It’s our second instalment of How Brands Grow! In this interview series, we investigate how your favourite SilkFred brands grew from humble beginnings to full-scale fashion businesses. Grab a cuppa, get comfy, and tune in for some brand-building know-how.
Episode two sees SilkFred CEO Emma Watkinson in conversation with Niamh Bryan, a one-woman powerhouse who specialises in uniquely custom-made clothes and accessories, hand-crafted under her Fearless Alice label.
Sometimes, childhood dreams do come true – Niamh’s certainly did. Thinking back to her younger years, Niamh recalls that, when she was just three years old, she set her sights on a career in the fashion industry. Fortunately for her customers, Niamh’s passion for crafting, sewing, and creativity has seen her make that dream a reality.
Niamh’s entrepreneurial journey began after she graduated from university in 2017. At first she dabbled in wholesale fashion before eventually venturing into handmade, custom designs. Her motivation? To create an alternative to the uninspired, cookie-cutter designs she saw populating high street fashion.
A key turning point in Fearless Alice’s journey came when Niamh decided to join SilkFred’s fast-growing community of independent brands. It was at this time, Niamh notes, that her home-based company truly evolved into a “real brand”. As her audience continues to expand, Niamh plans to invest back into the business’s infrastructure and resources. We can’t wait to see what she does next!
