Cléo Ferin Mercury, co-founded by Cleo Ferin and me, is a distinguished fashion accessories brand renowned for its exquisite silk creations infused with a unique touch of creativity. Collaborating with manufacturing partners in the UK, Italy, and South Korea, we meticulously crafted high-quality pieces that resonated with a diverse clientele of all ages. Our coveted scarves graced the shelves of prestigious designer department stores worldwide, including Fenwicks, Galleries Lafayette, Luisa Via Roma, KaDeWe, Harvey Nichols, and Ron Herman. We also made our mark in cutting-edge boutiques such as Collette, Tatty Devine, The Refinery, and Kapok. At the height of our success, our brand boasted over 50 stockists across Asia, Europe, and America.
Within my role at Cléo Ferin Mercury, I managed a diverse portfolio of creative and strategic responsibilities, including:
-
Charting the creative direction for the brand, from its overall identity to its marketing assets.
-
Masterminding the user experience and interface design for the website, ensuring a seamless and engaging experience for visitors.
-
Steering the development and ongoing management of the website, ensuring it meets the needs of the business and its customers.
-
Orchestrating the digital marketing strategy, setting KPIs and tracking performance to drive results.
-
Spearheading content creation initiatives that resonated with the target audience, building brand awareness and engagement.
Our scarves have been featured in esteemed fashion publications like Vogue, Harper's Bazaar, and Marie Claire. Renowned personalities, including Caitlin Moran, Charlotte Olympia, Audrey Kitching, and The Beckerman Twins, adorned themselves with our scarves. There were whispers of style icons like Kate Moss and Grace Jones embracing our scarves, although these rumors were never officially confirmed.
In 2010, Cleo laid the foundation for our brand with a modest collection of silk scarves, which initially found homes in two London stockists. However, the turning point came in early 2011 when we embarked on a transformative journey, rebranding our identity. We relaunched our website and introduced our signature creations, the 'animal scarves'—luxurious silk scarves shaped into various captivating animals, reminiscent of fur stoles but exuding vibrant and playful designs.
%20copy.png)
Fast forward to 2012, and a significant milestone was achieved as we secured funding from the UAL Seed Fund and received invaluable mentorship from Russell Hammond of The Scaphan Network. This support enabled us to fine-tune our production processes. By 2013, we were ready to make our debut on the global stage, showcasing our inaugural collection at New York and Paris Fashion Week with Capsule, where we captivated the international market.
Cléo Ferin Mercury at the London Fashion Week Design Showrooms
In 2016, our brand gained further recognition when we secured a spot on the BBC's 'The Apprentice.' Our scarves played a pivotal role in helping the winning team triumph in the episode titled 'Department Store'.
