It's Our 2nd Birthday!

It's our birthday! 2 years ago today on what was Thursday 10th March 2016 was officially born. 

I started this venture with a mission to help women like my mum feel visible, and to offer them an empowering space to shop, and to know we've started to achieve that is incredibly rewarding. There's still a long way to go, but sometimes it's good to take a moment to step back and recognise what progress has been made. So here's a candid look back at key milestones over 2 years...

February 2016

We had our first photoshoot with our real women models, in my flat! I was so nervous and I launched the business entirely with my own minimal savings so everything was on a shoe-string budget - but you gotta do what you gotta do!

March 2016 was born. I had started it as a blog in 2015 to understand more, but now it officially turned into a store. We started with just 4 lovely small British labels. 

May 2016

Our first official pop-up party with special guest bespoke milliner Joanna Zara. Joanna and I first met over twitter, and to this day we remain good friends. In fact, we're opening a pop-up shop together in Brighton this coming May (more details coming soon!!) 

September 2016

Photoshoot #2 - this time the location upgrade to... my family home! Straight after we launched our AW16 collection, now with 4 more labels including Baum Und Pferdgarten and Nathalie Vleeschouwer, who very selective which retailers they work with, so it was great achievement.

October 2016

We launched our cashmere range, which would go on to become one of our strongest offerings.

November 2016

I was invited to speak on a panel of successful female founders at the Hackney Entrepreneur Conference. I sat next to Pip, founder of Pip & Nut, which was a huge honour but I didn't really feel in the same league! 

February 2017

Our next campaign photoshoot for SS17, and we finally were at a studio! To date, the business has grown organically, so this was very rewarding. Plus we had accessory brands now joining, including Bell & Fox and House of Spring - offering style from top to toe. 

March 2017

KPMG asked me to speak on their "Bold Women Changing The World" panel. It was a great opportunity to discuss ageism and sustainability in fashion, and what we can do to make a difference. 

May 2017

This was a big month - not only was I asked to share my story and mission to end ageism in The Guardian, Vogue featured model Alex B joined us on a mini shoot, and we opened our first pop-up shop for a week in Greenwich.

June 2017

I asked leading fashion stylist Claire Ginzler if I could interview her, which would prove to be the start of a great relationship. Claire loved so much she was keen to get involved, and has styled our photoshoots ever since. 

July 2017

I gave a talk at the UK's leading fashion trade show, PURE London. To have been invited to speak was proof that age was finally being talked about in fashion, and there was an industry demand for change. 

September 2017

Leading fashion photographer Yuval Hen shot our AW17 campaign. It was the first time I worked with a full team, which was intimidating but so much fun! The year before there were 3 of us working on the shoot, now there were 7.  

October 2017

We had our bloggers' photoshoot with Hilda from Over The Hilda, Gail from Is This Mutton? and Laurie Vanity and Me. I've been big fans of these ladies, and it was very inspiring seeing how they styled our pieces. 


February 2018

We launched our free Ageism Is Never In Style badges. The idea came to me late one night in January, and I wasn't sure how well they'd go down. Over 100 of you now have badges, and due to continued demand they are now permanently available. It also resulted in my being interviewed for the New Statesman which was amazing. 



We have 26 contemporary labels, with more to come, and are swiftly becoming known as pioneering an end to ageism in fashion. We have so much more planned for 2018, including one of our most exciting projects to date... 

Of course, none of this would have been possible without you - and I really mean that. The business continues to grow rapidly and organically all because of your continued support. You've enabled me to achieve goals that I thought would take years (if at all), start working with an incredible team of people, and make a difference doing what I love.

As with starting up any business, it hasn't been easy; and there have been days it has just seemed too much. Beginning with very little has meant I've had to do everything; from building the website, to overseeing the accounts, to product buying, to doing our own PR and marketing. And at times it has been tough. But your support has kept me going, so from the bottom of my heart, thank you. 

Here's to more years to come! 


  • Posted by Mandy on

    Many congratulations, Jacynth!

    A huge achievement, and in just two short years! Very well done and very well deserved.

    My best wishes for the next year and many more!
    Happy birthday,
    Love Mandy x

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