What inspired you to set up my-wardrobe.com ?
I wanted to create something which had the potential to be a global brand. My ambitions started with one boutique in Crouch End in North London and developed into wanting to build a business and make it number one within its sector.

What excites you most about coming to work?
No one day is the same. I’ve had days which have started as being the most frustrating but ended on being the best day. I love seeing the new brands and products arrive and seeing which are the biggest sellers. Andrew and I launched the business in 2006 and we always had very high and ambitious hopes for the business. We’ve always seen it as a sprint not a marathon. We know where we want to be and we want to get there fast. My goal is to make my-wardrobe number one in online accessible luxury online fashion retail.

One of the challenges in online shopping is creating a relationship with your customers, what do you and your staff do to ensure it is an memorable experience?
Before launching my-wardrobe I had a boutique in North London called Powder. Part if its success was the relationship that the sales assistants developed with the customers. I wanted to somehow bring that personality on to the site. There is a visible telephone number and email address at the top of each page, which takes the customer directly to a customer service assistant. The customer service team all have trend and product training throughout season, so they can act as the sales assistants on the shop floor. With their experience and product training they can give thorough trend advice or advice on product. Another thing was the editorial content. I want the style to be friend-to-friend and not dictatorial in its tone. I want people to feel included and to believe that my-wardrobe is aspirational, yet attainable. Another way of getting over the virtual barrier was with the launch of my-tv – our weekly style-led videos. Antonia O’Brien our in house presenter is charming and a great face for the tv channel.

If you face a challenging situation in work, how do you get over it?
I take a deep breath, try and break it down into bite size solutions and take each day at a time. No two days are the same and what has started out as nightmare day has in the past ended on a complete high. During the past four years, we’ve definitely had some roller coaster moments, but in a strange way, those challenges can be the best memories.

What have been your favourite fashion purchases?
I have acquired a rather fabulous collection of tux-style jackets and killer heels.

What advice would you give to a young company looking for investment?
Make sure you’re put in front of the right potential investors. People need to understand your space. We spent so many meetings in front of potential investors who didn’t believe online shopping would take off. Make sure you get your timing right. Raising money can take a while and you don’t want to be in the position where you’re running out of cash. Make sure you get the right price, believe in your brand and don’t allow the ‘Dragons Den’ style negotiation tactics. You’re building the business, working hard, you need to remain incentivised to work hard.

Do you have any unusual approaches to business success?
Be prepared to make a lot of sacrifices. You need to have total and utter belief and confidence in your product, or idea. Hard work and pure determination should help. And don’t forget if it was that easy, everyone would be doing it!

What are you most proud of in your career, or life to date?
I’m proud of what the team, Andrew and I have developed. Everyone is so passionate and dedicated to working hard to make sure my-wardrobe is a success. I’m privileged to have such a strong management team. Every Award we win is such amazing recognition for the team. Everyone works incredibly hard.

Describe your perfect day.
I take my son Jake to school. The sun is shining. Catch up with the team. Sales are strong.

How do you unwind after work?
I don’t really unwind. I often work when I get home and catch up on emails. But it never feels like work. I love what I do, and I feel lucky that I do what I do every day.

Do you listen to music? What is on your iPod?
I listen to music on the treadmill at home. I have a very eclectic mix of music on my iPod. It ranges from Muse, Fleetwood Mac, Florence and the Machine, Coldplay and Kanye West. The louder the better to block out the pain and the boredom of running for an hour.

If you could give one piece of advice to someone thinking of changing their career what would it be?
Do what you’re passionate about. It can be hard work, and more it doesn’t feel like work, the better.

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