Is this something you’ve always wanted?
Doing my own collection has been on my mind for a few years. I have spent most of my career with other design houses, including David Fielden, and the past nine years with Veromia. I’ve had amazing opportunities and such a large scope of design – at one stage I was responsible for Veromia, D’zage, Sonsie, Bellice and Irresistible eveningwear, but in the back of my mind was the question: “when are you doing your own thing?”.

So what have you come up with?
I wanted something open and encompassing. I have created four key signature themes – Modern Vintage, Bohemian, Retro and Glamour; each category has four to six gowns and accessories, allowing the brand to be flexible and never pigeon-holed as one thing or another.

Modern Vintage is romantic, old but new, using classic silhouettes. It’s all about the techniques and fabrics. Bohemian features embroidery, laces, dresses and separates, tops, skirts, jackets and sheep skin. Retrospective, this season, brings 60s’ couture into focus, Glamour is where you’ll find full-on beading, fur and matching clutch bags.

Today you can’t play by established rules. This is not a romantic notion, it’s a strategic imperative. You have to tell a compelling narrative, and each capsule collection has to tell a complete story but one that’s open to interpretation by the bride.

Intrigued? See the new collection for yourself at The Harrogate Bridal Show – stand Q19. More on the new label can also be seen in the latest issue of Bridal Buyer.