Jade Holland Cooper - Farmers Daughter to Fashion Royalty

In 2008 Jade Holland Cooper was a farmers daughter with a love of the British countryside and a passion for design and fashion, with no formal training yet seeing a gap in the market for fashionable country clothing, Jade set about starting the brand Holland Cooper, from its seemingly simple roots, selling hand made tweed skirts at Badmington Horse Trials, Jade has developed the brand into an international success with a very British passion at its heart...

Jade has very kindly taken time out of her busy schedule to speak with us..

As we know you are a farmers daughter so where did the inspiration/idea for the brand come from?

"Although I had inspiration from my mum, being a fashion designer (before I was born), I actually turned down the London College of Art to study International Equine and Agricultural Management at the Royal Agricultural College as these were closer to my heart, however I soon saw a gap in the market for fashionable country clothing, everyone was looking the same, wearing the same, I wanted to create something fashionable and more fitted. Initially I sold pieces to friends, I quit my degree, created a business plan and went from there."

  

What or who are your creative/design influences?

"My parents, they are both incredibly creative, hard working business people and taught me from a young age that you have to work hard to succeed. Also my design influences would be Alexander McQueen and Ralph Lauren, who creates a timeless fashion appeal from the age of one to eighty; I aspire to create that lifestyle brand." 

Are you still involved with the family farm, does your father still run the agricultural side of things?

"Yes, this is still very close to my heart and so I am very involved, I even attend all the board meetings, I’ve always wanted to be a farmer and my boyfriend Henry is also a farmer."

You have a very unique selling point: You! and have incorporated yourself as the face of the brand - Is that really important to you and will this continue as the brand grows further?

"It was more by default it happened like that, I enjoy attending the shows and being at the coal face of the brand, that’s what I love about it; the brand is me and I am the brand..
 
I also think it makes a difference to people when they get a personal meeting with me, I'm at Harrods every week, where people can make an appointment to meet with me and so they get a really personal service."

Being the face of the brand we’ve seen a little negative feedback from images particularly on your Facebook page, is this something you’re able to cope with well, do you just see this as part of being a public figure?

"You can’t please everybody, you’ve got to be confident in the path you are walking and shouldn’t be side tracked, it’s a waste of time as everyone has their opinion, the brand is successful and if it wasn’t then of course this would be something I would need to look at, but if people don’t like what we’re producing they can always unclick. People always focus on the negative; you should take heed of the positive."

You're clearly becoming a role model for aspiring young business women & designers, do you have any words of wisdom or guidance for them? 

"People think things aren’t achievable, but it’s important to remember, laziness has started to creep into society, in order to achieve your goals and if you have belief and talent, you have to work bloody hard and be dogmatic in your process and act as if nothing will get in your way, then anything is achievable. I was told when I started I would fail and I wouldn’t have a degree, I chose to believe I will not fail, I wanted to break away from the mould."

You were heard at the Royal Highland Show saying 'a lot of companies want people with experience but aren't willing to give people that experience' Is this something you’ve experienced yourself and is this an integral part of the Holland Cooper brand?

"As I had never really worked for another business (only really bar work), I haven’t experienced this myself, but I noticed quickly as an employer that experience is expected, so from the start of the business I set-up an internship, we’ve had people from all other the world, once they have completed their internship with us they have experienced every aspect of retail, taking ownership of tasks with a hands on approach.. they’re not just making cups of tea."

We’ve seen your launch of tassles this season do you have any plans on expanding the range further into accessories, will you become a very fashion/seasonal trend brand?

"We have lots of exciting collections that we are expanding on, one of which I cannot talk about at the moment, but we are launching a luggage range and expanding the Gold Label exclusively for Harrods, which will take us to another level with prices starting at £1000. We’re also launching our own shop fit into Harrods this autumn/winter and will even be launching a range of dog collars." ..we are particularly excited about the dog collars here at AgriWAG’s.

"We have also expanded our manufacturing, taking on another new factory and continue our important focus of Handmade in London."

You have of course remained based in the County/outside of London; is this really important to you and the brand?

"I enjoy the best of both worlds, I am based in the countryside in Oxford which I love but also spend time every week in London, I am a country girl at heart but also love the lifestyle and fashion of the city."

I believe you enjoy a few country sports and believe you now shoot?

"Yes, I do shoot, we teamed up with Rachel Carrie of Femme Fatales and Rachel insisted I had to start shooting, I started about nine months ago and love it, I’m able to forget about everything when I’m on the clayground. There is still a perceived look/image of women shooting and we are looking to turn that image around."

You must have been very busy over the past few years, has this interfered with your social life/seeing friends?

"It was incredibly hard to start with, all my friends were at uni and I was working 7 days a week, usually finishing at 2am and starting again at 6am; I did that for two years. I guess I do still work 7 days a week now as I never really stop working, I must be a nightmare to live with.. but it’s a great business to be in and I get to meet great people."

What are your plans for the future.. Will you be taking over the farm? 

"For Holland Cooper I’m looking to expand into the oversee market, with a focus on Japan and the US markets but for now we are concentrating on UK and Ireland, with Europe next on the agenda and then plan to expand after that.

And yes, my dream is to one day take over the farm.."