Designer

I like to think that people are buying Emilia Wickstead because they want to keep it in their wardrobe as an investment piece; she's not just buying it because it's of the moment or what's currently in season.

I'm always doing everything backwards.

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'.

A lot of people ask, 'How did you start the business, and how did you do it money-wise?' And the truth is that I had three jobs. A day job, an evening job, and then designing my collection as well. That's just how we did it.

There are many bespoke services in the U.K., but everything's quite old-fashioned. There wasn't anything young and modern and fresh. We're this young service, where a 25-year-old might come and get some great skirts and her mum could come in for some linens.

I think that we cater for the woman that wants to be fashion-forward but also wants to purchase an investment piece that she'll have in her wardrobe forever.

It's a huge achievement to have anyone wearing your clothes, and when they are in the limelight, it's the best advertisement for your brand.

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

Prada Infusion d'Iris perfume - my mother wears it, so it feels like home away from home. It's lovely to smell her scent at all times.

I would not dress Katie Price. Ever. It's important to keep the right look, so it's important to be dressing the right people.

As for design, I gravitate to traditional styles but mix it with an element of surprise. Whether it's a big sash bow in the back or an unexpected fabric, it all needs to work together.

I love doing fittings and seeing women look really confident in their clothes because they're not wearing something too boxy but that really shows off their figures. Everybody has a different figure - it's important to design for different shapes.

I want to offer a wide range of classic and contemporary bridalwear to suit all personalities, readily available to try on.

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 feel like British designers are having a real moment; there's a lot of freedom to be different, and I think that that's what so unique. There's no expectation of what you're going to see at London Fashion Week, and I think that's why you get such a mixed bag of sweets.

I put myself into another world and another identity, and I design not for how my life is but for how my imaginary life is.

I don't come from family money, and neither does my husband.

The majority of our clients are British. They want to wear things time and time again.

If I'd really known how hard I was going to have to work behind the scenes to have any kind of business, I think I would have stopped.

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.