I'm Michelle Ramsay, founder of The Fashion Expert, and I help first-time fashion founders in the UK and beyond turn ideas into retail-ready clothing brands. Through:
I support clients from concept to launch. My work includes a signature accelerator/mentorship (The Fashion Startup Academy), as well as a 12-week "Launch Your Fashion Brand" programme.
Over two decades in the industry taught me how many aspiring founders genuinely struggle with the gap between creative idea and manufacturing reality. I wanted to bridge that gap with hands-on, realistic support. Many consultancies give high level advice, many designers deliver sketches, but there was room for someone who does both, and who mentors through the technical and business side. That became the mission of The Fashion Expert.
When I first launched, I offered small consulting and design projects while steadily publishing free resources, including a "Launchplan" blueprint, podcast episodes, and blog content diagnosing common startup mistakes. Over time I structured more formal programs, such as the 12-week mentor-led course. I leaned on referrals from early clients who appreciated the clarity and accountability in my approach.
One early challenge was balancing custom design work versus scalable mentoring. To grow without losing quality, I developed standard modules, workbooks, and templates, which meant not doing everything from scratch for each client. Another challenge was client overwhelm, as many founders had conflicting ideas and no clear direction. I introduced a diagnostic quiz and onboarding "roadmap call" to clarify priorities early.
Clients now range from those launching niche sustainable labels to designers expanding existing collections. I see the same bottlenecks repeatedly: manufacturing uncertainty, sample communication errors, and skipped tech-pack steps. By publicizing case stories and podcast episodes that speak plainly about real struggles, I attract clients who already trust that I "get it."
Rather than glossy marketing, the most effective content is where I show "before and after" tech pack fixes or recount a founder's factory negotiation that saved them money. Posts that demystify pricing, sampling delays, and MOQ (minimum order quantity) get high engagement. I also run regular podcast interviews with other founders, which bring inbound leads.
I combine creative, technical and mentoring roles. I don't just produce designs or consult in isolation, I guide the process end-to-end. Clients often comment that they feel supported at every step: from sketching ideas to building their first prototype, to selecting a factory. My approach emphasises clarity and accountability:
Start with what's essential by not trying to build your full collection, website, brand story, and supply chain at once. Validate one design, one fabric run, and one sales channel. Also, invest early in clear templates and onboarding scripts, as they pay back in time saved, fewer client misunderstandings, and easier scaling.
If I had to start again, I would build a small cohort-based programme earlier, rather than custom client by client. I'd formalise feedback loops after every module so I could pivot faster. I'd also have hired a co-creator or content partner earlier to scale content without burning myself out.
I plan to expand group programmes, introduce faster "crash courses" for founders who need just one piece:
I'll publish a library of video tutorials. I will deepen partnerships with ethical manufacturers so I can offer vetted factory options to clients. I want more founders to make confident, fair decisions, because good fashion brands should start strong.
The most significant challenge you might face is bridging the gap between your creative idea and the reality of manufacturing. Many aspiring founders struggle with the technical side of production. This is where getting hands-on, realistic support becomes crucial to turn your vision into a retail-ready brand.
You can get end-to-end guidance for your fashion start-up. This includes one-to-one mentoring, design support, creating essential tech packs, and help with finding and communicating with factories. The goal is to support you from the initial concept all the way to your official launch.
Focus on validating one thing at a time. Instead of trying to build your entire collection and supply chain at once, start with one design, one fabric run, and one sales channel. Investing early in clear templates and processes also saves time and prevents misunderstandings later on.
The approach combines creative design, technical expertise, and business mentoring. You are not just given sketches or high-level advice in isolation. Instead, you receive guidance through the entire process with structured support like weekly goal setting and one-to-one calls to ensure you feel confident at every stage.
