Resilience Decides Who Thrives

SilkFred co-founder EMMA WATKINSON, 30, gives her recipe for success. And take note – sales have hit £10m and counting.

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Take (selective) risks Six years ago, I left my dream job as a merchandiser at My-Wardrobe [now defunct] to set up fashion website SilkFred, despite a lot of people telling me not to. I took huge risks, like taking on two bank loans, and placing big international orders just using Google Translate. Now the business is bigger, with more staff to take care of, decisions are more considered.

For God’s sake, do your homework When I did my first public pitch event in front of an audience with PowerPoint (and a panel of potential investors,