Emilia Wickstead

There's a great niche in the market for what I do, which is effortless style.

Once, four friends and I cut all our hair off, like boys. A couple of them cried afterwards, but I thought we looked really good.

I never get my hair done. I just do it myself.

I have clients from 19 to 80 years old, and the way I work means that they can take the same dress and shorten, lengthen it, remove the sleeve, adjust details - and make it their own. They get a piece that is right for them. It's a clever way of shopping in this economy.

I feel like British designers are having a real moment; there's a lot of freedom to be different, and I think that that's what so unique. There's no expectation of what you're going to see at London Fashion Week, and I think that's why you get such a mixed bag of sweets.

I think that the typical Emilia Wickstead women is very effortless, very sophisticated: she's got alluring style, and she's always taking on fashion. I always describe her as 'imaginative with her own taste'.

I love doing fittings and seeing women look really confident in their clothes because they're not wearing something too boxy but that really shows off their figures. Everybody has a different figure - it's important to design for different shapes.

I love the idea of a dress or a coatdress rather than a suit with a jacket.

I was very aware of the fact that I was a young designer, and I didn't want to fall into the trap of 'mother of the bride' dressing and 'occasion-wear.' I wanted to make sure that girls my age were wearing it and that there was a cool factor to my clothes.

The majority of our clients are British. They want to wear things time and time again.

The message I want to put forward for women is that I never want it to be about, 'Oh, it's a bit difficult to put that together,' or, 'She can dress that way, but I can't.' Actually, my designs are for all women, and I truly believe that you can make yourself feel wonderful in whatever you wear. That's the importance behind what I design.

I don't think there's any excuse for not being able to put on a beautiful product and make yourself feel fabulous. Just have some key pieces in your wardrobe that aren't seasonal.

The minute that a celebrity wears your clothing, that gives you international exposure and the best advertising you can get.

We do have a lot of personal relationships with people who will come to our store or showroom.

I'd say I play on old world couture as opposed to modern day bridal; there's something very timeless and appealing in that.

What's exciting for me is to make sure that people do still dress up - how do we do that in this fast-paced modern world, when we're all on the move and all so busy?

I would've loved to dress Diana Vreeland. I just loved her work as a creative woman and as a business woman - unpredictable, exciting, fun, and very, very clever.

I always think about my lifestyle when designing, so that's being a mother, being a career woman, being a wife, and being a woman who loves to entertain.

New Zealand is such a down-to-earth place.

Red lipstick aside, I firmly believe that less is more in terms of make-up.

I think I'm starting to be a little bit more appreciated or a little bit more noticed in the industry.

You can see that ladylike kind of dressing with a twist coming back at Dior, and I think that a lot of the fashion is following in those kinds of footsteps. It's wearable. It sits in your wardrobe forever.

My clients can choose their own colours and fabrics to have something unique in their wardrobes.

I've had women buy their entire wardrobes from me; from suits to full-length evening gowns and sophisticated day dresses, they buy everything.

The Emilia Wickstead customer is a sophisticated, accomplished woman who expresses her femininity and style through the way she dresses. She appreciates classic with a twist, yet luxurious and high quality clothing that make her feel confident, elegant, and ultimately chic.

My autumn/winter 2011-12 collection embodies the bold and beautiful while reflecting an innovative style and passion for immaculate design. I believe that this collection radiates modern femininity and beauty in its purest form.

When I think of Bicester, I think of those beautiful pieces that you might not have been able to purchase before, but they're pieces that you'll keep forever.

I am a little obsessed with stripes.

Skincare is incredibly important. I try to look after my skin as much as possible because I'm always inspired by women who age gracefully and naturally.

I'd like to think we can make a nice, glowing change to British dressing.

My grandmother has strongly influenced my approach to beauty. She has always cared for her skin by cleansing and washing her face with warm water in the morning. At all times, she has lipstick on and her face is immaculately powdered - she follows the same routine to this day and looks great at 94.

I love the cleanness of Kaare Klint and Rud Rasmussen furniture, especially the wooden criss-cross under-bars of their sofas.

I enjoy going for brunch at Granger & Co. in Notting Hill and having my all-time favourite: poached eggs and avocado on toast. I love the aesthetic of the space and the fresh, modern approach in the dishes.

Prada Infusion d'Iris perfume - my mother wears it, so it feels like home away from home. It's lovely to smell her scent at all times.

I feel far more empowered, sophisticated, and forward-thinking in flats than in high heels. Especially when I am working and hosting meetings.

I'm always doing everything backwards.

I'm always designing for that sort of dressed-up woman who likes to go to different occasions, who's career focused, but she entertains in the evening... a very sophisticated-feeling working woman who likes to have fun.

It's a huge achievement to have anyone wearing your clothes, and when they are in the limelight, it's the best advertisement for your brand.

The most wonderful thing about having a small business is that every person we dress gets a really intimate process.

I love seeing a woman in a beautiful dress and pairing it with a light shoe that shows skin - I really believe in toe cleavage.

As for design, I gravitate to traditional styles but mix it with an element of surprise. Whether it's a big sash bow in the back or an unexpected fabric, it all needs to work together.

I love wearing interesting shoes that work well with my outfit.

It's quite funny. I grew up with my mother: as a designer, she was always working, and I actually used to say to her, 'Whatever you do, never leave me your business.'

I like to think that people are buying Emilia Wickstead because they want to keep it in their wardrobe as an investment piece; she's not just buying it because it's of the moment or what's currently in season.

My grandmother, Amalia Pia Emilia Vignola, whom I called Nonna, brought out the fairy tale in everything. She used to tuck me into bed so vigorously that I never felt anything less than comforted, and then afterwards, she would sit on a cane basket box next to my bed and read Hans Christian Andersen to me.

If I'd really known how hard I was going to have to work behind the scenes to have any kind of business, I think I would have stopped.

I think that we cater for the woman that wants to be fashion-forward but also wants to purchase an investment piece that she'll have in her wardrobe forever.

I would not dress Katie Price. Ever. It's important to keep the right look, so it's important to be dressing the right people.

In the day, I wear mascara and tinted moisturiser - although I've learnt that if I'm getting my photograph taken, it's better to apply more; otherwise, I look really, really tired.

We're creating a brand image which didn't exist in the beginning, and I want to grow that. And in the way that the clothes and services we offer are a luxurious niche, I want to be doing that with accessories.