Our new series, Meet the Maker, sees us interview the founders of brands that are shaping the future. This week, Yvonne Telford, founder of womenswear brand Kemi Telford, describes taking her signature style mainstream
There aren’t many fashion labels whose founder you can reach via WhatsApp, but then Kemi Telford isn’t your average brand. Launched in 2017 by Yvonne Telford (Kemi is a shortening of one of her middle names) it started as many success stories do – by pure accident.
London-based Telford was a stay-at-home mum blogging for fun when a seed was planted in her head by increasing numbers of readers asking from where she got her signature boldly printed outfits. Despite no formal fashion training (before having her family she was a credit risk analyst), she decided to start manufacturing her wardrobe, which were one-off pieces in colourful fabrics from her native Nigeria.
In just a few years, Telford has fostered a brand that has garnered a loyal following. Her exclusive collaboration with John Lewis & Partners – now in its second season – boasts shirred dresses and vibrant maxi skirts. Here she reveals what inspires her.
“Everybody loves a compliment – it makes you feel good, and when people wear my designs, they feel seen”
What makes Kemi Telford different to other clothing brands?
Kemi Telford equals people. It’s about women taking up their spaces, about making sure that they embrace who they are. That is why I am who I am – I’ve never pretended to be who I’m not. And it’s about doing the right thing – even when no-one is looking.
You encourage dialogue with your customers, what sort of feedback do you encounter?
Often people call or message to ask me about the sizing, which I’m happy to help with because it reduces our returns rate. And I get lots of letters and emails from people thanking me, and it validates what I do. Everybody loves a compliment – it makes you feel good, and when people wear my designs, they feel seen.
As a small business learning as you go, what is your biggest challenge?
My manufacturers are one-person enterprises like me [Kemi Telford pieces are made in Nigeria, India and the UK], so things can go wrong. In Nigeria, I have somebody on the ground representing me to ensure that things are done properly and done well – and the same in India. But I trust them, and I won’t work with people that I don’t believe in. My brand is as much about the people as the clothes – so the trust has to be reciprocal.
“After school my daughters come by and help with the packing. This is a family-run business!”
Are there any entrepreneurs that you look up to?
Sara Blakely, the founder of Spanx, reminds me of me, because she’s never taken any outside investment and has always stayed true to herself. Anytime she’s on a podcast or does an interview, I listen to what she’s got to say.
Who do you turn to for advice?
Mostly I go with my gut feeling, because the brand is an extension of me. Anytime I’ve followed ‘expert’ advice, it’s gone wrong. I know that sounds ‘woo-woo’ but it works for me! My husband understands me, so he’s the best placed to offer advice.
What’s a typical day for you?
I wake up at 4am and for two hours that is my precious ‘me time’. I meditate, read, exercise… That’s the only time that nothing can get in the way: no phones, nothing. Then my daughters will get up for school and then it’s on to my office. I have a small team helping me, and after school my daughters come by and help with the packing – I pay them to, this is a family-run business! We’ll cook dinner together in the evenings, and by 8pm I’m in bed.
Your clothes are impactful by their very nature, do you ever have a dress-down day?
No, never! I don’t do dress-down, even in my house!
