Enrico Ziglio is the Founder and CEO of the fashion brand that has got women shopping on Instagram, it’s Sister Jane.
Established in 2011 by the Ziglio (prior to this, he was in the world of private equity investment), expect opulence in abundance, quite literally, with oversized proportions in the form of smock dresses and floor length gowns. Then the there’s the suiting and the separates, including blouses in the same vintage-inspired vein that don big bows and Victoriana frills galore.
This aesthetic not only appeals, it sells, typically to the Generation Y demographic, with their e-commerce sales up by almost 50% since last year. Enrico gives insight into his brand strategy, the role of social media, and the goals for his firm.
Felicity Carter: How, when, why did you get into the industry?
Enrico Ziglio: I got into the industry unexpectedly in 2011 when a friend asked for my help and advice to launch a fashion brand. At the time I was working in a private equity fund, and although I had a passion for design and aesthetics, I had absolutely no experience in the fashion industry whatsoever. What motivated me to accept the venture was a mixture of curiosity to learn about a different world, and the challenge to start a project in a very complex industry, which I approached with an open mind.
FC: How would you sum up the aesthetic of Sister Jane?
EZ: Sister Jane has grown over the past ten years, but the brand has remained true to its aesthetic since the beginning, creating that unique feel – a mix of nostalgia and quirkiness, playfulness and sophistication. We create vintage-inspired pieces which combine whimsical details and stand-out fabrics with both trend-led a retro elements. The brand is still showcasing what it started with, emblematic bow blouses, standout tweed sets, ornamented jacquard dresses, jewelled collars, and trimmed suits. These design the perfect day-to-night outfits. Each style is carefully designed in our Townhouse and each collection tells a story that we can identify with. The brand is one-of-a-kind and London based but also popular universally.
FC: Who is your customer?
EZ: Typically in her 20s-30s, she likes to buy pieces that transition with the season and can be worn all year round. She also tends to have a soft spot for the ‘60s/’70s fashion era, and loves to experiment with eccentric prints and colours.
The Sister Jane customer is definitely someone who stands for her individuality and looks to garments with a vintage feel to fill her wardrobe. She’s a bit of a romantic, but independent, and knows what she wants, especially when it comes to clothing. Unlike our sister brand, Ghospell, the Sister Jane customer definitely leans more towards a very feminine aesthetic – particularly when looking at the finer product details