Wednesday, 7 July 2010

Sarah Curran – Wonder Woman of the Fashion ‘Etail’ World.

So the LGN Team recently had the pleasure of meeting the lovely Sarah Curran (Founder of ) at the Soho Boutique Hotel to learn more about her online fashion empire and role as a buyer. Our Farhana Nazir explores what this amazing woman has achieved and why she has helped reform the online shopping revolution ...

Buying an entire new designer wardrobe (I must stress), without even lifting a finger (well apart from when you click ‘proceed to checkout’) is no longer the work of dreams. Net-savvy, fashionable favourite Sarah Curran co-founder of the online premium ‘etailer’ My-Wardrobe has been making dreams come true since launching the website four years ago. “Accessible luxury” is Sarah’s business motto, stocking top class designers including Vivienne Westwood, Acne, Mulberry and Pringle. The business is based between Nottingham, which houses customer services, warehouse and accounts and London where the PR, marketing, buying and creative magic happens.

The transition from her extremely successful Crouch End boutique, Powder, to the virtual online shopping scene may, to some appear quite an unusual step, but for Sarah it was just the opportunity she was looking for. Having spotted a gap in the ‘etail’ (online sister of the bricks and mortar version; ‘retail’) market which she explains consisted of either, “uber luxury or copy cat fashion”, she decided to fill it. Wanting to offer high-end fashion at attainable price points was the mission she launched this business with. Four years on and My-Wardrobe sits perfectly between online rivals ASOS and Net –A –Porter.

Having left education at 18, Sarah did a lot of work experience before working with brands such as L’Oreal and News International. “I temped, first at News of the World, then The Times. I could see where online was going, and wanted to get in on that.” Her knowledge of the internet and drive for seeking out better ways of doing business having owned a boutique allowed her to pool together her talents and passion for great clothes and set up online. She believes the online fashion retail success comes from total dedication to the brand you’re setting up and the obvious, financial security.

So, for those of you looking to mirror Sarah’s achievements, the lady her self proclaims “to completely believe in your product – it’s a 24/7 experience, so you have to completely believe in every element of the business. Making sacrifices goes without saying.” She’s a success story speaking right before you. Capture her words like gold dust and set off on your own blazing path of fashion shoots, PR meetings, brainstorming features, merchandising and LOTS of sacrifices along the way.

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