Jemma Dyas
Fashion scout, Asos Marketplace, aged 30
Less than six months as a fashion scout for Asos Marketplace, a sales platform for small businesses, and Jemma Dyas has already been marked out as a high flyer. She looks for brands, designers, multi-brand stores and vintage collections that are “special”, then, “I help and support them, along with our business development manager, to open and run a boutique on Marketplace”.
In July, while still working as a buyer for London super indie Browns Focus, Dyas was named as one of the emerging talents in a list of the hottest 100 people in the creative industries, compiled by private members’ club The Hospital and The Independent newspaper.
Dyas already has eight years of buying on her CV, having whetted her appetite when she came into contact with the buyers at designer mini-chain Flannels, where she worked after graduating in psychology from Liverpool University.
Arriving in London, aged 22, she initially worked in Disney’s fashion department. Before her time at Browns, which she describes as “amazing”, she was an assistant buyer at Selfridges on designer and bridge-designer brands.
“It was difficult to even get an interview as a buyer’s admin because I hadn’t studied fashion, but I was determined to move into fashion and didn’t rest until I got there. I couldn’t believe it when I was taken on at Selfridges and I haven’t looked back since,” she says.
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