My career in fashion began with a range of roles that provided me with valuable industry insight. During this time, as Fast Fashion secured its place in the market, I became increasingly aware of the need for a more sustainable approach to clothing. This shift in perspective sparked my journey into sustainability and ultimately led to the launch of Ilk + Ernie.

Over the past five years, I have dedicated myself to building and refining Ilk + Ernie's brand identity, cultivating a loyal customer base that aligns with our values. My role has encompassed far more than just creative direction—I have been at the helm of every aspect of the business. From buying and range planning to designing and sourcing, I have developed a comprehensive understanding of what it takes to run a successful fashion brand. My hands-on experience in production, coupled with my ability to artfully direct and style, has helped ensure that each collection aligns with and reflects our brand's standards.

I believe that these multifaceted skills—alongside my commitment to sustainable practices—have been crucial in establishing Ilk + Ernie's unique identity in the marketplace. My holistic approach to brand management, where creativity meets strategic planning, has been instrumental in driving the brand's growth and success.