Quotes from Emilia Wickstead

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.

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

Here in London, you can go for picnics and have a barbecue; you can go to a park and wear bare feet, much like New Zealand. But there's just so much buzz going on; you can be inspired by anything and everything. There's always something to do. Always.

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

I attended speech and drama classes with a nun to help me gain confidence in speaking without my face turning red each time.

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

Old images and films are my main source of inspiration.

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?

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.

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'.

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.

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.

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

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

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

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.

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.

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.

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

I am a little obsessed with stripes.

I strongly believe that many of the best decisions are made on gut instinct.

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.