Keary The Label @sineadkearythelabel
Former stylist and personal shopper Sinead Keary says of her brand, “My favourite thing is when I’m out and about and people run up to me wearing my pieces, and tell me how confident and comfortable they feel in them.”
Her label also launched during lockdown in 2020, which Keary says gave her the time and space to focus fully on her plans. “I’d always had this idea to launch a brand that would fill a gap in the market. I kept seeing my clients searching for those perfect capsule wardrobe pieces season after season, only for them to sell out or disappear by the end of the season.” Sinead’s first step was to talk to an agent about finding manufacturers to create the quality pieces she had dreamed about for years. On launch day, she sold out of 80 per cent of her stock inventory and realised she we was onto something special.
“I’ve learned so much since starting my brand, it’s been a journey that’s helped me grow and I truly feel I’m a totally different person to who I was when I launched four years ago. It’s helped build my confidence, and while there have been countless business lessons/nightmares, the one that stands out the most is this: always trust your gut. Whether it’s collaborating with someone who doesn’t fully align with the brand, creating a product to try something new that doesn’t feel like us or creating something I’m not 100 per cent excited to wear myself. The same applies to business or brand moves that I didn’t feel ready for.”
Her number one piece of advice is: don’t wait, don’t over-analyse and think that next year you’ll be ready. “If you have an idea, if there’s a true story to your idea, if it’s authentic, if you believe in it, if you’re willing to put everything into it, just get started. You’ll figure out the rest along the way.”
Her other practical piece of advice is to get pricing and margins right from the start. “Work with manufacturers and suppliers who you trust and connect with personally, and can offer fair price points that allow you to grow while staying profitable. My current manufacturers, who I found at Premier Vision trade show in Paris, treat me like a partner. They guide and support me in the business which is invaluable, especially when we introduce new categories like our bestselling wool coats last year.”
For SS25, Keary has lots of new designs in the works, from her first puffer jacket to new suiting options. Look out for pastel colours in her signature Sarah blazer and Sandra trousers. She’s also launching an exciting new collection called Something Blue – a 1950s Hollywood-inspired romantic collection with signature details like bows, A-line shapes, pearls and voluminous sleeves. “Later in the season, we’ll be releasing another resort collection (think linen dresses with more bow details) and our very first bridal collection launching in April. I must admit I’ve never been more excited for a year!” www.sineadkeary.com
PAULA GANNON, founder of Pia Margot @piamargotboutique
Pia Margot specialises in occasionwear, with pieces sourced from small fashion houses across Europe. “The inspiration came from my passion for high-quality womenswear that feels personal and unique. This passion came from my stylish mother, who is sadly no longer with us. She is the Margot in the name.”
When it came to making the decision to launch her online business, Paula decided to simply give it a go. “I thought, life is too short not to pursue whatever you wish, so I just jumped in.” She spent a year researching suppliers, building relationships with fashion houses, seeking advice from industry experts and putting together a multi-pronged strategy prior to launching in May last year.
One major lesson has been the importance of staying true to your vision. “In a competitive industry, knowing what you stand for and who your audience is makes all the difference. I cannot compete with the likes of Inditex and I don’t have any desire to. I also have a full-time job, so that would not be possible right now. Managing any sort of business is not for the faint-hearted, you have to have a thick skin or form one very fast.”
Paula’s advice is to know your niche. “Start small but think big. You don’t have to be a large company to make an impact; a clear and focused vision can go far. Focus on what makes your offering special and build a brand around that. Trusted relationships are invaluable, so build strong partnerships with suppliers, mentors or collaborators.”
She also advises considering all new opportunities and staying adaptable. “Innovations like rental services or collaborations can set your business apart and attract a wider audience. Be careful who you choose to work with, loyalty is incredibly important and cannot be bought. Listen to feedback and be willing to refine your approach. It is okay to make mistakes, just learn from them and keep going!”
For SS25, Pia Margot offers understated, glamorous pieces for weddings and special occasions. Laura says she is also exploring a rental option to make these pieces more accessible, while supporting a more sustainable approach to fashion. www.piamargot.com
LUCY AYLEN, founder of Never Fully Dressed @neverfullydressed
Lucy Aylen is best known for bringing “dopamine dressing” to life in her inclusive brand that champions all women via bold prints and multi-wear pieces. She founded Never Fully Dressed in 2009 as creativity is in her DNA. “My grandparents were seamstresses and my parents were market traders, so I was always surrounded by fashion of some sort. I could make and customise clothes, and started by selling at markets. I never set out for this to be a business, it was more of a job at the time which developed into a brand, with business development and learning coming at a later stage … and still to this day!”
Lucy credits her background and a strong work ethic for her success, as well as understanding what women want. “I don’t believe in any magic wand. Everything is a process that takes time and needs to be considered. If you do something well enough for long enough, you can be successful. You need to learn fast and work on the job. I am continuously learning. I am much more conscious about our impact on the fashion industry and the part we play in sustainability. Being the best we can be for our community.”
Lucy’s advice? “Know that it’s a long haul, that things take time. It’s important to build foundations, but also to be agile. Be sure [you know] what the ‘why’ is behind everything you work towards. If you truly believe in what you are doing or offering, you can create something great.” www.neverfullydressed.com
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