CLARE Morris was probably destined to end up working in fashion – but the journey has been a long one.

The 51-year-old mum of two was a primary teacher until three years ago.

Today, she heads up a new online fashion brand, Copper & White, selling stylish, affordable clothes to women aged from mid-30s upwards.

"I am the youngest of four girls, and we were always making things and borrowing each other's clothes," begins Clare, who is based in Pocklington.

"We grew up in the Eighties and I remember buying fabric to make ra-ra skirts. My dad had a knitting machine and we used to follow patterns – it's always been part of my life."

Clare still makes things now – including pyjamas made from Liberty prints – for her fashion label, Copper & White. But most of the items for sale are from other manufacturers, painstakingly sourced by Clare.

One good seller, says Clare, is Bohemia, a Swedish company, offering something that little bit different. "Scandi design has that je ne sais quoi. Whether it be in the seam work, or through some lace, there is always something that little bit extra."

Bohemia pieces are well made, she says: "they fit the female form beautifully". She adds: "We have an agent who lets us preview the Bohemia collection, and together we hand pick bespoke items. We only buy a few items from each collection, no one else in York can sell Bohemia and the company don’t sell online. This is a truly exclusive range."

A new supplier for this year is Suzy D, with an emphasis on sports luxe looks, says Clare.

Jayley is another popular brand she sells. Its faux fur coat – which was washable – sold out over winter. "It was a great piece. You could wear it with jeans or for nights out. It was so versatile."

Clare finds other garments for Copper & White at trade shows in London, Birmingham and Harrogate. "We feel it is really important to see and feel our collections before we buy them. This is the only way you can guarantee quality and luxury. Nothing beats compiling a collection first hand. We also love attending the shows as we can keep our eyes out for any new suppliers, which in turn will give our collections a competitive edge."

Going to trade shows, meeting suppliers and working on the online fashion business seems a world away from the classroom. Clare, a language graduate, was a teacher for 22 years, lately working at a primary school in Cottingham.

"I loved teaching, but I was a square peg in a round hole. I told myself when the children were older I was going to leave and do this," she says.

York Press:

TEAM WORK: Clare, right, with Nicky Hayer

Picture: Olivia Brabbs

That day came in 2015, when she set up her first fashion business, Little Ditsy. However after meeting marketing expert Nicky Hayer at Fashion City York last year, she decided to rebrand – and more closely focus on her customers, who she describes as "modern women looking for an effortlessly stylish look".

She adds: "Relaxed glamour is the key to modern lifestyles – beautiful clothes in sumptuous fabrics with simple details which can be slipped on for an easy, effortless style."

She believes that fashion should be fun and quality items affordable. "With the Copper & White collection, looking gorgeous isn’t difficult," says Clare. "Trends are followed, but in a relaxed way and with every new season, the collection creates looks that are perfect for easy, everyday style."

Copper & White is the antithesis of fast fashion, she adds. Pieces are supposed to last and not look out of date in mere months.

"I think fast fashion is going to disappear," says Clare. "The future is about sustainability. People want items that will stand the test of time, yet still look stylish and creative."

Clare will be taking part again in this year's Fashion City York – which is hosting York's first Fashion Week, to run from Monday, April 16, to Sunday, April 22. She will have a stall in Shambles Market and will be doing an event at Cut & Chase in Goodramgate, which will include a fashion show and styling session. For more details, visit: fashioncityyork.org.

For the meantime, Clare plans to keep her business online. "I sometimes dream of having my own shop, but I am not good at taking a risk. I'd like sales to increase online. Now, £2 in every £5 is spent online. I do think the future is online."

Besides the online shop and selling at events such as Fashion City York, Clare is looking to sell at pop-up shops, charity events and exclusive shopping evenings with a small group of customers.

She says: "We attend charity events and donate a percentage of our sales to the cause. Some customers like to host a clothing event and get their friends together to chat and try clothes on. These evenings are great fun and a roaring success as nothing beats retail therapy with the girls. We also have a really sound understanding of styling which enables us to help customers, when needed, with their style and colour choices."

Details:

Copper& White (copperandwhite.co.uk)

Models: Deborah Hirzel and Elise Evers

Fashion photos: Charlotte Atkinson

Photo of Clare and Nicky: Olivia Brabbs