DECEMBER 2024
5 MICRONS
WITH ALICE EDWARDS
ONE
WHO IS ALICE EDWARDS?
Why is it that's such a hard question! I'm the founder of Memo Press, Mummy to two children and I've been married to Oliver for a little over 10 years. We live in Southwest London and have a tiny dog too called
Coco.
TWO
You are the founder of successful luxury stationery business Memo, please can you tell our readers about your career so far?
I fell in love with magazines on work experience when I was 18. I kept in touch during my time at University in Edinburgh and when I graduated went to work at Tatler, I then worked at the Sunday Times Style and Times LUXX magazines covering mostly watches and jewellery. It was truly my dream career but in 2019 something shifted. My children were tiny and I felt
like the balance wasn't right, I also really wanted a new adventure. To cut a very long story short, after a few months of soul searching and lots of planning, I launched Memo Press in 2020.
THREE
Running a creative business requires a lot of inspiration. Where do you draw this from?
Some days it flows easier than others, but almost always my first starting point is to very selfishly think what I would want to use. Whether that's a birthday card, a party invitation or wrapping paper.
FOUR
How does the right outfit make you feel empowered, particularly in professional settings such as being front of house in your beautiful store?
Having been a fashion journalist that's something I've thought about frequently. Clothes are such a fundamental part of self expression. Both an act of self love and self care. On the toughest days having the right outfit is like an armour albeit a very comfortable one.
FIVE
Nature positivity is at the heart of Iris & Wool's ethos. How important is sustainability to you in your business and your wardrobe choices?
It's (I hope) second nature now. Very occasionally I'll shop on the high street but that's very rare, I'd rather use brilliant preloved sites, including for my children (I love Kidswear Collective and Littlest Luxuries for them and Vestaire Collective for me). When it comes to Memo Press, sustainability is woven into everything we do, from manufacturing exclusively in the UK to pursuing our goal of being zero waste.
SIX
For those unfamiliar with Australian Merino Wool, what would you say are the top benefits of wearing it?
It's so incredibly soft! British wool is wonderful but can be itchy, Australian Merino feels like silk.
SEVEN
What lies ahead in the future for Alice Edwards?
We've just opened our first shop which is a dream come true. 2025 is going to be all about meeting our customers and sharing what we do.
EIGHT
QUICK FIRE QUESTIONS
What are you currently reading ? In Memorium by Alice Winn
What are you binging on TV? I'm rewatching Downton Abbey from the very start.
What Podcasts are in your ears? The Rest is History, my all time favourite
Favourite flowers? Peonies
Favourite scent? Chanel Gardinier
Best piece of advice you’ve received? There are very few evil people, only unhappy ones
Best time management hack? Make lists and prioritise
Your first fashion moment? A gold taffeta tartan skirt and velvet cropped jacket, it's one of the only things that survived from my childhood and my daughter is just big enough to wear it
Fave piece from our collection? Cate Polo Dress
Favourite Fashion Brands? Chanel forever
Dream Purchase? A Kelly
Summer or Winter? Winter
Do you have a superpower? I almost never, ever lose anything!
Photographer Susheel Schroeder
