One of the trenchcoats from Jada Lynton's debut collection

Jada Lynton was destined to have a career in fashion. She grew up around design, pattern cutting and sewing. Her mother had her own dressmaking studio, her great grandfather was a tailor, and her aunt and grandmother were also keen sewers, she said: 

"We always had homemade clothes. I've said since I was a child I wanted to be a fashion designer".

Her artistic talent at school led to her studying art and specialising in sculptural design, before pursuing her true passion and gaining a BA (hons) degree in fashion design in 2009.

Once graduated, Jada developed her credentials by working for a number of design studios in London, small independent designers as well as larger companies, before returning to Birmingham last year to realise her dream of setting up her own label.

Jada's first goal was to create a collection for the Autumn/Winter 2014 collection, and one of the benefits of her strong background was that she was able to use all of her own skills to turn it into a reality, she says:

"I haven't had to outsource, I can do every part of the process, so I can turn my designs into a reality without bringing anyone else in"

One of the challenges is that it does take time, and you do need to be selective about what to include in your first collection:

"The editing part is hard, you need to make it a good cohesive collection. You're aiming to hone in on what your label is going to be about, essentially figure what your style is".

Jada developed her first collection to test the market. Her aim was to develop wearable staples with a classic style. Ultimately she aims to attract the attention of buyers from department stores and specialised boutiques, however she's happy to grow slowly so that she can be sure to deliver.

Jada explored a Start Up Loan after hearing about Get Started from a mentor she was working with in Birmingham, she says:

"It got to the point after where I definitely needed a website and some marketing collateral. I submitted an application which involved developing a detailed business plan, and cash flow projections, and that was successful. From that point the loan took about six weeks".

"The loan has been incredibly useful, it's enabled me to buy labels, business cards, equipment, computers, software. All of the things needed to turn it into a professional business."

As well as the loan, Jada was allocated a mentor, Paul, who she speaks to about once a month, she says

"He's really helped me with marketing and has really encouraged me with the social media side of things. I think it's so important to have a mentor, it brings so many new ideas into your business".

Whilst developing her next collection, Jada is also building connections to get her business to the next stage:

"I went to a conference a couple of weeks ago and met the Head of Womenswear from Jaeger, as well as buyers from House of Fraser and John Lewis. It's great to get out there and meet people, but I'm also very focused on creating an amazing second collection, sometimes people can get overwhelmed with getting things to market but I'm happier to do it slowly rather than going straight in".

Her vision for the next few years is to develop the brand and the stockists. She's inspired by the women that she wants to dress, and she feels her collection reflects a lifestyle rather just a brand, she says:

"The ambition of setting up my own brand is in the hope of creating designs that combine sophistication with cutting techniques that are unique yet understated. Creating different identities and finding beauty in difference is an important element of what I want to achieve."

If you've taken a look at Jada's collection, you won't be surprised to learn that Jada has been shortlisted from 400 to 150 for the 'VOGUE x MUUSE young vision Womenswear Award.

The first phase of the contest is a public vote to select just 50 finalists. The 50 designers with the most votes will be presented to Vogue Senior Fashion Editor and Vogue Talents Editor Sara Maino who will select the final winner, as well as 10 finalists who will enter a final round of voting to find the people’s choice winner, taking place on Vogue.it from July 21st - July 28th 2014.

To support Jada vote here by July 11th.