Always stick to your strategy We have a really clear strategy at ME+EM: if we can't justify three different occasions when you could wear a piece, we don't make it. It’s a mantra that keeps us focused on only creating investment pieces that we know you’ll keep forever. Whenever we’ve veered from that in the past, the product hasn’t worked as well. It’s a great lesson in having such a clear vision.

Invest in your product It's worth spending time and resource perfecting every aspect of a piece, even down to the minutiae, like the kind of stitching we use. It takes a long time, but it’s so worth it when you put it all together to create a piece that fits the customer beautifully, and that you know will last forever.

Be loyal Not just to your customers - which is crucial - but to the clothes as well. You don’t need to over-complicate things. Once we find the perfect shade of navy, the perfect cashmere, the perfect pant cut, we faithfully commit to it each season. Not only does that mean that customers can confidently shop their favorite shape or color each season, it also means that each collection will work with our older and newer styles. It imbues everything with a timeless appeal.

Family first I've always prioritized my family and that has, in fact, really inspired my work. I know a lot of our customers are just as busy, so it gives you an invaluable insight into their lives, which then informs our designs. It also means that I can watch my children grow up whilst growing this business.

Find the gap Always look to see what brands aren't doing; there's so much opportunity to be found in the quiet gaps in the market. We were the first luxury brand in the UK to take the product direct from manufacturer to market, with no middlemen or unnecessary mark-ups. It’s been the secret to offering such beautiful quality without the price tag that usually accompanies it, and allows women to enjoy the luxury they deserve.

Never underestimate the way clothes can make a woman feel We've had some incredible notes from customers about how our clothes have helped restore their confidence in the wake of illness, big lifestyle changes or career moves. It’s a reminder that fashion isn’t just frivolous, it can form an integral part of a woman’s overall well-being and empowerment.

Always blend function with fashion Of course we all want our clothes to feel contemporary, but really the priority is that they look supremely flattering and that they work for real life. Striking the perfect balance is challenging and exciting in equal measure; there’s no reason why a piece can’t tick off all the boxes, you just need to put in time and thought.

Know your supply chain Over the last decade we’ve built long-lasting, loyal relationships with luxury, family-run manufacturers around the world. We visit them regularly and know that they share our ethos of investing in people as much as product.

Change isn’t just good, it’s crucial It’s no secret that the impact of the fashion industry – indeed, every industry – on the environment is at the forefront of everyone’s minds. Of course, there’s work yet to be done throughout the industry, but at ME+EM we’ve made, and are making, so many positive changes to fulfil our responsibility. From changes to our supply chain processes, right down to refillable pens in the office, there’s so much opportunity for change.

People make a brand It’s not just skills that people contribute to a brand. Building a team that you trust and that create an uplifting, inspiring atmosphere is paramount. You spend so much of your life at work – make sure you’re surrounded with the right people.