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When it comes to Christmas shopping it can be overwhelming, finding a unique gift for your bestie, girlfriend or mum is not easy. The good news, we have you covered. Here’s our edit of the best gifts for her.

Create a Bespoke Lipstick

Code 8 is a make up range that has been curated with all skin tones in mind. The brand’s Burlington Arcade pop-up includes a Colour ID lab, where you can create your own bespoke lipstick, as well as makeup artist and brow grooming services.

To book an appointment, call the store or email info@codeeight.com

No Bad Hair Days

For super sleek hair this Christmas get the Dyson Airwrap Multi-Styler and Dryer with Presentation Case & attachments.

£399.99, from John Lewis

Upgrade your Stack

Astrid & Miyu is synonymous with style and their Gold Heart Pavé Charm Huggies are a must have for any jewellery lover. Wear alone, or stack with other huggies and hoops.

£65, Astrid & Miyu

Personalise your Gift

The Addison Ross collection is the perfect addition to any home. Capture a 2023 memory in their stylish gold tortoise shell photo frame.

£78, Addison Ross

Dreamy Skin

Pamper your skin with the Farmacy Honey Dewy Duo, this gift set features a honey rich duo designed to hydrate the complexion and brighten the delicate eye contour area.

£57, Cult Beauty

For the Travel Lover

The Smythson romance-inspired Scarlet Red gift box is perfect for the jet setter in your life. It includes a Luggage Tag, Panama Notebook and Correspondence Cards.

£195, Smythson

For the Wellness Enthusiast

Cold water therapy fans will love the LUMI Recovery Pod. With so many wellbeing benefits, it’s easy to assemble and is fully insulated, keeping water at the optimum temperature.

£85, LUMI

Beauty Cult Favourites

The RMS Clean and Bright Kit is the perfect stocking filler. It includes Liplights Cream Lip Gloss in Crush, Eyelights Cream Eyeshadow in Luster, and Straight Up Volumizing Peptide Mascara in HD Black.

£46, from RMS Beauty

Sink into Serenity for the Body and Mind.

The Soothing Signature Blend Candle from ESPA features mellow Myrrh, heady Rose Geranium, and warm Frankincense. This relaxing candle is crafted from pure essential oils, hand-poured natural wax.

ESPA Soothing Candle, £40

Growing up in Morocco, Anissa Perkins has had plenty of inspiration for her stylish Kaftan business – Kaftan Dreams. Born out ofa love for fashion, and a passion for beautiful colourful Kaftans made in unique prints – Kaftan Dreams takes the traditional ‘Caftan’ and gives it a luxurious flair.

We sat down with Anissa and discussed how her Moroccan culture has influenced her designs, the sustainable and ethical sourcing of her Kaftans- and finally, how her family has become both support network and inspiration throughout her journey.

Tell us a little bit about yourself and your background, what inspired you to start Kaftan Dreams?

Growing up in Morocco, I have always had a love for beautiful, colourful and unique clothing and accessories. This love eventually evolved into a business idea in the form of Kaftan Dreams. My own dream is to create a haven of beautiful creations, vibrant colours, luxurious fabrics — all with my own unique prints.

Before starting Kaftan Dreams, I had a career in fashion that spanned two decades. I had been lucky enough to work for Giorgio Armani in France. I stepped away from fashion for12 years to raise my four children, but my passion was calling me back. This is why I started Kaftan Dreams. Now I can be with my family and manage my own creative business that is all about dressing colourful, strong women!

Why did you decide to focus on kaftans in particular?

Kaftans are part of my culture because I was born in Morocco and was used to seeing beautiful women wearing colourful and feminine kaftans when I was growing up in Casablanca. Kaftan or ‘Caftan’ is a loose long gown type dress that is traditionally worn by women in Middle Eastern countries including Pakistan and Persia as their daily wear.

Today, women love to wear both traditional and western outfits equally regardless where they live. When they want to feel the sun or walk on the seashore , they need something different and cool. A kaftan is the perfect choice for every woman who wants to roam around the beaches freely. Our Modern Kaftans are not only used as beach wear dress or swimwear but can be worn as excellent beach-resort wear too. These are just a few of the reasons why women enjoy wearing kaftans.

Our Kaftan dresses are mostly free-flowing, loose gowns that reach your ankles. There are a lot design features added into the kaftan dresses which include fabulous prints, kimono sleeves, and V-necklines with hand finished embroideries.

Tell us about your bespoke collection?

Our luxurious bespoke collection of silk Kaftans feature exclusive prints inspired by the colours of the Orient. They combine traditional fabrics and craftsmanship with modern cuts and a fresh perspectve, offering a feminine silhouette, that’s both sensual and regal.

Rather than dictating the cuts and fabric combinations, we offer you the chance to select the house-designed silk prints you love most in a wide variety of cuts, creating a naturally elegant outfit that will carry you through each day. We work with many groups of artisans to offer traditional techniques of weaving, embroidery, and prints that are exclusive to Kaftan dreams. All creations are ethically constructed. The respect we have for our collaborative artisans a key priority.

How important is ethical sourcing and sustainability to your brand?

At Kaftan Dreams we want our customers to know where the products come from; as well as how they’re made. As a mum of 4 children, I’m concerned about their future and the planet that they will live in. I choose sustainably sourced fabrics and services because of the impact on the environment, and we also want to make sure that our workers are treated well.

What has been the biggest challenge you have faced as an entrepreneur so far?

The biggest challenge I have to face is to wear all the hats myself; from sales, to marketing, to accounting, IT, and innovation. These are all the number of roles that I have to assume as owner of a new business. I also find myself isolated in my own little space trying to get my brand in a fashion world that is own by giants and managing my time while my priority is my family.

What advice do you have for women who would like to become a GirlBoss like yourself?

Stay authentic and creating something you’re really passionate about.

WWW.KAFTANDREAMS.COM

Here at House of Coco we are always on the lookout for stylish brands making an impact in the fashion industry. If you haven’t come across Asquith London yet I guarantee once this conscious fashion brand is on your radar, you’ll be spotting it regularly in your yoga class, on the school run and in your local coffee shop.

Founded by Alice Asquith in 2002, this yoga and activewear range combines high quality with style and best of all this ethical, eco-friendly brand is not just for the yoga mat, it can be styled for a more relaxed day look. Alice who was taught to ‘make and mend’ by her grandmother has always made her own clothing, when we meet at the Asquith Eco Summit, she is sporting a stylish floral jacket she made in her 20’s and it still looks chic and timeless on her. She greets me like an old friend and wants to know what I think of the brand. I’ve got to be honest, hands up, I hadn’t come across Asquith until recently. My yoga kit is mainly dominated by Nike staples and the odd piece of Lulu Lemon however I’ve a feeling this is about to change.

The new collection is a range of wearable staples, beautifully designed with soft, durable fabrics. It’s inspired by Alice’s love of Miami and its Art Deco buildings. Pops of blue and white are scattered throughout the pieces. Asquith’s style is classic yet flattering and multi-functional, you can easily take it outside the studio. I have to be honest, I live in my Asquith Harem pants and have my eye on their jumpsuit, ideal for travelling in.

The range features two core fabrics, Bamboo and Bambor (a natural performance fabric Alice developed and trademarked). Both are ethically made in a Global Organic Textile Standard approved factory in Turkey. Bamboo is an environmentally low-impact and sustainable fabric, it’s ideal for activewear as it’s breathable, naturally anti-bacterial and wicks moisture from the body to the exterior of the fabric so it can evaporate more easily. Asquith is always innovating and looking for ways to increase their sustainability taking cues from leading fashion brands; “Stella McCartney is leading the way when it comes to sustainable fashion, says Alice. She lives and breathes sustainability with her brand. And I love her use of modern, innovative fabrics and technology and focus on a more circular economy”.

It’s evident that Alice is on mission to produce stylish pieces that are made with love and you can feel that her new collection is a labour of love. Asquith is not just about the environment, its about the people. Alice regularly visits the factory in Turkey that makes her collection, run by a strong female matriarch character. “It’s like one big family, we lunch together, swap recipes and there’s a real sense of togetherness” she says.

Asquith is a brand that produces gorgeous clothes with a conscience. For more information on the collection visit www.asquithlondon.com

Any self-confessed bagaholic is familiar with the age old dilemma of taking care of their prized designer handbags. It is exactly this brilliant bit of insight that inspired fellow handbag lover, Marielle Kangasniemi, to create Bagpad.

The idea for Bagpad is simple. Originally inspired by the iconic Hermès Birkin, Bagpad is a specially sized and customisable product that supports the interior of your handbags, maintaining its shape, and also reducing moisture damage. Besides being an absolute must for handbag lovers the world over, Bagpad also provides a longterm solution to keeping the shape of your handbags, while reducing plastic waste.

We catch up with Bagpad Founder, Marielle Kangasniemi, and talk all things Bagpad, her collaboration with One Ocean Foundation, and about the biggest challenges and triumphs she has faced as a GirlBoss.

Tell us a little bit about yourself, what inspired you to start Bagpad?

I’ve always to do something on my own, I just needed to find the idea. So after I finished my masters in Fashion and Luxury Brand Management at Istituto Marangoni, I knew I wanted to do something within fashion and luxury. I’ve also always had a passion for handbags, so I decided to combine my passion with my knowledge and came up with this unique solution that didn’t exist before. Now when you think about it, it’s such an obvious thing that all handbag lovers need.

The iconic Hermès Birkin Bag is the inspiration behind the bagpad, as this is a bag that really needs support when it’s not in use. So the first bagpad was made to fit the Birkin bag, but now we offer bagpads to fit any designer handbag. The bagpads can also be personalised with monogramming and we offer fun patches for decoration too. It’s the perfect gift for anyone who has a handbag.

How important is sustainability to Bagpad? Could you’ll us more about your collaboration with One Ocean Foundation?

Sustainability is one of the core elements of Bagpad, as the whole idea was to create a long-term solution for keeping handbags in shape and reduce the use of plastic. What’s currently in use is bubblewrap, plastic bags, or tissue paper? We know that plastics are the most common form of trash in landfills, and the most dangerous form of pollution. The ocean is filling up with garbage, so in order to help, we are in collaboration with the One Ocean Foundation, which raises awareness about the urgency to resolve problems plaguing our marine ecosystems. They create specific projects to help safeguard marine life, and also perform beach cleanups throughout the Mediterranean Sea. Every individual can contribute to saving the oceans through simple but virtuous actions.

At Bagpad we are very committed to do our part to save the planet, and so we use biodegradable packaging and recyclable materials. Plastic in itself can be harmful to the leather and interior of the bag, as it might transfer colour, start ‘sweating,’ or even scratch the leather, which is why we use only premium materials that are especially suitable for designer handbags.

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What steps can we take to become more conscious consumers?

Always choose the more long-term solution. Even if you can’t find a completely sustainable and Eco-friendly product, it’s better to choose the one that lasts longer, even if it might cost a bit more. There is already so much waste in this world, so any conscious decision to reduce the use of plastic is for the better.

It’s also important to take care of what you have so that it lasts longer. That’s why it’s important to take care of your handbags. They are meant to be used for a long time and if you take proper care of them they can last decades.

There are many ways to take care of handbags, but the most important one is to keep them filled when not in use. This prevents the leather from creasing and helps the bag to keep its shape. Our bagpads also protect from excessive moisture to keep the bag in perfect condition.

What has been the biggest challenge you have faced as an entrepreneur so far?

To find time to do everything! I wish I could clone myself so that I would have time to do everything and be everywhere at the same time. It’s challenging but also very exciting to work with all aspects of the business. I learn so much everyday and I feel so grateful for having this opportunity.

Another thing that can be tricky is figuring out the marketing strategy. There is so much going on in social media and consumers are exposed to so much marketing all the time, so it can be difficult to stand out. You really need to know who your customers are and where they spend their time. Luckily our product is unique and customers can really see the value in it.

What advice do you have for women who would like to become a GirlBoss like yourself?

If you have an idea or a chance to start something on your own, just do it! You can dream however much you want but if you never start, you will never know. Don’t be scared of setbacks, they help you grow and push you in the right direction. There is always help available and especially London is such a great environment to start a business. I’ve met so many inspiring people here and you never know who you’ll meet, there’s always someone who knows someone. Expanding your network is key!

WWW.BAGPAD.CO.UK

Back in the stone age, and up until the dawn of agriculture, nomadism was a way of life. But in 2019, amidst concrete jungles, growing populations, and rapid fire technological development — a new kind of modern nomad emerged, and that is the wanderlust searching traveller.

In this latest #WomenWorldwide interview, we caught up with fellow nomad, Alena Mira, and talked about her innovative fashion brand NoMad. While her colourful and creative designs have been inspired by our shared nomadic history — her vision for NoMad is totally unique — and its one that’s all about embracing adventure and owning our natural power.

Tell us a little bit about yourself and what inspired you to start NoMad Limited?

My name is Alena Mira. For me NoMad is an internal state, inspired by the nomadic traveler living forever in me. It’s not about giving this up to live a calm, measured life.

How have your travels inspired your brand? Why the name NoMad?

I travel a lot, this is my inspiration, my life, my breath of fresh air. Nomad is a way of life, and was created for modern nomads who appreciate wonderful unique pieces. These modern nomadslove adventures, new discoveries, travelling, and are free from society to pursue their true dreams.

NoMad unites different cultures and their traditions, because true beauty is timeless, it’s always on trend. We are surrounded by stone jungles, and so we lose touch with the natural world. We forget that we are part of nature, and that we are the crown of Mother Nature’s creation. NoMad is a kind of fusion of ethnic power with the energies of the past and the future, I know for sure that the spirit of NoMad lives in each of us, even if we sometimes forget. Perhaps this is all a little wild and insane (In fact, the business itself is two-handed in translation, NoMad is both a nomad-traveler and a madman at the same time) and I mean insane in the best way.

Where do you get the inspiration for your designs?

All of our collections of originate from centuries-old traditions, and jewellery is at the heart of it all. I take inspiration from everything, from the mystical fusion of theStone Age, the nomadic past of our ancestors, and even the fashion of the present. Since ancient times, our ancestors decorated their bodies. I don’t follow fashion, everything is created in the direction of the heart, and the heart does not know time, it knows only energy and this gives the collections a unique spirit.

Who is the modern NoMad for you?

The modern nomad is all of us, and nomadism, it could signify anything that doesn’t slow down. Just before the nomads saddled wild animals, we now inhabit megalithic cities. However, the spirit of our ancestors and the endless longing for our roots, sits in each of us. And internally everyone has to do succumb to it, such is our essence — to be in endless movement, to expand horizons, to be free in our thoughts and judgments.

What advice do you have for women who would like to become a GirlBoss like yourself?

Not just for GirlBosses but for women everywhere, my wish is: Be faithful to your Life and be faithful to the direction of your life.

NOMAD.LIMITED

When you hear the name Rosie Fortescue, you may immediately envision Made in Chelsea’s charming fashionista strolling along the streets of South Kensington, brunching with a gaggle of equally stylish friends. Others may recognise Rosie for her successful fashion blog, At Fashion Forte, which has catapulted her into becoming one of the UK’s top fashion influencers. And while Rosie’s effortless charm, inimitable style, and undeniable Made-For-TV charisma has made her a household name; what most people don’t know is that Rosie Fortescue, is that she’s also a Girl Boss through and through.

We catch up with Rosie, and chat about her business/passion project – Rosie Fortescue Jewellery. Here at House of Coco, we’re all big fans of her fabulous stacking rings delicate chain necklaces. We talk about the challenges of starting your own brand, as well as all the rewards that come from a long day spent hustling so you can do what you love. Finally, we catch up with Rosie and she embarks on a special project with Huawei P20 Pro,the Spark a Renaissance Photo Competition. A competition that aims to find the next generation of creative talent across Europe, and according to Rosie, one that aims to spark an “inspiration revival”.

From Made-in-Chelsea star to top fashion influencer, and now jewellery designer — what’s a day in the life for Rosie Fortescue?
Every day is totally different which I love. I’m either in my office, in meetings, designing jewellery at home, or posting jewellery in the post office — yes I still do all the fulfilment myself!

How would you define your style? What are three things in your closet you can’t live without?
My style is comfortable, but fairly classic and definitely with some statement pieces. I always finalise every outfit with jewellery. It’s definitely the finishing touch to any ensemble, and with it, I feel most confident.

Here at House of Coco, we’re all about Girl Bosses like yourself. How do you manage all your different projects and still live a well-balanced life?
I absolutely love working hard and I love what I do; so if I have to stay up working until 2am, I will! I’m 28, so I see these years as the ones to work my ass off and establish my brand. Hopefully, I will be able to employ someone soon to take off a bit of the workload; so I can focus more on the design and creativity aspect of running a business. However, right now I’m just loving the journey. I am super organised so am just about managing to get everything done, with some late nights along the way!

What is the biggest challenge you’ve had to face as a GirlBoss?
To trust my instincts. Because it’s just me in my company, I sometimes need to bounce some ideas off people. I luckily have very creative and inspiring friends, so it’s great to get other peoples’ thoughts on my ideas from time to time!
 
At House of Coco HQ, we’re all huge fans of Rosie Fortescue Jewellery. Where do you usually get the inspiration for your designs? Do you have a favourite piece? 
Thank you! I can be inspired by anything really. I always keep my eyes open, and a long stream of notes of my phone. The colour of a front door can inspire me for a stone colour, architecture is also a big source of inspiration. Whenever I’m away, I really make sure to take in my surroundings and make the most of every opportunity!

To top it all off, you’re also working with Huawei P20 Pro’s Spark a Renaissance Challenge. Could you tell us a little bit more about this collaboration?
The Huawei Spark A Renaissance Photo Competition is the world’s first ever photography competition judged by both Artificial Intelligence (AI) and a Leica photographer. It’s really amazing what technology can do today! For this competition, Huawei’s P20 Pro smartphone’s AI will judge the photography submissions for a chance to win a Leica masterclass in Florence and one in 50 Huawei P20 Pros.

A photo competition has never been judged in this way before so I’m really excited to be working with Huawei on it. As modern creative myself, it’s great to be a part of an initiative that brings together art and science so seamlessly.

How is the Spark A Renaissance Challenge helping promote the next generation of creative talent across Europe?
The competition is part of a wider series of challenges from Huawei over the last few months. All of which have been aimed at unearthing the next generation of creative talent across Europe, and showcasing their potential to the world. Just as the Renaissance period was fuelled by the coming together of science and art, this campaign is doing the same by judging the participants with a combination of AI and the expertise of a panel of experienced artists. It’s an exciting project to be involved in and I’m looking forward to seeing the winning images!

In your opinion, how do you think our readers can “spark a renaissance” in their own lives?
I see it as an inspiration revival. I think that with everyone’s busy schedules these days, doing something for yourself that inspires you or makes you feel good is definitely key.

What’s next for Rosie Fortescue?
I have a few projects in the pipeline that I can’t talk about yet, but I am designing my new collection now. Really into body chains and stars at the moment so watch this space!

Here’s a few of Team Coco’s favourite pieces from Rosie’s latest collection…

Rosie Fortescue Jewellery
Rosie Fortescue spoke to House of Coco in partnership with Huawei for the ‘Spark A Renaissance’ challenge. To find out more, visit huawei.com

It’s two days before V-day arrives, and regardless if you’re #relationshipgoals or #singleandreadytomingle there’s nothing wrong with gifting yourself a little something special, because let’s face it, you’re totally worth it. So here’s a Team Coco approved gift guide for the month of love, because as we all know, the greatest love of all is self-love.

For the Flower Aficionado

While we may not be able to advise on how Mercury being in retrograde can affect your career opportunities this February, we do highly recommend treating yourself to a little bit of sparkle.

Jana Reinhardt’s beautiful new Birth Month flower jewellery collection lets you create stunning tailor made pieces that feature you or your Valentine’s birth month flower. From Snowdrop January to Narcissus December, each month has a unique flower that symbolises unique personality traits.(kind of like your star sign, but better!) You can even add a gemstone for a bit more sparkle, and a personalised engraving to boot.

Love at first sight

We’re all about sharing the love, and so is Lulu Guinness. They new love heart collection is everything our heart desires, and will surely make a statement regardless if your’e on a date with someone else, or just yourself! We can assure you,the Harriet Heart Bag, or the pink velvet Freya, is all the arm candy you will need this Valentine’s Day.

A Cosy Night in

There’s nothing like treating yourself to a cosy night in, and these goodies from independent boutique specialist Trouva, will certainly elevate your ‘Netflix and Chill” with some serious style, and some warm and cosy ‘Higge’ vibes. #Nofomo

A Galentine’s Night Out in the Lost Lagoon

This Valentine’s/Galentine’s Day, gift yourself the gift of adventure and check out The Lost Lagoon with your bestie. This V-Day, London’s coolest subterranean boating lake will be transformed into a whimsical experience that includes romantic boat-based buccaneering, and an exclusive ‘Pinker Colada’ cocktail in a giant horn by Scout.

From the 14th to the 17th, the Lost Lagoon’s ‘Marooners Rock’ will become the ‘Isle of Singles, and if you’re not bothered about finding your own pirate love, you can at least be comforted by good old glass of Captain Morgan instead. (of which, The Lost Lagoon has plenty)

Exclusively in the UK at Harvey Nichols, Marc Jacobs Beauty and the Leopard Frost Limited Edition Collection officially launched last week amidst much acclaim. #TeamCoco were invited to the launch in Leeds to experience the wonders of this makeup brand.

We were treated to breakfast in The Bottle Room at Harvey Nichols Leeds where a number of journalists, bloggers, and makeup artists could enjoy playing with the collection by Marc Jacobs Beauty.

Once we all arrived we heard from one of the brand ambassadors who enlightened us to what Marc Jacobs Beauty was about and how it dared to be different, which is a strong motto of Marc himself as he believes that everyone should be able to be whoever they want to be without apology.

Bring out the lipstick at the dinner table, have the biggest mirror in your handbag to top up your makeup, and make a statement. This was the story behind the new brand to arrive in the UK.

The full collection holds many different products ranging from Eye-Conic Frost Eye Palette, Le Marc Lip Frost Lipstick, Velvet Noir Major Volume Mascara, See-Quins Glam Glitter Eyeshadow, Dew Drops Coconut Gel Highlighter and so much more.

Search online for Marc Jacobs Beauty via the Harvey Nichols website. Makeup products priced from £11 to £79.

Jennifer Berger has always been a big dreamer, and all her big dreams are embodied in her own bag brand, Mädi. Inspired by the traditional art of paper cutting, Mädi is an accessory brand that plays on Swiss culture and modernity, and is instantly our favourite new arm candy this spring.

In this latest instalment of our #WomenWorldwide Series, We chat with Swiss Girl Boss Jennifer Berger, about her inspirations, overcoming challenges — and all the beautiful lessons she’s learned in between.

Tell us a little bit about yourself. What inspired you to start Mädi?

I’m a big dreamer; I’ve always been.Probably because I lived in a small town with not much to distract me from developing my imagination and ambition. Frustration and boredom are a big part of what motivates me. Once in a while, I need to get bored. This boredom generates space in my head, which allows my imagination to develop new ideas. Then comes the urge to turn those ideas into a reality.

My work as a designer for other brands played a role in the creation of Mädi. It can be frustrating in situations where decisions are made that don’t align with my values, nor with my perception of things. It made me want to be in a position where I could make my own decisions. I like to have an overview of a project, and understand all the different aspects and challenges involved in it.

Deep down, the will to create something of my own was born a long time ago. I didn’t know what or how I was going to do that, until I took a break from my job as a jewellery and watch designer in 2013 and began my Jewellery and Accessory Design degree at HEAD in Geneva. I used this time to develop my creative universe and bring to life the first Mädi bags, during my graduation collection in 2015.

We love Mädi’s dynamic shapes and bold colours. Where do you usually get the inspiration for your designs?

I like bold designs, authenticity, and shapes that you can read easily. Mechanical systems, harmony, and beauty, are things that bring joy and talk to the heart. My inspiration can come from fashion, product design, art, illustration or nature. The natural environment in Switzerland has had a big influence on me. Everyday, the landscapes shaped by mountains and lakes never cease to amaze me. When I look at this, it grounds me in front of the power and beauty of nature.

How does your Swiss heritage influence your aesthetic?

My Swiss heritage influences me through three major aspects — first of all, through imagery. Swiss popular art like native paintings and paper cut pictures decorated the walls of my childhood house. Some of them came from artists in my family or family friends. So from an image perspective, this has really influenced me a lot, as I have an emotional connection to it.

Second is through shape: The shape of my bags are inspired by vintage swiss military leather bags. You can find them in second hand shops now. They are functional, simple and robust.

Lastly, Swiss heritage also influences my construction process. I imagined a product thatcould efficiently be built through an industrial process. I needed to understand how something is built, and knowing that I could build it on my own. This is why my bags are made by folding pieces of leather and holding them together with studs. With the studs becoming a kind of decoration as well. However, nothing is there just for decoration. Everything has a function, nothing is hidden, and you get what you see. I guess it is a Swiss approach to efficiency and functionality.

What has been the biggest challenge you have faced as an entrepreneur so far?

Before starting this adventure, I thought that the hard part was going to be working many hours, not sleeping much, and enduring the pressure of deadlines. But actually, as I am the “boss,” I choose how much time I want to invest. Having a good balance between work and personal time is very important to me. Sleeping enough, spending time with family and friends, physical activity, and taking care of my body and mind is important.

I think the biggest challenge is to believe in myself no matter what, and making choices when I don’t know what the best solution is. I always want my work to be perfect, which doesn’t help in the decision process. Nothing would have come out if I’d always waited on perfection. Bringing a brand to life requires a lot of energy, both mentally and physically, and sometimes it can be quite overwhelming. However, as I move forward in the project, my vision becomes more and more precise; and I become more and more determined.

My belief in myself grows together with Mädi’s growth. And in the moments where I doubt myself, I am lucky to have very supportive family and friends. In the end, I know it is all worth it. I’ve learned so much, and I am excited to see what will happen in the future with Mädi and how it will continue to shape me as a person.

What advice do you have for women who would like to become a GirlBoss like yourself?

First: Take time to build your own story. There is not one way to build your dream and as you move forward, this dream will evolve, become more precise or even change. It is important to have a vision, but there can be many different paths to get there. So stay open minded.

Second: Stick to your values because values are the core of your business. Be authentic and honest about where you stand.

Third: Surround yourself with people who believe in you and who are competent; because it is not an adventure you do alone. The true richness of an adventure like this, is in the exchange of know-how with people your work with and the trustworthy relationships you build. To me, celebrating achievements are more joyful when I can share them with a team. Everything I have done until now; I did because of many talented collaborators.

www.madiofficial.com

There’s a special kind of anguish when you’ve worked so hard for one path – perhaps a childhood dream – and you realise that it’s just not the one for you. However, in these times of turmoil and disappointment, incredible strengths can become apparent ; that lead you to new paths and a new, perhaps truer, version of yourself.

Today’s interview with Ellie, founder of NITARA might have you itching to hatch your own escape plan. Take that as our disclaimer!

HOC: Hi Ellie, great to meet you! Tell us about your journey to being an entrepreneur?

Ellie: I always wanted to have my own business. When I was a child, I always wanted to be a fashion designer. I have a really vivid memory of drawing up interior designs for my own clothing shop one day (It was called ‘Ellie’s’ and it was in Paris, obviously – haha!); that was all I ever really wanted.

Long story short: I did end up doing a Fashion design degree, after that I worked in the industry for a brand I love and thought that would be enough…but it wasn’t. Within four months of working there I realised that I’m wasn’t really cut out for working for someone else! It wasn’t too long after that I left that job and started teaching yoga full time and the first plans for NITARA were born.

HOC: Tell us about your business, NITARA?

Ellie: NITARA was the brainchild of being a busy yoga teacher, living in activewear and being unable to find clothing that really aligned with the yogic way of life. I was on an endless search for activewear that was modern and cool, something different to ‘black on black’, but that was sustainably an ethically made…at the time I couldn’t find anything, so I decided to made my own!

As for the name, NITARA is a sanskrit word which means “to be grounded/deeply rooted”. It’s actually the spiritual name I was given at the end of my yoga teacher training on my first trip to India.

HOC: Tell us about the ethical side of your business?

Ellie: I’ve felt really connected to the ethical side of fashion for a long time, actually since my mum took me to a talk by Katherine Hamnett at the V&A when I was about 16/17. After uni, when I became more serious about yoga and the philosophy thats behind it, I started applying yogic principles into my life away from the yoga mat. The first connection I made was, again, to my clothing. how I expressed myself and what I was choosing to spend my money on.

When I decided to take the leap and launch NITARA, there was no question about my approach. Everything I put out into the world has to be 100% authentic reflection of how I live my life and the values I uphold. I often refer to it as ‘yoga first, business second’ because that’s just how my day pans out: first I do the yoga, then I do the things…and I try to make whatever I’ve learned on my yoga mat filter down into every action I make throughout the day.

The earth has a MAJOR overflow problem right now in terms of waste – as we should all be aware of by now! So it’s my strong belief that anyone looking to bring a new product into the world, should make it their mission to clear some of that waste away in order to make room for the new…which is why our collection is made from recycled plastic bottles, of course!

HOC: Couldn’t agree more. I love how you’ve combined your passions and creativity in your current business / life. How did all these little career swerves come about?

Ellie: Fashion was always my big dream. Then in my last year of my fashion degree, the idea to do my yoga teacher training kinda sprung into my head out of nowhere…It became a thought that would pop back into my head all the time, and if something haunts me like that, I just have to follow it!

So I travelled to India and completed my training right after I graduated, with no real intent on teaching in the end, I just did it to get that thought out of my system and for the sake of learning more…but I left my training with a burning desire to share everything I’d learnt.

After that came the stint working in the fashion industry. During my time there I taught yoga on the side. It didn’t take long to realise that I felt much more at home in the yoga studio than I did at work; which is why I decided to leave and teach yoga full time.

That sparked many more trips to India to continue my learning and to develop my practice. On my second trip I stumbled onto a massage course – can you see a pattern here? haha! Anyway, it turns out I’m quite good at massage (who knew?!) and since then I’ve massaged in almost every 5* spa and hotel in London, in a private home in the Seychelles and worked with celebrities and royal families…all at the same time as teaching yoga, of course.

In the background of all of that, I started working on NITARA. It took me 4 years to actually launch it, which is what happens when you try to spin too many plates at once I guess!

I did the Prince’s Trust Young Enterprise programme, I secured funding from them, developed the concept and products…and finally launched in April 2018. Now, I guess I’ve gone pretty much full circle! I run NITARA most of the time, I still teach yoga (and always, always will!) and I massage sometimes, but no where near as much as I have done in the last few years.

HOC: I feel like you are the right person to ask this to! Where does your drive come from?

Ellie: I feel like it’s a cliche entrepreneur thing to say, but without a ‘Why?’ you can’t drive anything.

So, my drive comes from creating a brand that’s an honest representation of the way I live, the kind of businesses I want to see and the world I want to live in. I’ve never understood why we have ‘ethical fashion’ or ‘non-ethical fashion’ , ‘conscious living’ and ‘unconscious living’… you know? That makes zero sense!

I think drive comes from your ‘why?’ ; being a reason bigger than yourself, your purpose has to bring about some new culture, idea or to change peoples lives in some way. That’s where real fire comes from. If my ‘why?’ was just to make some cool yoga pants, it would never have come into fruition.

My recommendation for keeping focus is to have some kind of vision or goal that you’re aiming for. You should have a 5/10 year vision and constantly ask yourself if what you’re doing is in alignment with that. That vision can be quite fluid, it can change slightly over time but it always has to align with your ‘why’ and your deeper message behind your business.

HOC: That’s very true. Without true passion you won’t find the energy to push your business forwards. Let’s go back a bit, for our entrepreneurial readers, what advice do you have for them to start their own thing?

Ellie: In my mind: launch fast and grow with feedback. I know I didn’t do that; 4 years is a long time to launch something! But if I could do it all again, I’d stop talking about it and just launch the thing as soon as I could. Your first products will never be perfect, so just launch with what you have and grow from there.

HOC: What personal achievement of yours means the most to you and why?

Ellie: Thats a hard one! I’ve had a crazy career so far and my life has taken loads of unexpected twist and turns, I’ve achieved a hell of a lot in quite a short space of time and I’m super proud of that.

But the achievement that means the most to me is probably the relationships I’ve managed to keep or nurture through all of that. You know how a lot of people say that: when they launched their business, tried to become artist or make it in music, that the people around them weren’t so supportive, they were told that it would fail or that they should probably get a “real job” well, nobody has ever said anything like that to me – not even once!

My family and friends are everything to me, I’m still best friends with people I met when I was 11 years old and through yoga I have met literally the most inspiring people you’d ever care to cross paths with. It would have been really easy to lose connection when we were half way across the world from each other, having completely different experiences for months at a time, but somehow that hasn’t really happened.

Because of that support network I’ve never really felt like I needed to prove anything to anyone, be anything other than myself or that anything was really that impossible. So every idea I’ve had or turn I’ve taken has just been an authentic expression of whatever I was really feeling intuitively drawn to at the time, because what ever hair-brained idea I had was greeted without question; just complete support.

That means everything and I’m fully aware of how incredibly rare that is! I don’t know if that counts as an achievement in the normal sense of the word, but it does mean a lot to me.

HOC: Where do you get your inspiration from?

Ellie: I feel like most designers have the same answer for this: Everywhere! I’m such a magpie! Part of a design could come from my travels but then I could get a colour palette idea from some artwork, a photo on Instagram/ Pinterest, a book, piece of graffiti, a flower in a garden or a student that walks into my yoga class with a cool attitude that I want to encapsulate somehow. Inspiration is everywhere, you just have to keep your eyes open!

Inspiration for the shapes of our clothes are easier to come by because I usually find those while I’m practicing yoga or while I’m teaching. I want our pieces to be cool to look at, but also functionally do their job. I want your outfit to be the last thing on your mind while you move! Those ideas usually come when I’m on my yoga mat or working out in something that’s perhaps not doing its job so well, so I dissect why it’s not and how I can make something better!

HOC: Finally, If you ever have a creative block / funk; how do you get yourself out of it?

Ellie: Most of the time, I get outside. I grab a coffee and walk in nature, or as much nature as I can find in London!

Or I move: I’ll do a 15min yoga session or some other kind of work out. This is a bit random, but I’ve found a quick 8 minute ab workout on youtube works well when I’m really lacking motivation! I get back into my body and out of my head, focus on something else for a bit and then I’m usually good to go!

To follow Ellie’s business head over to Nitara-London.com

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All photography Sam Lindley