My belief in specialisation and the lost art of retail is what drove me to create exclusive belts. I believed that I could change existing preconceptions of a product traditionally considered dull and unsexy and thankfully we seem to be winning the battle. Through passionate education we are encouraging people to branch out – amazingly only 50% of sales now come from Black and Brown belts! In an extremely competitive environment we have been fortunate to be doing something really different, with a focus on quality, individuality and customer experience that continues to resonate with our customers.
Belt detail has always been missed out in outfits in my eyes. I remember asking myself in my teens, why do people spend so much money on watches, on shoes, on handbags, the accessories you wear seven days a week - but why not a belt? I used to always ask myself that question, then I realised that no one was putting detail into belts, it was all plain colours, plain buckles, nothing that caught anyones eye. It was looked at as an item that just ‘held your trousers up’ and my mission was to reinvent that and make belts as important as shoes, watches and handbags.