INTERVIEW | ANGEL FROM & FOR LOVE
No doubt, one of the coolest names in Bridal, Angel from & For love and Jackson & Grace founded two incredibly iconic Canadian bridal brands. Discarding all traditional bridal rules, her brands have an authentic style and ooze effortless cool. It was a pleasure to sit down with Angel and interview her about her businesses and all things bridal!
Name: Angel Spendlove
Location: Toronto, Canada
Current Title: Creative Director
What was your first job out of university and how did you land that position?
I didn’t go to university until I was in my very late 20’s. I used to be a professional ballerina and graduated from The Australian Ballet School when I was 18, and my very first contract was with The Hong Kong Ballet. After that I was lucky enough to dance in England with major ballet companies like The English National Ballet and Birmingham Royal Ballet.
What inspired you to create your business?
I’ve always loved costumes and fashion, and creating bridal seemed like a natural next step.
Take us through a day in the life of your business?
Every day is different. I’m either overseeing our production team, dealing with marketing, dealing with suppliers, dealing with cash flow/taxes/boring stuff, and working with our incredible brides. There are some fun events on occasion, but it’s not a lot of glamour and a hell of a lot of work! I also need to take time to daydream and be creative to design the next collections!
Has anything surprised you about the journey to creating your business?
I never expected to make such a connection with the women that wear our gowns. Getting to know these incredible brides and being part of their love story is really amazing. Also getting to know some other designers has been really wonderful. Having that sisterly support has been really special and totally unexpected.
Obviously, your business has grown! So, let's talk money. Tell us about the intimidating process of finding funding for your business. Any advice for women who need to find funding for their own startups?
Money is the worst. I think that is the hardest thing at the beginning for sure. I think making sure you have a solid business plan, including being prepared for the financial side, is vital.
Your business has developed quite a following. Can you tell us a little bit about marketing your business? How did you spread the word?
I think we’ve been lucky with having a platform such as Instagram. That has definitely helped with spreading the word about the brand. We’ve also worked closely with some pretty big magazines in Canada, and overseas. We’ve been featured in Wedding Bells Magazine ( Major Canadian Bridal Magazine) many times, Hello May in Australia, and just recently we were featured in British Vogue.
What do you think is the key to the success of your business?
I think having a great partner has been a major factor of why we’ve gotten as far as we have. My co-owner Lisa Blunt are in constant communication, and we make all our decisions together. We also work our butts off. We have retailers in every country and I work in all kinds of times zones. I don’t think anyone gets anywhere without a lot of hard work.
What has been the biggest milestone for you, and your brand?
Hitting our 5 year business anniversary was definitely a huge achievement. We’ve always felt quite small and not always sure if we’d make it through each season, so when we hit five years we were pretty stoked! For me personally, being in British Vogue was pretty exiting.
Your favourite bridal trend at the moment?
Clean lines, and unexpected cool elements. And sleeves! I’m loving a good statement sleeve right now.
Tell us about your current collection.
Our latest collection is called Queen Of Hearts and it was loosely based on The Duchess of Devonshire, Georgiana Cavendish. We used some incredible laces and fabrics this year and it’s been so well received.
Your favourite piece from your current collection?
I have two! The Brooklyn 2.0 is a sequin slip gown with deep side plunges and this amazing fringe on the back, and our new lace Georgiana gown is super cool and bohemian, with a nude lining so the lace really pops. And it is just SO comfortable.
Best advice you ever received? Don’t take it personally.
I wish I knew how to …..Split myself in half so I could be in two places at once!
What is your coffee order? Flat White with two sugars.
TV show do you wish was still on the air? Fashion Television with Jeannie Becker.
Next travel destination? New York City to celebrate my 10 year wedding anniversary!
What advice would you give your 23 year old self? It’s all going to work out just fine.