Dessi Bell, co-founder of Saint & Sofia, discusses the brand’s unique approach to fashion for women over 50 and its commitment to sustainability as it opens its first physical store.
Dessi Bell, a Bulgarian-born entrepreneur and former City banker, co-founded the London-based womenswear brand Saint & Sofia in January 2020, alongside her husband Malcolm Bell. The brand, which focuses on catering to female consumers over the age of 50, is known for its unique blend of styles that draw from both edgy rockstar aesthetics—such as leather trousers, jackets, and snakeskin-print cowboy boots—and classic businesswoman staples, including Chanel-esque tweed tailoring and floral shirt dresses.
With an eye toward sustainability and modern sensibilities, the upcoming Spring/Summer 2025 collection features a variety of garments made from organic and recycled materials. Highlights of the collection include organic cotton dresses, rust brown separates, white broderie blouses, and single-button cropped blazers, with retail prices ranging from £29 for a cotton T-shirt to £389 for a camel suede biker jacket.
After operating solely as an online direct-to-consumer brand for four years, Saint & Sofia ventured into physical retail with the opening of its first brick-and-mortar store in Covent Garden in November 2024. The store, located at 35 Monmouth Street, spans 1,400 square feet and aims to provide high-quality customer service on the high street. As part of its personalized shopping experience, the store offers free personal shopping appointments, which have attracted over 150 customers since launching in January. Consequently, this initiative has resulted in an average customer spend that is more than double that of standard shoppers.
Saint & Sofia saw a 30% increase in sales during the first quarter of 2025 compared to the previous year, with revenue growth from existing customers rising by over 50%. Looking ahead, the brand aims to reach £40 million in revenue by the end of the calendar year and plans to open 10 additional stores by mid-2027.
Bell described her typical day, revealing that she enjoys waking up early for quiet time with coffee and news, before heading to the office by 9:15 AM. She prefers to hold team meetings in the morning, reserving afternoons for deep, focused work. She characterized Saint & Sofia as “a contemporary womenswear brand rooted in quality, creativity, fairness, and sustainability,” with an aesthetic she describes as “rock girl chic” infused with classic undertones.
Reflecting on her journey, Bell expressed pride not only in the team’s daily work but also in significant milestones such as receiving the Investors in People Gold Award in March 2023 for creating an outstanding workplace. She fondly remembers a particular encounter with customers who traveled from Brighton to visit her office before the brand had a physical store, underscoring the personal connections that have developed through the business.
Facing challenges during the COVID-19 pandemic, which coincided with the brand’s launch, Bell learned the importance of flexibility in adapting to unpredictable shopping patterns, ultimately leading to a more adaptable supply chain. Among the brand’s best-selling items are the Eliza pleated skirts, Renee dresses, and Bronte scalloped sneakers.
The Buy Women Built network, which highlights successful women-owned brands in the UK fashion industry, serves as a source of inspiration for Bell. She notes that UK fashion brands hold a competitive edge that allows for export and adaptation to various markets, particularly as UK customers engage readily with mobile shopping and emerging trends. Bell imparted a piece of advice she values: “Not to negotiate against myself,” a principle she encourages younger team members to embrace as well.
Source: Noah Wire Services
