Jemma: When we were at uni we had lots of different ideas, but we knew that we had to go out into the industry and get some experience first, so we both started careers in fashion buying. It was once we'd been in the industry for about seven years that we then regrouped and revisited some of our ideas. We still had this burning desire to start our own business and do our own thing, but we obviously had a lot more experience and lessons learned having worked for other companies, including major high street brands.