British heritage to strut its stuff on the catwalk at London Fashion Week

Dubai-based British expat Jessica Coote has turned her frustration with selling unwanted clothes into a thriving business called Closet Concierge. The platform simplifies the process of giving second-life to pre-loved fashion items, making it more accessible for both sellers and buyers. After moving to Dubai in 2024, Coote found herself with a wardrobe full of clothes she no longer wore, but selling them was a challenge. Unable to find a service that met her needs, she decided to build her own solution.

The idea stemmed from her own experience and a gap she identified in the market. Coote realized that many people have wardrobes filled with clothes that are rarely worn, yet they still have value. Closet Concierge aims to make the process of selling these clothes simpler, by handling the entire process from start to finish, rather than asking individuals to manage it themselves.

Dubai's fashion-conscious population, strong shopping culture, and fast turnover of trends made it an ideal location for Coote to launch her business. Additionally, the UAE's supportive entrepreneurial environment and strong community of female entrepreneurs provided Coote with the resources and encouragement she needed to succeed.

Running an e-commerce business like Closet Concierge has been a learning experience for Coote, who had no prior experience in online retail. She had to educate herself on various aspects, including Shopify, SEO, marketing, social media, operations, and logistics. Despite setbacks, Coote's approach to failure has been to view it as a learning opportunity, not a personal blow.

Closet Concierge has been self-funded since its launch, allowing Coote to maintain control over the company's direction and carefully consider each financial decision. While her family is business-minded, Coote has had to learn most of her skills from self-teaching and online resources.

One of the business's biggest successes has been growing into a functioning company with an active community of buyers and sellers. Coote's first birthday event was a significant milestone, providing her with the chance to meet customers and receive valuable feedback on the service. Seeing people trust Closet Concierge with their clothes and enjoy using the platform has been the most fulfilling aspect of Coote's journey so far.