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Drapers 30 under 30 2018: Kristal Jones, chief operating officer, Emma Willis

Age: 26 

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Kristal Jones

What she’s learnt: “Never become complacent. Keep learning.”

Thanks to a mix of initiative and ambition, Kristal Jones has worked her way up from a university placement to become chief operating officer at Jermyn Street shirtmaker Emma Willis in just six years. She joined as a factory supervisor while studying fashion and textiles management at Nottingham Trent University, during which time she took on responsibility for the brand’s nascent ecommerce site. Online sales doubled during her first year and Jones quickly moved on to other projects, including launching its social media accounts.

“Kristal took on our fledgling online business during her placement year, as well as being very flexible and learning everything she could to help the company, teaching herself content management and product photography, and reducing the website costs,” says managing director and founder, Emma Willis. “She is exceptionally able and hardworking, and often thinks ahead for me.”

Working across different areas of the business has helped Jones in her current role as COO, where she juggles everything from accounts to redesigning the website: “Being given the opportunity to manage different areas has enabled me to really grow into the position I have today, as I understand all aspects of the business and I can appreciate everyone’s jobs and roles.”

Career path:

2016 Chief operating officer, Emma Willis

2015 Ecommerce, wholesale and social media manager, Emma Willis

2013 Ecommerce and wholesale manager, Emma Willis

2011 Factory supervisor, placement year, Emma Willis


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