In this episode, I’m joined by the brilliant Gemma Sheppard - stylist, founder, and all-round powerhouse - for a chat that covers everything from saying yes to wild opportunities, to creating something meaningful in the middle of grief and chaos.
We talk fashion (obviously), identity, business, burnout, silk pyjamas, and building a brand that actually means something.
It’s honest, inspiring, and full of heart - and I know you’re going to love it.
Highlights:
(02:16) Fizz, fashion and finding purpose
(09:28) Dressing for confidence, not just the job
(15:08) Saying yes to the chaos of creativity
(23:47) Building a brand through grief and grit
(31:57) Silk, sambas and suitcase-friendly style
(38:17) Staying curious keeps you energised
Connect with Gemma HERE
Connect with Dawn:
Instagram @dawnmcgruer @dawnofanewerapodcast
Facebook https://www.facebook.com/dawnamcgruer
LinkedIn https://www.linkedin.com/in/businessconsort/
Web www.dawnmcgruer.com
This podcast is in association with @HerPowerCommunity - The #1 Female Founders Global Community where connections flourish & growth is intentional
https://www.patreon.com/c/herpowercommunity
This podcast uses the following third-party services for analysis:
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:02):
Hey, it's Dawn McGrewer, thebusiness growth.
Coach, and welcome to dawn ofa New Era, the podcast where we talk
all things health, wealth, andhappiness, and where founders share
the good and bad and ugly ofbeing an entrepreneur.
Welcome to dawn of a New Era podcast.
And I am so pleased you're here.
And we were just talking abouthow serendipity has kind of got here,
(00:23):
because I actually met you ata charity event that a friend of
mine had invited me to.
Fizz and Fashion.
What better combo?
Fashion and Fizz.
I know.
And.
And also for Smart Works,which amazing charity, and I did
not know about the charitybefore that event.
Oh.
And it's incredible andhonestly, very honored to be an ambassador.
Yeah.
And I think the work is so special.
(00:44):
So I want to, first of all,start with a little bit of the background
on the charity.
Absolutely.
Before we move into your world.
Well, I'd actually, you know,for me, the messaging behind smartworks
felt like it really related toeverything I'd done on 10 years younger.
And it felt like somethingthat has always been really at the
forefront of anything I'veever talked about is when you look
(01:06):
good, you feel good, and thatequals confidence.
It's like.
It's just a mantra.
It's part of, like, what Ifeel is everybody's usp.
And I think that nobody canunderestimate that.
When you are found in aposition, whether that's through
maybe a separation or you'venot been.
You've been made redundant ordifferent circumstances in life,
(01:28):
it can be incrediblyintimidating for women to get back
into the workplace.
And I think it's become veryapparent because not only for some
people who have chosen to taketime out, coming back into the workplace
with the algorithm, doing acv, you know, interview techniques,
it can be so overwhelming.
And so there was many aspectsabout SmartWorks that I just loved.
(01:51):
And then I felt like my voicecould also help just raise the.
The profile.
And it felt like I've gotconnections in the fashion world
and they do an amazing job.
And it's a.
You know, something that Ialso felt strongly about was that
this is a charity, but it'sactually a service for everyone.
And I think there is a lot ofstigma in the UK about, I'm not a
(02:15):
charity case.
That's not what this is about.
And I really felt very honoredwhen they asked if I'd like to become
an ambassador because it wassomething I had been supporting and
actively trying to raise awareness.
I'd written an article for mypaper and been talking openly on
socials about it and it justfelt like such a natural next step.
(02:37):
And so I've really enjoyedembracing that.
And it felt like everythingI've ever done in my career has gone
full circle and it felt likeit just made sense.
Yeah, I love it.
And I think one of the mostpowerful things when I was at the
event was, was you and Michelle.
Michelle was on the podcastthe other week, were chatting away
(02:57):
and the conversation was stillthe same with you as the host, as
the ladies who were speaking.
And it was all about theconfidence, the dress code, the societal
stigmas and dismantling someof that and really kind of elevating
women back into a power situation.
And I love what you say aboutthe fact that it's not just a charity,
(03:19):
it's for everyone becausethere was a woman who spoke that
day.
Oh, it was amazing.
Oh, and you know, she'd goneand had like loads and loads of interviews
and that must be so soul destroying.
And she went in and she hadthe stylist and then she did the
coaching and then she went andsmashed her next interview and got
the job.
And also I think she alsosaid, you know, sometimes having
(03:40):
another set of eyes on you, weall think we've got our looks together,
but sometimes somebody elsejust saying, how about we just try
this?
And as she said that souldestroying aspect at a time that
you're already vulnerable andyou've got the fear factor.
She'd got her daughter, she'dgot bills to pay and she was in a
very vulnerable state.
I don't think anybody can underestimate.
(04:02):
And I think that for me, shewas an incredible spokesperson that
day because also I thinkagain, she broke down complete stigmas
and she was very honest.
And I think that that issomething that can be really empowering
and also encourage otherpeople to try the service because
(04:22):
it's a service that's nationwide.
And I think that for anybrands that are listening to this,
you know, old stock, it's sucha wonderful way to keep fashion moving.
If you've got pieces in yourwardrobe, we all have clear outs,
it's a great service.
And then on this kind ofsubside of that, they have a lot
of incredible brands, donatepieces that aren't necessarily for
going to work and then we hostamazing auctions.
(04:45):
We have incredible sal whichhelps fund the centre.
So I can honestly say it'sbeen a real revelation.
And we've got the 10 yearanniversary coming up.
I'm sure you're going to be there.
Absolutely.
And so I'm really lookingforward to that.
And I think tickets go on salethis week, so that's great.
Yeah.
I think one of the magicalthings with the charity is that obviously
(05:06):
it ties in with what you do.
And, you know, I rememberwatching you on 10 years younger,
and style and fashion hasalways been something that I was
really passionate about.
And I think women sometimeslose their identity.
Yeah.
And a lot of the femalefounders I work with, they've come
out of corporate like the ladywe saw at smartworks.
They've had babies, they'vebeen out of careers for a time, and
(05:27):
then they come back into work,and it's almost like refining their
purpose, but their identity.
What's your advice for womenin business and rediscovering their
sort of identity in clothing?
Do you know, I think it's areally good question.
And I think there's actuallybeen a huge shift since Pandemic.
I think everybody's dressingdifferently now.
You know, the days of me beingin London suited and booted in very
(05:51):
tailored suits, of course thatstill exists.
It'd be wrong to say itdoesn't, but the nature of how we're
dressing is much more eclectic.
And there's much moreelasticated waistbands.
I've got some on today.
I just think that comfort isstill a factor, and that doesn't
stop glamour.
You know, I think it's about.
A lot of people are stillworking from home part time.
(06:12):
There's a hybrid, so there'smore desktop dressing.
There's still this elementwhich is, I think, that people are
more conscious of their spend,and so they want to know that what
they're purchasing is alsogoing to work for their private lives,
not just their work wardrobe.
And I think that's the bigshift in terms of advice.
You know, the one thing Ialways say is that, you know, we
(06:33):
all sit with plenty of clothesin our wardrobes, and I think we
become a little bit that, oh,I've got nothing to wear.
The reality is we have.
It's about being reallyorganized about the wardrobe.
And I am a massive fan ofreally putting things when I'm with
clients, whether they'recelebrity or private clients, it's
about organizing the wardrobes.
And I think that's a bigfactor because it really helps clarity
(06:56):
and clarify what you need andwhat fits still what you no longer
wear.
I'm a massive fan of Vinted.
I'm constantly getting my kidsto sell things.
In fact, these trousers werein my son's bag.
I was like, no, I want them.
So you know, it's about makingthings work.
So I always say every, I mean,every season.
So I kind of split it intokind of the winter and the summer
(07:19):
because I think, you know,here in the UK we do need a little
bit of a hybrid.
But, you know, at least twicea year I do a good clear out.
I organize.
And if you've not worn it, thereality is you're not going to.
So get organized, put it into orgasr.
And I always work a week ahead.
So I look at my diary, I knowwhat I've got coming up.
I kind of play dress up in my wardrobe.
(07:40):
I enjoy creating outfits and Ithink that way you actually, because
you're hanging a completeoutfit, you utilize so much more
of your wardrobe, but you veryquickly identify when you're missing
something.
And I think it's a great wayto kind of be, you know, thoroughly
across the whole capacity ofcapabilities within your wardrobe.
(08:01):
I love it because I've startedonly in recent years, really trying
to organize what I'm wearingin advance.
Yeah.
Whereas honestly, when it's agame changer, I was working in London,
I was getting half four.
I mean, like, I didn't evenknow what was in my bag.
No, Like I was just packingand yeah, I just felt like every
suitcase was unpacked,repacked and everything.
And, and the way that I feelnow, I way more in control.
(08:23):
But also I'm actually enjoyingthe dressing.
Experience much more so.
And you, you end up being muchmore conscious about the complete
look.
So I go down as far as myunderwear and I have everything,
my shoes, I have a runner railjust for the week ahead.
And then I put it all back,whether it goes to dry cleaning or
laundry or whatever, and thenit goes back into the wardrobe.
(08:44):
But this way, because you'realways working, you're utilizing
the whole of your wardrobe.
And I think it's, as you say,it's, you're empowered by it, it's
massively time saving, but youalso enjoy it so much more.
And when you think about yourcareer, obviously a lot of people
will remember 10 years young.
Yeah.
I mean, it was an amazingprogram and I think it really did
(09:07):
open up a lot of the stigmaswhere people were prepared to actually
kind of go and be critiquedover what they wanted because they
wanted a new look and a new feeling.
So what was your career like?
How did you even get into that?
Every step of my career, I'venever actually planned it.
And I can wholeheartedly sithere and say, I've just always walked
(09:27):
through doors of opportunity.
You know, I think you makeyour opportunities and you make your
luck.
But at the same point, I'dnever kind of set out with this kind
of plan.
But the.
One of the producers of theshow, I'd been offered another show
with another channel, but itfelt when I went for the audition,
it was slightly scripted and Ididn't like the fact that I felt
(09:48):
I was out of control with whatI was going to say.
And so it wasn't for me.
And then one of the producers,I'd done a TV show, probably, I want
to say, 10 years prior, andshe had been one of the producers
on that, and she rang me, shewas like, hey, Gemma, do you remember
me?
Like, I'm doing a new TV show.
It's a format, we'd love youto be involved.
And so I kind of went with alittle bit of nervousness because
(10:11):
I think when you're actually astylist, there is that side that
I was like, I want this to bea true reflection of who I am and
how I am.
And, you know, it was thefirst time in my career that I actually
got trolled a little bit,which was really tough because I'm
not in control of the edit.
And there was lots that youdidn't see on the show.
(10:32):
You know, you spend a largeportion of time with people and then
it's edited down maybe tothree to five minutes maximum and
post the show.
I'd get these, like, scathingcomments that were like.
And then sometimes I think aswell, on occasions, I didn't not
agree.
But within the format of theshow, there was a lot of things to
(10:53):
cover from, you know, thehair, the makeup, the cosmetic side,
the fashion, also Cherry'skind of approach to being able to
understand their backstory.
And that's all got to befitted in.
And so there's only so muchthat can happen.
And so that felt quite harsh.
And even though there would bea sea of positivity, my mum would
(11:15):
say to me, you know, Gemma,why does it.
I would say, but it feels so harsh.
And I wasn't afraid to, youknow, very gently and politely reply
and say, hey, you know, in aworld of hashtag, be kind, I'm a
human at the end of this, Itruly believe a lot of what we were
showing wasn't necessarilyalways shown also the context of
what maybe they were lookingfor, I.
E.
(11:35):
We're going on a cruise or I'mgoing to a wedding or I'm, you know,
wasn't Necessarily always told.
So I think the premise of theshow for me was that ultimately it
was everybody's opportunity toset a new goal for themselves.
A new line where you say,tomorrow I'm starting a new life.
Tomorrow's my, my second go at this.
(11:58):
And sometimes thevulnerability behind the individuals
was so intense that I think Ifelt so emotional about it because,
because actually it gavepeople an opportunity to start over.
And that for me is empowerment.
And that goes way beyond.
And often what I would say topeople is that goes beyond the meaning
(12:20):
of fashion.
What fashion means to you andwhat fashion means to me and the
next person can be very different.
There's no rights and wrongs.
It's about an emotion that ishow you feel.
And that for me was ultimatelya show that really had a big heart
and it had great intent and Iwasn't given a script and I, I really
(12:41):
enjoyed the process and itwas, it was really exciting.
I think what it did for peopleout there, you know, in terms of
just giving them permissionto, to change, to try new things,
I think, as you say, was very empowering.
So tell us what happened afterthe show.
What was the next step in your.
(13:02):
Career all the way through the show?
Because the nature.
I've always been on lots ofprojects all at once.
I'm always spinning plates.
It's the.
Just the nature of being selfemployed and freelance and I've had
a crazy amount ofopportunities and I just believe
in the power of yes.
I love yes.
I'm not a no girl.
(13:22):
Where there's a will, there'sa way.
I'll make it happen.
And I'm very good at that.
So throughout all of this,I've always been doing and jumping
on lots of different projectswhilst even I was filming the show.
And I had a great opportunitythat I was working with a US label,
I was traveling a lot, stylinga lot of videos and commercials and
(13:44):
different things, meanwhilelooking after other TV shows and
celebrity and looking afteralso pop stars and music videos.
So I've always said it's areally colorful day in my life because
I've always felt like no twodays are ever the same.
I can be here, there andeverywhere half the time, living
out of suitcases, jugglingbeing a mum, juggling being a wife.
You know, at the time we wereliving between Ibiza and a little
(14:06):
bit in the UK and so I wouldoften be found at the airport.
So I can relate, I can relate.
But I've enjoyed it.
I've really enjoyed it.
I kind of like the Chaos.
Yeah.
And I like the variedness.
So if you think about whatyou're working on at the moment.
I remember you talking aboutyour fashion brand.
Yeah.
And.
And I was really interested inthe story because you covered some
(14:28):
quite interesting points whenyou spoke about.
It wasn't easy, you know, andI think this is what people see.
They know you from tv, radio,seeing you floating through life
in their eyes, and.
And win, win, win, success.
You know, tell us a little bitabout the journey in terms of getting
that fashion brand and, youknow, how that evolved.
(14:49):
I think it's really important,say, you know, we do see the wins,
but equally, I'm a real grafter.
Like, I work sometimes sillyhours and I guess only the closest
people to me and even some ofmy friends will say, gemma, you literally
make my head spin.
And I've never been afraid ofhard work and I.
I'm very proud of the factthat I've always been a bit of a
(15:10):
hustler and even to this day,I still hustle, you know, if you
want it, you've got to go andget it.
And so, in truth, and I'mgoing to say this quite quickly because
I don't want to get tooemotional, I lost my mum very suddenly
and it was very challenging.
So the paper was born out ofmy way of coping.
(15:34):
It was my coping strategy fora time that felt challenging in a
way that I didn't see coming.
Sorry.
And I felt like I had to usemy sleeplessness and my lack of sleep
to sort of channel my creativity.
(15:57):
It was the only way I kind ofknew how to cope in the middle of
the night, where, let's behonest, the middle of the night is
really lonely and it feelslong and I could get to sleep, but
I would wake up with thisawful weight, this awful ptsd, if
I'm really honest.
And, you know, it was such ashock to me.
(16:19):
I was with her one day and shewas gone the next, and she was my
biggest cheerleader, she wasmy best friend.
I'm an only child and it justfelt like my world had just suddenly
ended in a different way.
Although I've got thisbeautiful family of my own and beautiful
children and a wonderfulhusband, this, you know, wonderful
(16:40):
woman in my life was gone.
And I'd been more preparedwith my dad because he'd been ill
for four years prior to himdying, four years prior to my mum,
and just didn't see it coming.
And so that strength of yourmentality to just keep one step going.
And then also in my job beinga people pleaser and a giver and,
(17:03):
you know, the empowerment tosomebody else at a time that you're
quite vulnerable yourself, but you.
I'm the ultimate professional side.
I don't want to show that.
Just meant that I just neededto not sit and be.
Woe is me.
I had to put myself into something.
And I'd always loved newspaperprint for lots of reasons.
And it kind of started partlybecause I.
(17:25):
I was writing a lot fordifferent publications.
I'd always have journalistsask me to quote and then it would
say, shepherd style says.
But I'd written quite a lotand I.
I thought maybe I need tohouse my own content.
I was traveling the world, Iwas doing amazing things.
Why don't I look at how I cantalk about the things I really love?
So whether that be my makeup,whether that be my perf, whether
(17:47):
that be the latest, you know,I'm not somebody who's very trend
driven.
I've got wardrobes and clothesthat I've had for years, but I can
still talk about them and say,get the lurk or.
And just try and inspire otherwomen in a world of my world whilst
being on the hoof.
And when I'm at the airport, Ican utilize my time.
(18:07):
So it all started with thenewspaper being literally my salvation
and not feeling like I spentfour hours in the night wide awake.
You know, I'd wake at usuallyaround one and I'd stay up till around
five and then I'd go back tobed and then my alarm would go off
at 6:30.
So I was falling asleep,sleeping, waking up at 1, working
(18:29):
till, you know, 5, and thengoing back to bed for an hour and
a half up with the kids.
And so it started with thatand I was on the beach in Ibiza and
I was like, I love the word voyages.
Because of my travels, Iwanted it to feel retro.
I love the idea of the vanityside of my life.
So I saw them as like thesetwo kind of voyages.
(18:50):
She travels the world, vanity.
She's going to talk about hermakeup bag and she's going to talk.
So it was these two worlds.
And I've always loved cooking.
Please know, I'm not a chef,I'm not a makeup artist, but these
are things that are in my life.
And I was like, I can talk,you know, empower and talk about
other wonderful people who arebrilliant cooks, and then I can interview
them and then we can sit andmake a dish together and then we
(19:11):
can talk about what's in yourpantry and what are your top 10 items.
And when I'm traveling, whatshould I have with me?
And then I can referenceclients like Divinea Taylor and why
her brand has really impactedmy life.
And it just felt like I wasusing this negative time with joy
and creativity.
And I guess that was justreally wholesome.
(19:35):
And it just meant that I feltconnected and through that.
I'd always talked about mylove of silk.
I've been.
I've always loved silk.
I think it's an amazingnatural fiber and it keeps you cool
in the summer and it'll keepyou warm in the winter and you just
layer it up.
And I was like, I want tocreate something that also felt glamorous,
(19:56):
effortless, but also had thecomfort factor of exactly what we're
talking about, like coolpalazzos with elasticatorways.
But you can dress it up, youcan dress her down.
You've got this kind of versatility.
And I wanted to keep it quite capsule.
But everything I was evergoing to drop within it would keep
adding to the next thing.
And actually, as I've gonealong, I've almost refined that even
(20:18):
more because I love the factthat when I wear it, I'm never going
to bump into somebody in it.
It'll be really unlikely.
Even though the Mexico, whichis the leopard, has been like ridiculously.
I think Michelle was wearing that.
She was.
She looked amazing.
She looks amazing.
She looks incredible and shelooks so good in it.
But do you know what?
I could see that outfit on somany different age ranges.
(20:40):
Oh, yeah.
That's the whole beauty that'sso fascinating about the range.
And you know, like when youwere designing, like, who was in
your mind's eye?
Like, I've always loved oldschool glamour.
I love glamour even now, likewhen I look at anything, I always
bring it back to glamour onebecause I think there is something
(21:01):
so magical about theempowerment of glamour.
But I wanted it to be exactly that.
I wanted my daughter to beable to wear it in a different way
to way I wear it.
But my mother in law takes tobe able to wear and they both do.
And so my daughter, who's now18, 17 at the time I launched it,
and it's only just a year oldthe brand.
(21:21):
And my mother in law is, youknow, a little bit older.
She's in her early 70s.
But how amazing that we've allgot a collection that we all wear
so differently.
You know, Tallulah will wearthe Mexico with her, you know, sambas,
and sometimes she puts it witha heel boot.
She might tuck them in.
She'll use the scarf as a, youknow, a bandeau or she'll tie it
in like it just gives, givesso much versatility.
(21:43):
And what I love is I canliterally pack 30 outfits in hand
luggage because silk packs to nothing.
Yeah.
So I can pack it with tissue.
I always wrap with tissue.
I can take hand luggage.
And I've got so many clotheswith me and this all kind of.
It's always been a bit of ajoke because back in the day when
I worked with blue, Duncanonce said to me, no, Gemma, have
(22:05):
you got so many outfits?
And I was like, oh, darling, Ijust packed silk.
And so he always teased me forit, but I've always loved silk.
And so now as part of the nextdrop, I've done limited editions.
And so they're, they're really beautiful.
I've done a slightly more likea caftan style one size jacket that's
just heaven.
I've done a different style,almost like what I call granddad
(22:27):
pajama shirt that's got no buttons.
It's, it's kind of, again,amazing sleeves.
But if you've already boughtseveral pieces, it's going to go
with all of them because thisone's got a print.
And I've always loved colorand so it's just been very experimental.
And again, it was all born outof me keeping sane in the middle
(22:48):
of the night.
I mean, your journey has beenvery organic.
It's been driven by, as yousay, possibilities and opportunities.
I love what you say aboutsaying yes.
I'm definitely a yes person.
And I, I always think if I canpush myself out of the comfort zone,
that's the excitement andthat's the joy.
And even doing the craziestthings, like when you think, well,
could I do it tomorrow?
Could I fly to this place?
Yes, I can, you know, andseizing the opportunities.
(23:11):
If you were to give advice tofounders who are thinking about,
you know, clothing brands, orit could be products or just launching
their business, what would bethat sort of number one thing that
you think would really helpthem stay strong when it's.
It's tough in those earlydays, I.
Think it's about reallyunderstanding what your goal is.
(23:32):
And for me, mine was very muchdriven about the fact that I travel
a lot, I want to look goodwhen traveling.
I want comfort, almost likewearing silk pajamas.
But I also want to still look great.
And when I get off the otherend, if I switch out the shoe, I'm
ready to go.
Because often if I'm landingin America.
The whole concept of goingback to the hotel room is, as you
know, dangerous because you'regoing to fall asleep.
So you've got to keep going.
(23:53):
And therefore, I think it'simportant to understand your usp.
What is it?
What is the big picture?
Even if you don't know fullythe big picture, is it that you want
to start with a T shirt design?
Is it, you know, and often ithas to start from a place of passion
and you have to understandwhat is it, what do you think's missing
in the market or what have youseen that you love and you buy?
All the time there's going tobe somebody else.
(24:15):
And I think the one thing nowthat has been revolutionary for so
many people in Pandemic is,you know, everything can be done
online, everything can be donethrough Instagram, everything can
be done through Shopify.
You don't need this big machine.
The thing that I think ischallenging is MOQs, you know, because
a lot of, you know, factoriesdon't want to be producing small
(24:37):
quantity.
And I think that's a reallyimportant fact to really take on
board.
And I think quality is at theforefront and, you know, navigating
that is really important.
But because also you.
You've got to look at yourmargins and what it.
So I always say small stepsfor the bigger picture is always
(24:58):
really empowering.
And obviously you've had sucha varied lifestyle, you know, and
you could probably tellstories all day long.
What's kind of the.
The pinnacle moment where kindof like you knew in your career,
like your heart of heartsbecause you're very passionate led
that you made it like, you.
You'd hit the point where,like, it's happening.
(25:18):
Oh, I don't know.
Do you know?
I.
I don't know that I've everthought that.
I.
I think I always take a momentto look at what's going on.
So there is no doubt.
I very much.
First X Factor Final, youknow, it's live from Wembley.
It's chaotic, it's madness.
And things are changing.
(25:39):
And I remember saying to theteam, let's just step outside of
like, because you're set upliterally in a car park in Winnebago's.
Let's just take a moment.
We are streaming live and atthat time to millions of people.
And that, for me was a momentof, wow, this is really exciting.
Many people.
This is a moment of history.
It's a moment of TV history.
(26:00):
We're creating the looks ofthat are being streamed to lots of
people and we are watchingthis as it happens.
It's.
It's live.
And just to take a momentwhere you can hear the hullabaloo,
you know, you've got the warmup artist, you've got everybody cheering.
There's this incredible energyand you're about to create.
Live television is really exciting.
I think I've always loved live tv.
(26:22):
I love the energy of it.
But as I said, if I sit hereand say what moments kind of define
that, I don't know that I'veever thought that because I guess
I've always had in my mindthings I'm looking forward to.
And not that I always knownecessarily what's coming next, but
I always have like an outlineof people I want to work with or
(26:43):
territories I want to work inor projects I'd love to be a part
of.
And navigating that sometimesI do believe has to be slightly organic.
You can't force it.
And I think sometimes you justhave to go with that process and
understand the industry ischanging and there's a lot of young
(27:03):
people very talented and I'vealways been a massive fan of surrounding
myself with a mix of age groups.
I think I can learn from you,you can learn from me.
Somebody coming in at 18 to 20can teach us something and vice versa,
we can share something.
And that's what I do loveabout collaboration, what I do love
about physical in theworkplace, over working from home.
(27:28):
I think there's a lot to besaid about that.
So I'm always in this kind ofmoment of if I'm in a creative space,
I'm happy.
Yeah, I love it.
And I think it's reallyimportant because I love the dynamicness.
I love that, you know, I canbe speaking to somebody who is in
their 20s starting a businessand I can share insights of when
I started my, you know, firstbusiness at 21.
(27:49):
But as you say, everything's changed.
Yeah.
And like how we grew up wasvery different to how people growing
up now and think that the factthat if we're dynamic in the approach
and we can take on board otherage ranges, actually, I think that
facilitates business andcreativity way more massively.
So is there a book or apodcast or a person that's been influential
(28:12):
to your journey, that you're a member?
I think I've been inspired bymany people, including clients.
I really do.
I think the energy on set, theway people behave really matters
to me.
I think what you put in iswhat you get out.
I always treat people how Iwish to be treated I massively believe
that there's a wonderfulempowerment through an energy.
(28:33):
I massively believe in good energy.
I think great places come from that.
And I think there's somethingreally exciting about bouncing ideas
from people, you know, interms of the industry and reading
books or podcasts.
There's many things that I dipin and out of.
You know, I've been reading recently.
Let them.
Which I've been loving.
And actually, often withbooks, I have them as audible because
(28:56):
I'm always in the car doinglong journeys.
And there's something alsoabout the author reading the book
to you that I think gives youa different intention to you reading
it yourself.
You hear it in the spokenvoice, and I think that is really
empowering.
I also love Brene Brown.
I love a lot of kind of what Icall the American sort of empowerment
(29:17):
coaches.
Yeah.
And the personal development.
Yeah.
Because I think we all havecapacity, capacity for development.
And I think that I genuinelyand truly believe that every step
of our journey will take us toour next place, whatever that looks
like.
And as long as you've got thiskind of willingness and ability to
(29:38):
be, I guess, open, the signsare there sometimes.
And I.
I don't say that from a placeof anything other than.
I think you just have to trust.
Trust the journey.
And as long as you're willingto put in, you will get out.
And that's where, you know, ifyou're starting out a new business,
it's about the determination.
(30:00):
It's about showing up.
And for me, it's about consistency.
Ultimately, everything comesdown to consistency.
If you want something, you'vejust got to keep.
Keep going.
Yeah.
And do it with consistency.
And I think the.
The way.
Looking at challenges.
Yeah.
I always think that, you know,sometimes we keep pushing.
Yeah.
(30:20):
And sometimes we're beingoffered a different trajectory.
And that if it sometimes feelsthat it's not aligned to your gut,
I often feel like it justwasn't meant to be and move on.
And often it puts us in adifferent path.
So, as you know, in mypodcast, I always like to cover the
epic journey that everyone'sgone through.
(30:40):
But we all love anembarrassing story, so would you
be so kind to share yourembarrassing story with us?
So I actually do have a good one.
And I was thinking about thisthis morning because actually, I've
just been organizing mycupboards and I stumbled across a
pair of boots.
I was going to Canada to shoota music video, and it was, you know,
(31:03):
it was full of snow where wewere going, and they'd created it's
actually in a natural park,and it creates, like, a beautiful
ice rink between the trees.
And then it's got, like,festoon lighting.
And I'd seen all the images onInstagram and was like, oh, my God,
he looks amazing.
So I planned all my outfits,and when I got to the airport, there
was this amazing pair ofChanel snow boots.
(31:25):
And I thought, oh, they're so fabulous.
Of course, if I wear those,nobody wants to be in snow boots.
I want to wear those snow boots.
So I'd got this amazing longblack coat.
I was like, these boots I like.
So I buy them at the airport.
I even say to them, keep the box.
I mean, what was I thinking?
But I just didn't have space,so pop them on.
(31:45):
And I arrive in Canada, firstday on set, and everybody's like,
oh, my God, I love your boots.
I get off the Winnebago, and Iliterally like this because, of course,
they're polished plastic.
They were, like, patent.
They look like patent leather.
They're polished plastic.
And once they were, like, achunky boot.
They were smooth as anythingand so shiny.
(32:06):
And I ended up having to senda runner to get me a pair of really
ugly Merrells.
So it completely went wrong.
So that was my fashion faux.
Did you hurt yourself?
No, I landed.
I mean, listen, I got up quickly.
I landed on my bum.
I've got plenty of padding.
I was all right.
But it was just the, you know,the mortification.
(32:26):
So they've actually sat on ashelf ever since.
They're still in perfect condition.
They're the most unpractical shoes.
They should have come with ahealth warning.
We all love impractical shoes.
I mean, there's so many timesthat I've had epic disasters just
by wearing heels.
And we were talking about this before.
We still love Apparen a pairof heels.
You know, I know so manypeople now who just wear flats.
Yeah.
And I just think that therehas always been something for me
(32:48):
when I put my heels on, I justfeel differently.
Yeah.
I know it.
Well, you stand.
You stand different.
You stand tall.
You said, I love a heel.
Listen, I'm all about the heel.
I mean, I speak on stages for,like, you know, two to three hours
at a time.
And I.
And there are people like, howare you still standing in your heels?
But you not think that's adrenaline.
Yeah, of course it is.
You feel empowered in that moment.
(33:08):
And I.
I definitely think, you know,people say to me, how do you do it?
I just.
I just do.
And I feel better for it.
Yeah.
And I think you just go withwhat you're comfortable.
If you want to wear yourflats, you wear your flats.
If you want to wear your heels.
But for me, I think heels willalways be a part and I don't go on
any trip without coming backwith shoes.
Oh, girl after my own.
(33:29):
Well, I've just, you know, Ifell in love with sneaks and I know
they're a bit controversial.
Some people love them, somepeople hate them, but I feel like
there is a, there's a time anda place for them.
They're like the hybrid, youknow, the comfy shoe.
So tell us then, what is instore for you sort of over the coming
year and what you've got planned?
Well, obviously the range I'm expanding.
I've actually.
(33:50):
I'm going to be taking it intothe uae, which is really exciting
because I'm going to be doinghead scarves with it.
And I think that's reallybeautiful for me that I'm actually
able to take my collection anddevelop it in different ways.
I still love its USP and I.
I'm really enjoying creating.
I've got a really loyalclientele base and so creating now
(34:11):
pieces that feels like they'regetting unique pieces is really lovely.
I'm starting a new projectwhich is a little bit too early to
talk about and then actuallyI've started to map out my book,
which I think is somethingthat is quite exciting.
It's a mix of stories and mycareer, my clients, you know, and
(34:35):
these amazing opportunitiesI've had.
But also peppered with, Ithink, really practical tips because
I'm not somebody who just goesout and shops, you know.
And I also love high low fashion.
I do love the great Britishhigh street.
I do love designer pieces.
But when I buy, I buy withreal intent and I've become really
good at it.
So I've got lots of kind ofwhat I call, I think just helpful
(34:59):
tips.
I don't really believe in do'sand don'ts because I think everybody
has to have.
Experimentation is part ofalso identifying who you are and
that's okay.
So I like to let people havespace to develop their own sense
of style.
I think that's a reallyimportant part of everybody's journey.
It doesn't stop us fromguiding each other.
(35:20):
I think one of the things thatI always remember, and this has been
a staple through all of mylife, every time I go somewhere,
I always dress how I want.
I don't really dress necessaryfor the situation.
And I don't know if that's agood thing or a bad thing, but people
always used to say to me,dawn, oh, you always look glamorous.
But it was always kind of saidin a you're dressed too much.
But it almost kind of made mego the opposite direction, where
(35:41):
now I'm like, if I want to goand wear to the local pub, a bright
pink, fancy, glittery dress, I will.
Yeah.
And I think the thing is, iswe shouldn't be frightened of expressing
ourselves.
No.
So what's your favorite sortof high street fashion at the moment?
Is there anything that you'reseeing that is evolving?
Because I know, like, a lot ofthe brands, like Marks and Spencers,
(36:01):
they.
I mean, they seem to be verydiverse in what they're offering
now.
Yeah.
And I.
I actually really love tailoring.
And when I say tailoring, I.
I kind of like soft tailoring.
I like to mix and match.
I love great jeans.
I love denim.
I think there's some reallygreat pieces out there moment.
I think river island are doingsome incredible things right now.
I'm also a big fan of Zara.
I like the fact that if I amsomewhere and the one thing, because
(36:23):
I a lot.
I have lost suitcases in the past.
I keep the designer pieces orthe key pieces in my hand luggage.
And then I do travel a lotwith Zara.
But I'm also very good at, youknow, I find a great Zara piece.
Sometimes I'm like, I want toswitch out the buttons.
And I've got my mom's lovelybutton tin and she's got a really
big button tin.
But I also buy vintage buttonsa lot.
I love that at vintage flea market.
(36:45):
And I also have, you know,some of my grandmother's clothes
still.
So I quite like this wholething of I might have a great pair
of jeans.
I love river island for their jeans.
I love Zara for their jeans.
Means I think Ms.
Have really come back withsome vengeance.
I loved it when they, youknow, relaunched different brands,
but I think we are reallylucky with the high street.
And I think that I've.
I've always been a big fan ofbeing able to feel clothes.
(37:07):
So I guess everything goingonline is something that.
I love it when there's a videoattached to it, whether that's on
net, a porter or somewhereelse, because it does really help.
But I also really love diggingback into my wardrobe and kind of
revamping what I've already got.
I love that.
I think I'm good at that.
And I think that I utilize mywardrobe really well.
(37:28):
And I'm also not.
I'm good at letting it go as well.
I'm good at moving it on.
And I think that feels.
As long as it goes for asecond life, I'm always happy.
I know I've just had a bigclear out.
So just.
It feels good.
It does.
It feels very cathartic, very empowering.
And then during lockdown, Ifound Wolf and Badger.
Okay.
I love that.
Oh my goodness.
I like, literally every week Ihave to buy something from it.
(37:50):
They're great.
Yeah.
But up and coming designers.
Yeah.
And that was the thing that I loved.
You know, they, they couldn'tget their designs out there.
No.
And then they, they went ontothis huge forum that gave them a
massive audience.
And, you know, every time I'mgoing to a wedding, you know, I get
a dress from there and I knowthat no one else has got it.
And it's slightly quirky, it's different.
And have you been to the storein Cold Drop to Yard?
(38:11):
It's fabulous.
You must go.
It's really good.
I mean, I worked with Wolfmerger back in the day when they
were in Notting Hill and theywere much smaller then actually,
but what a great opportunityfor up and coming designers.
And you know, I think as well,young companies, when we're talking
about, you know, which way togo, there's all these things and
I think that, you know, it'saffordable luxury fashion or designer
(38:34):
fashion.
And I think it's really welldone and really beautifully curated.
Yeah, it's one of my favorites.
So.
So thank you for coming on the podcast.
Pleasure.
Thank you for having me.
And I, I want people to knowobviously how to find you.
Where's your favorite socials?
How can they find out aboutyour fashion brand?
So my, you know, it's really me.
It's at Shepherd Style.
(38:55):
I don't think I'm aparticularly good, like social influencer,
but I, I put it out my papersunder Voyages and Vanity.
But everything comes throughShepherd Style and actually my Facebook
and everything is all linked,linked to my Instagram.
I'm trying to get good at ticktock, much to my daughter's horror.
You know, early days and all that.
Yeah.
(39:15):
But the thing is, is it's allan evolution and you know, I'm still.
Not really tick tock on it'scuriosity for me.
I just like to understand it.
Yes.
I'm very late to the party andit's a different platform, it's a
different way, it's adifferent way of doing things.
But actually, I like to understand.
I think if you stay curious,you stay really energized, and I
(39:38):
think curiosity is thegreatest gift of all.
Oh, that's an amazing partinggift for everyone.
Thank you.
So thank you again.
Pleasure.
And yeah, have an amazing weekand I can't wait to see what's coming.
Also, hopefully we're going tobe doing a joint event for smart
works.
That's going to be so exciting.
So that's another excitingConfidence Confidential.
Absolutely.
(39:58):
All right.
Thank you so much, Gemma.
Thank you.
Thanks for listening to dawnof a New Era, the podcast brought
to you in association with theHer Power Community.
This initiative was founded bymyself and it's all about empowering
female founders to recognizetheir limitless potential and pursue
their ambitions with confidence.
Now, there is less than 1.8%that goes into investing in female
(40:23):
founded businesses and we arehere to make positive change.
So come and support us onInstagram at Her Power Community
and find out more about whatwe're doing to support female founders
to scale and grow their businesses.
Hey, it's Dawn McGrewer, thebusiness growth.
Coach, and welcome to dawn ofa New Era, the podcast where we talk
all things health, wealth, andhappiness, and where founders share
the good and bad and ugly ofbeing an entrepreneur.
Welcome to dawn of a New Era podcast.
And I am so pleased you're here.
And we were just talking abouthow serendipity has kind of got here,
(00:23):
because I actually met you ata charity event that a friend of
mine had invited me to.
Fizz and Fashion.
What better combo?
Fashion and Fizz.
I know.
And.
And also for Smart Works,which amazing charity, and I did
not know about the charitybefore that event.
Oh.
And it's incredible andhonestly, very honored to be an ambassador.
Yeah.
And I think the work is so special.
(00:44):
So I want to, first of all,start with a little bit of the background
on the charity.
Absolutely.
Before we move into your world.
Well, I'd actually, you know,for me, the messaging behind smartworks
felt like it really related toeverything I'd done on 10 years younger.
And it felt like somethingthat has always been really at the
forefront of anything I'veever talked about is when you look
(01:06):
good, you feel good, and thatequals confidence.
It's like.
It's just a mantra.
It's part of, like, what Ifeel is everybody's usp.
And I think that nobody canunderestimate that.
When you are found in aposition, whether that's through
maybe a separation or you'venot been.
You've been made redundant ordifferent circumstances in life,
(01:28):
it can be incrediblyintimidating for women to get back
into the workplace.
And I think it's become veryapparent because not only for some
people who have chosen to taketime out, coming back into the workplace
with the algorithm, doing acv, you know, interview techniques,
it can be so overwhelming.
And so there was many aspectsabout SmartWorks that I just loved.
(01:51):
And then I felt like my voicecould also help just raise the.
The profile.
And it felt like I've gotconnections in the fashion world
and they do an amazing job.
And it's a.
You know, something that Ialso felt strongly about was that
this is a charity, but it'sactually a service for everyone.
And I think there is a lot ofstigma in the UK about, I'm not a
(02:15):
charity case.
That's not what this is about.
And I really felt very honoredwhen they asked if I'd like to become
an ambassador because it wassomething I had been supporting and
actively trying to raise awareness.
I'd written an article for mypaper and been talking openly on
socials about it and it justfelt like such a natural next step.
(02:37):
And so I've really enjoyedembracing that.
And it felt like everythingI've ever done in my career has gone
full circle and it felt likeit just made sense.
Yeah, I love it.
And I think one of the mostpowerful things when I was at the
event was, was you and Michelle.
Michelle was on the podcastthe other week, were chatting away
(02:57):
and the conversation was stillthe same with you as the host, as
the ladies who were speaking.
And it was all about theconfidence, the dress code, the societal
stigmas and dismantling someof that and really kind of elevating
women back into a power situation.
And I love what you say aboutthe fact that it's not just a charity,
(03:19):
it's for everyone becausethere was a woman who spoke that
day.
Oh, it was amazing.
Oh, and you know, she'd goneand had like loads and loads of interviews
and that must be so soul destroying.
And she went in and she hadthe stylist and then she did the
coaching and then she went andsmashed her next interview and got
the job.
And also I think she alsosaid, you know, sometimes having
(03:40):
another set of eyes on you, weall think we've got our looks together,
but sometimes somebody elsejust saying, how about we just try
this?
And as she said that souldestroying aspect at a time that
you're already vulnerable andyou've got the fear factor.
She'd got her daughter, she'dgot bills to pay and she was in a
very vulnerable state.
I don't think anybody can underestimate.
(04:02):
And I think that for me, shewas an incredible spokesperson that
day because also I thinkagain, she broke down complete stigmas
and she was very honest.
And I think that that issomething that can be really empowering
and also encourage otherpeople to try the service because
(04:22):
it's a service that's nationwide.
And I think that for anybrands that are listening to this,
you know, old stock, it's sucha wonderful way to keep fashion moving.
If you've got pieces in yourwardrobe, we all have clear outs,
it's a great service.
And then on this kind ofsubside of that, they have a lot
of incredible brands, donatepieces that aren't necessarily for
going to work and then we hostamazing auctions.
(04:45):
We have incredible sal whichhelps fund the centre.
So I can honestly say it'sbeen a real revelation.
And we've got the 10 yearanniversary coming up.
I'm sure you're going to be there.
Absolutely.
And so I'm really lookingforward to that.
And I think tickets go on salethis week, so that's great.
Yeah.
I think one of the magicalthings with the charity is that obviously
(05:06):
it ties in with what you do.
And, you know, I rememberwatching you on 10 years younger,
and style and fashion hasalways been something that I was
really passionate about.
And I think women sometimeslose their identity.
Yeah.
And a lot of the femalefounders I work with, they've come
out of corporate like the ladywe saw at smartworks.
They've had babies, they'vebeen out of careers for a time, and
(05:27):
then they come back into work,and it's almost like refining their
purpose, but their identity.
What's your advice for womenin business and rediscovering their
sort of identity in clothing?
Do you know, I think it's areally good question.
And I think there's actuallybeen a huge shift since Pandemic.
I think everybody's dressingdifferently now.
You know, the days of me beingin London suited and booted in very
(05:51):
tailored suits, of course thatstill exists.
It'd be wrong to say itdoesn't, but the nature of how we're
dressing is much more eclectic.
And there's much moreelasticated waistbands.
I've got some on today.
I just think that comfort isstill a factor, and that doesn't
stop glamour.
You know, I think it's about.
A lot of people are stillworking from home part time.
(06:12):
There's a hybrid, so there'smore desktop dressing.
There's still this elementwhich is, I think, that people are
more conscious of their spend,and so they want to know that what
they're purchasing is alsogoing to work for their private lives,
not just their work wardrobe.
And I think that's the bigshift in terms of advice.
You know, the one thing Ialways say is that, you know, we
(06:33):
all sit with plenty of clothesin our wardrobes, and I think we
become a little bit that, oh,I've got nothing to wear.
The reality is we have.
It's about being reallyorganized about the wardrobe.
And I am a massive fan ofreally putting things when I'm with
clients, whether they'recelebrity or private clients, it's
about organizing the wardrobes.
And I think that's a bigfactor because it really helps clarity
(06:56):
and clarify what you need andwhat fits still what you no longer
wear.
I'm a massive fan of Vinted.
I'm constantly getting my kidsto sell things.
In fact, these trousers werein my son's bag.
I was like, no, I want them.
So you know, it's about makingthings work.
So I always say every, I mean,every season.
So I kind of split it intokind of the winter and the summer
(07:19):
because I think, you know,here in the UK we do need a little
bit of a hybrid.
But, you know, at least twicea year I do a good clear out.
I organize.
And if you've not worn it, thereality is you're not going to.
So get organized, put it into orgasr.
And I always work a week ahead.
So I look at my diary, I knowwhat I've got coming up.
I kind of play dress up in my wardrobe.
(07:40):
I enjoy creating outfits and Ithink that way you actually, because
you're hanging a completeoutfit, you utilize so much more
of your wardrobe, but you veryquickly identify when you're missing
something.
And I think it's a great wayto kind of be, you know, thoroughly
across the whole capacity ofcapabilities within your wardrobe.
(08:01):
I love it because I've startedonly in recent years, really trying
to organize what I'm wearingin advance.
Yeah.
Whereas honestly, when it's agame changer, I was working in London,
I was getting half four.
I mean, like, I didn't evenknow what was in my bag.
No, Like I was just packingand yeah, I just felt like every
suitcase was unpacked,repacked and everything.
And, and the way that I feelnow, I way more in control.
(08:23):
But also I'm actually enjoyingthe dressing.
Experience much more so.
And you, you end up being muchmore conscious about the complete
look.
So I go down as far as myunderwear and I have everything,
my shoes, I have a runner railjust for the week ahead.
And then I put it all back,whether it goes to dry cleaning or
laundry or whatever, and thenit goes back into the wardrobe.
(08:44):
But this way, because you'realways working, you're utilizing
the whole of your wardrobe.
And I think it's, as you say,it's, you're empowered by it, it's
massively time saving, but youalso enjoy it so much more.
And when you think about yourcareer, obviously a lot of people
will remember 10 years young.
Yeah.
I mean, it was an amazingprogram and I think it really did
(09:07):
open up a lot of the stigmaswhere people were prepared to actually
kind of go and be critiquedover what they wanted because they
wanted a new look and a new feeling.
So what was your career like?
How did you even get into that?
Every step of my career, I'venever actually planned it.
And I can wholeheartedly sithere and say, I've just always walked
(09:27):
through doors of opportunity.
You know, I think you makeyour opportunities and you make your
luck.
But at the same point, I'dnever kind of set out with this kind
of plan.
But the.
One of the producers of theshow, I'd been offered another show
with another channel, but itfelt when I went for the audition,
it was slightly scripted and Ididn't like the fact that I felt
(09:48):
I was out of control with whatI was going to say.
And so it wasn't for me.
And then one of the producers,I'd done a TV show, probably, I want
to say, 10 years prior, andshe had been one of the producers
on that, and she rang me, shewas like, hey, Gemma, do you remember
me?
Like, I'm doing a new TV show.
It's a format, we'd love youto be involved.
And so I kind of went with alittle bit of nervousness because
(10:11):
I think when you're actually astylist, there is that side that
I was like, I want this to bea true reflection of who I am and
how I am.
And, you know, it was thefirst time in my career that I actually
got trolled a little bit,which was really tough because I'm
not in control of the edit.
And there was lots that youdidn't see on the show.
(10:32):
You know, you spend a largeportion of time with people and then
it's edited down maybe tothree to five minutes maximum and
post the show.
I'd get these, like, scathingcomments that were like.
And then sometimes I think aswell, on occasions, I didn't not
agree.
But within the format of theshow, there was a lot of things to
(10:53):
cover from, you know, thehair, the makeup, the cosmetic side,
the fashion, also Cherry'skind of approach to being able to
understand their backstory.
And that's all got to befitted in.
And so there's only so muchthat can happen.
And so that felt quite harsh.
And even though there would bea sea of positivity, my mum would
(11:15):
say to me, you know, Gemma,why does it.
I would say, but it feels so harsh.
And I wasn't afraid to, youknow, very gently and politely reply
and say, hey, you know, in aworld of hashtag, be kind, I'm a
human at the end of this, Itruly believe a lot of what we were
showing wasn't necessarilyalways shown also the context of
what maybe they were lookingfor, I.
E.
(11:35):
We're going on a cruise or I'mgoing to a wedding or I'm, you know,
wasn't Necessarily always told.
So I think the premise of theshow for me was that ultimately it
was everybody's opportunity toset a new goal for themselves.
A new line where you say,tomorrow I'm starting a new life.
Tomorrow's my, my second go at this.
(11:58):
And sometimes thevulnerability behind the individuals
was so intense that I think Ifelt so emotional about it because,
because actually it gavepeople an opportunity to start over.
And that for me is empowerment.
And that goes way beyond.
And often what I would say topeople is that goes beyond the meaning
(12:20):
of fashion.
What fashion means to you andwhat fashion means to me and the
next person can be very different.
There's no rights and wrongs.
It's about an emotion that ishow you feel.
And that for me was ultimatelya show that really had a big heart
and it had great intent and Iwasn't given a script and I, I really
(12:41):
enjoyed the process and itwas, it was really exciting.
I think what it did for peopleout there, you know, in terms of
just giving them permissionto, to change, to try new things,
I think, as you say, was very empowering.
So tell us what happened afterthe show.
What was the next step in your.
(13:02):
Career all the way through the show?
Because the nature.
I've always been on lots ofprojects all at once.
I'm always spinning plates.
It's the.
Just the nature of being selfemployed and freelance and I've had
a crazy amount ofopportunities and I just believe
in the power of yes.
I love yes.
I'm not a no girl.
(13:22):
Where there's a will, there'sa way.
I'll make it happen.
And I'm very good at that.
So throughout all of this,I've always been doing and jumping
on lots of different projectswhilst even I was filming the show.
And I had a great opportunitythat I was working with a US label,
I was traveling a lot, stylinga lot of videos and commercials and
(13:44):
different things, meanwhilelooking after other TV shows and
celebrity and looking afteralso pop stars and music videos.
So I've always said it's areally colorful day in my life because
I've always felt like no twodays are ever the same.
I can be here, there andeverywhere half the time, living
out of suitcases, jugglingbeing a mum, juggling being a wife.
You know, at the time we wereliving between Ibiza and a little
(14:06):
bit in the UK and so I wouldoften be found at the airport.
So I can relate, I can relate.
But I've enjoyed it.
I've really enjoyed it.
I kind of like the Chaos.
Yeah.
And I like the variedness.
So if you think about whatyou're working on at the moment.
I remember you talking aboutyour fashion brand.
Yeah.
And.
And I was really interested inthe story because you covered some
(14:28):
quite interesting points whenyou spoke about.
It wasn't easy, you know, andI think this is what people see.
They know you from tv, radio,seeing you floating through life
in their eyes, and.
And win, win, win, success.
You know, tell us a little bitabout the journey in terms of getting
that fashion brand and, youknow, how that evolved.
(14:49):
I think it's really important,say, you know, we do see the wins,
but equally, I'm a real grafter.
Like, I work sometimes sillyhours and I guess only the closest
people to me and even some ofmy friends will say, gemma, you literally
make my head spin.
And I've never been afraid ofhard work and I.
I'm very proud of the factthat I've always been a bit of a
(15:10):
hustler and even to this day,I still hustle, you know, if you
want it, you've got to go andget it.
And so, in truth, and I'mgoing to say this quite quickly because
I don't want to get tooemotional, I lost my mum very suddenly
and it was very challenging.
So the paper was born out ofmy way of coping.
(15:34):
It was my coping strategy fora time that felt challenging in a
way that I didn't see coming.
Sorry.
And I felt like I had to usemy sleeplessness and my lack of sleep
to sort of channel my creativity.
(15:57):
It was the only way I kind ofknew how to cope in the middle of
the night, where, let's behonest, the middle of the night is
really lonely and it feelslong and I could get to sleep, but
I would wake up with thisawful weight, this awful ptsd, if
I'm really honest.
And, you know, it was such ashock to me.
(16:19):
I was with her one day and shewas gone the next, and she was my
biggest cheerleader, she wasmy best friend.
I'm an only child and it justfelt like my world had just suddenly
ended in a different way.
Although I've got thisbeautiful family of my own and beautiful
children and a wonderfulhusband, this, you know, wonderful
(16:40):
woman in my life was gone.
And I'd been more preparedwith my dad because he'd been ill
for four years prior to himdying, four years prior to my mum,
and just didn't see it coming.
And so that strength of yourmentality to just keep one step going.
And then also in my job beinga people pleaser and a giver and,
(17:03):
you know, the empowerment tosomebody else at a time that you're
quite vulnerable yourself, but you.
I'm the ultimate professional side.
I don't want to show that.
Just meant that I just neededto not sit and be.
Woe is me.
I had to put myself into something.
And I'd always loved newspaperprint for lots of reasons.
And it kind of started partlybecause I.
(17:25):
I was writing a lot fordifferent publications.
I'd always have journalistsask me to quote and then it would
say, shepherd style says.
But I'd written quite a lotand I.
I thought maybe I need tohouse my own content.
I was traveling the world, Iwas doing amazing things.
Why don't I look at how I cantalk about the things I really love?
So whether that be my makeup,whether that be my perf, whether
(17:47):
that be the latest, you know,I'm not somebody who's very trend
driven.
I've got wardrobes and clothesthat I've had for years, but I can
still talk about them and say,get the lurk or.
And just try and inspire otherwomen in a world of my world whilst
being on the hoof.
And when I'm at the airport, Ican utilize my time.
(18:07):
So it all started with thenewspaper being literally my salvation
and not feeling like I spentfour hours in the night wide awake.
You know, I'd wake at usuallyaround one and I'd stay up till around
five and then I'd go back tobed and then my alarm would go off
at 6:30.
So I was falling asleep,sleeping, waking up at 1, working
(18:29):
till, you know, 5, and thengoing back to bed for an hour and
a half up with the kids.
And so it started with thatand I was on the beach in Ibiza and
I was like, I love the word voyages.
Because of my travels, Iwanted it to feel retro.
I love the idea of the vanityside of my life.
So I saw them as like thesetwo kind of voyages.
(18:50):
She travels the world, vanity.
She's going to talk about hermakeup bag and she's going to talk.
So it was these two worlds.
And I've always loved cooking.
Please know, I'm not a chef,I'm not a makeup artist, but these
are things that are in my life.
And I was like, I can talk,you know, empower and talk about
other wonderful people who arebrilliant cooks, and then I can interview
them and then we can sit andmake a dish together and then we
(19:11):
can talk about what's in yourpantry and what are your top 10 items.
And when I'm traveling, whatshould I have with me?
And then I can referenceclients like Divinea Taylor and why
her brand has really impactedmy life.
And it just felt like I wasusing this negative time with joy
and creativity.
And I guess that was justreally wholesome.
(19:35):
And it just meant that I feltconnected and through that.
I'd always talked about mylove of silk.
I've been.
I've always loved silk.
I think it's an amazingnatural fiber and it keeps you cool
in the summer and it'll keepyou warm in the winter and you just
layer it up.
And I was like, I want tocreate something that also felt glamorous,
(19:56):
effortless, but also had thecomfort factor of exactly what we're
talking about, like coolpalazzos with elasticatorways.
But you can dress it up, youcan dress her down.
You've got this kind of versatility.
And I wanted to keep it quite capsule.
But everything I was evergoing to drop within it would keep
adding to the next thing.
And actually, as I've gonealong, I've almost refined that even
(20:18):
more because I love the factthat when I wear it, I'm never going
to bump into somebody in it.
It'll be really unlikely.
Even though the Mexico, whichis the leopard, has been like ridiculously.
I think Michelle was wearing that.
She was.
She looked amazing.
She looks amazing.
She looks incredible and shelooks so good in it.
But do you know what?
I could see that outfit on somany different age ranges.
(20:40):
Oh, yeah.
That's the whole beauty that'sso fascinating about the range.
And you know, like when youwere designing, like, who was in
your mind's eye?
Like, I've always loved oldschool glamour.
I love glamour even now, likewhen I look at anything, I always
bring it back to glamour onebecause I think there is something
(21:01):
so magical about theempowerment of glamour.
But I wanted it to be exactly that.
I wanted my daughter to beable to wear it in a different way
to way I wear it.
But my mother in law takes tobe able to wear and they both do.
And so my daughter, who's now18, 17 at the time I launched it,
and it's only just a year oldthe brand.
(21:21):
And my mother in law is, youknow, a little bit older.
She's in her early 70s.
But how amazing that we've allgot a collection that we all wear
so differently.
You know, Tallulah will wearthe Mexico with her, you know, sambas,
and sometimes she puts it witha heel boot.
She might tuck them in.
She'll use the scarf as a, youknow, a bandeau or she'll tie it
in like it just gives, givesso much versatility.
(21:43):
And what I love is I canliterally pack 30 outfits in hand
luggage because silk packs to nothing.
Yeah.
So I can pack it with tissue.
I always wrap with tissue.
I can take hand luggage.
And I've got so many clotheswith me and this all kind of.
It's always been a bit of ajoke because back in the day when
I worked with blue, Duncanonce said to me, no, Gemma, have
(22:05):
you got so many outfits?
And I was like, oh, darling, Ijust packed silk.
And so he always teased me forit, but I've always loved silk.
And so now as part of the nextdrop, I've done limited editions.
And so they're, they're really beautiful.
I've done a slightly more likea caftan style one size jacket that's
just heaven.
I've done a different style,almost like what I call granddad
(22:27):
pajama shirt that's got no buttons.
It's, it's kind of, again,amazing sleeves.
But if you've already boughtseveral pieces, it's going to go
with all of them because thisone's got a print.
And I've always loved colorand so it's just been very experimental.
And again, it was all born outof me keeping sane in the middle
(22:48):
of the night.
I mean, your journey has beenvery organic.
It's been driven by, as yousay, possibilities and opportunities.
I love what you say aboutsaying yes.
I'm definitely a yes person.
And I, I always think if I canpush myself out of the comfort zone,
that's the excitement andthat's the joy.
And even doing the craziestthings, like when you think, well,
could I do it tomorrow?
Could I fly to this place?
Yes, I can, you know, andseizing the opportunities.
(23:11):
If you were to give advice tofounders who are thinking about,
you know, clothing brands, orit could be products or just launching
their business, what would bethat sort of number one thing that
you think would really helpthem stay strong when it's.
It's tough in those earlydays, I.
Think it's about reallyunderstanding what your goal is.
(23:32):
And for me, mine was very muchdriven about the fact that I travel
a lot, I want to look goodwhen traveling.
I want comfort, almost likewearing silk pajamas.
But I also want to still look great.
And when I get off the otherend, if I switch out the shoe, I'm
ready to go.
Because often if I'm landingin America.
The whole concept of goingback to the hotel room is, as you
know, dangerous because you'regoing to fall asleep.
So you've got to keep going.
(23:53):
And therefore, I think it'simportant to understand your usp.
What is it?
What is the big picture?
Even if you don't know fullythe big picture, is it that you want
to start with a T shirt design?
Is it, you know, and often ithas to start from a place of passion
and you have to understandwhat is it, what do you think's missing
in the market or what have youseen that you love and you buy?
All the time there's going tobe somebody else.
(24:15):
And I think the one thing nowthat has been revolutionary for so
many people in Pandemic is,you know, everything can be done
online, everything can be donethrough Instagram, everything can
be done through Shopify.
You don't need this big machine.
The thing that I think ischallenging is MOQs, you know, because
a lot of, you know, factoriesdon't want to be producing small
(24:37):
quantity.
And I think that's a reallyimportant fact to really take on
board.
And I think quality is at theforefront and, you know, navigating
that is really important.
But because also you.
You've got to look at yourmargins and what it.
So I always say small stepsfor the bigger picture is always
(24:58):
really empowering.
And obviously you've had sucha varied lifestyle, you know, and
you could probably tellstories all day long.
What's kind of the.
The pinnacle moment where kindof like you knew in your career,
like your heart of heartsbecause you're very passionate led
that you made it like, you.
You'd hit the point where,like, it's happening.
(25:18):
Oh, I don't know.
Do you know?
I.
I don't know that I've everthought that.
I.
I think I always take a momentto look at what's going on.
So there is no doubt.
I very much.
First X Factor Final, youknow, it's live from Wembley.
It's chaotic, it's madness.
And things are changing.
(25:39):
And I remember saying to theteam, let's just step outside of
like, because you're set upliterally in a car park in Winnebago's.
Let's just take a moment.
We are streaming live and atthat time to millions of people.
And that, for me was a momentof, wow, this is really exciting.
Many people.
This is a moment of history.
It's a moment of TV history.
(26:00):
We're creating the looks ofthat are being streamed to lots of
people and we are watchingthis as it happens.
It's.
It's live.
And just to take a momentwhere you can hear the hullabaloo,
you know, you've got the warmup artist, you've got everybody cheering.
There's this incredible energyand you're about to create.
Live television is really exciting.
I think I've always loved live tv.
(26:22):
I love the energy of it.
But as I said, if I sit hereand say what moments kind of define
that, I don't know that I'veever thought that because I guess
I've always had in my mindthings I'm looking forward to.
And not that I always knownecessarily what's coming next, but
I always have like an outlineof people I want to work with or
(26:43):
territories I want to work inor projects I'd love to be a part
of.
And navigating that sometimesI do believe has to be slightly organic.
You can't force it.
And I think sometimes you justhave to go with that process and
understand the industry ischanging and there's a lot of young
(27:03):
people very talented and I'vealways been a massive fan of surrounding
myself with a mix of age groups.
I think I can learn from you,you can learn from me.
Somebody coming in at 18 to 20can teach us something and vice versa,
we can share something.
And that's what I do loveabout collaboration, what I do love
about physical in theworkplace, over working from home.
(27:28):
I think there's a lot to besaid about that.
So I'm always in this kind ofmoment of if I'm in a creative space,
I'm happy.
Yeah, I love it.
And I think it's reallyimportant because I love the dynamicness.
I love that, you know, I canbe speaking to somebody who is in
their 20s starting a businessand I can share insights of when
I started my, you know, firstbusiness at 21.
(27:49):
But as you say, everything's changed.
Yeah.
And like how we grew up wasvery different to how people growing
up now and think that the factthat if we're dynamic in the approach
and we can take on board otherage ranges, actually, I think that
facilitates business andcreativity way more massively.
So is there a book or apodcast or a person that's been influential
(28:12):
to your journey, that you're a member?
I think I've been inspired bymany people, including clients.
I really do.
I think the energy on set, theway people behave really matters
to me.
I think what you put in iswhat you get out.
I always treat people how Iwish to be treated I massively believe
that there's a wonderfulempowerment through an energy.
(28:33):
I massively believe in good energy.
I think great places come from that.
And I think there's somethingreally exciting about bouncing ideas
from people, you know, interms of the industry and reading
books or podcasts.
There's many things that I dipin and out of.
You know, I've been reading recently.
Let them.
Which I've been loving.
And actually, often withbooks, I have them as audible because
(28:56):
I'm always in the car doinglong journeys.
And there's something alsoabout the author reading the book
to you that I think gives youa different intention to you reading
it yourself.
You hear it in the spokenvoice, and I think that is really
empowering.
I also love Brene Brown.
I love a lot of kind of what Icall the American sort of empowerment
(29:17):
coaches.
Yeah.
And the personal development.
Yeah.
Because I think we all havecapacity, capacity for development.
And I think that I genuinelyand truly believe that every step
of our journey will take us toour next place, whatever that looks
like.
And as long as you've got thiskind of willingness and ability to
(29:38):
be, I guess, open, the signsare there sometimes.
And I.
I don't say that from a placeof anything other than.
I think you just have to trust.
Trust the journey.
And as long as you're willingto put in, you will get out.
And that's where, you know, ifyou're starting out a new business,
it's about the determination.
(30:00):
It's about showing up.
And for me, it's about consistency.
Ultimately, everything comesdown to consistency.
If you want something, you'vejust got to keep.
Keep going.
Yeah.
And do it with consistency.
And I think the.
The way.
Looking at challenges.
Yeah.
I always think that, you know,sometimes we keep pushing.
Yeah.
(30:20):
And sometimes we're beingoffered a different trajectory.
And that if it sometimes feelsthat it's not aligned to your gut,
I often feel like it justwasn't meant to be and move on.
And often it puts us in adifferent path.
So, as you know, in mypodcast, I always like to cover the
epic journey that everyone'sgone through.
(30:40):
But we all love anembarrassing story, so would you
be so kind to share yourembarrassing story with us?
So I actually do have a good one.
And I was thinking about thisthis morning because actually, I've
just been organizing mycupboards and I stumbled across a
pair of boots.
I was going to Canada to shoota music video, and it was, you know,
(31:03):
it was full of snow where wewere going, and they'd created it's
actually in a natural park,and it creates, like, a beautiful
ice rink between the trees.
And then it's got, like,festoon lighting.
And I'd seen all the images onInstagram and was like, oh, my God,
he looks amazing.
So I planned all my outfits,and when I got to the airport, there
was this amazing pair ofChanel snow boots.
(31:25):
And I thought, oh, they're so fabulous.
Of course, if I wear those,nobody wants to be in snow boots.
I want to wear those snow boots.
So I'd got this amazing longblack coat.
I was like, these boots I like.
So I buy them at the airport.
I even say to them, keep the box.
I mean, what was I thinking?
But I just didn't have space,so pop them on.
(31:45):
And I arrive in Canada, firstday on set, and everybody's like,
oh, my God, I love your boots.
I get off the Winnebago, and Iliterally like this because, of course,
they're polished plastic.
They were, like, patent.
They look like patent leather.
They're polished plastic.
And once they were, like, achunky boot.
They were smooth as anythingand so shiny.
(32:06):
And I ended up having to senda runner to get me a pair of really
ugly Merrells.
So it completely went wrong.
So that was my fashion faux.
Did you hurt yourself?
No, I landed.
I mean, listen, I got up quickly.
I landed on my bum.
I've got plenty of padding.
I was all right.
But it was just the, you know,the mortification.
(32:26):
So they've actually sat on ashelf ever since.
They're still in perfect condition.
They're the most unpractical shoes.
They should have come with ahealth warning.
We all love impractical shoes.
I mean, there's so many timesthat I've had epic disasters just
by wearing heels.
And we were talking about this before.
We still love Apparen a pairof heels.
You know, I know so manypeople now who just wear flats.
Yeah.
And I just think that therehas always been something for me
(32:48):
when I put my heels on, I justfeel differently.
Yeah.
I know it.
Well, you stand.
You stand different.
You stand tall.
You said, I love a heel.
Listen, I'm all about the heel.
I mean, I speak on stages for,like, you know, two to three hours
at a time.
And I.
And there are people like, howare you still standing in your heels?
But you not think that's adrenaline.
Yeah, of course it is.
You feel empowered in that moment.
(33:08):
And I.
I definitely think, you know,people say to me, how do you do it?
I just.
I just do.
And I feel better for it.
Yeah.
And I think you just go withwhat you're comfortable.
If you want to wear yourflats, you wear your flats.
If you want to wear your heels.
But for me, I think heels willalways be a part and I don't go on
any trip without coming backwith shoes.
Oh, girl after my own.
(33:29):
Well, I've just, you know, Ifell in love with sneaks and I know
they're a bit controversial.
Some people love them, somepeople hate them, but I feel like
there is a, there's a time anda place for them.
They're like the hybrid, youknow, the comfy shoe.
So tell us then, what is instore for you sort of over the coming
year and what you've got planned?
Well, obviously the range I'm expanding.
I've actually.
(33:50):
I'm going to be taking it intothe uae, which is really exciting
because I'm going to be doinghead scarves with it.
And I think that's reallybeautiful for me that I'm actually
able to take my collection anddevelop it in different ways.
I still love its USP and I.
I'm really enjoying creating.
I've got a really loyalclientele base and so creating now
(34:11):
pieces that feels like they'regetting unique pieces is really lovely.
I'm starting a new projectwhich is a little bit too early to
talk about and then actuallyI've started to map out my book,
which I think is somethingthat is quite exciting.
It's a mix of stories and mycareer, my clients, you know, and
(34:35):
these amazing opportunitiesI've had.
But also peppered with, Ithink, really practical tips because
I'm not somebody who just goesout and shops, you know.
And I also love high low fashion.
I do love the great Britishhigh street.
I do love designer pieces.
But when I buy, I buy withreal intent and I've become really
good at it.
So I've got lots of kind ofwhat I call, I think just helpful
(34:59):
tips.
I don't really believe in do'sand don'ts because I think everybody
has to have.
Experimentation is part ofalso identifying who you are and
that's okay.
So I like to let people havespace to develop their own sense
of style.
I think that's a reallyimportant part of everybody's journey.
It doesn't stop us fromguiding each other.
(35:20):
I think one of the things thatI always remember, and this has been
a staple through all of mylife, every time I go somewhere,
I always dress how I want.
I don't really dress necessaryfor the situation.
And I don't know if that's agood thing or a bad thing, but people
always used to say to me,dawn, oh, you always look glamorous.
But it was always kind of saidin a you're dressed too much.
But it almost kind of made mego the opposite direction, where
(35:41):
now I'm like, if I want to goand wear to the local pub, a bright
pink, fancy, glittery dress, I will.
Yeah.
And I think the thing is, iswe shouldn't be frightened of expressing
ourselves.
No.
So what's your favorite sortof high street fashion at the moment?
Is there anything that you'reseeing that is evolving?
Because I know, like, a lot ofthe brands, like Marks and Spencers,
(36:01):
they.
I mean, they seem to be verydiverse in what they're offering
now.
Yeah.
And I.
I actually really love tailoring.
And when I say tailoring, I.
I kind of like soft tailoring.
I like to mix and match.
I love great jeans.
I love denim.
I think there's some reallygreat pieces out there moment.
I think river island are doingsome incredible things right now.
I'm also a big fan of Zara.
I like the fact that if I amsomewhere and the one thing, because
(36:23):
I a lot.
I have lost suitcases in the past.
I keep the designer pieces orthe key pieces in my hand luggage.
And then I do travel a lotwith Zara.
But I'm also very good at, youknow, I find a great Zara piece.
Sometimes I'm like, I want toswitch out the buttons.
And I've got my mom's lovelybutton tin and she's got a really
big button tin.
But I also buy vintage buttonsa lot.
I love that at vintage flea market.
(36:45):
And I also have, you know,some of my grandmother's clothes
still.
So I quite like this wholething of I might have a great pair
of jeans.
I love river island for their jeans.
I love Zara for their jeans.
Means I think Ms.
Have really come back withsome vengeance.
I loved it when they, youknow, relaunched different brands,
but I think we are reallylucky with the high street.
And I think that I've.
I've always been a big fan ofbeing able to feel clothes.
(37:07):
So I guess everything goingonline is something that.
I love it when there's a videoattached to it, whether that's on
net, a porter or somewhereelse, because it does really help.
But I also really love diggingback into my wardrobe and kind of
revamping what I've already got.
I love that.
I think I'm good at that.
And I think that I utilize mywardrobe really well.
(37:28):
And I'm also not.
I'm good at letting it go as well.
I'm good at moving it on.
And I think that feels.
As long as it goes for asecond life, I'm always happy.
I know I've just had a bigclear out.
So just.
It feels good.
It does.
It feels very cathartic, very empowering.
And then during lockdown, Ifound Wolf and Badger.
Okay.
I love that.
Oh my goodness.
I like, literally every week Ihave to buy something from it.
(37:50):
They're great.
Yeah.
But up and coming designers.
Yeah.
And that was the thing that I loved.
You know, they, they couldn'tget their designs out there.
No.
And then they, they went ontothis huge forum that gave them a
massive audience.
And, you know, every time I'mgoing to a wedding, you know, I get
a dress from there and I knowthat no one else has got it.
And it's slightly quirky, it's different.
And have you been to the storein Cold Drop to Yard?
(38:11):
It's fabulous.
You must go.
It's really good.
I mean, I worked with Wolfmerger back in the day when they
were in Notting Hill and theywere much smaller then actually,
but what a great opportunityfor up and coming designers.
And you know, I think as well,young companies, when we're talking
about, you know, which way togo, there's all these things and
I think that, you know, it'saffordable luxury fashion or designer
(38:34):
fashion.
And I think it's really welldone and really beautifully curated.
Yeah, it's one of my favorites.
So.
So thank you for coming on the podcast.
Pleasure.
Thank you for having me.
And I, I want people to knowobviously how to find you.
Where's your favorite socials?
How can they find out aboutyour fashion brand?
So my, you know, it's really me.
It's at Shepherd Style.
(38:55):
I don't think I'm aparticularly good, like social influencer,
but I, I put it out my papersunder Voyages and Vanity.
But everything comes throughShepherd Style and actually my Facebook
and everything is all linked,linked to my Instagram.
I'm trying to get good at ticktock, much to my daughter's horror.
You know, early days and all that.
Yeah.
(39:15):
But the thing is, is it's allan evolution and you know, I'm still.
Not really tick tock on it'scuriosity for me.
I just like to understand it.
Yes.
I'm very late to the party andit's a different platform, it's a
different way, it's adifferent way of doing things.
But actually, I like to understand.
I think if you stay curious,you stay really energized, and I
(39:38):
think curiosity is thegreatest gift of all.
Oh, that's an amazing partinggift for everyone.
Thank you.
So thank you again.
Pleasure.
And yeah, have an amazing weekand I can't wait to see what's coming.
Also, hopefully we're going tobe doing a joint event for smart
works.
That's going to be so exciting.
So that's another excitingConfidence Confidential.
Absolutely.
(39:58):
All right.
Thank you so much, Gemma.
Thank you.
Thanks for listening to dawnof a New Era, the podcast brought
to you in association with theHer Power Community.
This initiative was founded bymyself and it's all about empowering
female founders to recognizetheir limitless potential and pursue
their ambitions with confidence.
Now, there is less than 1.8%that goes into investing in female
(40:23):
founded businesses and we arehere to make positive change.
So come and support us onInstagram at Her Power Community
and find out more about whatwe're doing to support female founders
to scale and grow their businesses.
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