When people understand your work
There are moments in building a brand that no marketing strategy can manufacture. The kind that happens quietly, without a brief, without a budget, without you even knowing they are unfolding. Someone finds your work, understands it deeply, and then trusts it with one of the most significant moments of their life. When that happens, and when the images come through, you realise that everything you have been working towards is actually landing.
We have had several of those moments with bridal parties over the years. Our pieces have shown up at weddings more times than I expected when I started, and every single time, it reminds me why the work matters. But two moments in particular have stayed with me recently, and I want to share them with you today.
One of which was Courtnie's wedding in August, 2025.
A stylist based in the United States, the brilliant Maya Jones, had discovered the brand and brought it to her bridal client. The bridal party fell in love with the Meraki and Kyriake dresses, two of our best-selling styles, and reached out to our customer service team to make it happen. Not all of the colours they had their hearts set on were available at the time, but the team worked it out. That is exactly what our customer service is there for.
The conversations between the stylist and our team were theirs to have. I knew we had a bridal order in progress, but I was travelling at the time, and the details of how it all came together were between the team and the stylist. That is exactly how it should work. What I did not expect was the moment the images and social media tags landed. Bridesmaids wearing the Meraki Midi Dress in Grape, Meraki Mini Dress in Greenery, as well as the Kyriake Dress in Pink and Mimosa, looking absolutely radiant. They had found us, chosen us, and shown up to one of the most important days of their lives wearing our brand. That is not something you can put a price on.
The second moment was just today.
I came across a bridal party, Ghanaian women based in the US, who had chosen the sold-out Valora Skirt Set for their wedding. Now, as the designer, I can tell you that when I was creating the Valora, a bridesmaid dress was not once part of the conversation I was having with myself. Not even close. But these women looked at it and saw something I had not planned for. They saw presence, elegance and the kind of quiet confidence that belongs at a celebration. And honestly? They were right.
That is the thing about putting real intention into your work. People feel it, and they interpret it in ways that go beyond what you imagined. As a designer and creative director, there is nothing more rewarding than watching that happen.
I also want to take a moment to talk about something that comes up regularly, and that is what happens when a piece sells out and does not return. I know it can be frustrating, and I understand why customers sometimes expect a restock that never comes. But the reality is that many of our pieces are genuinely limited by design. The fabric may have been produced in a small finite run. The print, the appliqué or a defining detail may simply no longer exist and cannot be sourced again. When that is the case, I would always rather retire a piece with its integrity intact than bring it back in a diluted version of itself. That restraint is part of what makes our pieces feel special to the people who own them.
When a piece can return, it returns in those same limited quantities, and only when the demand from you genuinely calls for it. We pay close attention to what you are asking for.
So, some of the quiet ones worth keeping your eye on right now. The Valora Skirt Set has sold out in the Olive Floral Plisse print, but we are working on bringing it back in some plain colours this summer, so watch this space.
The Zaina Midi Dress is one of the most beautiful things we have produced and honestly, it is a hidden gem. We have not made much noise about it, but those who have found it, really found it. It is a limited edition piece and it will not be around for long, so if it has been on your radar, now is the time.
The Nectarine Mini Dress is our most requested piece right now. It shows up in our emails more than anything else, and it truly sold out on arrival. It is absolutely gone in the Honeycomb print, however, our design team are currently sampling it in a different fabric and texture, and if it works out the way we hope, the Nectarine comes back bigger and better. Fingers crossed!
The Lumera Maxi Dress is that girl. It has been quietly having its moment and honestly, I love to see it. When we did our pop-up in Doha, Qatar, the response was incredible. The girls there loved it, and we received so many requests for modest, coverage dresses. The Lumera was made for exactly that. Since then, we have also seen a lot of career women, business women, women speaking at conferences reaching out and requesting this piece, and I love that for it. It is a genuinely versatile piece that works across so many settings and occasions. More noise is coming, because it deserves it. It is coming in a lot more colours than it currently has, and while some of those colours will be exclusive to certain locations... I cannot share too much just yet, yikes!
The Onyx jumpsuit is one that honestly surprised us. We did not expect it to sell the way it did, and the demand for it to return has been incredibly high. The challenge has been the chest detail, a very specific stone appliqué that has been difficult to resource. We have actually made real headway on bringing it back before, but ran into issues with the appliqués themselves. They got damaged in the process, and we took a loss trying. That is not something we talk about often in this industry, but it is the reality of entrepreneurship and I think it is worth being honest about. We have genuinely tried. We are still trying. Just know that the effort behind the scenes has matched the demand you have shown us, and we are not giving up on it.
As always, thank you for choosing us for the moments that matter most.
Until the next note.