WHAT'S A DAY IN YOUR LIFE LIKE NOW COMPARED TO 10 YEARS AGO?

Wildy different! For one thing, ten years ago I was 25 and without a kid – nursery drop off and bedtime routines didn’t need factored in!
In the early years the bulky jobs needing tackled on the daily were customer service, posting on our socials, and processing orders. Over and above those tasks I’d spend a lot of time jumping between things like ordering stock, processing deliveries, photographing new arrivals, writing product descriptions, engaging with our community and capturing content.
These days there’s a lot more admin to cover, but in a very different way. I spend a lot of time communicating with factories throughout the development process of each style, working on ideas and problem solving with them. There’s also a lot of teamwork involved which is vastly different to the early days of being a one-gal band! It’s great to work with the brilliant bunch of people we have on board here, be it developing content strategies and planning shoots with the marketing team, talking buying strategies with Stuart or getting the latest round up of customer feedback from Michelle.
My tasks have always been incredibly varied, but I love it that way, I’m not good at focusing on one thing for too long so my role covering a broad base and jumping between being creative and strategic is perfect for me!

IF YOU WEREN'T DOING THIS JOB, WHAT WOULD YOU BE DOING?

I went to uni to study technical theatre, so I very nearly became a lighting engineer for theatre or gigs! I don’t think I would have stuck at that long term though, even if Little Lies hadn’t come about. I love clothes too much and dressing as crew in the same practical all-black-outfit with steel toe capped boots every day was tough even a couple of years in!

HOW DO YOU COME UP WITH DESIGNS?

The first thing I consider when getting into design mode is the when and where. At what point in the year is this product launching, what kind of things will I be doing, what will the weather be like – you know? Once I have that figured out, I can really think about the functionality of what I need in a garment – what does the fabrication need to be like, should it have pockets, does it need to be adjustable? Only when I have an idea in my head of whether I’m designing occasion wear, casual throw on pieces, or for a holiday capsule etc do I start to think about the visual. From there I’ll pull two moodboards; one of the kinds of garments and silhouettes I want to create, and one that’s aesthetic, colour pallete and fabrication. That’s when I get to dive right into all my favourite inspo images, browse my collage wall and dig through my own vintage pieces.

WHAT'S BEEN THE BIGGEST "PINCH ME" MOMENT SO FAR?

It has to be the Taylor Swift moment! Seeing her in the dress without even knowing she had ordered it was mind-blowing, and the resulting virality of the story was such an exciting time for the full team. We were inundated with site traffic and orders which meant so many lovely new customers discovered us for the first time – without Taylor putting us centre stage on the world’s news for that fleeting moment, there are so many current loyal customers who would never have had the opportunity to find us, which I’m incredibly grateful to her for!

The craziest thing about that situation wasn’t just the flash-in-the-pan success of that dress and the wild sales we achieved in the moment, but the long-lasting effect it has had. When I speak at event or on podcasts, I’m now introduced as the founder of the ‘brand that went viral when worn by Taylor Swift’.

WHICH ARTISTS WOULD YOU MOST LIKE TO SEE WEAR LITTLE LIES?

There are so many strong women I’d love to dress but there are three who are consistently front of my mind, each for their own reason.
Miley Cyrus is someone who I feel would take Little Lies and make it her own while absolutely honouring the rock ‘n roll roots. She’s a woman who, to me, totally stands for being unapologetically herself.
Of course, there’s Stevie Nicks. The woman who consistently is at the centre of our vision, both aesthetically and from a values point of view. She inspired a completely unique style and if I could ever see her wear one of our pieces I’d feel like I’ve completed life!!
Lastly, Lainey Wilson - the bell-bottom queen - wearing our Hendrix flares would be SUCH an iconic moment!

WHAT'S ONE THING YOU'VE LEARNED ABOUT YOURSELF THROUGH BUILDING LITTLE LIES?

Through each up and down over the years, the route forward has consistently been related to being true to my original vision and core values. When I’ve doubted my opinion, taken somebody else’s advice or let imposter syndrome take the wheel we’ve ended up straying down a path that doesn’t feel authentic to the brand and inevitably doesn’t resonate with our audience. So, the biggest learning for me is to trust myself; the most success, fun and positivity has always come when I’ve been unapologetically myself and allowed the vision for Little Lies both aesthetically and as a business to reflect that.

WHAT'S THE MOST CHALLENGING ASPECT OF RUNNING AN INDEPENDENT BUSINESS?

I guess the fact that it’s non-stop is the biggest challenge. When you own a business, you don’t get a day off or time away from it. Even when you try to take some time out, you’re always thinking about it! Big things may be going on in life or in business, but one doesn’t stop for the other – being pregnant through our biggest ever festive season with trimester one nausea was a challenge, realising we had to finally hire a photographer when I was too pregnant to manoeuvre to get the right angles was a laugh, and launching a sale during active labour I do not recommend. But, I wouldn’t change it for the world!

WHAT'S THE MOST REWARDING ASPECT OF RUNNING AN INDEPENDENT BUSINESS?

Having an idea, working like hell with our beautiful team to make it a reality then seeing our customers enjoy the final result is so rewarding. Whether it’s an idea for a new product that we develop, or a styling theme for a story series that we shoot and put on our socials – seeing it in reality and getting tangible feedback from the bunch of badasses that shop it is why we do what we do!

WHAT'S ONE PIECE OF ADVICE YOU'D GIVE TO SOMEONE STARTING A BUSINESS NOW?

Know your ‘why’ inside out. To build a loyal audience who really engage with your brand you have to have a consistent approach across all media channels, as well the fundamental way you operate your business. If you try to present your ‘why’ as one thing when in fact you just want to make a quick buck, that’ll shine through and make everything else feel inauthentic.

Figure out what you really care about and be so goddamn passionate about it that it’s a borderline obsession. If you’re not obsessed with your business, it’ll make the inevitable hard times all the more difficult to push through.

WHAT DO YOU SEE THE NEXT 10 YEARS HOLDING FOR LITTLE LIES?

I’m super excited to head into the final quarter of 2025 as we’ve got some really beautiful things on their way. For the first time I’ve designed some pieces that are a little more ‘occasion’ focused and less every-day, so I can’t wait to see how they do. I feel that throughout this year I’ve really found my feet with our product and that our collections are very true to what I’ve always wanted Little Lies to be. So, I plan to move into the next phase reflecting on the successes of this year and honing the brand further, really making it the best it can be and giving our audience what they want. From there? Brand and artist collaborations are something we’re considering, as well as some IRL events to really bring our community together and celebrate what makes Little Lies so special. We may be a whole decade deep, but it feels like just the beginning of a brand-new era.