"I've always loved cashmere jumpers," she explains, "but never could find what I liked at the price I liked. Andwho were you designing yourfirst five jumpersfor? One would look silly but lots together look fun. BecauseI sell are the clothes Im wearing. Opinions expressed by Forbes Contributors are their own. Sorcha:Yes, definitely. Marielle Wyse, Wyse London Even Dannimac was dissolved as a standalone company in 2018, although the brand name lives on at JD Williams. Now,Marielle,it'sreally brilliantto have youhere,especially as I knowyou'reunbelievably busy with photoshoots and the new store whichI'msurewe'lltalk about later. But sometimes accidents are the best things that happen in life, you know, they just transform into something. The shapes are just right and suit most body types: either slouchy and slightly sweatshirt style or a neat breton fit. It was fromCox and CoxI think. As Seen In The Resident We meet Marielle Wyse, founder and owner of luxury cashmere company Wyse London. Andwhatsyour vision forWyseoverthe next 5 or 10 years? They are so versatile and go under our dungarees or with any of our chunky cardigans. Marielle:Oh, absolutely. I mean, if itdoesn'tsell, get rid ofit. If you havent yet discoveredWyse London, then youre in for a treat. The result is an impeccably curated collection of 100% desirable knitwear with clever touches: sequin elbow patches, lurex . But I see it as a time for me. Marielle:Little bit of red lipstick, obviously[laughs]. We'llnever go back to wholesale. Marielle:Well, going back a little bit I was a documentary maker and I made wildlifeprogrammesuntilI had kidsandIcouldn'twork anymore -well,I could workbut it wasvery hardwith two youngchildrenso I gave up work. I mean,werenotevenfinessing it, just learning it is key for me. So thats quite sentimental. Wehave tohave a presence anditsanother opportunity for me to meetthe customer. At first the success of Wyse London took me by surprise, as it was all based on designs that I wanted to wear. Yes,it must be amazing. I love howyou justpick up adress and put on a cardiganover itand say to your customers:well, what do you think of this? Is it self-hating to worry about the size of my bum in jeans? It was only when a friend who was an accessories designer asked me to help her out at a trade show in Paris that I found it. Founder Marielle Wyse has created the ultimate lust-pot of gorgeousness with her beautiful (and brilliantly-priced) cashmere designs (find out morehere). Having worked in TV documentaries, Marielle took time out to look after her small . What would be the most valuable thing you could tell them? Itend tosee things in pictures,incolour,andinshape rather than in words. I love to think about color and shape. I am so lazy when it comes to looking after my skin. Unrivaled Style, The Carlton Cannes Is The Best And Newly Renovated Address In The Cte DAzur, Penhaligons New Scent Solaris Is Created With The Sun In Mind, Rebecca Vallances Pajamas And Amenity Kits For Qantas Are An Ode To New York City, Fathers Day Gift Guide: The Best Quiet Luxury Looks For Dad, Reina Olga Join Forces With Valentina Ferragni Studio For New Capsule Collection, You Can Now Get Hollywoods Favorite Facial At Home, Thanks To This Potent Product Duo, 8 Celebrity Style Lessons From Cannes To Adopt This Summer. We'rechasing ourtail,we'regrowing at a rate that I never dreamed of. Marielle:Absolutely. It'sabout being able to place the clothing into your daily life andfor whatyou wear to elevate you rather than to wear you. And, you know,it'snot particularly glamorous. I wanted it simple and easy to maintain so no white floors and no white towels. I also worked for a fashion photographer and then took a different direction and worked in television as a TV Director. Bilgehan has 3 jobs listed on their profile. I wanted to do something creative. Sohaving a vision of who you want to appeal to makes it easier. Hood is also ex-Vogue and in her 30s. Sorcha:Picking up onyour InstagramLives, I know youdo thempretty regularlyandI'vewatched a couple of them. Constantly new designs, so lighter colours for the summer, plus some really cool festival jumpers in wide pastel stripes, or bolder ones like a long jumper you can wear with wellies! We havent had it for a few yearsand we're bringing it back. Jeans from Zara, cargo pants from Zara in fact lots of Zara trousers. Sorcha:Thats sospecial, welcome back, Jumper #3! . Shedoesn'twantcheapand shedoesn'twant superexpensivebut she wants very wearable. AndIreally, reallyenjoy it. Marielle:Fingers crossed, yes, come in and see us! I mean, I have so much tolearnandIthinkCovidand lockdownhave sparked thisconversationandI'vebecomeso much closer to my customer. I have teenage customers right through to women in their 80s! When you take meout of the equation, the brand hashuge potentialbecausethere is a forgottenwomanandsheneeds to feel elevated. Andit'sfunny because when I'd finishedworking at the BBC and I was taking time out, my kids were asking what do you do,Mum?And now they're likeMum! Ive always loved cashmere jumpers, but never could find what I liked at the price I liked: it was either too expensive and fussy, or too high fashion, or just plain and boring. Thats in your head, Chambers says. (My grandma would have killed to find this in a charity shop.) Even Dannimac was dissolved as a standalone company in 2018, although the brand name lives on at JD Williams. I loved them so much I bought 2 pairs! I feel women want to look good and be lifted by what they are wearing, but they want it to be age appropriate and comfortable. I dont go for safe plain looks; everything I design has a detail: lurex threading, a metallic elbow patch, a sequin elbow patch or a rainbow stripe. People now have too much self-awareness to talk about mutton dressed as lamb, but this idea has never quite gone away its just been rephrased. From memory, the hooks were fromCox and Coxand the light fromBaileys Home & Garden. Sophia Chunky Stripe Pocket Cardigan by Wyse London. Ivanka wows in white mini dress on second day of her Greek vacation with Jared - before showing off her abs in a crop top co-ord during sunset dinner date, Gas station owner, 58, who shot armed boy, 14, after accusing him of shoplifting previously shot ANOTHER customer but was never charged because it was self-defense, Fraud alert! Well, we're reissuing a jumper(we fitted it just a few minutes ago, actually!). Or I should try a different length. Picking up onyour InstagramLives, I know youdo thempretty regularlyandI'vewatched a couple of them. If youdon'tknow whoit'sfor, then then how do you know what todo? Youdontsay thanks to Covid for much! Make sure that the first thing you put next to your skin your underwear is something that makes you feel great. MW: I am loving the Freida blouses. Out of Office. I think thatmakes it all that more relatable. One comment I often get is that they are so easy to wear. The lights are from theConran shopand the dresser is a huge vintage one from Julian Barnes antiques. So I thought I would do it myself.". WYSE London. And the relationship thatyouredescribing with your customer is so symbiotic. Wevedabbled intailoringbeforesowe'redoing a more extensive thingnow andreally completing her wardrobe. Today, we sell more than 5,000 jumpers a year and have just done an exclusive range for John Lewis. Marielle Wyse began Wyse London seven years ago, starting with bright cashmere knits and growing from there. . I wanted a lovely open squishy sofa led space where we could all hang out together and chat together. Is it from peoplewalking down the street orfrom something else? Words: Vicky Mayer What made you set up the company? WYSE London. I'venever run a business in my life. Whatdo you want to do?And I saidI couldnever find the perfect cashmerejumperso she found me a factory! MW: It was a lurex trimmed sweatshirt shaped cashmere jumper, which was so beautiful. Some people have a structure and a realplanand some people grow organically and make it up as they go along a littlebitandI think Ifall into that category[laughs]. Sorcha:Absolutely. And then I find a trim and thenI'dfind a pattern and it would all come together. We'll see. Sometimes I think people can think about it the other way. But she knew what she was supposed or allowed to wear and which brands would provide it. They can easily be dressed up with heels, but I prefer my Ugg slippers (a dangerous combination!) Soit'slike this huge market research tool at your fingertipsand it costs nothing. And it helps metoo. Sorcha:And would itbea big emotionalwrenchfor you to stepback? I think the thing aboutWyseis thatit'sabout real life. And thenwe'reslowly going into accessories and stuff like that, but youhave todo these thingsslowly. Trench coat: Whistles, skirt: Me+Em, jumper: Next. But more importantly than that,it'sreallydemocraticbecauseyou'reinvolving the customer. I mean, honestly,throw and go, you know? Marielle:Not manypeoplewillsaythisbutI think itwas a bit thanks toCovid[laughs]. Well,it'slovely to be here. In fact,Ican'tdraw brilliantly butmydaughter'sactually goneinto fashion school andshe'smuch better than me. I opted for loose shapes in chic shades, with a pop of colour or Lurex detail around the neck. Your submission has been received! She did have a personal style and occasionally wore very loud earrings. I think itwas Coco Chanelwhosaidto alwaystake one thing off before you go out the door andthere'sa little bit of that in them. This has been both my childrens room as they used to have bunk beds, but now it is my sons as my daughter is on the floor up. Founder Marielle Wyse has created the ultimate lust-pot of gorgeousness with her beautiful (and brilliantly-priced) cashmere designs (find out more here ). Youdontsay thanks to Covid for much! Many of my customers are women like me, busy mums running around who just want to throw on something thats stylish and casual at the same time. Sorcha:And where do you get your inspiration from? Launching series 20 with a splash of colour and pizazz, Viv talks to fashion label guru, Marielle Wyse, about finding that thing you love and doing with all your heart. Best ever bit of advice! Read more. Marielle:I think being business-minded because my natural comfort zone is to be in piles of swatches and colors and things like that. I wanted this room to have a feeling of peace and a lovely huge bed, which was expensive but is divine. The last three things you bought? And where do you get your inspiration from? What exactly is ageless dressing? I justhadntrealisedthatthere were quite a few of those women out there. Marielles story is a fascinating one abouthow a brand canadaptquickly to the Covid-19 pandemicand why your most important relationship is with your customer. While there, I found myself in an upmarket store, looking at a pale grey jumper. not very) but wears some fun clothes, looks confident and together. I'mproud of the productbecause,you know, a rubbish productmeansrubbish sales. Coming from a half French background (my mother is French), I believe in looking good, and dressing according to what suits you and not necessarily to what fashion dictates. Sorcha:And can you tell me whatstylesor productsyourelookingforwardto for AW21? Soitsexciting! I hoped this one would be different, but when I put it on at home, it wasnt quite long enough and showed my tummy. Idon'twant to do them wrong. However, what I had not counted on was that her daughter and mother would also shop from me. . In the evening, put a light silk shirt under the jumper, and pop on some great heelsjob done! Itsinteresting how you saythat yougenuinelylikeyour customerbecauseMeg Lustman was talking about exactly that on our last episode. Shewas so clear that themost important thing brandcan do isto fall in love with their customer. Right at the beginning, one of my friendssaid to methat I should be a blogger. What would be the most valuable thing you could tell them? I just needed inspiration. Comedian and radio and TV presenter Viv Groskop talks to inspirational women about the secrets of brilliant speaking. You're never available!Soit's quite funnyandnow I've provento them that you can achieve things in life if you try. We are no longer accepting comments on this article. And as aresult,weretrying to play catch-up. Its fabulous. Sorcha:And docustomersoften come back andsay:no,thatdoesn'twork for me? When Marielle Wyse designed her first cashmere jumper back in 2014, she had no idea that today she would be selling in 20 countries. I'mproud of the productbecause,you know, a rubbish productmeansrubbish sales. It isverybusy,my head isin several million places butit'sgood to be busy. The whole landscape is going to change,"' recalls Marielle, the founder of five-year-old knitwear-centric brand Wyse London (and a woman whose quick smile and twinkly eyes make her chirpier. For this episode of the Industry Leaders Podcast, we sat down with founderMarielleWyse to learn about the early years of Wyse, how and why she shifted the brand from a wholesale to a direct-to-consumer model, and where she gets her inspiration. I also think the rainbow Breton and star sweatshirts are really strong and you cant go wrong with the sequin elbow patch in any of the colours.Whats new at Wyse London for A/W 2015?Weve got some great new stripy jumpers with contrasting edges, some cashmere onesies and more autumnal colours like burgundy and darker taupes.How has your life changed since you launched the company?My husband is bored to tears about me talking about cashmere so sorry Ed! Ican almost see her in my head, you know. In the run-up to a 50th birthday, a lot of anxious thoughts loom large for many people: the volume of stuff youve accumulated over your adult life; the environmental cost of all that stuff; and the awareness that these things dont really matter when millions of people are using food banks. So I thought I would do it myself. The result is an impeccably curated collection of 100% desirable knitwear with clever touches: sequin elbow patches, lurex thread detail, rainbow stripes Warning: its almost impossible to resist. By entering your email, you are agreeing to Wyse London'sPrivacy Policy. The only way to get a look behind the scenes of the Saturday magazine. Sorcha:Well,if itain'tbroke,don'tfix it! And docustomersoften come back andsay:no,thatdoesn'twork for me? Much more to followHopefully, by next autumn Ill have a menswear range, too! SoI helped a friend who was making accessories and she saidstart your ownbusiness,make something. And didyou have a plan for creating that team or did it happen naturally? Marielle, far right, wears denim jacket, 185, blouse, 175, and jeans . I've never run a shop! Published: 22:04 GMT, 24 September 2017 | Updated: 23:14 GMT, 24 September 2017, Marielle Wyse (pictured), 53, was inspired to design knitwear whilst visiting an upmarket store. My favourites are by Jerome Dreyfuss, Anya Hindmarch and Celine, plus a cute Topshop shopper, as well as a lovely boho Star Mela bag. How To Own The Room. Im probably a flats girl as a lot of my job involes moving good around, so whatever I wear has to be practical: 8 times out of 10 I am in trainers. Sorcha:For sure. I set out to make something that would sit between the safe, but affordable, cashmere at Marks & Spencer and the silly prices of designer labels. Shop New In. Join Facebook to connect with Marielle Wyse and others you may know. Marielle:[Laughs]Yes, the return of Jumper#3! On the brink of 50 myself, I realised recently that all those reliable grandma labels have either disappeared or only exist in some other incarnation: BHS (tanked in 2016), Debenhams (folded into Boohoo.com after liquidation in 2021), C&A (still operating in Europe but the last UK stores closed in 2001), Jaeger (now on sale at M&S). That was only five years ago! You can listen to the full episode here or read on for the transcript. And one day,ten years later, I was a stay-at-home mum and I just thoughtI need to start doing something. 07/02/2021 18:30. And whilewereon that topic, I knowyouvehad an insane year but what are you most proudof having achieved with Wyse? Listen, Marielle, thank you so much,itsbeen great to talk with you. Those rules dont serve humans. Marielle:Ithink clothes have always been in my blood soitsreally difficultto describe where it comes from. McIntosh said it was hard to attract funding from predominantly male investors. Marielle advises remembering the thing you used to run to as a child and reveals how the Covid lockdowns . Sorcha:Thank you for yours! And thenwe'reslowly going into accessories and stuff like that, but youhave todo these thingsslowly. They curate online collections of fashion and home items on a regular basis. They know how to marry color together as well and theydon'toverdo things. Wedgwood's Alice Bastin shares her Out of Office essentials, In our Out of Office interview series, we speak to Walpole member and partner executives at the top of their game about how they live their lives away from their desks the habits that help them decompress, the activities that re-centre their minds, and the little luxuries that they can't live without. Or I should try a different length. Is it from peoplewalking down the street orfrom something else? Itsgot sentimental value because it was calledJumper#3because it was one of my firstfive jumpers! And can you tell me a little bit aboutthenewstore thatyoureopening? If theydon'tlike it,you think, well,weprobablyshouldn'tdo that. Sohe's taken a back step for now. All rights reserved. Marielle Wyse, 53, set up Wyse London luxury cashmere in 2014. Thats always going to look fantastic. Her brand does occasionally acknowledge a trend: For example, three years ago I would have said, No I am not going to wear mustard. Now we have a mustard scarf.