Sarah Curran launched luxury online fashion boutique, My-Wardrobe back in 2006. Six years later, the e-tailor now stocks some of the world’s top womenswear designers from DVF to Phillip Lim, as well as high-end menswear and its own fashion blog, the Style Feed.
We caught up with Sarah to talk business, personal style and how she loves nothing more than a day off with her son Jake.
Before launching My-Wardrobe in 2006 you had your own boutique. Tell us how you made the transition from store to online store.
After launching my boutique Powder in North London I moved to Saint Emillion in France with my family. It was there that I knew that I wanted to expand the retail business, and living in rural France I was already using the internet to access the designer brands that I wanted to buy. At that point the assumption was that shoppers only sought either main line designers such as Stella McCartney and Chloe, or cheaper fast fashion online – but I knew there was a huge market for the diffusion, second lines and more affordable designers that I carried at Powder. I launched My-Wardrobe in April 2006 from our house in France and within three months the sales were out-performing that of Powder.
Almost 6 years later, did you ever see My-Wardrobe being as successful as it is now?
I always believed in the potential of the My-Wardrobe brand and I knew it could be a globally-recognised brand. I’m so proud of what the team has achieved in the last six years and I’m really excited about what the next six years hold.
How do you juggle a successful career with motherhood?
You can put a lot of pressure on yourself, but you have to accept that you are not perfect and that you can only do your best. I always knew there would be sacrifices both personal and financial, and my son Jake has grown up with My-Wardrobe, not knowing anything different than me having to work. This last year I committed to turning off my blackberry at the weekend and spending quality time with Jake without any work.
How would you describe your personal style?
My personal style has a formula of masculine tailored lines with a relaxed feminine edge. My classic look is leather leggings or trousers with a blouse or tee, with a masculine tailored jacket or blazer. Always with killer heels and statement accessories.
If you had to wear one label for the rest of your life, what would it be?
Probably Acne. The tailoring and simple, yet modern lines are so beautifully put together, but still at an accessible price.
What three pieces will you be investing in this season?
1. An M Missoni bright knitted summer coat.
2. An Anya Hindmarch silver woven Huxley clutch bag.
3. Joseph orange leather skinny trousers.
What’s your failsafe look when you’ve only got minutes to get ready?
Leather leggings, Vince blouse, Acne blazer and an Anton Heunis chunky necklace with Camilla Skovgaard shoes.
When you’re not working, what do you like to do with your little boy?
Jake and I have a lot of fun together, whether we are watching a film together, making a gingerbread house or rock climbing. We live in the country, so we often spend Saturday afternoons taking our two dogs for a walk.
Are there any childrenswear brands you love and buy for your son?
The Ralph Lauren children’s collection is really good. Jake loves the colourful knits, shirts and chinos.
What’s your guilty pleasure?
My blackberry. From the moment I wake up I check my emails and the sales from the day before and it’s the last thing that I see before I go to bed. As I’m trying to wean myself off it, there is definitely a sense of guilt, yet still a bit of pleasure attached to it.
Have you had any memorable fashion disasters?
There were so many when I was younger, but didn’t we all have them? A funny one was our re-launch party last year at Sketch. With much encouragement I had bought a M Missoni backless jumpsuit, which was absolutely stunning, but quite a daring look.
I strategically fitted in a last minute break in Dubai the week before getting back the day of the launch. Not thinking I had a huge tan line across my back, which the Bobbi Brown make-up artist had to try to colour in with concealer and bronzer.
What beauty product can’t you live without?
Sisley Ecologique Compound – I have used it for years and no other moisturisers compare.
Can you offer any tips on dressing for work?
Never wear something that you feel uncomfortable in, as it will show on your face and is unlikely to be inappropriate for work anyway. If you go to an interview or to a meeting you want to exude confidence not look uncomfortable in your low cut blouse or tight trousers.
Who is your fashion icon?
I don’t have a fashion icon as such, but I am inspired by people that I meet everyday. Whether it’s the My-Wardrobe team, our styled models, editors, bloggers or designers; people have such an amazing sense of personal style, I can’t help but be inspired.
Can you offer our mums any advice on going it alone and starting up their own business?
If you have the complete belief in your product and brand, an understanding of your customer and market then you are halfway there. Make sure you have a good business plan and understanding of your financial model so you have a clear plan for how you will invest your capital and how your profit and loss will be structured – this will be key to your success.
What’s the best advice you’ve ever been given?
Never say never and never give up, as even the worst days can turn out to be the best.