Interview with Tallulah Love
21st Jun 2010
1. How would you describe the Tallulah Love collection? What market is it aimed at?
The Tallulah Love collection is beautiful, decadent and inspired by vintage detailing. It is aimed at the luxury market and is made using the finest silks and French Chantilly lace. The range comprises predominantly bras and briefs but also includes some basques and loungewear. Full of colour, the collection ranges from stunning acid green through to more muted vintage pinks and lilacs. A beautiful new bridal collection named Bluebirds launches in July.
2.How/when did you develop an interest in lingerie design and where did you study?
I studied at the University of Northumbria, Newcastle, and graduated with a BA Hons in Fashion Marketing. It gave me a great understanding of the business side of fashion as well as design. My final project was inspired by lingerie and I began to realise I loved the femininity of lingerie and that it's actually an art form in itself. After university I gained fabulous training at Marks & Spencer's supplier Courtaulds and then worked for a fashion house that designed for the likes of Topshop, Miss Selfridge and Ann Summers. In 2002 I was recruited by BCI based in Nottingham and asked to develop their Playboy White label collection taking inspiration from the 1950s style bunny girls and the whole heritage of the brand. It was a fabulous experience and I got to travel to Las Vegas, LA, Hong Kong, Thailand, Latvia, Milan and France. I feel very lucky for such opportunities; it was in this job that I gained the confidence, experience and motivation to think I could set out on my own.
3.Had you always planned to launch your own lingerie label?
While designing for Playboy I met buyers who were very interested in my designs. I used to say to my boss that one day I would launch my own collection. He is a great, inspirational man and really encouraged me when I said it was time to leave and begin the journey on my own.
4.What eventually prompted you to take the plunge and set up your own company and how did it feel to go it alone?
It was the Entrepreneurs’ Forum’s regional If We Can You Can Team challenge. I decided to enter and won my area, becoming Face of Entrepreneurship 2008. The IWCYC team have been a great support and their website is an amazing source of knowledge and inspiration for aspiring entrepreneurs in the area. There was a lot of media attention and I knew it was time to take the plunge and go it alone. At first I began freelancing while looking for funding. This was very scary. I went from a great salary to not knowing what earnings I would have each month. It was literally a hand to mouth existence. I had saved some cash to fall back on but in hind sight I would have saved more. If I can offer advice to others it would be to try and save at least enough to cover your main outgoings for six months. This allows you to concentrate on the business and not have the worry of how you are going to pay your rent. I lost about a stone in weight during this initial start up time, partly through worry and partly through living on baked potatoes and beans!
5.How long did it take to get the business up and running? Was it a difficult process and did you get much help along the way?
Through Northumbria University, I was introduced to intellectual property lawyer Matthew Rippon, who advised me to trademark the Tallulah Love name. Matthew worked with Stephen Slater, of RMT accountants and business advisors, who helped me with the financial side of the business, while business consultant Ross Golightly, of Sphera Consulting, has encouraged me on the funding side. They helped me create a business plan and develop the vision for what I could achieve so I could apply to the Design and Creative Fund. My application was successful and led to funding that allowed me to develop a website and produce a luxury sample range, including sourcing top quality silk and lace. It’s been a great help to have the expertise of Matthew and his colleagues at the end of the phone and given me a sense of security that my business and products are protected. I’m sure it made the business stronger going forward. I have also had the enriching experience of working with Owen Steven's from Brand Orienteering. He has helped me think about how my brand is different and the best way to look at marketing the brand in the future using strong brand values and beliefs.
6.Where is the Tallulah Love collection available to purchase?
The collection is available from www.tallulahlove.com and selected high end boutiques across the UK, France, Spain, Dubai and The Netherlands.
7. What’s been the biggest challenge you’ve faced in getting the business established? The biggest challenge was getting enough funds to launch a luxury line and managing cash flow through the start up of a business. The Design and Creative fund gave me the opportunity to create my first collection, get it made in a luxury factory, showcase it at the biggest show of its kind in the world and create stunning imagery using a very talented, up and coming British photographer, Lara Jade. The imagery provided a great starting point for the website, which I worked on with the wonderful Gateshead-based AYO media.
Creating a brand from scratch is very challenging and requires 100 per cent dedication and determination. At times it is difficult to see how you will overcome some of the challenges and problems; it’s a test of character and strength. I always try and stay true to my original vision and am learning constantly. The support of my ‘A Team’– Stephen, Matthew, Ross and Owen – has been constant and I am so grateful for their unwavering advice and belief in me.
8.Do you have any favourite pieces in the range (or what are your best sellers?)
My favourite collection is Bridal Bluebirds because of the detailing and the response received from buyers and the public. Our best-selling line from Summer 2010 collection is the delightful Lovebirds range, which consists of a stunning blush pink 50s-look padded bra and tie side brief. It sold out at Lucile of Manchester and Elizabeth Wells of York within two weeks.
9. Where do you get the inspiration for your designs?
Inspiration comes from many places, sometimes interiors, old poetry books, postcards or botanical illustrations, though recently I spied a lady from my window who wore a beautiful duck egg raincoat and carried an orange umbrella...and thought "those colours would look lovely in my next collection!". Since moving to Newcastle, I’ve found Jesmond Dene a great place for inspiration too.
10.What’s the most enjoyable part of the job for you?
For me, it’s the designing, though it’s also the most difficult too. I am learning more about my customer and what sells. Using this information will help me create some really special items for 2011. I also love hearing direct from customers about how much they love the range. Seeing their faces and hearing their thoughts inspires me and lifts me through the hard times. At the Beamish Luxury Bridal fair, one lady said she could barely sleep with excitement after ordering our new bridal collection for her wedding. I found that really touching.
11.You were voted the number one new brand to see at an international lingerie show earlier this year; how did that feel?
I’m still in shock! It was the top trade magazine Intima, which I’ve always looked at for inspiration and is very well respected in the Industry. I cried when I read they had named us No 1 in show to see, it was a dream come true.
12. What’s next for Tallulah Love and what are your long-term goals?
We’re launching the new collection in July and delivering our first big order to the boutiques that have placed with us for this season. I am looking for further investment so I can grow the brand and create more awareness within the UK and Europe. We will exhibit in Paris again in September as well as through the Lingerie Collective in London. I also plan to visit some key buyers in New York during August and to check out the competition at the NYC trade show Curve. It's a very busy time at the moment for me and I hope to be able to employ someone to help me with the day to day running of the business.
Long term plans include the introduction of a capsule swimwear collection. I would eventually love to open a small chain of Tallulah Love boutiques, which would sell not only wonderful lingerie and swimwear but also TL interiors and soft furnishings too. I want to create a luxury Tallulah Love experience that will attract visitors from across the globe.
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