We are
loving the latest collection from Beulah, can you tell us a little bit about the inspiration behind it?
The theme of the collection is “enlightenment”,
the concept is coming out of place of darkness into freedom and light. The dove
prints are symbolic of this concept. Our brand is founded on a vision to
empower women through the clothes they wear – we have written words in the
prints such as “love” and “hope” to inspire women as they wear their garment.
We also looked at the Parisian style of the late 50s, referencing designers
such as Christian Dior who we admire. There are lots of bows, fiery reds and
romantic wear. The colour palette is monochrome with opulent plum and
evergreen. We’re really excited to start selling in September!
How did
you both met and start up the company?
We actually met at church during one of the summer weeks away. Our mums are great friends, and we ended up going on holiday and subsequently booked a trip to India to work with a project that supports trafficked girls. It was whilst we were in Delhi that we had the idea to set up a fashion label which could in some way provide employment and an alternative livelihood the victims.
You guys look so busy always with events and projects, what future plans and exciting things do Beulah have coming up for the rest of the year?
We are moving stores in the next month (to where I don’t yet know…..!) which is exciting as we’re growing very quickly and needing more space. Our AW has just launched this September with some new beautiful designs. Fingers crossed we’re doing a second collaboration with French Sole and producing a new design with them. At some point at the end of the year we’re also launching our bridal collection.
Who is the Beulah customer?
She’s a glamorous woman with a conscience. She’s easy going, fun loving with a sense of humour. She appreciates luxury, and has a desire to buy a beautiful piece but also give back to those in need.
We are moving stores in the next month (to where I don’t yet know…..!) which is exciting as we’re growing very quickly and needing more space. Our AW has just launched this September with some new beautiful designs. Fingers crossed we’re doing a second collaboration with French Sole and producing a new design with them. At some point at the end of the year we’re also launching our bridal collection.
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| AW 2014 |
Who is the Beulah customer?
She’s a glamorous woman with a conscience. She’s easy going, fun loving with a sense of humour. She appreciates luxury, and has a desire to buy a beautiful piece but also give back to those in need.
Who would your ideal client/ celebrity to be seen in Beulah or have you achieved this goal already?
We would love to dress Cate Blanchett – she’s effortlessly feminine and always looks so chic.
We would love to dress Cate Blanchett – she’s effortlessly feminine and always looks so chic.
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| AW 2014 |
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| AW 2014 |
In 5
bullet points, what’s your typical day in the life of B like? (if you can!)
Hectic, mad, hilarious, and never dull!
Which
fashion designers do you admire and why?
Valentino – the dresses exude femininity and never go out of
fashion.
What do you normally wear on a daily basis in the shop/ office?
Jeans, a silk Beulah blouse and pumps.
Where do you like to shop for clothes when you're not in your own designs, any fashion website/ boutique secrets you can tell us about?
I love Cos – their jersey day wear
is so simple and easy to wear. Zara always has great fashion staples, and I’ve
fallen in love with the new Aspinals bags…..
How do you get "downtime" what do you like doing to relax at the end of day and weekends?
I’ll often go home to my parents or my husbands’ parents home – we love getting out of London getting some fresh air, otherwise we end up feeling claustraphobic!
Any fun summer holiday plans lined up?
Cornwall with my family– it’s the best holiday when the sun shines. Although I checked the weather forecast and it’s looks like it’s going to rain every day next week! My family have taken a house each year since I was a baby, it’s my favourite place.
How do you get "downtime" what do you like doing to relax at the end of day and weekends?
I’ll often go home to my parents or my husbands’ parents home – we love getting out of London getting some fresh air, otherwise we end up feeling claustraphobic!
Any fun summer holiday plans lined up?
Cornwall with my family– it’s the best holiday when the sun shines. Although I checked the weather forecast and it’s looks like it’s going to rain every day next week! My family have taken a house each year since I was a baby, it’s my favourite place.
Do you
read other fashion blogs… social media you follow?
I love reading Net A Porter ‘the edit’ and Sheerluxe hot products.
I follow the Kardashians (my secret obsession as my husband tells me off for
watching the programme) and I love Martha Wards style blog & instagram –
she always looks so chic and her style is so feminine.
Lots of love
Natasha xx
Natasha's top 3 things in life:
My husband (cheesy)
My husband (cheesy)
My faith (essential)
My family (who I adore)
My family (who I adore)
For more information on Beulah London:
Shop 57 Elizabeth Street, SW1W9PP
Telephone:
+44(0)207 730 0978
Credit: Photographs by
Katrina Lawson Johnston
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