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Moses Rashid on taking The Edit LDN from spare bedroom to global brand.

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Twelve months ago, Moses Rashid told a journalist from The Times that his company, <a href="https://the-edit-man-london-online.myshopify.com/?shpxid=4c0b7740-5bf3-461a-aa1a-d065f1a7f857" rel="noopener noreferrer" target="_blank">The Edit LDN</a>, was going to be "the Amazon of sneakers". It was an ambitious aim for a business that had been launched from Rashid’s spare bedroom just a year earlier, but one that the savvy entrepreneur is well on his way to achieving.“Our [unique selling point] USP is around speed and service,” says Rashid. “We can [deliver sneakers] quicker and more efficiently."It’s partly this clarity around The Edit LDN’s purpose and brand values that has helped the business grow so quickly, says Rashid.

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"Our [unique selling point] USP is around speed and service."

Since launching in 2020, The Edit LDN has carved out a niche as a luxury business offering ultra-speedy delivery of prestigious new and preowned accessories and footwear from the likes of Dior and Air Jordan.Unlike some luxury consignment stores, which take weeks to process, authenticate and send preowned products to customers, The Edit LDN aims to do it in a matter of days.In today’s digitised and always-on world, this emphasis on speed and convenience has helped set The Edit LDN apart. Just two years after the business launched, Rashid now employs some 50 staff, and recently opened a retail concession at Harrods.&nbsp;Rashid, a self-confessed "sneaker-head" came up with the idea for The Edit LDN after buying a £700 pair of sneakers at a sneaker festival."[When I was buying them] I asked a very simple question: 'Do you have a bag for me?' The guy said ‘No’, and it blew my mind that I was paying premium but not getting premium service," he recalls.He then reached out to his 20,000+ contacts on LinkedIn and managed to secure £200,000 in investment to kickstart the business. "That was a period of jumping on calls and hustling for want of a better word," he says. "Luckily there were a lot of people who understood the vision and mission."<h2>Securing sought-after sneakers</h2>The Edit LDN operates like a private marketplace, connecting customers with resellers. Sellers can upload their products directly onto The Edit LDN’s platform, and once the sneakers sell, they are sent to the customer via The Edit LDN headquarters, where they are authenticated.The success of the business depends on Rashid’s ability to access the world’s most sought-after sneakers – before his competitors. To do this, The Edit LDN works closely with resellers, especially the larger operators.“It's different to the likes of eBay. Our resellers have 50-100 pairs as opposed to one or two, which means they're ingrained in the sneaker market. These are the guys who get access to what we refer to as ‘early pairs’.”"Louis Vuitton x Nike Air Force 1, for example, was an incredibly sought-after drop and we had 60 pairs in our HQ three months before release – that's about network. A lot of these guys put their product through to us exclusively as opposed to our competitors."In short, contacts are everything.Rashid helps nurture these sellers by supporting them in selling their product, through higher pay-out prices and offering them the opportunity to place their products in retail locations such as Harrods and Galeries Lafayette in Paris."Like any economy, the sneaker economy has a whole industry or network behind it. Of course, we're getting the most premium pairs on a global level now but at first, I didn't have any of those contacts and I didn't know any of those people..."

"Think about how you innovate in your space; what are the components that set you apart. Have fun with it."

<h2>Be creative and innovative</h2>Rashid always has one eye on the future and says that prioritising innovation – along with a relentless focus on customer-centricity – is an important ingredient to any business’ success. "Think about how you innovate in your space; what are the components that really set you apart. Have fun with it," says Rashid, who partnered with Harrods last year (as the first business of its kind to be sold in the luxury department store), has a pop-up in Qatar, and plans for similar boutiques in Saudi Arabia and the Netherlands next year.Early on, The Edit LDN turned to creative methods to build its audience."Supreme [the London store] would have a queue every Thursday morning [when a new sneaker dropped] so I went down with a videographer and got people to rate each other on their outfits. We created this fun bit of content, noted down everybody's Instagram handles, and pointed them towards The Edit LDN," he says. "At that point it wasn't about selling, it was about building an audience. Once we had an audience, we could start selling to them."<h2>Be bold</h2>As well as offering customers a same-day service, The Edit LDN is the first global reseller to pledge to removing one kilogram of plastic from the oceans with every sale and, in 2023, is becoming the first global reseller to launch into the Metaverse. "These are big, bold moves to [undertake] at such a young age [of business], but we've done them and executed them perfectly," says Rashid. "The key is not being afraid of it not working."<h2>Help people invest&nbsp;</h2>"Sneakers and streetwear are a culture that has become a commodity; there are people willing to spend on things that matter to them," explains Rashid, whose personal highlight was selling a signed Virgil Abloh sneaker – "a real piece of history" – for £50,000.Equally there is a "growing desire for people wanting to spread the cost of purchasing higher-value products," adds Rashid, and that's where Clearpay comes in. "[The buy now, pay later platform has] increased conversions and built trust with our audience."

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All references to any registered trademarks are the property of their respective owners. Clearpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.

Moses Rashid on taking The Edit LDN from spare bedroom to global brand.

Moses Rashid on taking luxury footwear resale business The Edit LDN from his spare bedroom to successful global brand.

Moses Rashid of The Edit LDN on how speedy service grew his brand

How speedy service keeps this luxury shoe business a step ahead 

The Edit LDN success story 

Natalie Fitch on why she partnered with Afterpay - and how it offers her customers options.

Natalie Fitch never intended to launch a business. When she first started making jewellery for family and friends, she viewed it as more of a creative outlet than a career.Fast forward 13 years and Fitch oversees a thriving jewellery brand, <a href="https://www.nataliemariejewellery.com/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);">Natalie Marie Jewellery</a>, based in Sydney’s Northern Beaches, which employs 12 jewellers.What hasn’t changed is Fitch’s passion for handcrafted jewellery, made with high-quality, sustainable materials - or her desire to connect with her customers and create highly personal, meaningful pieces.“It’s because I’m so engaged with customers and because I understand why they’re purchasing pieces that we decided to offer Afterpay,” says Fitch.&nbsp;

It's because I'm so engaged with customers... that we decided to offer Afterpay.

“We wanted to make our pieces as accessible as possible,” says Fitch, who notes that because the brand uses predominantly Australian materials and produces everything in-house, pieces can be expensive. “Afterpay provides our customers the opportunity to buy a piece that really speaks to them – it’s about giving our clients options.”

Natalie Marie Jewellery founder Natalie Fitch on why she partnered with Afterpay - and how it benefits her customers and her business.

Natalie Marie Jewellery founder Natalie Fitch on why she partnered with Afterpay - and how it benefits her customers and her business

Natalie Marie Jewellery: "Afterpay helps make our handcrafted jewellery accessible" Natalie Marie Jewellery 

“Afterpay helps make my handcrafted jewellery accessible.”

Natalie - “I wanted to make handcrafted jewellery accessible”

Natalie Fitch never set out to launch a business, but her passion for meaningful jewellery has propelled her to success.

Natalie Fitch has her own spacious office, but prefers to spend as much time as possible in the showroom of her jewellery store on Sydney’s Northern Beaches. &nbsp;&nbsp;“I just love seeing people come and pick up their jewellery. It’s amazing to see clients see their pieces for the first time.Through the highs and lows of the eight years since founding her business – <a href="https://www.nataliemariejewellery.com/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);">Natalie Marie Jewellery </a>– this personal connection to customers still matters. “It’s very humbling and rewarding.”Fitch is one of the business owners featured in Afterpay's Make it your way campaign, which celebrates entrepreneurs and founders who are carving their own paths and building businesses that reflect their values and passions.

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<h2>Make it beautiful</h2>Today Natalie Marie Jewellery employs 12 jewellers. But the business began organically, 13 years ago, with Fitch creating pieces for her friends from her kitchen table.“I never set out to have my own business or even be a jewellery designer. But I’ve always been a really hands-on, crafty person.”Within a few years, Fitch was selling her pieces, and in the early years, she would arrive home from her day-job, only to spend hours every evening in her garage slowly building her first collection.

I never set out to have my own business - or even be a jewellery designer.

“It was a passion project,” she says. “It was a hugely developmental period, but it was really full on… as anyone who has built a business will know. I just worked! I don’t remember much.”After three years, Fitch hired her first <a href="https://www.afterpay.com/en-US/for-retailers/access/staff-management/hiring-millennials" rel="noopener noreferrer" target="_blank">employee</a>, but even today, the brand retains a personal approach and a commitment to meaningful and intentional jewellery.

<h2>Make it meaningful</h2>“Everything we make is created with a strong intention and sense of meaning behind it,” says Fitch, pointing to a recent Mother’s Day piece, called the Polaris Bracelet, which features a central diamond set like a star to represent the role of mothers as a guiding light.It’s this purpose-led approach that Fitch says sets Natalie Marie Jewellery apart.“For so many decades, people have gone into a store and bought something off a shelf, whereas now I think there’s a resurgence in a desire for something that feels unique and meaningful.&nbsp;“We create modern heirlooms… pieces that become a tangible expression of a moment or feeling.”

<h2>Make it handcrafted</h2>The jewellers at Natalie Marie Jewellery use sustainably sourced materials and are trained in traditional techniques. “There is an art to jewellery making, and something has been lost along the way with technological advances. We’re trying to nurture [our jewellery makers] in the studio and help develop the next generation.”<h2>Make it an empowering workplace</h2>Part of nurturing the next generation of jewellers means ensuring that Natalie Marie Jewellery embraces and supports female jewellers. “We have a really strong female staff, and we have four pregnant <a href="https://www.afterpay.com/en-US/for-retailers/access/staff-management/employee-retention" rel="noopener noreferrer" target="_blank">staff members</a> at the moment, so we’re focused on [working with the] team in new or different ways.”As a mother of two young children, Fitch rates flexibility is one of the biggest benefits of running her own business. “I love running a business – but it’s not for the faint-hearted! Having flexibility is so valuable.”

<h2>Make it personal</h2>Many of Natalie Marie Jewellery’s pieces are personalised with engravings or unique touches, while others are completely custom-made for a particular occasion or anniversary.“We have a lot of couples who will come in for an engagement piece and then come back for a wedding band and then when they have their first baby or an anniversary.”“I still find it incredible that our pieces can become such a significant part of someone’s everyday life.”<h2>Make it with Afterpay</h2>For Fitch, offering Afterpay comes back to her desire to put her customers’ needs first. “It’s because I’m so engaged with customers and because I understand why they’re purchasing pieces that we decided to offer Afterpay.“We wanted to make our pieces as accessible as possible. Afterpay provides our customers the opportunity to buy a piece that really speaks to them – it’s about giving our clients options.”

Natalie Marie Jewellery founder Natalie Fitch never set out to launch a business, but her passion for meaningful, handcrafted jewellery has propelled her to success.

Natalie Marie Jewellery founder Natalie Fitch never set out to launch a business, but her passion for meaningful, handcrafted jewellery has propelled her to success

Natalie Fitch on making jewellery and memories

Natalie Fitch on designing her dream business

Make it meaningful: Natalie Marie Jewellery

Danielle Nagel was thrilled with the sales uplift from Afterpay.

When Los Angeles fashion designer Danielle Nagel partnered with Afterpay, she knew it would be popular - but she couldn’t have guessed how much it would help her business.

The day we installed Afterpay it we had a huge sales day.

“The day we installed [Afterpay] it we had a huge sales day,” she recalls, adding that Afterpay allows her younger customers to spread out the costs of Dazey LA’s high-quality, sustainably made products.&nbsp;Afterpay has also increased average order value at Dazey LA, with Afterpay customers spending 30 per cent more on average.“Afterpay is definitely a game-changer for small businesses.”&nbsp;

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All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.

Dazey LA founder Danielle Nagel says Afterpay has helped lift her average order value and drive sales.

Dazey LA founder Danielle Nagal says Afterpay has helped lift her average order value and drive sales 

 Dazey LA: “Afterpay is a game-changer for small businesses.”

 Dazey LA - “Afterpay is a game-changer for small businesses”

Dazey LA founder Danielle Nagel was determined to build a brand that matched her values - and her maximalist aesthetic.

When Dani Nagel launched her fashion brand <a href="https://www.dazeyla.com/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);">Dazey LA </a>she had one ambition. “I wanted to do everything differently. I wanted to do things the right way.”Six years later, the self-proclaimed maximalist and graphic-design obsessive has achieved exactly that – and more.&nbsp;Today, Dazey LA clothing is known for its bright, colorful aesthetic and its commitment to ethical and sustainable fashion. Nagel herself has also become a well-recognized figure in entrepreneurial circles, thanks to her willingness to share insights into her business journey on social media.&nbsp;

This month, she and Dazey LA are among the merchants showcased as part of Afterpay’s Make It Your Way series, which celebrates business owners courageously carving their own path and setting their own terms for success.<h2>Make it sustainable</h2>Before founding Dazey LA, Nagel spent several years working as a grahic designer for major US fashion labels. It was during this time that she came to understand the environmental impact of the fashion industry.“I remember once designing men’s t-shirts [featuring a graphic I didn’t like] but it’s what they wanted. And they ordered 5000 units of it, and I remember walking out into the warehouse – and being confronted with the sheer quantity of what racks and racks of 5000 t-shirts looks like. I [had] a very visceral reaction and [realised] I was inadvertently part of this terrible process.”

I realised I was inadvertently part of this terrible process.

When it came time to launch Dazey LA, Nagal was determined to institute ethical and environmental standards, and today every Dazey LA piece is produced locally in Los Angeles.

<h2>Make it your way</h2>In the early days, Nagel says the biggest struggles came from within.“The biggest challenge was actually gaining the courage to step out and [launch the business]… and also just maintain clarity and stability during that time.&nbsp;“Because I feel like the biggest beast is often [the one] in your head. [Starting a business] is just a constant emotional rollercoaster. And it really takes a few years of running your own business to realise that the highs and lows are just a part of the process. You have to learn to roll with the punches.”

You have to learn to roll with the punches.

Today, though, Nagel wouldn’t have it any other way. “What’s so fun about entrepreneurship is that there’s no ceiling to what you can accomplish. I just love pushing the envelope […] and reinventing and reinventing."<h2>Make it colourful</h2>One of Nagel’s favourite parts of running Dazey LA is the creative side. “We are a clothing line full of bold and colorful designs, and I create patterns and silhouettes to empower the wearer to be a little more bold in their everyday life."

“I’m obsessed with graphic design, fashion and interior design… and I love bold patterns, maximal design and color.”<h2>Make it with Afterpay</h2>Nagel also loves connecting with her customer via social media. “I love sharing the process with my audience. Ever since Dazey started it was all about connecting with my customers and being real and very transparent with our audience. I’ve really tried to bring them into this journey with me.”Early on, she realised that her young customer base would appreciate a platform that allowed them to spread payments over several instalments. “That’s why we brought on Afterpay. And as soon as we installed it people [told us] ‘Thank you, this is awesome’. And the day we installed it we had a huge sales day.&nbsp;“It’s definitely a game-changer for small business."&nbsp;

Dazey LA founder Danielle Nagal was determined to build a brand that matched her values - and her maximalist aesthetic.

Dazey LA: Color queen making style sustainable

The color queen making style sustainable 

Make it colourful: Dazey LA

No1. Bra London co-founder Jeanette Misseldine on how Clearpay helps her lingerie business.

When Jeanette Misseldine launched Clearpay on <a href="https://no1bra.com/" rel="noopener noreferrer" target="_blank" style="color: rgb(0, 0, 0); background-color: transparent;">No.1 Bra London</a>’s website, she saw an instant impact.“We saw sales through Clearpay as soon as we launched,” she recalls. “I knew immediately it was going to be a winner.”For Misseldine, partnering with Clearpay was not only about allowing her customers to spread out their payments - and therefore make her products more accessible - but the power of Clearpay as a marketing platform.Since launching with Clearpay a few months ago, No. 1 Bra has seen 3335 referrals from Clearpay’s Shop Directory.&nbsp;“Having Clearpay is really, really important to us as a business. It’s fantastic.”

Lingerie business owner Jeanette Misseldene explains how Clearpay helps grow her brand.

No1. Bra London founder Jeanette Misseldene explains how Clearpay helps grow her lingerie brand 

No.1 Bra: “Having Clearpay is really, really important to us as a business.”

No1 Bra - “Having Clearpay is really, really important to us as a business”

When Jeanette Misseldine and her husband launched No. 1 Bra London they wanted to redesign the bra - and make it better fitting and more comfortable.

After 30 years of designing lingerie for some of the world’s biggest brands, there’s little that Jeanette Misseldine doesn’t know about bras – or women’s bodies.&nbsp;And having spent hours fitting and measuring women, Misseldine knew that there was one issue that women struggled with most when it came to bras: the underwire.“Over the years, women’s bodies have changed – they’ve got bigger, curvier and fuller. But the underwire hasn’t changed,” says Misseldine, explaining that the horseshoe shape of the typical underwire often cuts into women’s breast tissue.

Women's bodies have changed, but the underwire hasn't.

So, in November 2020, Misseldine and her husband, Dale, launched <a href="https://no1bra.com/" rel="noopener noreferrer" target="_blank" style="color: rgb(0, 0, 0); background-color: transparent;">No.1 Bra London</a>, a lingerie brand aimed at offering a better-fitting, more comfortable bra.The brand quickly sold out of some of its most popular styles, and has since sold thousands of bras. This month No. 1 Bra London also features in Clearpay’s ‘Make It Your Way’ campaign, celebrating small business owners who are carving their own path and achieving success in a fresh and original way.

<h2>Make it comfortable</h2>Misseldine started out in the lingerie industry when she was just 18, working for British lingerie queen Janet Reger, before going on to design for some of the world’s biggest brands, including Marks &amp; Spencer.In that time, Misseldine has seen women “with bruise marks, sores and cuts” from the tip of the underwire, she says.

We wanted to solve a problem.

When she and her husband, who has also worked in the lingerie industry for decades, decided to launch their own business, they were determined to do things differently. “We wanted to solve a problem,” says Misseldine, who eventually came up with the design for an underwire that curved away from the body and proved to be more comfortable. “We also added a panel along the top which acts as a support for that [back] area.”<h2>Make it fit</h2>The pair sought patents for their designs before launching No1. Bra London in 2020 – and were thrilled with the response. “We had no idea we would sell out within three months… and the reviews have been incredible.

We had no idea we would sell out within three months.

Misseldine admits that launching a business has been a steep learning curve. Early on, she realised that many women didn’t know their exact bra size – and to combat return rates, the brand began offering 10-minute fitting phone calls to help women identify the best-fitting size.<h2>Make it customer-first</h2>This customer-first approach is important to Misseldine, who chose to partner with Clearpay as a way to make her products more accessible to women.&nbsp;

“Clearpay gives women the opportunity to spread the cost, so they can afford a good bra for themselves and also spend money on their families.”<h2>Make it fulfilling</h2>She admits that launching a business has involved plenty of late nights and long hours – and that work-life balance remains a distant possibility. “Dale and I will be cooking dinner and we’ll be talking about bra elastic!”&nbsp;However, Misseldine says that the challenges of running a business are worth it.“The biggest driver for me is getting bras on women and seeing the emotional change [that comes over them]. They look taller, they look slimmer. When I see these ladies wearing our bras, I have a huge feeling of achievement.”

No.1 Bra London founder Jeanette Misseldene launched her business to solve a lingering lingerie problem: the underwire.

No.1 Bra London founder Jeanette Misseldene launched her business to solve a lingering lingerie problem: the underwire