Almost a decade ago, Jade Robertson and her now-husband, then-boyfriend, Stuart, took a leap of faith and launched the online boutique Little Lies from their spare bedroom, hoping to find a new way of working that would afford them both the flexibility and freedom to be more creative.
Fast forward to today, and the couple have far surpassed their original goals, having grown their fledgling business into a popular independent fashion label that, last year, turned over more than £2million in sales, and now employs 15 members of staff. Oh and did we mention Jade’s designs have even been worn by none other than Taylor Swift, going viral in the process?
Here, entrepreneur Jade shares the success story behind the brand, telling Alice Hinds the secret to building a fashion brand in Scotland, working with your other half, following your dreams, and what it feels like to see your dress making headlines.
Alice: So, how did Little Lies get started? Did you always want to work in fashion?
Jade: It’s funny, I still don’t think of myself as someone who works “in fashion” – I’ve always been obsessed with music and clothes, and wanted to bring those two passions together, but I never really had a specific career goal in mind.
When I tried working in an office it was a straight up NOPE from me, so I knew I needed a creative and dynamic environment to thrive. I’ve always felt most at home in live music venues, and I also really enjoyed working in retail, helping customers to style outfits that would make them feel amazing, but I didn’t know how to channel that.
Then, when I was working at a small indie store, I met my boyfriend – now husband – Stuart, who has a background in business. His knowledge balanced perfectly with my creative passions and experience in fashion and retail, and it quickly became clear that our paired expertise would make the ideal partnership for building a brand.
In time, we launched Little Lies as an online boutique from our spare bedroom – fast forward nearly a decade and here we are, married with a daughter and a fashion label!
A: What have been the highlights since launching Little Lies in 2015? Did you ever think you would grow so quickly?
J: The last nearly nine years have been an absolute rollercoaster to say the least. I honestly never expected – or even dreamed – that we would get to where we are right now. Although it’s amazing, it’s also super scary!
Over the last 18 months, we’ve made the transition from being a boutique stocking wholesale pieces to an independent brand, fully designing and manufacturing our own lines. We’ve hit so many milestones, very rapidly, especially over the last few years, but seeing our branding on the first of our own label pieces was a standout moment. There’s something so special about seeing your handwriting woven into a garment that you truly adore.
A: Of course, many of Quine’s readers will now know you as the designer of the emerald green velvet dress worn by Taylor Swift that went viral earlier this month. That must have been an amazing feeling!
J: The fact that she wore a dress that was affordable to people is, I think, what made it such a big story. If she had worn a Chanel dress, yes, you would still have the Taylor Swift fans being like, ‘Oh my gosh, she wore green again’ but there wouldn’t have been the same media frenzy and viral moment that there has been.
Taylor Swift is, obviously, the most famous person in the world right now but her values are also very much aligned with mine. The purpose of Little Lies has always been inclusivity and self-expression, confidence and positivity, community and strong women. And, actually, Taylor Swift is all those things. Her brand and her community is very much aligned with that, so it just seems like the perfect match – although it’s not one that I would have ever even considered or thought about!
I’m definitely going to get in touch with her people somehow, honestly, just to thank her. I don’t think even she would have expected for the dress to go as viral as it did.
A: I would love to know how the design process works – can you tell me a little bit more about how your ideas come to life?
J: It currently takes around six months from concept to garment launch, but we’re in the process of continually pulling the development timeline forward, as the goal is to be working at least a full year in advance.
Little Lies designs start with the season and the inspiration and mood for the collection we’ll be dropping. From there, our team dive further into the stories of the icons and events behind our inspiration to really get a feel for the who, where and what of the collection. We look at our key styles, draw inspiration from vintage treasures, and also really consider what our customers want from their wardrobe.
Once we’ve finalised the range, we go through multiple rounds of sampling to ensure the fabrics, fit and finishings are all exactly how we want them to be. Then, when production is in full swing, we work on the visuals to decide how we will present the collection for launch.
A: What’s the best and worst thing about running a business with your spouse?
J: They’re one and the same in a lot of ways! It’s amazing to have somebody by your side who is fully involved, understands every nuance of the business, and really gets how tough it is… But it also means there’s not much opportunity for escapism. We can’t come home and forget about the business for a bit and just hear all about each other’s day because we’ve experienced the same one!
The good bits are so much better because we can fully experience and appreciate them together – knowing “we did this, we’ve built this” – but it also means the difficult times can be more challenging. We’ve got all our eggs in the one basket. There’s no other job or salary contributing to our home life, so if things were to turn, we’ve got everything on the line and that’s a lot of pressure. However, it’s amazing to be fully committed to something together, as a family, and to get to ride those waves together.
A: Many young creatives believe there are more career opportunities outside of Scotland – in what ways has it been beneficial to build and grow your business at home in Perth?
J: Opportunity for careers within the creative industries in Scotland is something I’ve always been incredibly passionate about – there’s so much talent here to nurture.
It has been a long slog to get to where we are, but now we’ve built solid foundations, we’re very lucky to be able to employ a mixture of new talent, fresh out of education, alongside industry veterans returning to Scotland after successful careers in London. It’s incredible to be able to offer people starting out in their careers the opportunity to do something they love without moving away, as well as the option for experienced individuals to escape the crazy city life and still work in the industry they love.
A: You describe your collections as “future vintage” – how important is sustainability for your business, and the fashion industry in general?
J: For me, it’s not about sustainability as a buzz word – it’s about changing our mindset around clothing and making it much more personal.
If people were buying things they love and actually wanted to wear for years to come – shopping with their own body type and personal style in mind – the fast fashion industry wouldn’t survive. At Little Lies, we prioritise quality and longevity and create garments with an inclusive size range that are designed to fit and flatter multiple body types. With design references that are true to us as a brand, as opposed to the current fashion landscape, we create pieces that you’ll be excited to pull from your wardrobe year after year.
A: What advice would you give to someone who wants to pursue a career in fashion?
J: My career hasn’t been remotely linear, but every little part-time job, freelance gig and wobbly career choice has culminated in where I am today. Everything is a relevant experience if you look for the learning.
My advice, no matter the industry, is to stay true to yourself. Figure out what you really love, who you are, what you’re passionate about, and make that your superpower. Be present and active in your decision making – nobody else will build your life for you! Figure out what you want, break it into bitesize chunks and work really hard… just don’t expect it to be easy!
A: What are your goals for Little Lies in 2024 and beyond?
J: We want to take the next twelve months to delve deeper into our brand identity and really make clear to the consumer what Little Lies is and what we’re bringing to the market. Hopefully it’s a year of building a solid ground on which to grow.
Little Lies Sweet Jane Dress in olive, £58, pre-order here.
Follow Jade on Instagram @jadelittlelies and @shoplittlelies.
To find out more about Little Lies and shop the new collection, visit little-lies.com.
