THE FRIDAY INTERVIEW: MICHELLE BLENKINSOPP-GUILD OF SHELL BELLE

This Friday we chat with Michelle Blenkinsopp-Guild, creator and founder of Shell Belle Couture: the luxurious and intricately detailed loungewear, underwear and lingerie label with a distinctive and arresting handwriting. Timeless pieces to treasure…

Your background prior to working at Shell Belle Couture?

Shell Belle Couture began in the Summer of 2010 on the tropical Island of Mauritius where I had been living and working for several years. I was Creative Director for a Couture brand working with the most specialist, talented machinists. I still work with the same family-run Atelier today to create my intricate, timeless pieces. We have built a special relationship over 18 years both supporting each other as women in business.

Prior to this I have worked for several leading high street names over my 30-year career, driving brands forwards with creative design and trend/colour insight. During this period, I was also fortunate enough to work with the Parisian trend body Promostyl for many years alongside my Design work.

This intensive super-creative way of working and thinking, which included weeks at a time living and working in Paris with the creative team, has proven invaluable to my career. Especially In the sense of now being able to immediately spot trends and have a feeling for emerging trends. I have also worked closely with photographers on various styling jobs and am the creative direction behind all of our beautiful, ethereal campaigns.

Why the world of fashion/intimate apparel?

I fell in love with Intimates during my time studying fashion. I loved the intricacy, emotive and delicate nature of the products and have always collected vintage slips. This fused beautifully with my love for the 1920’s/30’s & Art Deco style.

I remember when I was incredibly young being fascinated by my grandmother’s sewing basket, where she kept dozens of perfectly rolled strips of lace, squares of silk and vintage buttons. All these feminine, precious scraps always felt deliciously treasured. We would spend hours lost in this miniature world, making the most divine lavender bags and Rag Dolls with lacy bloomers & under-layers.

It may have started there…

Trials, tribulations and triumphs in your working life?

I have thoroughly enjoyed my career thus far and met some wonderfully inspiring people along the way. It has also led to my travelling the world, which when I set-out all those years ago did not expect. I love to travel and explore new cultures so this has been a truly wonderful aspect for me personally. From design trips to the Far East and Asia, to pop-up Soirees in Florida and Dubai etc, the extent of the travel has been incredible.

Winning ‘Loungewear Brand of the Year’ has been a particular highlight along with recognition from International Press and Buyers alike for our intricate attention to detail and couture approach to design.

What do you most enjoy about your work?

There are 3 areas I particularly adore, the first is the start of the creative process where I become inspired, usually by a piece of fabric i.e. a vintage lace veil, then I start to ‘play’ on the mannequin. I craft my pieces by hand and love to see where this creative process lands. This level of design is visible throughout our collections, where we pride ourselves on unique and intricate attention to detail.

I also love planning our shoots, working closely with photographers and directing the styling. I enjoy creating visuals that are storytelling with elements of surrealism or fantastical touches (like the lace sail in our Voyage shoot). My aim is to capture intimate, evocative moments blending vintage references with modern design.

Finally, and the most important, I love the feedback we receive from the boutiques we supply and their customer stories. We pride ourselves on building long relationships with our clients and are still selling today to our first ever boutique ‘Tallulah Lingerie’ in Islington since we began in 2010.

I am also always touched by the comments received from our ‘Shell Belles’ direct.

It is very humbling to be told that your beautiful pieces meant more to a Bride on her special day than her wedding dress! A new Mum recently thanked me for her silk kimono and said it was so precious to her because it held all her memories, another client recently personally messaged to thank me for her purchase saying wearing it had reminded her of who she used to be when she was younger and that it made her feel wonderful! I keep these wonderful comments in my ‘Positives’ file for the more challenging days. It makes the process so personal knowing you are making a difference to the lives of people and such an honour to be dealing on a daily basis with such lovely clients.

A typical week?

Depending on what stage of the season we are at our weeks can be incredibly different. Being a creative I always have to push myself to deal with the more financial and management side of the business. I know my strengths and weaknesses and have surrounded myself with a talented team.

I usually start the week with team meetings first with accounts, then with our Mauritius Atelier (Shoba and I speak daily). I also regularly touch base with my agents. It’s important for me to know at any point the exact financial position, sales and production progression within the business.

The week will then naturally progress into more creative areas. After client meetings usually over Zoom as we sell globally. I then focus on new collections, new concepts, sourcing and shoot planning etc. I always carry a sketch book and the creations are in a constant motion. At high-stress points I even design in my sleep!

I am fortunate enough to live a mile from the rugged and wildly romantic North Cornwall coast, my local beach come hail or high water (usually both!) is my sanctuary and an absolute vital part of my daily ritual with Stanley my Border Terrier. I have always been drawn to the ocean and its pull never leaves me. I use this time to clear my mind and always return inspired and more focused.

Whom do you admire in the fashion (and underwear) industry?

I have always admired Chantal Thomass for her unique creativity and ground breaking design. I was fortunate enough to meet her during a Paris Trade show where she visited our stand and admired our collection. This was a personal high for me, she was the loveliest person and we chatted for a while.

I will always admire Yamilla from my Trend forecasting days, who at the time was the creative Director for Promostyl. I would stay with her during my time in Paris and still to this day she is the most creative thinking person I have ever met, a true inspiration that left a lasting impression and memories I hold dear.

Any other ambitions for the brand?

To continue gaining momentum in becoming the global go-to brand for Silk Kimonos and Lace Slip dressing. We are currently seeing a renewed surge in interest following recent trade shows in New York and London with new enquiries arriving daily. It is interesting to see how the markets are shifting, we are certainly seeing global interest that seek out our pieces due to their intricacy, longevity and sustainable values.

Creating pieces that become tomorrow’s heirlooms certainly lends itself to the ‘buy once, buy well’ ethos. Our pieces are designed for special occasion, bridal and especially for lovers & dreamers. In addition to this we are seeing more of our beautiful pieces being worn out for party, after-party or resort, especially our lace slips and silk kimonos which are synonymous with the brand.

It feels like a really exciting growth period for the brand of which myself and my team are grateful.

It is our 15^th Anniversary of Beautiful Undressing in 2025, so we are busy making celebratory plans. We are also collaborating with several Creatives and Artists at the moment, so we are really excited for the coming months.

Proudest moment to date? 

Along with being proud of both running my business for over 14 years and my wonderful team, I am also incredibly proud of being a mother and raising a next generation creative. Watching my son bloom in the music industry as a visual creative/videographer has left me in awe! He recently spent a year travelling and working his way around South America. As stressful, exhilarating (and slightly ageing) as this has been for a mother, I couldn’t be more proud of his strong work ethic and what he has achieved at such a young age.

Your greatest challenge?

The biggest challenge I find in business is learning to deal with the unexpected! I think when you run your own business the highs are super-high and the lows are low. The low points sadly are usually down to external issues. To stay calm and deal with issues slowly and efficiently is a skill I am learning to master.

Biggest regret?

I don’t believe in regrets, I believe you learn from everything, even your mistakes. You can never put yourself back in that exact moment or mindset from the past when those decisions were made. I believe that being kind to yourself, learning from experiences and moving forward, is the best option.

Time out?

I love losing myself on the South West Coastal Path whenever possible, I am an avid hiker and there is nothing more wonderful than hiking 14 miles along the most wonderful coastline and then wild swimming, followed by collapsing with friends over a nice glass of wine or two! (with Stanley of course!). We also live in an old Chapel (Circa: 1882) so there is always an interior challenge to keep you busy!

Pet Hate?

Rudeness! I cannot bear people who are rude and behave entitled in public. It makes the world such a nicer place if we show one another respect.

Images of the Shell Belle Couture latest campaign by Philip White.