My roots are very closely tied to the DNA of the brand. Growing up in Serbia where women are unapologetically very feminine, I came to London and realised that I wanted to keep this feminine element but give it a twist and challenge ideas of classical beauty.

I feel like I've gone through stages with the industry when I first started showing it was during the time of the recession, the economical situation meant fashion was suffering. But now the fashion business is back and booming, and I think it just encourages me to constantly set myself bigger and bigger challenges and reach new goals.

I am not very good at reflecting. I am a complete perfectionist and always thinking to the next thing!

I've always wanted my offering to have broad appeal and work for a diverse range of women with different lifestyles.

My label is largely about fabrics print is definitely not my point of difference!

I think the main thing over time is that you gain confidence and are able to tell your story better and stronger.