FEATURE
Creating Opportunities with Future Vintage
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he launch of their first Little Lies own label collection in spring 2023 followed a significant period of change for Jade and Stuart, which included team development at senior level and the single largest reinvestment of profits since the company’s inception. Bringing onboard a Design & Product Development team, headed up by Lauren White, who previously worked as a womenswear designer across various High Street retailers such as Toast, Urban Outfitters and Whistles, was the first step on this journey, and Jade and Stuart have continued in this vein, with photography, styling, content creation and marketing all done in-house from their base in Glencarse. Stuart commented, “Our aim of moving to 100% own brand in five years was frustrated due to covid, Brexit and the cost-of-living crisis but in 2022 we made the decision to reinvest a significant share of profits in order to move our ambitions forward. “There is a significant difference, moving from a boutique model whereby you buy in stock, mark it up and resell it, to an ownbrand model where you are responsible for everything from designing and manufacturing to brand positioning. Margins are greater, yes, but the lead time on your investment is longer. “We’re currently onboarding suppliers to ensure we can deliver on quality and consistency – how it washes, how it lasts, potential volumes – and until that’s in place we’ll continue to offer our boutique items. We’re currently at a 25% boutique and 75% own brand split but this will close gradually over the next two to three years. “As well as meeting our production and manufacturing standards, we need to know that the people working on our designs are treated well. This means we’re working with independent auditors to give us assurance on fair wages, holidays, and environmental
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conditions. There’s a lot to consider.” Whilst the decision to launch their own collections should impact positively on the bottom line, it has been as much about the brand ethos as it has about profit. Jade’s love of style was sparked at an early age – her auntie, Eve Graham, the Perthshire singer who rose to fame with the New
We want to attract talent to the area. Having our roots in Perthshire is important for us for both personal and business reasons. Seekers, was a significant influence – and for her, clothes have always told a story and she was passionate about pre-loved long before it reached the sustainability headlines.
“There is a substance to the Little Lies brand that has allowed us to stay true to ourselves. It’s not rock and roll gimmicky, not a costume. It’s more about shape, colour, and icons. I wore one of my auntie’s Top of the Pops dresses to my prom and the idea that we could be making the vintage clothes of tomorrow has always excited me. Buy now, love it for years to come. “Having full control in-house means that we can offer a better, more inclusive product that is right for the market today. When I was sourcing, I would wish it had a better neckline, thicker straps, a different hem – I always wanted more. It’s everything from ensuring, to offering, a full sizing range of 8 to 24 – the demand is there and continues to grow. We want Little Lies to be at the forefront of the market for everyone.” As well as satisfying their own ambitions, Jade and Stuart are committed to creating opportunities for young creatives in their home region of Perthshire. Jade continued, “When I was starting out, I was frustrated at the lack of creative opportunities in Scotland. I saw young
