we sell dreams we have an ambition another small one we want to be the
another small one we want to be the
another small one we want to be the first commercial Belgium brand to have
first commercial Belgium brand to have
first commercial Belgium brand to have international success we want to dress
international success we want to dress
international success we want to dress your emotions we want to battle boredom
your emotions we want to battle boredom
your emotions we want to battle boredom we want to butterfly you we have big
we want to butterfly you we have big
we want to butterfly you we have big dreams we want a big thing it’s not
dreams we want a big thing it’s not
dreams we want a big thing it’s not always be like this we know what we want
always be like this we know what we want
always be like this we know what we want but it wasn’t like this so let me take
but it wasn’t like this so let me take
but it wasn’t like this so let me take you back to the beginning I always been
you back to the beginning I always been
you back to the beginning I always been a woman without a mission with our plan
a woman without a mission with our plan
a woman without a mission with our plan I wanted to laugh to be life to be easy
I wanted to laugh to be life to be easy
I wanted to laugh to be life to be easy fun not too hard work earn quick money
fun not too hard work earn quick money
fun not too hard work earn quick money traveling so in between my modeling I
traveling so in between my modeling I
traveling so in between my modeling I started traveling I lived in India I
started traveling I lived in India I
started traveling I lived in India I lived in South Africa and then I met my
lived in South Africa and then I met my
lived in South Africa and then I met my husband
husband
husband it’s from DF it is Adi who was born into
it’s from DF it is Adi who was born into
it’s from DF it is Adi who was born into fashion he is the son of a very
fashion he is the son of a very
fashion he is the son of a very well-known Belgian fashion designer
well-known Belgian fashion designer
well-known Belgian fashion designer Nicole cadena and he was little really
Nicole cadena and he was little really
Nicole cadena and he was little really raised in the fashion factories and in
raised in the fashion factories and in
raised in the fashion factories and in the shops so we met and it was 2000 and
the shops so we met and it was 2000 and
the shops so we met and it was 2000 and we had a plan a big plan we wanted to
we had a plan a big plan we wanted to
we had a plan a big plan we wanted to make a small collection of four t-shirts
make a small collection of four t-shirts
make a small collection of four t-shirts with in a lot of colors a plan but no
with in a lot of colors a plan but no
with in a lot of colors a plan but no money but we had luck we had a very nice
money but we had luck we had a very nice
money but we had luck we had a very nice turkey supplier who told us you know
turkey supplier who told us you know
turkey supplier who told us you know what guys
what guys
what guys you make the collection you sell it your
you make the collection you sell it your
you make the collection you sell it your clients pay and then you pay us we
clients pay and then you pay us we
clients pay and then you pay us we always had that flock true I work at the
always had that flock true I work at the
always had that flock true I work at the air we had this sparkle of luck so we
air we had this sparkle of luck so we
air we had this sparkle of luck so we started selling in the apartment I went
started selling in the apartment I went
started selling in the apartment I went on the road I did the prospection my
on the road I did the prospection my
on the road I did the prospection my husband was selling and mostly seducing
husband was selling and mostly seducing
husband was selling and mostly seducing the female customers in our office
the female customers in our office
the female customers in our office because I was very handsome and sexy
because I was very handsome and sexy
because I was very handsome and sexy husbands it’s always easy and in fact we
husbands it’s always easy and in fact we
husbands it’s always easy and in fact we conquered the Belgian fashion
conquered the Belgian fashion
conquered the Belgian fashion get quite busy because you have to
get quite busy because you have to
get quite busy because you have to remember in the 90s the fashion was gray
remember in the 90s the fashion was gray
remember in the 90s the fashion was gray was a little bit boring black white very
was a little bit boring black white very
was a little bit boring black white very very calm and suddenly we were there
very calm and suddenly we were there
very calm and suddenly we were there with a sparkle of colors with his
with a sparkle of colors with his
with a sparkle of colors with his combinations of prints and fabrics and
combinations of prints and fabrics and
combinations of prints and fabrics and we said used to people I think there was
we said used to people I think there was
we said used to people I think there was really a demand for this extravagance at
really a demand for this extravagance at
really a demand for this extravagance at that moment and we did one year we went
that moment and we did one year we went
that moment and we did one year we went from a collection from four pieces to a
from a collection from four pieces to a
from a collection from four pieces to a full collection because the clients
full collection because the clients
full collection because the clients demand at us why don’t you do a sweater
demand at us why don’t you do a sweater
demand at us why don’t you do a sweater why don’t you dress and suddenly our
why don’t you dress and suddenly our
why don’t you dress and suddenly our collection was a full collection and I
collection was a full collection and I
collection was a full collection and I remember being on the Belgium fair and
remember being on the Belgium fair and
remember being on the Belgium fair and there was a French agent coming by and
there was a French agent coming by and
there was a French agent coming by and she told us we really want to represent
she told us we really want to represent
she told us we really want to represent you in Paris why don’t you come so we
you in Paris why don’t you come so we
you in Paris why don’t you come so we went to Paris as tourists we had these
went to Paris as tourists we had these
went to Paris as tourists we had these little hooks from Mackay I put it on the
little hooks from Mackay I put it on the
little hooks from Mackay I put it on the wall showed our clothes on there and we
wall showed our clothes on there and we
wall showed our clothes on there and we had this color in this mass of gray and
had this color in this mass of gray and
had this color in this mass of gray and within the first five minutes a client
within the first five minutes a client
within the first five minutes a client came in this was a client from Dubai who
came in this was a client from Dubai who
came in this was a client from Dubai who came on the fair and she said can we buy
came on the fair and she said can we buy
came on the fair and she said can we buy the collection and we were like yeah
the collection and we were like yeah
the collection and we were like yeah sure and we had to call friends who came
sure and we had to call friends who came
sure and we had to call friends who came to help us sort of fair we was we were
to help us sort of fair we was we were
to help us sort of fair we was we were writing orders on the ground because we
writing orders on the ground because we
writing orders on the ground because we didn’t eight chairs enough and I still a
didn’t eight chairs enough and I still a
didn’t eight chairs enough and I still a highlight of our career because I think
highlight of our career because I think
highlight of our career because I think at that moment we realized that people
at that moment we realized that people
at that moment we realized that people didn’t buy because they like us or they
didn’t buy because they like us or they
didn’t buy because they like us or they thought we were synthetic or but because
thought we were synthetic or but because
thought we were synthetic or but because they like the product and it’s still
they like the product and it’s still
they like the product and it’s still something when I remember something
something when I remember something
something when I remember something that’s for me very touching I I still
that’s for me very touching I I still
that’s for me very touching I I still think it was one of the greatest moments
think it was one of the greatest moments
think it was one of the greatest moments to know that people loved our product we
to know that people loved our product we
to know that people loved our product we opened our first shop which was also
opened our first shop which was also
opened our first shop which was also very very lucky because it was a new
very very lucky because it was a new
very very lucky because it was a new complex in Antwerp and there were 400 a
complex in Antwerp and there were 400 a
complex in Antwerp and there were 400 a month and seven shops and it was a lot
month and seven shops and it was a lot
month and seven shops and it was a lot we and we won so again this luck came
we and we won so again this luck came
we and we won so again this luck came into our life 2004 2005 it was the birth
into our life 2004 2005 it was the birth
into our life 2004 2005 it was the birth of the men’s collection but also the
of the men’s collection but also the
of the men’s collection but also the birth of my two sons
birth of my two sons
birth of my two sons there was a really thin line between
there was a really thin line between
there was a really thin line between private and work it was tough it went
private and work it was tough it went
private and work it was tough it went fast with
fast with
fast with it was fun I remember us living in the
it was fun I remember us living in the
it was fun I remember us living in the office at that moment with a baby of
office at that moment with a baby of
office at that moment with a baby of three days because after maternity
three days because after maternity
three days because after maternity hospital four days I went directly to
hospital four days I went directly to
hospital four days I went directly to work of course what else to do and I
work of course what else to do and I
work of course what else to do and I want to do the perfectionist I wanted to
want to do the perfectionist I wanted to
want to do the perfectionist I wanted to be the perfect mother I wanted to be the
be the perfect mother I wanted to be the
be the perfect mother I wanted to be the perfect businesswoman the perfect wife
perfect businesswoman the perfect wife
perfect businesswoman the perfect wife and it became really really tough I
and it became really really tough I
and it became really really tough I remember traveling from Paris and Milan
remember traveling from Paris and Milan
remember traveling from Paris and Milan with a baby of one or two weeks and Nana
with a baby of one or two weeks and Nana
with a baby of one or two weeks and Nana calling me from his hungry what to do to
calling me from his hungry what to do to
calling me from his hungry what to do to Harvey Nichols I met a second floor I
Harvey Nichols I met a second floor I
Harvey Nichols I met a second floor I breastfeed that in the changing rooms on
breastfeed that in the changing rooms on
breastfeed that in the changing rooms on the fares in the factories 2004
the fares in the factories 2004
the fares in the factories 2004 everybody saw my breasts in the fashion
everybody saw my breasts in the fashion
everybody saw my breasts in the fashion world
it went so quickly we had suddenly 3,000
it went so quickly we had suddenly 3,000 Tulsa clients 70 agents a turnover of 50
Tulsa clients 70 agents a turnover of 50
Tulsa clients 70 agents a turnover of 50 million our life was a complete rush no
million our life was a complete rush no
million our life was a complete rush no looking back
looking back
looking back pure pure chaos exciting fun everything
pure pure chaos exciting fun everything
pure pure chaos exciting fun everything we did we did with a gut feeling with
we did we did with a gut feeling with
we did we did with a gut feeling with salt at the world we were like a
salt at the world we were like a
salt at the world we were like a straight V train without a destination
straight V train without a destination
straight V train without a destination but we didn’t had a strategy no
but we didn’t had a strategy no
but we didn’t had a strategy no structure nothing crisis came disaster
structure nothing crisis came disaster
structure nothing crisis came disaster multi brands were very very careful and
multi brands were very very careful and
multi brands were very very careful and selective a lot of them went broke but
selective a lot of them went broke but
selective a lot of them went broke but the worst of us we didn’t had an image
the worst of us we didn’t had an image
the worst of us we didn’t had an image anymore
anymore
anymore we had lost our image we had lost our
we had lost our image we had lost our
we had lost our image we had lost our DNA we had sold at so many people we had
DNA we had sold at so many people we had
DNA we had sold at so many people we had wanted to place so many people we had
wanted to place so many people we had
wanted to place so many people we had made so much compromises that a
made so much compromises that a
made so much compromises that a collection that once was so strong
collection that once was so strong
collection that once was so strong didn’t didn’t had any DNA anymore it
didn’t didn’t had any DNA anymore it
didn’t didn’t had any DNA anymore it didn’t look like a collection anymore
didn’t look like a collection anymore
didn’t look like a collection anymore what to do our revenue went from 50 to
what to do our revenue went from 50 to
what to do our revenue went from 50 to 25 where were we what to do we needed
25 where were we what to do we needed
25 where were we what to do we needed somebody to help us we needed somebody
somebody to help us we needed somebody
somebody to help us we needed somebody to solve this problem and to find a
to solve this problem and to find a
to solve this problem and to find a structure in this complete complete
structure in this complete complete
structure in this complete complete chaos
chaos
chaos but we need some really strong with a
but we need some really strong with a
but we need some really strong with a gut feeling because at the end fashion
gut feeling because at the end fashion
gut feeling because at the end fashion is no mathematics it’s emotion so 2010
is no mathematics it’s emotion so 2010
is no mathematics it’s emotion so 2010 Stephanie and I came into the office and
Stephanie and I came into the office and
Stephanie and I came into the office and he asked me what’s your mission vision
he asked me what’s your mission vision
he asked me what’s your mission vision value and I was like what he said who
value and I was like what he said who
value and I was like what he said who are your competitors no idea and
are your competitors no idea and
are your competitors no idea and suddenly we realized that we didn’t know
suddenly we realized that we didn’t know
suddenly we realized that we didn’t know who we were we didn’t know what we
who we were we didn’t know what we
who we were we didn’t know what we wanted and we didn’t had a clue HR one
wanted and we didn’t had a clue HR one
wanted and we didn’t had a clue HR one to one tops never heard about it I did
to one tops never heard about it I did
to one tops never heard about it I did my interviews and I hired my people at a
my interviews and I hired my people at a
my interviews and I hired my people at a cafe in the bars it was like this so we
cafe in the bars it was like this so we
cafe in the bars it was like this so we needed to find a solution we need to
needed to find a solution we need to
needed to find a solution we need to learn from our mistakes and that started
learn from our mistakes and that started
learn from our mistakes and that started a big long road started permanent
a big long road started permanent
a big long road started permanent questioning also in good times always
questioning also in good times always
questioning also in good times always thinking ahead challenge yourself
thinking ahead challenge yourself
thinking ahead challenge yourself there is no status quo keep surprising
there is no status quo keep surprising
there is no status quo keep surprising innovating especially in fashion we
innovating especially in fashion we
innovating especially in fashion we don’t smite we really really really
don’t smite we really really really
don’t smite we really really really stimulate exotic and wild ideas in
stimulate exotic and wild ideas in
stimulate exotic and wild ideas in fashion surround yourself with young
fashion surround yourself with young
fashion surround yourself with young people at a certain moment we drew out
people at a certain moment we drew out
people at a certain moment we drew out without with our customers what is the
without with our customers what is the
without with our customers what is the worst in fashion you have to be
worst in fashion you have to be
worst in fashion you have to be surrounded by young people with strong
surrounded by young people with strong
surrounded by young people with strong goals we increased importance of
goals we increased importance of
goals we increased importance of accessories that’s why you can get in
accessories that’s why you can get in
accessories that’s why you can get in fashion the young people back it’s
fashion the young people back it’s
fashion the young people back it’s cheaper you can go bold you can go
cheaper you can go bold you can go
cheaper you can go bold you can go exciting you don’t need to be commercial
exciting you don’t need to be commercial
exciting you don’t need to be commercial it’s accessories and passion everything
it’s accessories and passion everything
it’s accessories and passion everything I undertake I do with passion and I
I undertake I do with passion and I
I undertake I do with passion and I demand it of the people next to me they
demand it of the people next to me they
demand it of the people next to me they have to be loyal hard work passionate I
have to be loyal hard work passionate I
have to be loyal hard work passionate I don’t care honestly about the grease I
don’t care honestly about the grease I
don’t care honestly about the grease I think I select people on character and
think I select people on character and
think I select people on character and attitude I’m a control freak on image
attitude I’m a control freak on image
attitude I’m a control freak on image I’m not giving this out of my way you
I’m not giving this out of my way you
I’m not giving this out of my way you cannot you have your message has to be
cannot you have your message has to be
cannot you have your message has to be your own and it needs to be clear retail
your own and it needs to be clear retail
your own and it needs to be clear retail shops so important when you walk into a
shops so important when you walk into a
shops so important when you walk into a shop you walk into the world of label
shop you walk into the world of label
shop you walk into the world of label so we needed to concentrate on shops for
so we needed to concentrate on shops for
so we needed to concentrate on shops for the moment we have 28 shops in Belgium 7
the moment we have 28 shops in Belgium 7
the moment we have 28 shops in Belgium 7 in Korea – in Dubai 3 in France and 1 in
in Korea – in Dubai 3 in France and 1 in
in Korea – in Dubai 3 in France and 1 in Swiss we want to sell no products we
Swiss we want to sell no products we
Swiss we want to sell no products we don’t sell products we sell dreams and I
don’t sell products we sell dreams and I
don’t sell products we sell dreams and I think in fashion certainly for the
think in fashion certainly for the
think in fashion certainly for the moment it’s important to sell dreams
moment it’s important to sell dreams
moment it’s important to sell dreams also the market is changing consciously
also the market is changing consciously
also the market is changing consciously the clients want new things they want it
the clients want new things they want it
the clients want new things they want it quick this is social media and internet
quick this is social media and internet
quick this is social media and internet doing we need to go alone instead of to
doing we need to go alone instead of to
doing we need to go alone instead of to collections we need to offer eight
collections we need to offer eight
collections we need to offer eight collections we have three collections
collections we have three collections
collections we have three collections flash collects and capsule collections
flash collects and capsule collections
flash collects and capsule collections we don’t stop that’s what a market
we don’t stop that’s what a market
we don’t stop that’s what a market demands ecommerce huge booming market we
demands ecommerce huge booming market we
demands ecommerce huge booming market we had to jump on this train we have now a
had to jump on this train we have now a
had to jump on this train we have now a team of 10 person doing Facebook Twitter
team of 10 person doing Facebook Twitter
team of 10 person doing Facebook Twitter ecommerce social media you name it and
ecommerce social media you name it and
ecommerce social media you name it and my biggest lesson I think is less is
my biggest lesson I think is less is
my biggest lesson I think is less is more you have constantly to downsize
more you have constantly to downsize
more you have constantly to downsize everything we don’t have six hundred
everything we don’t have six hundred
everything we don’t have six hundred cups pieces in a collection anymore we
cups pieces in a collection anymore we
cups pieces in a collection anymore we have two hundred the three thousand
have two hundred the three thousand
have two hundred the three thousand wholesale clients the thousand best one
wholesale clients the thousand best one
wholesale clients the thousand best one you have to select 70 70 agents went to
you have to select 70 70 agents went to
you have to select 70 70 agents went to ten agents but they go for it we not
ten agents but they go for it we not
ten agents but they go for it we not that speech rain anymore we a bulldozer
that speech rain anymore we a bulldozer
that speech rain anymore we a bulldozer but the bulldozer with a structure and a
but the bulldozer with a structure and a
but the bulldozer with a structure and a strategy in fact all those figures
strategy in fact all those figures
strategy in fact all those figures they’re not a most important thing we
they’re not a most important thing we
they’re not a most important thing we survived I survived with behind me a
survived I survived with behind me a
survived I survived with behind me a perfect team young people with a gold
perfect team young people with a gold
perfect team young people with a gold and a passion and the most important
and a passion and the most important
and a passion and the most important every morning when I go and walk into
every morning when I go and walk into
every morning when I go and walk into that office I’m still as passionate and
that office I’m still as passionate and
that office I’m still as passionate and happy as I was 15 years ago my home it’s
happy as I was 15 years ago my home it’s
happy as I was 15 years ago my home it’s my second home my office my team is my
my second home my office my team is my
my second home my office my team is my family and I’m a lucky happy woman who
family and I’m a lucky happy woman who
family and I’m a lucky happy woman who made for my passion my job together with
made for my passion my job together with
made for my passion my job together with her husband I like very much I love very
her husband I like very much I love very
her husband I like very much I love very much
much
much thank you
thank you
thank you [Applause]
”
Be First to Comment