Founder Stories: Lia & Georgia, W.two

Time to read 4 min

For anyone who is not familiar with W.two, could you describe the brand in 3 words?

Simple, Timeless and Versatile

What's the story behind the name?

W.two is from our Notting Hill post code W2 where we both lived in London. Our best memories are in Notting Hill. IYKYK.

What is the best part about working with your sister?

Lia: If there was a dream that could come true its working with my sister creatively.We have clear operational boundaries and we come together when we need to. Being family and business owners we are able to be flexible with our family and work life and we step in and help each other out. Our biggest challenge at the moment is a time-zone but we have never let distance become a problem for us.

Georgia: Being on opposite sides of the world is definitely a challenge, but as Lia said, we make it work. As we are both busy Mums, we are understanding of each others needs when it comes to family and will always help each other out.

What is the long term mission?

Georgia: We will continue to release capsule collections and remain true to our core values, especially when it comes to slow fashion. Every piece we design is thoughtfully created to be timeless, feminine and empowering, and truthfully our mission will always be to make people feel confident in themselves and their wardrobe.

Why did you launch the brand?

Lia: Georgie and I always had a burning passion for styling and searching for that perfect outfit so it felt natural to build a brand together. I specifically remember a moment we had on a walk in Notting Hill after a very frustrating shopping trip where we both looked at each other and thought – its time to design the clothes we keep searching for. Our Signature Collection is a great summary of those top 5 outfits we could never find.

How do you differentiate W.two from other independent brands?

Firstly, W.two doesn’t follow trends and doesn’t follow the fashion calendar. We wantto create keepable pieces that stand the test of time with points of difference.Secondly, we have a very specific colour palette inspired by all our travels, favouritesmells and sounds and things to eat. We want you to live and breathe the brand waywe do. We are heavily inspired by our travels and so our collections usually have avery personal story behind them and we want our customers to be a part of this.

What has surprised you most about starting your own brand?

Georgia: I’ve worked for start-ups before, so I’m well-versed in having to do things outside of my role, but I think the most surprising thing is how resourceful Lia & I have been when it comes to learning areas of business that we weren’t familiar with before. We are very hands on and want to make sure the brand remains authentic, which is why we want to be across all areas of the business.

How do you want your customers to feel when they wear your pieces?

Georgia: Confident & radiant. When you feel confident, it shows in all aspects of your being.

Responsibility is clearly woven into the business, do you have a process to select suppliers?

W.two took quite a few years to share W.two with the world because we were veryconcerned about who we partnered with. Our factory in Bali is an incredible operation run by women. We knew that would be a great fit from the start. We have a great relationship with our team and we are so happy to be a part of their family.

Can you share any tips for managing self-doubt or for difficult days running a brand?

Lia: My number one piece of advice is to stay dedicated, patient and true to your goal. You know best what you want to achieve and keeping your confidence along with hard work will only lead to success. I often keep a journal of how far we have come, it helps put perspective on those moments when you’re feeling overwhelmed or it’s been a very tough day.

Georgia: It’s easy to doubt yourself in an industry where it can sometimes feel like you are a small fish in a big pond. But everyone started somewhere and if you believe enough in what you are doing and you work hard, you can achieve anything you wish.

What advice can you give aspiring entrepreneurs who want to start a fashion brand?

Lia: My number one piece of advice is to learn all hats of your business, then you can teach anyone anything later on. Make it clear what sustainability means to your brand because it has a difference level of significance and meaning to every brand. Define it and communicate it.

Georgia: Be patient, take time in selecting your fabrics, the factory you work with, refining your designs. Expect that it will take time, but know that it will all be worth it when you see your deigns come to life.

Quickfire Round

What’s the most-worn item in your wardrobe?

Lia: The Signature Linen Dress – it just goes for every occasion!

Georgia: The Signature Jumpsuit. I have and always will be a jumpsuit gal.

Best investment piece?

Lia: My Malene Birger Wool Coat, goes on everything and is so warm.

Georgia: An All Saints leather jacket I bought many years ago when I was living inLondon. Everyone needs a leather jacket, it will never go out of style.