Gift Focus inc Attire Accessories - November/December 2020

RETAILER INTERVIEW 135 Online retail Jacynth Bassett, founder of independent online e-tailer www.thebiascut.com, dis cusses the benefits of having a digital business, and how she is breaking down ageism in fashion Tell us a bit about your online store and how you came to open the business. I founded The Bias Cut – the first age-inclusive online independent fashion boutique – having grown frustrated at seeing women, like my mum, being treated as invisible by the fashion industry, due to their age. Whilst studying Law at Cambridge University, I identified the need to disrupt the fashion industry’s perception of age, and the gap for a brand that empowers women to embrace the best versions of themselves through uniquely curated ageless collections, featuring different aged models, and a community. And with that, The Bias Cut was born. What challenges were overcome when the company was starting out? I started the business with my minimal savings, straight out of studying law at university, with no prior experience or contacts in fashion, retail or media, so I had to carve my way into the industry. I developed, built and ran everything myself – from the website, to sales and marketing - and with such a small budget it was difficult to get our name out there. So, I hustled and networked constantly, which led to collaborations and exposure so we could grow. It was also tough because very few labels wanted to be so openly associated with customers over the age of 40. Unbelievably, they felt it would taint their image. So, it was difficult to find designers whose values aligned with ours. Fortunately, that has been improving over the years but there’s still a long way to go. What is your customer base? As we’re age-inclusive, we proudly welcome customers of all ages. However, our core customer is 40s – late 60s/early 70s. She’s discerning, appreciates quality and style, and is looking for something different with a touch of attitude and/or playfulness. That said, at first, a lot of our customers can lack the confidence to try something different such as a colour or print. We hope to empower them to give different pieces a go that will make them feel fabulous – and it’s lovely seeing them increasingly experiment as they continue to shop with us and their confidence grows. What’s your USP? The Bias Cut is an empowering, inclusive shopping destination serving and supporting customers who appreciate style and quality at any age. We are online shopping with a soul. We sell independent, ethical and sustainable labels; our models are ‘real women’ of different ages, shapes and sizes; and we uniquely curate our collections with our core customer in mind. We understand that a love for style doesn’t fade with age – it evolves – but bodies and 