Can you describe the typical Beulah London Lady?
She is either a family woman or career focused. She’s driven, an influencer and has strong morals and ethics. She is romantic, effortlessly elegant and feminine in style. When it comes to making a purchase, she is interested in the positive social or environmental impact of the product.
Beulah London is a brand that is equally fashion and cause-focused. Do you think your idea of using fashion in order to raise funds to help a cause will take off in the fashion world?
In addition to raising funds for the cause, more importantly we want to create employment opportunities for vulnerable or trafficked women. If you can give these women options and choices, then you are breaking the cycle of poverty that can be enslaving. We are finding consumers are a lot more aware of how their clothes are made and where the fabrics are sourced. There is an overwhelming consumer trend towards products that have a social or environmental impact and I believe this is the future of fashion.
Feminism and female empowerment is obviously an important aspect of your brand, however cynics may argue that feminism does not fit in well with the fashion industry. What are your thoughts on this?
For so many years feminism has been associated with masculine styles or strong lines. At Beulah, we want to celebrate a woman’s femininity through soft silhouettes and romantic styles. We want to exude softness and fragility of a woman through our design, yet showing her strong inner core and substance through colour and bold prints. The beauty nowadays is that fashion gives you so many more choices and allows you to express what you want to wear and who you are.
What is your favourite piece in the collection?
My favourite piece is one of our first designs; the Sarai dress in emerald green.
Who are your favourite British designers?
I love Erdem, Roksanda and Emelia Wickstead.
High profile women such as Kate Middleton have been seen wearing your brand – what effect has she had on Beulah London?
She is a wonderful British ambassador for brands, as she always looks beautiful in the clothes she wears. Our brand awareness has increased here in the London as well as internationally.
Who else is on your client list?
We have recently dressed Livia Firth, Donna Air, Darcey Bussell.
What is the inspiration behind your designs?
They are timeless, feminine, romantic styles. Each season we draw upon different themes for the collection that in some way link back to the charity, the heart of the brand.
Beulah London is due to be sold at Cocosa.co.uk, how will this affect the brand?
All the girls at Beulah love shopping on Cocosa! It will be fantastic exposure for the brand.
What does the future hold for Beulah London?
Our dream is to become a global, luxury lifestyle brand with a conscience. We want the majority of our collections to in some way have impacted a woman’s life. We want to pioneer the new luxury where the focus goes beyond the materialistic into a brand that has a voice for change and a social purpose.