For Nina and Meg this meant moving their head office from London to New York. Both of them appreciate New York’s hustle and bustle just as much as the opportunities they can find here. “In SoHo, so many different groups come together,” says Meg, “long-established entrepreneurs and start-up founders for example, or locals and tourists. And the best things come out of this context.”
The city does not only serve as a source of inspiration for the planned expansion of their collection, but also allows for an exchange with other founders, thus always pushing ADAY forward. And that’s exactly how it should be. “If you work in a start-up, you will never arrive. It’s always about further development, it’s a progression over time,” says Nina. Every day would bring a new challenge. On most days, this means preparing the opening of a pop-up store or visiting tailors and fabric suppliers. On some days, it means dealing with the repair of a broken air conditioner.