Women Who Launch: Ally Voss of Clover London

You created Clover London in 2021 - how did the business idea come about? What was the lightbulb moment for you?

When I was a bride back in 2017, I was 26, engaged and married in about seven months. I found that there was very little available that really resonated with my style. So many of the spaces I visited had super long production lead times and incredibly traditional shopping experiences/gowns - I thought I couldn't be alone in feeling that way, in that clover was born.

How would you describe your brand’s aesthetic? What makes it stand out from the crowd?

I love classic silhouettes complemented with soft touches like a lace mantilla veil or whimsical organza sleeve. I think that sums up the clover aesthetic; clean contemporary gowns with a nod to romance.

What has been the greatest challenge you’ve faced since pivoting from beauty PR and launching your own business?

Like any entrepreneur, I think the key is keeping momentum going. The daily challenge is keeping brides engaged in your vision while you slowly build and grow, moving from one chapter to the next. 

What does a typical day look like for you?

It's always an early start with my toddler and as soon as I open my eyes and guzzle a mug of coffee, it feels like we are out the door on the way to childcare drop-off and I’m typically at my desk by 8:30am. Most days start with a bagel while I reply to emails, followed by a few appointments either for first time brides trying on the collection or bespoke fittings with clients who are having their gown made from scratch. It is then peppered with lunch, more emails with suppliers/my accountant then out the door before 5pm to collect my son. Some days I spend out and about at fabric trade shows or at my manufacturer checking on production, but you can usually find me at clover HQ.

What is the most satisfying part of running Clover London?

Seeing a bride in her dress at her final fitting, all altered and ready to take home. It is a super special moment and a true honour to share it with them.

Where do you seek inspiration for your designs?

We started the collection with ten very understated silhouettes, which are still the base of my core collection today. From there, I'd say it's been a mix of conversations with my clients and absorbing little titbits that we chat about and current trends that shape the future of clover pieces. I also adore fabric shopping and getting inspired by the silks that we use - I always want to showcase them in the best way possible.

How has your brand evolved since its launch? 

When I first started, I never dreamed we would do as much bespoke work as we do now. I am not formally trained and in the beginning, to avoid facing my imposter syndrome, I turned down quite a few commissions. But as the business and my confidence grew, we started taking on more and this now makes up a good 15% of our total business and is one of my favourite parts of running clover.  

Looking ahead, are there any particular milestones you’re hoping to achieve? 

We have been in the same studio for three years and I absolutely love it, but we are running out of space. I am definitely keen to take the next leap into a bigger space so we can offer even more bespoke/alterations on site which is something we are currently limited on due to our square footage.

What advice would you give to someone thinking about setting up their own fashion brand? 

For the business to grow and develop for the long haul, I truly believe you have to adore the category you are creating in. I am fuelled daily by our brides and the business but fundamentally I am addicted to bridal and that is 100% what keeps me going. 

What’s one thing you wish you knew before launching Clover London?

That it's going to be a thousand times harder than you anticipate (I'm actually glad I was a bit naive to this) and that being a small independent bridal brand will be our superpower and something brides truly treasure.