Bio
Thea Green is founder and managing director of Nails Inc, the UK’s leading nail brand. Founded in 1999, the idea for Nails Inc came to Green when she was just 24 years old and working as Fashion Editor at Tatler in London, making regular trips to New York. She spotted a gap in the UK market for professional, yet fast and affordable manicures. Today, Nails Inc operates in 52 branded salons throughout the UK, employs more than 400 people and successfully exports its products to more than 30 countries around the world. Green has won a number of business awards including Entrepreneur of the Year 2010 at the Woman of the Future Awards and the Retail and Consumer Award at the 2011 First Women Awards. In 2011, Green was awarded an MBE for her services to the beauty industry and in 2013 she was a finalist in the Veuve Clicquot Business Woman of the Year. In 2013 Nails Inc was awarded a Queen’s award for Enterprise for International Trade.
Portrait courtesy of Andy Lo Po
Q&A
How closely do you follow fashion?
Design Museum
Very. Personally I’ve always been very into fashion and it certainly influences my business too. I've always seen nails inc as an accessories brand rather than a beauty brand and as a result catwalk inspiration is key to creating all of our collections. To help us put together collections I go to a lot of the shows in London and New York in order to spot the latest trends and pick out shades. We have done some great collaborations with both emerging and established British designers too.
Thea Green
Do you read a fashion magazine on a regular basis?
Design Museum
I spend a lot of time on planes and trains and so I buy UK, US and French print editions of all the major fashions magazines (Vogue, Tatler and W Magazine are my must read publications) I also read a lot of online content. Style.com and WWD are my go to sites on a daily basis. Across the papers the Telegraph's Stella Magazine and Sunday Times Style magazine are my favourites.
Thea Green
Do you consult fashion blogs?
Design Museum
Yes I do but mostly for nails inc as we do a lot of work with fashion and beauty bloggers. Increasingly brands are becoming their own publishers and so I am a regular reader of the Net a Porter, ASOS and, of course, the nails inc blogs. Fashion blogs are a great way of keeping up with street trends and latest styles too – we always want nails inc to be the first to tell our customers about what’s hot.
Thea Green
When did you become aware of fashion?
Design Museum
Fashion has been part of my life for as long as I can remember. My dad was a director at Littlewoods and he used to bring home catalogues that I would then tear up and create fashion mood boards from. When I was 11 or 12 I visited the Clothes Show Live in Birmingham and loved it. Originally I wanted to be a designer but quickly realised I couldn't draw so instead I did a course in journalism and fashion at the London College of Fashion. Before I founded Nails Inc, I was a fashion editor at Tatler.
Thea Green
How would you describe your relationship with clothes?
Design Museum
To me clothes are mood enhancers - a great outfit gives you added confidence and can act as strong body armour. I love fashion and all things beauty but they need to work with my lifestyle not the other way round. My style has evolved over time in the same way as my career. The older I get the more important it is to buy quality and classic items. I'm not interested in throwaway fashion.
Thea Green
When did you develop your own ‘style’ - do you feel that you have one - what is your basic 'look'?
Design Museum
I would describe my look as at the smart end of modern, but definitely not corporate. My outfits always have a fun side but have to be both wearable and comfortable. They must be good for travel and work equally well for day and night. My basic work look would be a fun dress with a structured suit jacket, heels and a big handbag with room to stash a change of shoes for all the running between meetings!
Thea Green
Do you have a preference for particular shapes, colours, fabrics or textures?
Design Museum
I demand quite a lot from my work clothes they need to be wearable and comfortable fabrics but durable too. I am more of a winter dresser than a summer dresser - I love boots, jackets and coats. Great wool and cashmere are amongst my favourites and I am a big fan of neutral colours - black, white, beige, taupe and grey - that I will combine with a hint of neon or super bright primary.
Thea Green
Who are your favourite designers and why (historical and contemporary)?
Design Museum
Clare Waight Keller for Chloe, Phoebe Philo for Celine and Victoria Beckham are my favourite designers. Victoria Beckham does fabulous work dresses - super tight, yet flexible and flattering - the zip at the back is just brilliant. Phoebe Philo is, in my opinion, the best pattern cutter - her clothes are so feminine and flattering – genuinely amazing. I like Alice and Olivia dresses by Stacey Bendet – her dresses are flirty, fun and perfect playful party pieces. On the high street I am a big fan of Zara.
Thea Green
Do you use a personal shopper?
Design Museum
I've never felt the need for a personal shopper. I have always known what I like to wear and I never get confused about what will and won't work for me. I am a quick and decisive shopper and I enjoy finding my own pieces.
Thea Green
How much do you involve your partner in clothes buying?
Design Museum
I know what I like and make decisions pretty quickly so not at all really.
Thea Green
What percentage of your income goes on clothes purchases annually?
Design Museum
I have no idea because I just don't calculate it in that way. I buy things that I like when I see them. I don't have a shopping routine or a monthly budget for clothes.
Thea Green
How important is hair and make-up to you?
Design Museum
I wear minimal make up and don't spend much time doing my hair on a daily basis - my nails are my statement.
Thea Green
Is there a difference between your public and private wardrobe - if so, what are the reasons behind this?
Design Museum
My weekends are spent with my family and so my wardrobe reflects that. I have three young children so I live in gym kit / tracksuits when I am out in the park or doing sport, or in jeans and cashmere. I get pretty dressed up to go to work so it’s nice to keep it casual at the weekends.
Thea Green
How do you view fashion and clothes in relation to your professional standing? To what extent does your professional role inform your fashion choices?
Design Museum
Because I work in the industry it's important to be on trend but I don't buy into every fashion. When it comes to work, I try and blend my wardrobe staples with an accent of a trend. For me the challenge is to bridge between the fashion industry and the Boardroom. I’m often in quite corporate meetings so my choices have to work equally well for both.
Thea Green
Does fashion empower you? What outfit would most empower you and why?
Design Museum
Yes I think fashion does empower me. Like many other women a new outfit seems to put an added spring in my step and gives you a bit of extra confidence when you're about to do something difficult. Everyone wants to look their best at the important times for both work and personal life and clothes are a very important part of that. I remember the outfits that helped me win that major new contract or celebrate a family occasion.
Thea Green
What does fashion in the future need to do to help women / to empower them?
Design Museum
I think fashion needs to continue to help break down barriers at work. Women should be able to feel they can dress in a feminine way without being worried about whether or not they will be taken seriously in the Boardroom. We have so many clients whose only way to express their fashion tastes is through the colour they wear on their nails. I think fashion needs to continue its march on the Boardroom and change traditional attitudes to what men and women need to wear at work.
Thea Green
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