Yvonne Telford has a successful business, a beautiful family and a busy, happy life. She does not, however, have a plan – or anything that could pass for one.


“Absolutely not!” she laughs, raising an eyebrow. “I've always allowed nature to take hold of the whole thing, and my job is just to show up every day. So many things are out of my control, so I don't stress – I leave that for the universe. I have an inner compass that tells me what I should do, and any time I follow that, I notice that I always make the right decision.”


Quite. While all around her, retailers have been falling victim to Covid, Telford’s eponymous brand, Kemi Telford, has gone from strength to strength over the last year, helped in part by a sell-out collaboration with John Lewis. It is the women who wear her clothes, however, that Telford is most keen to credit.


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