By selling directly to customers, real women, the brand is able to avoid significant retail mark-ups that typically exist in high end fashion.

By selling directly to customers, real women, the brand is able to avoid significant retail mark-ups that typically exist in high end fashion.

Take hints from other women in the office. We are very fortunate to be in a generation where there are a lot of older women in the office. Take a look at what they're wearing.

I want to design for the working women. Okay well - it sounds like 90% of us are that. But really, we are more. We are working women who like to cook, to travel; we are a girlfriend, a writer. We are so much more than just being defined by the one job we have.

Be flexible be nuanced. It's important to open yourself up to new opportunities and experiences and not be afraid to take risks.

When a woman tells me she loves my dresses. These women have nothing to gain to tell you that they love your dresses. A lot of professional women admit dressing for work previously was such a challenge. It's these moments for me that are so rewarding.

Women show off their personality and character through accessories more than with low-cut shirts and skirts with huge slits.