In a special interview created with Coutts, we asked entrepreneur Daisy Knatchbull what inspired The Deck and its fresh approach to tailoring. We met with her during ‘Coutts Entrepreneur Month’ – a special time of the year which brings together the UK’s brightest and boldest go-getters. Here’s Daisy’s story – a trendsetting innovator with a rebellious approach to sartorial traditions…
Suits. Be they from Savile Row or off-the-peg, London is full of them. But if you look closely you’ll notice they’re almost exclusively the preserve of men.
It is this imbalance that Daisy Knatchbull set out to redress when she founded The Deck; a London-based tailoring house exclusively for women. Employing the techniques, craftsmanship and skills that have been a mainstay of British tailoring for generations, Knatchbull adapts these to the unique challenges of a woman’s figure to create custom-made garments to be treasured. “[Women] want to be guided by us and that’s why we’re here as the experts,” Knatchbull explains. “The most rewarding thing about the business is probably the reactions of the women when they try their suits on.”
“The most rewarding thing about the business is probably the reactions of the women when they try their suits on.”
Part of a younger generation of women who are eschewing traditional career paths in favour of starting their own businesses, Knatchbull is uniquely suited to understanding the needs of the professional women who make up her clientele. But, she says, this doesn’t mean becoming an entrepreneur has been an easy ride.
“A big challenge for a lot of women in business, and certainly something I really struggled with at the start, is this feeling of imposter syndrome. That you’re a fraudster and people are going to catch you out,” she admits. Her advice for women feeling this way is to take a step back. “Look at all the little things you’ve done and actually you’ll start to understand that this is me and people believe in me and I have every right to be doing what I’m doing.”
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