StyleNest talks to co-founder of online, luxury boutique Monica & Joe, Monica Wahla.
Monica Wahla is one half of husband and wife team Monica & Joe. After years of experience in the fashion industry (Monica was Head of Buying for Dorothy Perkins), her and her husband, Joe decided to go it alone and open up their dream online boutique. And so Monica & Joe was born, stocking handpicked designer womenswear from the likes of By Malene Birger, MiH and lesser known but equally gorgeous European brands.
We caught up with Monica to talk style, life as a mum to two boys and she kindly shares her recipe for the ultimate fish pie.
Tell us about Monica & Joe, how did the idea come about?
Joe and I have always wanted to have our own business, its been a dream of ours for years. We knew we would have to do something that involved buying the sort of clothes that we really loved and that I would wear. Then really it came together a couple of years ago when we were in Paris walking around the Marais area and were so inspired by all the independent boutiques everywhere. We felt there was such a gap in the market for luxury designer collections that offered something really different but that were also affordable (compared to so many chains that dominate in the UK.) We were also really inspired by the cool fashion scene in Copenhagen. We love the way Danish women dress, they have a very relaxed, understated style and then when we explored the boutiques there we discovered so many brilliant designers and labels that we had never heard of.
With two boys, how do you juggle a successful career with motherhood?
We do just that…juggle. When I worked as a buyer for Arcadia I had a nanny but I felt I was missing out so much. I much prefer my life now even though it is so hectic. I can take the boys to school and always make time for them when they are at home. Joe and I both work from home and share all the responsibilities and chores so between us we cover everything. We do end up working long hours after the kids go to bed but I wouldn’t have it any other way – well maybe a few more hours sleep would be nice. My sister lives close by and helps out with babysitting and my mum also looks after the boys whenever we need to travel abroad. I also have lots of mummy friends who are an amazing support. But I couldn’t do it unless I really believed in what we are doing.
Have you always known you’d work in fashion?
Yes – I think from when I was a little girl I always took a keen interest in my clothes and noticed what other people were wearing. I loved dressing up too. I would often tell my Mum what I thought she should wear. I was probably about 12 when I knew I was very serious about a career in fashion and then there was no stopping me. My wonderful Father (who passed away 2 years ago) had a background in fashion, he was a really sharp and instinctive businessman and without a doubt has inspired me.
How would you describe your personal style?
Relaxed, feminine and slightly edgy.
If you had to wear one label for the rest of your life, what would it be?
That’s such a difficult one. I never stick to one label, I love to mix it up and try something new. However, I’d say that the bedrock of our edit has to be By Malene Birger – I wear a lot of her pieces but I also couldn’t live without our best kept secret, Munthe Plus Simonsen.
What three pieces will you be investing in this season?
A pair of chinos from new label Baum and Pfertgarten, a Yellow cloud scarf from SF and a mint green dress from Stella Forest – pastels are huge for SS12. I will also be getting myself a leather pencil skirt from By Malene Birger.
What’s your failsafe look when you’ve only got minutes to get ready?
Leather MPS leggings and an oversized denim shirt buttoned up to the collar teamed with my Chloe heeled ankle boots and a smart blazer or Crombie coat. For the evenings I have a great deep blue silk shirt dress I wear belted with my leopard print Louboutins.
Mums have a real voice these days with social media and blogs, are there any mummy bloggers you follow?
I love the Online Stylist. I’ve met Amanda and we get on really well. I also follow Mostly Yummy Mummy and My Stylish Bump
When you’re not working, what do you like to do with your little boys?
Have fun. Go out and about to a big park, the woods or museum during the day. On Fridays we either all go out for a lovely dinner somewhere local or have a family movie night. I really look forward to it at the end of the week.
Are there any childrenswear brands you love and buy for your sons?
I love the usual suspects like H&M, Zara Kids and Gap, but I also love cool brands like Saint James for classic stripes, Swedish brand Me&I, Lucky Brand from the US and the very funky Nippaz with Attitude.
What’s your guilty pleasure?
A glass or two of wine and Green & Blacks chocolate.
Have you had any memorable fashion disasters?
When I was about 16 I had a polka dot puffball dress and loved it. Joe also thinks its hilarious that I went through a cowboy boot phase in my late teens. I’ve always had a fascination with the 60’s era and took the whole look a bit too far in my youth with the eyeliner and back combed hair.
What beauty product can’t you live without?
Benefit Wowza powder and lipgloss and I’m a hand cream obsessive.
Can you offer any tips on dressing for work?
Invest in a great dress that works with both heels and flats, a well cut blazer is an absolute must-have and some beautiful shoes.
Who is your fashion icon?
I love iconic women from the 60s like Jackie O, Bianca Jagger and Jane Fonda. I also love the effortless boho influenced style of Sienna Miller and Kate Moss.
We’re always looking for delicious, healthy and quick recipes the whole family enjoy. Do you have an secret signature dishes you can share?
This is a great recipe for a quick, easy and delicious fish pie:-
- Make some mash potatoes.
- Then mix together some fish pieces, I buy a pack of mixed fish from the supermarket and keep them in the freezer but any fish mix will do (salmon, cod, smocked mackerel and some prawns).
- Mix the mixed fish pieces with a pot of crème fraiche and some chopped spring onions and whatever herbs you may have like parsley, and season with black pepper.
- Spoon into an overproof dish, layer the mash on top and cook in the over for about half an hour or so. Its delicious, kids and adults love it and its healthy.
Can you offer our mums any advice on going it alone and starting up their own business?
I would say definitely do something that you really believe in with a passion. Never be afraid to get as much advise and support from experts, friends or any contacts who have experience or run their own businesses – most people are only too happy to offer advice. Be prepared for failures and changes along the way, it’s a huge learning curve. And finally, be original.
What’s the best advice you’ve ever been given?
Trust your instincts. Don’t be afraid to take risks in life. And always be true to yourself.