ALEXANDRA MORRISON

CO-FOUNDER & DIRECTOR @ CIRCUIT COLLECTIVE

1. What inspired you to set up Circuit Collective?
I have always wanted to own my own business, from the moment I understood the word “entrepreneur” I knew that was what I wanted to be! Fashion has always been a great love of mine, but I never knew how to incorporate it into my life in a professional sense… I have a passion for dressing people, and going into stores and finding little hidden gems so doing it on a larger scale just seemed the next logical step! Alannah and I noticed there was a gap in the market for a platform that brought together exciting brands, of exceptional quality that weren’t mass produced. We wanted to ensure an affordable price point while maintaining a sense of luxury in your online shopping experience.

2. How did you come about the name? What does it mean to you?
We wanted something strong, and sharp – we came up with the name Circuit Collective, initially as the reflection of a "Fashion Circuit" and Collective as reflecting the collection of brands we have on board. This of course developed to reflect the different "Circuits" we go on during our busy London lives - whether that be the 'Werk Circuit', 'Brunch Circuit' or 'Gym Bunny Circuit'.

3. How do you select the brands that you feature?
We wanted to move away from brands that are mass produced, so when our customers purchase a garment they are ensured individuality… urgh what’s worse than playing who wore it best? We want our edits to be versatile, so garments can take you through numerous occasions – from work, to brunch, shopping and cocktails.

4. How would you best describe each others style?
Happy! Alannah’s style honestly brings me so much joy, and I am always excited to see what she is wearing. She is brave, and bold with her choices and always one step ahead in  finding the next trend – She wears bright colours, patterns, amazing jewels, and I honestly don’t know anyone who can pull it off quite like her! She is flawless.

5. What is you're favourite characteristic about each other?c
Her ability to make anyone feel special – Alannah lights up a room when she walks in. She has one of the bubbliest personalities, and thrives off meeting new people and hearing their story. No matter how I am feeling before I see her, I have a spring in my step and a smile on my face when I leave. The world is a brighter place with her in it!

6. What is the best thing about working with a friend?
The respect we have for each other – we have been best friends for 15 years so we know each other better than most! We play to one another’s strengths, and bounce off each other so together we feel unstoppable. We listen to one another’s opinions, and have a kindness and understanding towards each other. Plus, It’s just damn fun trying on clothes with your bestie.

7. What has been your biggest hurdle so far in setting up Circuit Collective?
For me, the technology side! I am seriously technologically challenged... so it has been a massive learning curb on that front, but incredibly rewarding seeing how much we have learnt and what we have accomplished.
 
8. What should every girl have in their wardrobe and why?
A structured Blazer- I absolutely live for them.
 
9. What are your top style picks for the upcoming season?
For winter I am all about socks – fishnet socks, sparkly socks, socks with heels, socks with boots – you name it, I wanna sock it. And for summer, I have an obsession with everything linen. Simple & classic.
 
10. What is your favourite destination to visit?
New Zealand! My home! There is nothing better than going home and seeing family and friends, I feel so at peace in New Zealand – it’s the best place for me to relax and refresh.

11. What is the most valuable lesson that you have learnt from business?
To play to people’s strengths – when you have an idea, an ambition, it is so easy to form a tunnel vision and want to do everything yourself because you think no one can do it as well, or no one understands! But seriously, there just aren’t enough hours in the day to do that. If you surround yourself with strong, supportive, like-minded people it's incredible what you can achieve when you are all working towards the same goal. 
 
12. Quote of the day! What are your words to live by?
“Trust the process!”