Emilia Wickstead

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.

Skincare is incredibly important. I try to look after my skin as much as possible because I'm always inspired by women who age gracefully and naturally.

I'm always designing for that sort of dressed-up woman who likes to go to different occasions, who's career focused, but she entertains in the evening... a very sophisticated-feeling working woman who likes to have fun.

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.

New Zealand is such a down-to-earth place.

You can see that ladylike kind of dressing with a twist coming back at Dior, and I think that a lot of the fashion is following in those kinds of footsteps. It's wearable. It sits in your wardrobe forever.

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.

We're creating a brand image which didn't exist in the beginning, and I want to grow that. And in the way that the clothes and services we offer are a luxurious niche, I want to be doing that with accessories.

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.

There is so much talent in British fashion: a real cookie jar of different aesthetics with designers like Mary Katrantzou, Erdem, Christopher Kane, J. W. Anderson, and Simone Rocha.

There's a great niche in the market for what I do, which is effortless style.

My autumn/winter 2011-12 collection embodies the bold and beautiful while reflecting an innovative style and passion for immaculate design. I believe that this collection radiates modern femininity and beauty in its purest form.