Exquisitely British - The British Entrepreneur Club for Luxury Brands 

Tell us a bit about yourself, Daisy.

 

I grew up and currently live in the countryside in Kent. I graduated from UCL in 2006 with a degree in Construction Management and went on to get a Masters in Management. I am now 26 and began working on Dukes in 2012, launching in December 2013. Deep down I always knew I didn’t want to get a 9 to 5 in the City – I have always been very business-minded and I like doing my own thing!

 

How did Dukes Boots begin?

 

Boots have always been in my family – my Auntie has a well established cowboy boot store in London, R.Soles. Then after finishing my Masters, I went on a road trip to Spain - on my travels, I discovered all of these beautiful boots, all handcrafted to perfection. The prices were also great – the price that boots should be, not hundreds of pounds as many stores in the UK charge. They were beautiful, well made, simple boots and I quickly realised that I needed to start selling these boots in the UK.

 

Who is a Dukes Boots customer?

 

A Dukes Boots customer is someone who appreciates quality and tradition. They appreciate the craftsmanship that goes in to our boots and loves classic British style. 

 

What has been your biggest challenge?

 

My biggest challenge to date has been getting my designs completely understood by the individual cobblers in the mountains of Spain – they are very laid back, speak absolutely no English and can often be very set in their ways.

 

What has been your biggest highlight?

 

My biggest highlight so far was when I received my first set of lifestyle photos – they were absolutely beautiful and I loved them immediately. For some reason, seeing your designs in a professional photo taken for press and print is really incredible. 

 

Do you have any advice for others who are thinking of starting their own business?

 

It has been a really tough thing to do – you spend months working on your designs and your products and thinking “I really hope I haven’t got this completely wrong and everyone hates them”! The key is to stay positive and believe in yourself – your product is never going to sell if you yourself don’t believe in it. Oh, and get an accountant!

 

What or who are you inspired by? 

 

My mum. She has such good style, I am always taking ideas from her. My dad is also a huge inspiration – he has always taught me that if I work hard, it will pay off. They are both so supportive of me, I couldn’t ask for a better family. 

 

What does your "typical" work day look like?

 

My days are completely different each day of the week dependant upon what tasks take precedence. Generally, I am in the office or the photo studio most days working with the designs themselves and talking to the manufacturers and customers. I then walk the dog, have dinner and start again – it often feels a bit never ending, there is always something that needs doing. In the evenings I focus a lot on promoting my brand and my products through social media, blogs and newsletters, finally retiring to bed at around 11 to start again. It sounds a bit brutal, but I absolutely love what I do.

 

What do you think is important in developing a successful British brand like Dukes?

 

I think the key is to keep British products traditional but try and twist the designs slightly to make them more modern, such as a splash of colour. Keeping the designs fresh and collaborating with other British brands keeps Dukes interesting.

 

Do you have any favourite British brands?

 

My favourite brands include the real traditional brands such as Smythson, Mulberry and Liberty. I a bit obsessed with Burberry and really like new collections from Jigsaw. My personal style is quite classic and I love British style. I also love new British brands such as Meyli Meyaru and Holland Cooper. 

 

How do you manage the work/life balance?

 

At the moment my work/life balance is pretty unbalanced leaning towards the former! One Sunday a month I sell my boots at Spitalfields, the remaining three I try and have off and spend with my family and friends – in summer we skateboard in to town with the dog and sit in a pub garden, I have a very silly side to me!  

 

What are your plans for the future?

 

The plans are to do what I am doing but on a much larger scale. The aim is to have a physical presence across the UK selling my boots in Dukes stores so people can come in and see the quality of my boots – this is what sells them! 

 

 

For more information on Dukes Boots visit www.dukesboots.com