
Runway to Excellence - The Official SJR London Podcast
How to Build a Luxury Swimwear Brand From Scratch | Alexandra Miro
How do you build a successful luxury fashion brand? Alexandra Miro shares how she went from working at Versace, Prada and Selfridges to building one of Britain's leading luxury swimwear and resortwear brands. In this episode of Runway to Excellence , the luxury fashion and retail podcast from SJR London , host Stephanie Jackson sits down with Alexandra Miro to discuss fashion entrepreneurship, luxury retail, e-commerce, branding, wholesale, product development and what it really takes to build a premium fashion business from scratch. Alexandra shares why she was fired from every office job she ever had, how luxury retail shaped her understanding of customers, how she secured Selfridges as one of her first stockists, why she brought production in-house, what she learned from opening her first physical retail store, and why there is no such thing as overnight success. Whether you're building a fashion brand, working in luxury retail, launching an e-commerce business or simply fascinated by the business behind luxury brands, this episode is packed with practical insights from over a decade of entrepreneurship. This podcast is brought to you by SJR London , the trusted talent partner for Luxury Fashion, Beauty & Lifestyle recruitment. In this episode you'll learn... ⏱️ 01:43 — Growing up with a passion for fashion and creativity ⏱️ 03:33 — Being fired from every office job ⏱️ 04:08 — Working at Versace, Prada & Selfridges ⏱️ 08:46 — Building an early luxury e-commerce business ⏱️ 10:14 — Why she started a luxury swimwear brand ⏱️ 11:30 — Launching with just five swimsuits ⏱️ 12:07 — How she got stocked by Selfridges ⏱️ 15:57 — What luxury retail teaches you about customers ⏱️ 21:48 — The biggest challenges of building a fashion brand ⏱️ 23:57 — Bringing production in-house ⏱️ 26:08 — Opening the first Alexandra Miro retail pop-up ⏱️ 29:13 — Understanding the luxury customer ⏱️ 34:10 — Hiring the right people ⏱️ 37:14 — Wholesale vs direct-to-consumer ⏱️ 42:54 — Building a business as a single mother ⏱️ 46:22 — Designing for confidence and real women ⏱️ 51:45 — Why physical retail still matters ⏱️ 56:58 — The biggest lessons in entrepreneurship ⏱️ 1:00:31 — What excellence means in luxury fashion Connect with SJR London https://www.sjrlondon.com ️ Listen to Runway to Excellence on Spotify & Apple Podcasts Follow SJR London on Instagram, TikTok & LinkedIn If you enjoyed this conversation about luxury fashion, entrepreneurship, retail, branding and building a successful fashion business, please like, subscribe and share. It helps us continue bringing conversations with the people shaping the future of the luxury industry.


