Lucy Aylen is the founder and CEO of Never Fully Dressed, a brand rooted in creating quality, inclusive fashion featuring multi-wear designs that can be styled for any occasion.
Lucy grew up in London, surrounded by the hustle and creativity of outdoor markets, thanks to her entrepreneurial parents. This vibrant environment sparked her early passion for creativity and fashion. Though she didn’t initially plan to start a business, Lucy began designing and customizing clothing to sell at iconic local markets like Spitalfields and Portobello, where her unique pieces quickly gained a loyal following.
What started as a side project soon blossomed into a global fashion empire. In 2013, Lucy expanded into e-commerce, followed by Never Fully Dressed's first Essex store in 2014. As demand grew internationally, the brand launched its U.S. flagship store in New York City, and in June 2024, added an LA storefront on Melrose Avenue. The brand has also partnered with major retailers like Anthropologie and Revolve, and its designs have been spotted on celebrities, including Beyoncé.
In this conversation, Lucy shares her journey from aspiring actress to successful entrepreneur, emphasizing how dreaming big and resilience shaped her path. She credits her upbringing for building her confidence and guiding her decision to stay self-funded, ensuring control and flexibility in growing her brand. Lucy highlights the importance of authenticity in her social media presence and customer relationships, fostering community and loyalty. She also shares lessons from 15 years in the fashion industry, including understanding your customers, building a supportive team culture, staying true to your values as a leader, and much more.
In this episode, we’ll talk to Lucy about:
* Dream bigger and don't limit your aspirations. [03:13]
* Family support provides a foundation for growth. [06:37]
* Resilience is key in navigating business challenges. [12:24]
* Inspiration behind Never Fully Dressed. [15:54]
* Uncertainty gives a sense of responsibility. [17:59]
* Self-funding allows for greater control. [21:31]
* Sustainable growth is more rewarding than quick success. [27:25]
* Understanding your customer. [30:01]
* Content efforts during the COVID pandemic. [32:29]
* Motherhood can shift perspectives on business. [35:00]
* Expanding to the US organically. [39:29]
* Trust and clarity are essential in leadership roles. [49:05]
* Authenticity in social media. [52:09]
* Future plans for Never Fully Dressed. [53:35]
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Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Website: https://www.behindherempire.com/
Follow Lucy:
* Website: https://www.neverfullydressed.com/
* Instagram: https://www.instagram.com/neverfullydressed/
* Instagram: https://www.instagram.com/lucyaylen7/
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