There's this sort of migration west at the moment, a sort of energy that's definitely moving to LA.

A magazine feature can reach hundreds of thousands of potential customers for a fashion brand. The way to reach a billion? Dress the actresses competing for attention at a highly televised event.

I don't believe in doing collections anymore.

There have been moments in my career when I've had to be tough and I've had to step up to the plate - but usually that's because a man has underestimated me. But other than that, I wouldn't say I'm a tough person.

I'm really hoping just to keep building on what we're doing. You have to build your core business first which is really important.

The city [ LA] is kind of going through an interesting transition; sort of renaissance time where there is so much going on here. I think it's really exciting to be here.

[My consumer] is a combination of people who would have shopped with me when I was at Jimmy Choo and then also because of price point, there is a broader audience now that we can reach.