STARTING a business is never easy, but Jade Holland Cooper proves that with determination, you can turn a country fair stall into a multi-million venture.
Now 38, Jade reveals how she turned her passion into a high-end fashion brand Holland & Cooper, loved by the likes of Princess Kate.
Speaking on the Working Hard, Hardly Working podcast, Jade sat down with host Grace Beverly to share her business venture and how it all started.
The brand was started in 2008, when Jade was 22 and took a selection of 20 tweed skirts to a stand at Badminton Horse Trials.
Now, the brand is synonymous worldwide for its luxury British Heritage style including tailored tweed designs.
Jade grew up on a farm surrounded by chickens and ponies and as she grew up, assumed she would take over the farm so headed to the Agricultural College.
But Jade always had a creative side and quickly realised she was on the wrong path.
She said: “I was going to events like the country events, Cheltenham races, Badminton horse trials, and I couldn’t find anything to wear that everyone else wasn’t wearing. And I was thinking, wow, there is a white space here because I can’t find what I want.”
After a year on the course, a teacher told Jade she should leave, knowing she wasn’t fulfilled on the course.
Jade had made some designs for some tweed skirts and had a friend of the family’s make them for her.
She headed to the Badminton Horse Trials and set up a stall that was just 2 metres long.
She ended up selling all of the skirts that day and used the money to make even more.
That year, Jade went around the horse show circuit with a two and a half tonne trailer to set up stalls and sell her designs.
“I was with the customers every day. As I say, that was for me the best thing I could have done. And I learned on the job. You know, you are effectively on a market stall,” she explained.
With the success, customers would tell Jade they wanted something to wear with the skirt.
So it wasn’t long until Jade began to make waistcoats, then jackets and coats.
Now, 16 years on Jade’s business is global and is worth £40 million, thanks to going online.
But she explains that getting bigger has made it harder to stay true her designs.
It isn’t just about the money. It’s about that’s who you are, whether you like it or not.
Jade Holland Cooper
“As you get bigger and the brand gets bigger, there’s more voices in your ear, there’s more people,” she explains.
“And I think I have to be very clear and disciplined about what our product curation should be and what that should look like. And I like to think we’ve stayed true to who we are. We don’t chase a trend.”
And staying true to her designs has clearly paid off, with it becoming a staple for the likes of Kate Middleton.
Kate has regularly been spotted in Jade’s designs including her Fairisle cream knit jumper last year.
She’s also often spotted wearing Holland & Cooper coats including the brand’s £849 longline tartan coat while on a trip to Scotland.
While managing her company Jade also fell pregnant, and adds every day is a balancing act.
“Everything’s a juggle. You’re trying to be a mum, a wife, a businesswoman, all of these things,” she said.
But Jade, who is now worth millions doesn’t plan to stop anytime soon.
“It isn’t just about the money. It’s about that’s who you are, whether you like it or not. You are excited by business. You are excited by working,” she said.
“I don’t think you can build anything without that tenacity, without that obsession. The business sort of engulfs you. Sometimes I think why am I doing this to myself?” Jade says.
Offering advice for others wanting to start a business, Jade’s answer was simple, follow your gut.
She added: “it doesn’t matter if you’re in your first week of business or your 20th year of business, that gut instinct can seem naive and maybe frightening to go with that. But I would say it isn’t.”
KATE Middleton might be a Princess, but that certainly doesn't stop her from rewearing her favourite frocks.
Jenny Packham Gown: She first worn the frock to an ARK Gala Dinner in June 2011, and then rewore it three years later to the National Portrait Gallery in February 2014.
Alexander McQueen Coat Dress: Kate donned the beautiful number for Trooping the Colour in June 2016 and then just a year later, was spotted in it again for the Easter Service, in April 2017.
Temperley London Dress: She first wore the black lace dress at the War Horse Premiere, in January 2012, but then, just months later, donned it again, at the St. Andrews University Gala, in December 2012.
Hobbs Coat: Even Kate is a fan of a staple coat, as she’s reworn a classic number from Hobbs, which she first wore on Christmas Day in December 2012, and then again on a visit to Newcastle, in October 2013.
Kate Middleton’s sartorial choices continue to inspire many, proving that elegance and sustainability can go hand in hand.
People who watched the podcast were left in awe over Jade’s journey and praised her in the comments.
One person wrote: “I think I just found a new role model, didn’t know Jade Holland but it was very inspiring and joyful to listen to, thanks for the deep conversation, keep motivating the younger generations girls!“
Another commented: “What an incredible woman. Well both, but Jade … she blows my mind!“
“Very Encouraging,” penned a third.
Meanwhile a fourth said: “Great video thank you!“
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