So LUX FIX, what’s it all about?
LUX FIX aims to give everyone the chance to be a fashion insider. We work with some of the most talented designers in the industry who handpick their edits of this season’s collections. We make them available for a short time only, with exclusive discounts just to make buying irresistible.
How did you and your business partner meet?
At school. I stole her lunch! No, we were a bit older than that, but not much – we’ve been friends for well over ten years now. It’s actually a beautiful thing to build a business with a really good friend – it’s unusual to get a chance to use a friendship as the base to really create something and it makes communication between us very easy.
What do you wish you had known when you started the venture?
Starting your own business truly is all-consuming. You have to be prepared to downsize all areas of your life – especially your social life and spending! It’s definitely worth it though. You will undoubtedly go through a lot of set backs, but when it’s good it feels so good because it’s your baby.
What is the biggest lesson you have learned?
Start to love selling, as you’ll be selling your idea every single day and remember it’s not personal it’s just business. Also, remember whatever level you are at, you’ll be pushing yourself harder – the most successful entrepreneurs I’ve met are so hard on themselves. Remember to build in landmarks for celebration.
Who is your target audience and can you name drop any celebrity clients… We hear Gwyneth is already a fan, any others?
Felicity Jones the actress is a member… We also have some fantastic celebrity contributors on the editorial side like Dita Von Teese.
Which new designers are you most excited about right now?
We are really lucky to work with some amazing and visionary designers, like Hussein Chalayan and Lara Bohinc, which ensures our content is exciting season on season. We also have new collection edits every single week to make sure there is always something to come back for.
What’s on your wishlist for the spring season?
High-waisted cigarette leg jeans and chelsea boots.
What was your biggest fashion faux pas?
Just too many to mention but I wore them all proudly at the time. I went through an awesome late nineties phase of bleaching every piece of denim I could find…
How would you describe your personal style?
I like a vintage look, with dark eyes and brows and big blonde hair.
What is your favorite fashion era?
The fifties and seventies are the eras I refer to most. Right now I am lusting after a Vivienne Westwood Bondage skirt.
Tell us one of the best-kept secrets about west London?
The National Theatre rents out costumes from past productions from its warehouse – it literally is a fancy dress dream.
