Founder of GROES, Dilly Groes, discusses launching the core collection of the brand, focusing on quality over quantity and staying optimistic as an entrepreneur.
What does the first 30 minutes of you day look like, your morning routine?
I am such a morning person; I am always my most productive in the morning. I usually wake up around 6-6:30am and get some kind of movement in before I will walk my dog and am usually at my desk by 8-8:30.
What was the vision from the outset for GROES and how did your previous roles support your ability to do this?
The vision for the brand really came from the styling element, after years of working in the online/digital fashion landscape I just felt that online shopping had become so monotonous and unimaginative. With GROES, I wanted to not only create your perfect capsule wardrobe, at an attainable price, but also show you how to make the most of the pieces. We did this by shooting each piece in our collection in three looks (work, evening and weekend) and even giving you the links to buy the full looks. My aim is to highlight the power of investment pieces and hopefully encourage people to buy better and less.
What is the DNA of GROES and have these evolved over time?
Quality and Versatility is really at the core of GROES. When starting this brand, my main objective was to create those pieces you want to grab again and again, which are not only comfortable but instantly elevate any outfit.
Did you always know you would launch your own brand, or has it evolved organically?
I think there was always a part of me that wanted to start my own brand at some point in my career, but I never really knew how or when it would happen. I have worked in fashion since my school holidays, I remember interning at Alexander McQueen at 16 and being so inspired by everything. I think the longer I worked in fashion and the more experience I gained; I got more confidence in
myself and understanding in what it took to launch a brand.
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Your launch was so successful – what was your launch strategy and who do you go to for advice?
Thank you so much! I have been so blown away from the response. I think the main thing I have learnt is to not get distracted by too many opinions or ask too many people for advice, especially before you launch, you really need to trust your gut. If you spend the time and put in the work to make the perfect pieces and create inspiring, exciting imagery, it will speak for itself.
What was the final catalyst to you knowing now was the time?
I think in the past few years the gap between luxury and high street fashion has been getting larger and it was getting increasingly
hard to find ‘attainable luxury’ pieces where you weren’t compromising on quality. I truly believed I could create the product to help bridge this gap. On top of that, I also saw there was a gap in multi-brand styling in the e-commerce space. Both things made me feel like I could finally take the leap!
How do you approach scaling without compromising on quality?
Good question, I think in terms of scaling, I have been conscious to not overproduce and get myself in a situation where I have to cut any corners or comprise on any of the brand’s values. Our collections are small, curated and considered and I plan to keep it this way, even as we grow.
How many collections will you be doing per year?
Right now, I want to really understand what our customers want and what GROES can provide whilst keeping our quality and price. We will be doing two core collections a year, I am currently finalising our Summer Core which will be out in April, as well as two mini drops in January and June.
How challenging was it to find the right manufacturer and distributors and were there many iterations of these?
It was really challenging, but I really loved the process. My team and I are aligned in our values when looking for the right manufactures and fabrics. We eventually found our amazing manufactures, who are really supportive of small brands and are happy to produce in smaller volumes, which was really important.
What has been the most effective marketing that has delivered results and how do you see social media in your business space?
Getting real customers who love the pieces sharing the brand is a really undervalued area of marketing. I have done no influencer marketing at all, but instead focussed on making everyone who buys a piece of the collection feel part of our growing community.
What has been the biggest challenge since launching to date?
I think as a founder with a very small team the biggest challenge has been juggling all the different tasks as well as focussing on the bigger picture and how to keep up momentum.
What has been the biggest reward?
Definitely seeing the way people have styled and interpreted our collection and how confident and happy people are wearing the pieces, there is nothing better!
Who has inspired you in terms of business and life, and why?
Working alongside Alex Eagle for four years and seeing how she has grown such a namesake brand is constant inspiration to me, she has
become a great friend and mentor who I am so grateful for. I am also constantly in awe of Bryony Deery, the community she has single
handedly has built whilst also being one of the most generous, supportive people with her time is something I aspire to do/be!
What daily practices do you undertake to ensure you stay in your best energy?
I am such a routine person, I would say creating a routine that you love sets you up to have a great, energised day. I also always
do some kind of movement before starting work in the morning whether that’s running, walking or the gym.
What advice would you give to someone wanting to start their own brand or business?
I think my biggest piece of advice would be to just start, the hardest thing is putting pen to paper and beginning the process. My first step was finding a business plan template online which I would work on during the weekends or in the evenings. I think it always seems impossible before you start the process, but once you do, everything comes together, and you will see your idea come to life.
This is The Optimism Issue – how do you stay optimistic and which tools/apps /platforms do you use?
I think a big part of staying optimistic is who you surround yourself with. I have the most supportive and inspiring friends, family and mentors. Being a small business can be isolating and knowing you have people at the end of the phone when you are having a bad day is invaluable. I also think taking each day as it comes and trying to find things each day to look forward to and be grateful for is important. When it’s busy it’s easy to feel overwhelmed but try enjoying the little things in life find moments of happiness in each day.
