KIDX Journal: Which business segment has been most successful in 2015?

Rachel Riley: We’ve had huge success with several pieces from our Heritage Collection worn by Prince George for official engagements, including the smocked shirt and red shorts he wore for Princess Charlotte’s Christening. This kind of coverage is wonderful for brand awareness, but the royal patronage has different appeal in different countries. They love the royal connection in the United States, whereas in some countries they are not so impressed.

Luna Journal: Are there any exciting new developments in your business?

Luna Riley: We are introducing our Lilac Label, a collection of casualwear for girls and boys for Spring/Summer 16, with machine-washable, non-iron garments with very simple construction. We are well known for our smart, occasion or party wear, but the new Lilac Label will be less formal and more for play dates or playground fun.

Luna Journal: How important is social media to you?

Luna Riley: I’m a fan of Instagram. As a designer, I am very visual so I love to post pictures and inspiration with few words. Social media is also a great way for our customers to share their images: it’s what the Americans call a “Brag Book” where customers post photographs of their children wearing their favourite Rachel Riley outfits.