5-7 August 2018, NEC Birmingham

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Q&A: Simply Devine


This season sees renowned millinery retailer Simply Devine launch its own label collection at Moda Accessories. Owner Liz Devine-Wright reveals why the time is right to offer up her own designs to other millinery retailers. 

Q: What’s Simply Devine all about? 
A: We were established in Tadcaster in 2004 selling hats, hatinators and fascinators. We also sell gents’ baseball caps, hats and top hats for events such as Ascot, and a complementary range of pashminas by Simply Devine. 

Q: What prompted you to launch your own label? 
A: It was Simply Devine’s 13th birthday this year and, as number 13 is my lucky number, we decided to launch our own headwear. It’s been planned for some time, but the time felt right to do it. 

Q: Do you currently sell your own range in store? 
A: At the moment, our own range makes up about one third of our in-store offer, although this will increase for s/s 18. This spring collection is really our launch collection which we are waiting to launch at Moda Accessories, and it will stay underwraps until then. It’s all secret at the moment, because I feel that my newly-designed range should be new to Moda customers first. 

Q: How do you feel about showing at Moda Accessories? 
It’s a big show with worldwide buyers and we are hoping to wow visitors when we show our collection for the first time. We have some fabulous pieces – some of which are anything but safe and ordinary.

Q: How does your experience as a retailer help you as you make your foray into wholesale? 
With 13 years’ experience as a retailer, I believe I know what sells and what ladies do and don’t like when buying special occasion headwear. Ladies who shop at Simply Devine are seeking quality and something different from the masses, and we have a lot of experience of meeting those needs with a unique and personal service. Going into trade will be a steep learning curve, but I believe we can adapt a lot of our skills and we are ready for the challenge. 

See the debut offer from Simply Devine at Moda Accessories this August. 



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