Launched in London in summer 2016, Ridley is a new kind of fashion label, created to help every woman to look and feel her very best. Built on the understanding that everyone is unique, Ridley take a personal approach to fashion. Working with customers to create flattering ‘go to’ garments they’ll want to wear for seasons to come.

Built around a winning combination of exceptional personal service, intelligent design, exquisite quality and tailoring, Ridley offers customers unique and luxurious garments at accessible prices. Each Customer works with a personal Ridley stylist to pinpoint their own style - identifying the colours, cuts, patterns, prints and shapes that flatter their individuality and project the desired image.

Ridley’s versatile collection mixes modern classics with inspiration straight from the catwalk. And shapes that have been ingeniously tailored to suit different body types. And with subtle adjustments and detailing customers walk away with a unique, fashionable piece that brings out the very best in them.

How did the idea for Ridley come about?

I have long believed that every woman is unique. And while slavishly following fashion is great in your twenties, by the time a woman has had kids or is busy with a demanding career (these days often both!) she needs a wardrobe that she can rely on to always flatter and make her look and feel great. Essentially balancing fashion with personal style. And how often do we find a dress, or a top or a pair of jeans that looks fantastic only to go back to the shop the next season and discover it’s been discontinued.

We’d built an incredible team of tailors, seamstresses and suppliers with our British made childrenswear label milliemanu. A lot of our customers were telling us how much they loved the clothes they were buying for their kids, especially the quality. And how they wished they could find a woman’s label with a similar ethos. So it seemed like the logical next step.

What defines the Ridley Style?

Individuality - the ultimate luxury, quality, exceptional tailoring, intelligent design. Exquisite materials like some of the extraordinary Liberty print silks we use. And above all absolute attention to detail and personal service. Fashion’s about helping individuals look and feel great not shifting piles of garments in a warehouse.

What’s been the high point for your brand?

I love that moment when a customer tries on their new tailored garment, they look fabulous and they just grow. The positive customer feedback and repeat purchases we’ve had have been overwhelming. And although it’s hard work and long hours, I feel incredibly lucky to work with a really great team, to meet really amazing people and to get to do something everyday I really love and believe in.

What are your wardrobe essentials?

A pair of Donna Ida jeans, Ash boots, a Ridley Silk Shirt, a Wyse cashmere jumper (from my great friend Marielle) and of course an Aurora cross body bag! When it’s hot one of our silk maxi dresses are incredibly cool, comfortable and perfect for a warm summer evening.

What is next for the brand?

We’re opening our first concept store in West London this autumn and are working on the designs right now. We’re creating a boutique environment, where our customers can come and see our new collection, get styling advice, and be fitted in comfort. We’ll also have a special selection of guest brands to compliment our offer so we can provide our customers with a total styling package.

Ridley are offering Aurora London customers 15% off their range using discount code AURORA.

Discount excludes shipping and is available until 1st August 2017.