This week the Fold Woman is Elena Theodorou, Director – Head of eMarkets distribution at Standard Bank.

Bio At the age of 35, I had engineered my own exit from JPMorgan where I served as Global Head of FX eCommerce Sales. In that time I  had grown their electronic trading business from two to thousands of clients. However I decided to walk away from a six figure salary to run my own coaching and consulting business as part of a 5 year plan. My plan consisted of hanging up my heels in the city to go back to my psychology roots. I then went on to create three businesses where I spent my time guiding and supporting clients in getting onto the fast track to rapid results by showing them how to turn passion into profit. One of which is Infinitely Wealthy Women.

You have many years experience working in the city. How did you find the workplace to shape the way you dressed? Were you able to let your own personal style shine through?

Dressing in a very male dominated environment can sometimes be a challenge. It’s a fine balance between dressing appropriately so that you are taken seriously and at the same time being true to yourself. I generally like to mix it up a little, so I will often wear a combination of suits with a cufflink shirt, trousers with a shirt and jumper or dresses. I have a fetish for cufflinks so have a quite a few unique pairs. Which range from little light bulbs to hour glasses.

You have recently created the Infinitely Wealthy Women Network, tell us a little bit about the group and what inspired you start it? 

Infinitely Wealthy Women is a modern day brand for the modern day woman looking to get financially savvy about her money, wellbeing and lifestyle in a fun and pro-active way. Ultimately, having achieved a number of successes in my life I wanted to be able to help other women achieve the same successes I have. The subject of money, love and life always leads to some of life’s biggest questions, such as “How to attract and make abundant wealth in order to thrive rather than survive?” And “Is there more to life than what I am currently experiencing?”

My business partner (Lavinia Osbourne) wanted to help provide the answers. Our events promise to deliver our network with the tools, knowledge, insights, learning’s and understandings that we and the IWW speakers have gathered so that they too can see for themselves that not only abundant wealth is within them, but greatness as well.

What is your Favorite Fold Dress from the collection at the moment?

My favourite dress is the Cooper Dress. I love the style and cut of the dress; while every time I wear it I get several complements!

I love the style and cut of the Cooper Dress;  it’s the perfect business dress!

When you’re able to steal a moment away from your chaotic week, where is it you like to escape to?

I have a massive passion for travelling. I travel fairly frequently and have explored most of the globe. I was in South Africa 2 weeks ago and I’m heading to New York in the next 2 weeks… and I’ll be going there twice in one month!

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Meet Connie Nam, the Fold Woman for this week, Co- Founder of astrid and miyu Jewellery.

Hometown Seoul, South Korea

Now living in London

Bio I grew up in South Korea and the U.S., worked in Asia (mainly Hong Kong) and moved to London in 2009 for my MBA. I did 5+ years of investment banking before my MBA, but was always passionate about fashion and dreamt of starting my own business at some point. So I took up a part-time fashion design course in Seoul before moving to London, and did my internship at LVMH during my MBA. I didn’t think starting my own thing would happen this soon, but I found the perfect partner (Jenny Orlova) in school and the perfect business idea, that I just couldn’t delay pursuing my dream any longer!

What was the inspiration behind astrid & miyu?

Jenny and I were both in finance, and since we had to dress conservatively, the easiest way to express our style was through accessories, costume jewellery in particular. But it was so hard to find good quality statement jewellery at affordable price points. While we would pay premium for branded bags or shoes, we didn’t care so much about the brand when it came to costume jewellery. We wanted to simply solve the pain we had.

We love the idea that a stylish dress can be a great way to maintain a chic and professional look at work. What advice would you give to women looking to accessorise in the workspace? 

Take sensible risks and subtly incorporate fashion trends into your workwear! For instance, you can flirt with the current neon trend by wearing a delicate neon friendship bracelet (like our silky stuff in lime).

What’s your Favourite Fold dress in the collection?

My Cooper Dress - it’s so comfortable and I love the fit! I also like the Shanghai Dress!

I love the fit of my Cooper Dress - it’s so comfortable! I also like the Shanghai Dress!

What would be some pieces you would style with it from the astrid and miyu collection?

I like to pair leather bracelets with professional attire. They are classy and fun at the same time. In the photo, I wore two different leather bracelets on each wrist: a-list and no time for you in black.

And finally, the London Olympics… are you excited or dreading it? Excited!

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Meet Amelia Harvey, The Fold Woman for this week! Amelia is the UK Co-founder of The Collective Dairy, a gourmet yoghurt company. 

From: Glasgow, now lives in London.

Brief Bio

Amelia studied marketing at Glasgow Caledonian University and joined the prestigious Kelloggs Graduate Scheme. From cornflakes to lipstick, she then moved to L’Oreal where Amelia was an account manager for all major supermarkets. Having fulfilled her beauty fix, it was on to every girls favourite chocolate indulgence – Gu Puds.

At Gu Amelia was Director of Sales, and oversaw the business growing from souffles to naughty nibbles, and the sale of the business in 2009. When looking for new opportunities in food, her and her business partner Mike Hodgson discovered The Collective yoghurts in New Zealand, and thought they were the perfect brand to brighten up the UK yoghurt market, which was crying out for some fun and innovation.

Favourite Fold Dress and Why?

The Cooper Dress (also known as the Magic business dress!) – which has been an integral part of my wardrobe for key retailer meetings since we launched the business and has now magically adapted to a maternity dress, flattering & stylish even 6 months in!

Tell us some brands you admire

I’ve just discovered the great new brand Tasty Little Numbers – every girl’s dream snacks all under 100 calories! For a great breakfast on the go, I love MOMA! Bircher muesli, its all about healthy treats for me!

As a successful entrepreneur, what’s your essential business kit?

I like to travel light – I’ve always got a heavy bag of samples slung over my shoulder! Everything I need is on my Macbook Air kept stylishly inside my cowprint DVF laptop case. Dresses accessorised with flat boots for all that running around the supermarkets.  

Top tips for building a new food brand 

The food industry is actually quite and friendly world. There are loads of people willing to help new brands get off to a good start, you just have to be willing to pick up the phone. Tenacity is a must, you might have to make a hundred calls in a day just to get through to one buyer, but it’ll be worth it in the end. Love everything about your product from the taste through to the packaging, and how it looks on shelf – never compromise on these aspects and your consumers will love it too.

There are loads of people willing to help new brands. Just pick up the phone – tenacity is a must!

What are your passions outside work 

I love interior design and transformation. I recently re-modeled a wreck of a house from the 1930’s, the low-point was washing my hair with a saucepan for 6 months, not something I want to repeat. The high point is sitting in the garden with a chilled glass of wine enjoying the rewards of our hard work.

The Cooper Dress

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  Cooper Dress Black

  £150

The ultimate city chic dress, with triangle panel at the waist to accentuate your best features. Made in a soft jersey for elegance and comfort for those long hours at your desk.

Triangle detail at the waist is flattering and creates the perfect hourglass silhouette.

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Meet Clara Gomez, our The Fold Woman of this week. As a budding fashion illustrator, Clara has worked with numerous brands including Diane Von Furstenberg, Vouge España, and The Fold! 

Hometown, and current location.

Santander, Spain. London.

What inspired you to originally become an illustrator?

I have been drawing ever since I can remember, it’s always felt like a natural and intuitive activity to me. I would  get told off at school quite often for covering the tables with doodles and not paying attention. It soon became apparent that I was particularly sensitive to female beauty and would obsessively  strive to represent it in any medium I could. I remember being fascinated by Disney films and Anime series and I now realise how these type of cartoons have influenced my style in many ways.

I love the challenge of capturing the essence of a garment in an illustration!

When supermodels became popular in the early 90’s they also became my subject matter and thus began my interest in fashion. There was something about the flair and the stylization of the figure in fashion drawings that really spoke to me and seemed to work well within my already quite idealised, flowy style.

The more fashion I drew the more passionate I became about the representation of clothes, about the possibility of conveying emotions through them and about the ultimate challenge of capturing a garments essence and mood in an illustration. I then went on to study Fine Art and the rest is history.

Apart from The Fold’s Kettners event (naturally…), what has been your favourite project to work on? 

One of my favourite events has been doing Live Illustration for Diane von Furstenberg at Selfridges during the launch of her cruise collection ‘La Petite Valise’. It was quite an honour to work for such a respected brand and an invaluable experience to draw at a venue like Selfridges with a constant stream of customers watching you busy at work. The most thrilling job so far has been collaborating in the design of Robbie Williams costume for his video ’You Know Me’. The video is an exquisite piece of art and I am delighted to have taken part in it.

Which is your Favourite Fold Dress and why?

All of The Fold dresses I have worn have not only been exquisitively flattering but also incredibly comfortable. If I had to choose one that would be the Madison Dress, its clean and elegant design lines create a beautiful shape and it is fitted exactly where it needs to be. A truly versatile business dress!

What’s so great about The Fold dresses is that every single one of them has been carefully designed to achieve the perfect balance between a chic, stylish frock and practical, smart office work wear, which makes them a superb option for fashion-conscious business women.

Here’s Clara in action at our Showcasing Event at Kettners, Soho last December. Clara wears the Mercer Dress in Black. Also, a live drawing of our Jermyn Dress in Red, the ideal business dress dress. Fabulous!

Who would be your ideal person to draw live?

My ideal person to draw is Emily Kokal, without a doubt. She epitomises everything I find alluring in a girl.  Her unusual facial features make of hers a beauty so rare and exceptional that the urge to capture it in a drawing becomes overwhelming everytime I come across her image.

She is also an über-talented singer and songwriter, member of the all-female indie rock band Warpaint and has enviable style and taste in clothes which makes her, if possible, all the more attractive and interesting to draw.

Where is your favourite London cafe/restaurant/spot where you can relax and unwind?

Paper Dress Vintage in Curtain Road. It’s a vintage shop and cafe during the day and a bar with live music and other events by night. It’s been decorated with red velvet drapes covering the walls, a checkered floor and lush antique furniture which give the place unique character.

The atmosphere is relaxed and cozy and they have quirky themed nights and cocktails all throughout the week. Everyone who has been there agrees that it has the best vibe out of all the bars and clubs in Shoreditch. There’s simply nowhere like it.

Featured Dresses by The Fold

Jermyn Dress Crimson

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  Jermyn Dress Crimson

  £275

Beautifully elegant crepe crimson red business dress dress with soft draping around the neckline. Ultra feminine dress, perfect for the office. Work this business dress during the day, and accessorise for evening. Wears brilliantly with skinny or wide belts to give a different look.

A gorgeous business dress for work or a special occasion. Crepe fabric is a luxury viscose mix and is fully lined with stretch silk mix lining.

Also available in other colors, see all the Jermyn Dresses here.

Cooper Dress Charcoal

The ultimate city chic business dress, with triangle panel at the waist to accentuate your best features. Made in a soft jersey for elegance and comfort for those long hours at your desk.

Triangle detail at the waist is flattering and creates the perfect hourglass silhouette.

Also available in Black.

Madison Dress Black

A unique piece the combines this season’s hottest looks: on-trend leather and a Mad Men full skirt. This dress will carry you from the office to dinner in the City!

Edgy but feminine long-sleeved dress with full skirt and leather waist detail. Long sleeves make it perfect for wintery days, as our style inspiration shows.

Fully lined, long-sleeved design. Concealed back zip. A truly versatile business dress! Also available in Navy.

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This week we bring you more tips and inspiration from our The Fold Woman, Natalie Bedoya (wearing the Cooper Dress in Charcoal), who is based in New York.

From: Florida, living in Brooklyn Heights, New York.

Education: Harvard University, A.B., Duke University, J.D.

Current Role: Law Clerk for a District Court Judge in the Eastern District of New York.

A constitutional law buff who led the Duke Law Journal as Editor-in-Chief, Natalie decided to put her knowledge into practice through clerkships with a federal appellate judge in Miami and a federal district court judge in New York.  Natalie feels blessed to have an extraordinary business woman as her role model in both career and life – her mom – a successful entrepreneur and mother of four.

When your priorities are clear, your decisions are easy!

Natalie has just moved to New York and is navigating the work wear landscape of walking on brick-paved sidewalks to work, dressing for cold winters, and embracing New York City’s eternal love of black – all a stark contrast to Miami dressing.

Favourite The Fold Dress

The Shanghai Dress in Black – conservative but so chic; ideal for a professional look at a demanding work role.

The Shanghai Dress in Black is the ideal work dress for a professional business look!

Fave Brunch Spot

Bubby’s in DUMBO, Brooklyn – the fluffiest pancakes and an amazing view of the Manhattan Bridge and the new glass-enclosed waterfront carousel.

Best Career Advice

Find a mentor (or two) and nurture that relationship to the maximum.

Best Life Advice

When your priorities are clear, your decisions are easy.

Who is your ‘Professional Fashionista’ Role Model

The Chief Judge of the Eastern District of New York – her look is classic, elegant and polished.

Top Tip for NYC dressing

Buy a fabulous coat and don’t be shy to accessorize with color.

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  Cooper Dress Black

  £150

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Waterloo Rooftops, London

For our first ever photoshoot, The Fold took over the offices of Razor Research on a blustery, but sunny Saturday in January!  Our brave models nailed stunning shots on the roof tops and turned a few heads in Waterloo station.

Razor Research, founded by Chloe Fowler and Steve Wateridge, specialises in cutting edge qualitative research. They’ve pioneered an initiative for new brands… First Shave… to help small businesses with critical understanding of their customers and markets. Budding businesses such as MOMA, TeaPigs, and Peppersmith have all been first-shaved. Not to mention hosting The Fold’s Fashion Brunch in 2010, where professional fashionistas aired their views on working wardrobes.  AND Polly is Chloe’s sister!

Our photographer for the day was the talented and handsome Chris Jelf. Who did a fabulous job of capturing our girls looking their best. 

The models deserve a special mention. Anna W. is a swedish beauty works in marketing at Topshop and became the face of The Fold’ January launch. Elisa P. is a PhD in malaria research, and currently works between Paris and London in M&A, what a clever and stylish lady! Robyn K-V. is in the midst of her PhD in London, and is often travelling to far flung places to present her ground-breaking research.  We hope you agree they look incredible!

Enjoy the pics. 

Fashion you can move in! Robyn killin’ it on the rooftops as the sun goes down!

Our beautiful and versatile jersey gather Cooper Dress Charcoal, on an intelligent beauty

Credits:  www.razorresearch.co.uk; www.chrisjelf.com

Fabulous make-up by Lolly Hawkes, and luscious locks by Andy Dowell

Cooper Dress Charcoal

The ultimate city chic dress, with triangle panel at the waist to accentuate your best features. Made in a soft jersey for elegance and comfort for those long hours at your desk.

Triangle detail at the waist is flattering and creates the perfect hourglass silhouette. Also available in other colors.

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