Founder, Camilla Elphick, Brand of Tomorrow 2017
British designer Camilla Elphick launched her label in 2014, driven by a lifelong passion for shoes and a firm belief that good footwear makes a lasting impression. Camilla cites New York as a key source of inspiration. It was there that she designed her first shoe, while studying at Parsons and living in the vibrant East Village. She then moved back to London, graduating from Cordwainers at the London College of Fashion and working under industry-leading shoe designers including Paul Andrew, Nicholas Kirkwood and Charlotte Olympia.
The highly original and playful designs of her debut collection at London Fashion Week won her critical acclaim among fashion insiders. At the core of the Camilla Elphick brand’s continuing success are mood-boosting and desirable shoes – and an all-female creative team. The brand is defined by distinctive eye-catching silhouettes and small style details such as witty motifs and heels which spark conversations. These are shoes that are truly cherished and adored – shoes that make you smile!
The Camilla Elphick collection focuses on luxurious premium, ethically sourced materials and bespoke prints, hand-made and produced in Europe. The company now has global distribution to exclusive retailers including Selfridges, Aïshti, Luisa Via Roma, Level Shoe District, and Harvey Nichols HK. The brand’s signature Silver Lining boots and Pez heels have become favourites of fashion influencers such as Alexa Chung, Sienna Miller, Pandora Sykes and The Man Repeller. Camilla Elphick collections have have been featured in international publications including Harper’s Bazaar, Vogue, Tatler, Elle, Marie Claire, Refinery29.
Camilla Elphick is a Walpole Brands of Tomorrow 2017, was awarded the Boden x British Fashion Council’s Future British Award 2016 and Positive Luxury’s Butterfly Mark, rewarding the business’s commitment to sustainability.
In order to be a successful luxury entrepreneur what are three pieces of advice you would give?
Just keep going and stay positive. A happy you makes a happy team.
What are the most important lessons you have learned along your journey?
That business should be fun, but it is tough to stay on top of things – you have to learn to juggle tasks and take on lots of different roles and responsibilities to run a business.
What are the watch outs along the way?
Remember to listen to your customer and move quickly to produce products that perform well – it is too easy to become attached to designs you like!
When you started out who was your biggest inspiration? And what did they tell you that helped make you a success?
Karen Hanton, serial entrepreneur. She has always told me how much she believes in the brand and even let me set up the business from her offices in Shoreditch and continues to provide support.