Interview: Fleur of England
Fleur of England is a luxury British lingerie design house based in Bristol. Creator and founder, Fleur, juggles a life of motherhood and keeping up with her own luxury silk and lace lingerie business. Her garments have reached the likes of Anne Hathaway, Kylie Jenner and many more.
Hello Fleur, thank you for chatting with me, how are you?
Thank you for asking me, I feel very honoured.
Tell us a little about your background.
I am a creative and have always loved making things; I have drawn and made clothes since I can remember. I studied Fashion marketing at University and have a real passion for marketing as well as design, I think the two go really well together.
I live in Bristol with my young family and love the busy juggle between business and being a Mummy.
What made you realise you wanted to start a lingerie business?
I have always wanted to have my own Brand ever since I can remember, maybe age 9!
What is your creative process when designing a new collection?
I always start with colour and mood and from there a story and narrative start to develop. I always design the embroidery first as this creates the essence of the collection, then the last part is designing the garments.
Is there a type of woman you aim your range at?
We have three female customer profiles and the age range is from 25 – 65! They all share one common thread is that they love our fit and attention to detail; from the packaging, to the customer service, it has to be luxury!
How many collections have you created so far, and if so, what’s your favourite?
Over 50 I think! My favourite so far is Wallflower, which is set to launch this January. I am also in love with the embroidery design for Cosmic, one of the collections that is set to launch AW19.
Where do you manufacture your garments - is this part an important element to your business?
We manufacture all our garments in Portugal.
This is a really important part of the business. We work very closely with our factory and are lucky enough to have a really close relationship with the ladies who work there. The ladies who make Fleur of England are very skilled and their work is amazing.
When using social media to promote your brand, which platform feels best to use?
Instagram, it’s visual and stories are great for behind the scenes footage.
You’ve had an amazing response within the press! How does feel it dealing with such big clients?
Lovely, the celebrities who wear Fleur of England love it and send us lovely notes!
What does your typical working day look like?
Drop my kids at school, rush home pick up my laptop, dash to work, meetings usually in the morning then research/working on strategy in order to keep on growing the business and pushing it forward to meet our business goals.
What advice would you give to mothers wanting to start a business?
Believe in yourself you can do anything. Trust your instinct. Since having my family I am about 200 times more productive with the time I have.
Would you ever consider opening up a boutique?
May be one day, we are currently exploring pop ups in some exciting locations! – watch this space.
What’s been your biggest hurdle since creating your business?
I think its learning about myself and trusting my instinct and learning not to beat myself up when something goes wrong, you can only do your best at that precise time with the information you have.
What can we look forward to from Fleur of England in the upcoming year?
We have lots planned for 2019!!
Possible pop up collaboration and launching a new website! There’s plenty of other exciting things too but don’t want to give too much away!