Underlines chats to Gabriella Bennett, Founder & Creative Director of DEEBA London: a distinctive label synomymous with bold, versatile, stylish and luxurious loungewear which will be expanding its reach into resortwear this year.
Your previous life?
I grew up in Windsor and have a Bachelors in Fine Art from Newcastle University, after uni I worked in the Head London office of Ralph Lauren on the Homeware buying team.
How did the brand start and when did you start working on it?
I booked a one way ticket to India for New Year 2018. I didn’t have a job, didn’t know where I was going to live or any friends yet but I ended up settling in Jaipur around February and was so inspired by my surroundings and also meeting other female entrepenures out there that I decided to take the plunge that year and start my own business. I launched October 2019 and haven’t looked back since.
Where do you look for design inspiration?
I’m extremely inspired by different cultures, architecture, nature and wildlife so I spend a lot of time travelling. At the beginning mainly India, but now wherever I travel I draw inspiration.
What is different about designing your products?
I like that initially when you first look at the prints it looks like a geometric pattern but when you look closer you can see its fish kissing, for example, or a girl on a tigers back. It’s the little details that give the prints another level and whimsical element.
What are the highlights of your collection?
Our best selling Candy PJ is in the core collection. We have also introduced a new robe called the Tessa robe which has gorgeous contrasting colour tassles on the arms. It’s great as can be worn around the house or perfect as a beach cover up or even to a festival! We also did a collaboration pyjama with CINTA The Label this year and created a beautiful pale pink and green PJ set which has been a huge success.
What do you read and whom do you follow in social media to keep ahead of trends?
If I am honest, I really just design my prints and see which ones I get the best feeling for. I follow a lot of travel accounts, mainly for colour inspo. Trinny Woodall I have always followed – I love how colourful her wardrobe is and her high energy.
Describe the person who wears your designs: what is their style?
DEEBA woman loves to travel and isn’t afraid to stand out in a room. They like to look effortlessly chic whilst also being comfortable.
A Typical Week…in your life
That’s a hard one as every week is different for me. I spent most of January in New York planning for the year ahead and going to amazing restaurants and galleries, February has been much less glamourous – I have been in London & Windsor having meetings and organising my stock room, and March I am spending in India. I have a photoshoot booked when I get to Jaipur and then I’m going to make my way to Goa for a few weeks to design my Summer 24’ collection. I haven’t been back to India since I left in February 2020 so I’m very excited to go back.
Your proudest moment to date?
During covid my factory shut down so I went to Turkey to meet with a new one and I was locked down there on my own for 5 and a half months and during that time I designed my Oozie dress – which is now a best seller.
Your next big challenge?
This year I really want to focus on growing my wholesale accounts and also expanding my resortwear and dresses.
Your worst move so far?
Over or under ordering stock – I’m getting better at predicting now but in the start a few mistakes were definitely made!
What do you hope to achieve?
I want to create beautiful garments, that make women feel confident and amazing whilst also not distroying our enviroment. I would love to see DEEBA sold world wide in the large department stores. I would also love to do collaborations with sustainable charities – for example design a Rainforest Collection and a percentage of sales would go to the conservation of the Amazon.
What about time out?
My mental health is always my number one priority. I know I can achieve a lot more when I feel good so I always make sure I have a work life balance of focusing on DEEBA but also understand the importance of exercising daily, eating healthily, socialising and of course, travelling.
DEEBA London is represented for wholesale by Intimate Sales on 01580 241111 or email slc@intimatelingerie.co.uk.
