Ep 308 | Lucy Aylen

Written By Yasmin Nouri

Starting Small, Thinking Big: How This Founder Went From Aspiring Actress to Founding a Global Fashion Empire

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Lucy Aylen is the founder and CEO of Never Fully Dressed, a brand rooted in creating quality, inclusive fashion featuring multi-wear designs that can be styled for any occasion.

Lucy grew up in London, surrounded by the hustle and creativity of outdoor markets, thanks to her entrepreneurial parents. This vibrant environment sparked her early passion for creativity and fashion. Though she didn’t initially plan to start a business, Lucy began designing and customizing clothing to sell at iconic local markets like Spitalfields and Portobello, where her unique pieces quickly gained a loyal following.

 What started as a side project soon blossomed into a global fashion empire. In 2013, Lucy expanded into e-commerce, and by 2014, she had opened Never Fully Dressed's first store in Essex. As demand grew internationally, the brand launched its U.S. flagship store in New York City, and in June 2024, added an LA storefront on Melrose Avenue, solidifying its global presence. The brand has also partnered with major retailers like Anthropologie and Revolve, and its designs have been spotted on celebrities, including Beyoncé.

In this conversation, Lucy shares her journey from wanting to be an actress to pivoting and becoming a successful entrepreneur, highlighting how dreaming big and embracing resilience shaped her path. She reflects on the foundational role her upbringing played in building her confidence and navigating challenges, including her decision to remain self-funded, which allowed her greater control and flexibility in growing her brand. Lucy emphasizes the importance of authenticity—both in her social media presence and her relationships with customers—explaining how this genuine connection fosters community and brand loyalty. She also shares valuable lessons learned over 15 years in the fashion industry, including the power of understanding your customer, building a supportive team culture, staying true to your values as a leader, and much more.

Show Notes:

  • Dream bigger and don't limit your aspirations. [03:13]

  • Family support provides a foundation for growth. [06:37]

  • Lucy’s different career experiences. [09:39]

  • Resilience is key in navigating business challenges. [12:24]

  • Inspiration behind Never Fully Dressed. [15:54]

  • Uncertainty gives a sense of responsibility. [17:59]

  • Self-funding allows for greater control and flexibility. [21:31]

  • Sustainable growth is more rewarding than quick success. [27:25]

  • Understanding your customer is crucial for business success. [30:01]

  • Content efforts during the COVID pandemic. [32:29]

  • Motherhood can shift perspectives on business and leadership. [35:00]

  • Expanding to the US organically. [39:29]

  • Business challenges experienced. [42:40]

  • Trust and clarity are essential in leadership roles. [49:05]

  • Authenticity in social media can foster genuine connections. [52:09]

  • Building a supportive work culture is vital. [53:15]

  • Future plans for Never Fully Dressed. [53:35]

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