Keely Deininger, founder of Angel’s Face, talks early starts, the Angel’s Face muse and this year’s big birthday
When and why did you decide to set up Angel’s Face?
The business launched in 2007. I already had a childrenswear brand called Little Linens, which was purely a summer range for boys and girls, but I decided I wanted to have a collection that could be sold all year round.
What sparked your passion for children’s clothing?
I had worked in womenswear for more than 20 years, so I was definitely ready for a change! Childrenswear seemed the obvious next step given the stage I was at in my life.
Describe a typical day for you.
I wake up early and the first thing I do is reply to emails then quickly get myself ready. I’ll drop the kids off at school and take the dog for a walk in the woods near my house. I get to the office for 8.45am and then deal with any immediate issues. At 11am, some FedEx parcels will usually arrive with any new designs and samples, which I need to review before they go into production. I’ll meet with my sales and marketing team and then try to set aside as much time as I can to work on the new designs. Then it’s back to the school run! I spend the rest of the day working from my home office, where I can work on more sketches and touch base with the office to make sure they have everything they need. At 7pm I’ll make dinner and spend some time with my family. Then I might go out for a swim and pop back into my home office at around 10pm for another quick scan of my emails – there’s always something to do!
What’s the best thing about your job?
I just love doing what I do, so it doesn’t feel like work.
Are your children the inspiration for Angel’s Face?
Having had two boys first, William, who’s 19 now, and Charlie, who’s 16, I certainly wanted to work on something in which I could involve my daughter Trinity, 13, so she became something of a muse for Angel’s Face. She still models for the brand today and is our most staunch critic and ambassador.
How do you manage to juggle family life with work?
I do it by splitting my hours and always ensuring I’m there to do the school run, which is particularly important to me. In the winter when things get very busy, the family all chip in to help. It’s a very collaborative process!
What’s been your proudest moment?
I guess I always think I can do more, but I am immensely proud of the brand I have created. We are celebrating our 10th anniversary this year, which feels like a real milestone for us. In that time, we’ve sold more than 200,000 tutus worldwide.
What advice would you give to those wanting to launch their own company?
Make sure you absolutely love what you do, because it consumes you. But it is rewarding, and I wouldn’t change it for the world.
What can we expect from Angel’s Face in the next 12 months?
We’re creating a line of everyday essentials, which will include accessories such as umbrellas, bags and phone cases.