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Five Minutes with the Founder

Daisy Knatchbull, Founder, The Deck

Over the next few weeks we will be spending five minutes with the founders of our 12 new Brands of Tomorrow, getting to know them and their businesses, and finding out the stories behind their brands. Today we meet Daisy Knatchbull, founder of The Deck, Savile Row’s first tailoring house with a shopfront for women. Here Daisy shares her story, her inspiration, and her ambitions for her brand.
29th Mar 2021
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Five Minutes with the Founder Daisy Knatchbull, Founder, The Deck

Tell us about The Deck
We craft exquisite tailoring exclusively for women, contoured to each unique silhouette. With a choice of over 7000 of the highest quality cloths from the Savile Row cloth merchants, we also offer you the opportunity to bespoke your lining, buttons, styling details, thread and any monogramming.. We offer four silhouettes as a starting point, echoing the four suits in a deck of cards. Each silhouette can be interchanged and adapted to fulfil the needs of each client whether it’s a suit for picking the kids up from school, heading to the office, meeting someone for lunch or a black tie dinner. The versatility, durability and longevity of our suits take our clients from day to night. Whether it's a three-piece suit, jacket, trousers, waistcoat or skirt we provide tailoring that stands the test of time.

Tell us the story of how you built your brand
I have always had an interest in fashion, and from a young age worked within different roles in the industry, whether that was fashion journalism, styling or PR. I worked for the Fashion Director of the Sunday Times Style and was keen to make a mark on the world of womenswear however realised very quickly how saturated that market was. It was only upon moving into menswear at Huntsman (where I was Communications Director) that I was able to see a huge gap in the womenswear market through the lens of tailoring. I was the first women to wear top hat and tails at Royal Ascot in 2016 and it was the reaction of the women and the press that made me realise the beauty and elegance of all things sartorial was woefully unavailable to women (in the same way it was for men), and so I decided that I would take the risk and try to make a difference. It has never been a better time to be a woman so opening a tailoring house exclusively for women on Savile Row amongst the macro trend of female suiting and rise of female empowerment couldn’t have been more perfect.

Why did you choose to set up your business in the luxury sector?
From the outset we wanted to work with the most highly skilled artisans and tailors, we wanted to pay fair wages, we want to keep centuries old techniques and traditions alive, we wanted to work with the best quality natural fibres in the world. This all comes with a price, but one that doesn’t damage our planet but instead ensures each piece is made to last not just for life, but for generations to come. Doing this any other way wasn’t an option for us.

What is your favourite thing about your job?
The freedom and excitement of being so passionate about something and being able to actualise it! Being able to help women who for years have been unable to find what they have been looking for, who still are yet to find a pair of trousers that fit, until now. Nothing quite beats the moment one of our clients see themselves in a suit that is made to their unique measurements for the first time. You can quite literally see her stand taller, and more confidently. It’s the best feeling I could ask for!

Who is your source of inspiration and motivation?
Lots of amazing people from Ralph Lauren to Tory Burch, Chrissie Rucker, Jo Malone, Mo Gawdat, Lauren Hutton and may more. As well as the incredible mentors and support network I am so lucky to have around me.

If you could have any other job in the world what would it be?
A psychotherapist. I originally studied philosophy and psychology at university as I find the study of people, life and the human brain so fascinating.

If you could do something differently in your career what would it be?
Trusting and believing in myself more. Women tend to experience ‘imposter syndrome’ more often and its definitely something I can suffer from. I often find I am my greatest critic, and not having a co-founder can sometimes be quite a lonely experience when you don’t have someone else to pick you up during the lows (of which you experience often when starting up a business). If I could go back and change something it would be to trust in my decisions more and give myself more credit for what we have achieved so far.

Where do you see yourself and your company in 10 years’ time?
Suiting wonderful women from all corners of the planet. Breaking down barriers for women and innovating within our industry.

What advice do you have for any young entrepreneurs looking to start their own business?
Reaching out and sharing your idea with as many people as possible – understanding your market opportunity is key. Bouncing your idea of great minds or people that inspire you usually always results in the most invaluable advice. You would be surprised at the amount of people who would agree to give you half an hour of their time if you make the effort to write or email. People are always flattered to be ask so don’t be scared.

What is your greatest luxury under £10?
My ‘5 Minute Journal’ – for £7.99, it has genuinely changed my life. A daily dose of thought-provoking questions around gratitude (particularly needed during the pandemic!).