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Work Background
Plume Maison HomeFounder
Nov. 2023United KingdomI’m excited to announce the launch of www.plumemaison.com an online home decor accessories and gifts emporium selling an eclectic and inspirational curation of internationally sourced affordable luxury products to mood boost your home
Freed & Freed International Ltd.Head of Wholesale UK and Europe
Oct. 2022 - Apr. 2024United KingdomDelighted and excited to bring FREED a new and highly covetable faux fur and vegan leather label to the UK and Europe - produced in Canada by Freed and Freed International, manufacturers of outstanding quality outerwear for over 100 years and supplying world-renowned fashion houses - FREED is 100% vegan, committed to achieving 0 waste and is already creating a buzz with high profile premium boutiques in the UK
Freed & Freed International Ltd.Brand Development and Marketing UK Consultant
Oct. 2022 - Mar. 2024London Area, United Kingdom• Developed and executed a strategic 12-month project plan for the UK launch and expansion of a luxury outerwear brand via B2B and B2C channels.
• Leveraged my commercial knowledge of the UK wholesale and retail market to drive brand development and marketing initiatives for Freed & Freed International Ltd.
• Successfully targeted and secured key partnerships with leading UK based stockists and digital platforms to enhance the brand's presence in the UK market.
AtterleyLead on Brand Partnerships
Jan. 2020 - Oct. 2022London, United KingdomI've been heading up Brand Partner Relationships at Atterley.com for the past 2.5 years, working closely with our 150+ premium fashion brands to develop performance growth strategies, identify brand awareness and key sales driver opportunities, and maintain supportive advisory relationships to ensure optimal results on Atterley marketplace as well as for their own business success. Brands I've onboarded and enjoy close relationships with include Jasper Conran, Lulu Guinness, James Lakeland, Hayley Menzies, Aspiga, Wonderbra, Unreal Fur, Terry de Havilland, Bobbies Paris, Scotch & Soda, Versace Jeans Couture, Chiara Ferragni, Brora, NRBY..and many more!
AtterleyFashion Consultant - lead role in managing Global Partner Relations
Mar. 2019 - Jan. 2020United KingdomHaving spearheaded an in-depth international project commissioned by the CEO of Atterley.com to review working relationships with its existing brand and boutique partners, Gemma was then invited to take the lead in mediating and managing all ongoing relationships with Atterley's 350+ global boutique and brand partners, identifying opportunities to increase revenue. Working closely with the CEO and the marketing and operations teams Gemma was instrumental in raising individual global brand awareness and in achieving increased partner performance on Atterley.com
www.gemmafoxstyling.comFashion Consultant
Mar. 2018 - Nov. 2023London and home countiesWorking with high net worth individuals and corporates to offer a fashion consultancy service focused on delivering bespoke wardrobe edits and styling advice specific to client lifestyle requirements.
Wildflower PressFashion Editor
Mar. 2018 - Mar. 2019ChilternsVery excited to have been offered the role of Fashion Editor for this exciting new quarterly lifestyle magazine covering the Chiltern area, and targeted at affluent readers with an interest in aspirational, beautifully curated fashion and lifestyle content.
Self-employedPlume Private Shopping - fashion styling, image consultation, selling premium womenswear
Mar. 2017 - Aug. 2018MarlowGemma launched her appointment only Private Shopping Showroom in Marlow to better accommodate the fashion needs of her top tier spending customers. Creating personalised wardrobe edits specific to a client's lifestyle requirements, this new offering quickly gained popularity with a wider high net worth audience through recommendations and word of mouth.
PLUME BOUTIQUEBusiness Owner
Jul. 2005 - Mar. 2017Marlow, BucksOWNER OF PLUME BOUTIQUE, MARLOW, BUCKS
Premium womenswear independent selling international fashion brands including Scotch & Soda, Paige, Samsoe+Samsoe, Reiko, Custommade, Becksondergaard, Stella Nova, Lolly's Laundry, Soludos, By Malene Birger.. Business Management - Successfully achieved recognition and won awards on a regional and national level
PR, Sales and Marketing
- Planned and executed targeted marketing and PR campaigns across media channels
Buying
- Confident buying strategy consistently achieved high % sell through across personally selected brands - Solid commercial understanding of upcoming fashion trends
- Attended major international wholesale buying fairs to identify next season key trends
Inventory Management
- Budget planning, analysis of inventory requirements, overseeing replenishment and short order buy ins to meet seasonal demand
Visual Merchandising
- Store layouts, stock rotation, window displays, Point of Sale
- Highly creative, a natural ability to style shop floor displays to increase footfall and sales
Customer Service - Staff Management and Training
- Fully trained and managed team of full and part-time staff identifying and developing individual key skills and potential
Conde Nast, LondonFreelance Fashion Assistant
Oct. 2004 - Mar. 2005Worked with Francesca Zedda, Executive Fashion Editor on the launch issues of Easy Living Magazine, liaising with Fashion PR agencies and designers on potential new season products to be featured in the shopping pages. Fashion styling assistant for main feature fashion stories shot on location.
Deangelis GroupMarketing and PR Manager
Jul. 2001 - Jan. 2004Rome, ItalyExecuted marketing and PR campaigns to promote TV and film titles on an international level
Liaised with design and production agencies to deliver promotional material to support TV and film sell-in to global media channels
Lowe LintasAccount Manager
Oct. 1999 - Jun. 2001London, United Kingdom- Account manager for Reebok UK and Orange Telecom (flagship account)
- Direct Contact between Client and Creative teams
- Driver of TV and Print Campaign creative process
- Briefing and overseeing creatives, and liaison with production department
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