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Love, EP

Welcome to Empower Palette, a magazine blog. Shining light on fashion, beauty and health products that empower women. Don't hesitate to let me know what you want to see on the blog!

Interview with Rhian Jones: Founder of a Cruelty-Free Clothing Brand

Interview with Rhian Jones: Founder of a Cruelty-Free Clothing Brand

Rhian reached out to me on Instagram. She is so sweet and inspiring! If you are looking to start your own brand or want to know more about cruelty-free clothing, this post is so valuable.

Rhian created Love My Apparel (LMA) in 2012, only stocking 100% cruelty-free clothing and accessories. LMA is also recognized by PETA as one of their vegan approved websites.

The labels they currently carry are Amenapih, Caroline Svedbom, Day Birger Et Mikkelson, ETTIKA, Finders Keepers, From St. Xavier, For Love and Lemons, Gestuz, Glamorous, Mara Hoffman, MINKPINK, MeMe London, Missi London, Parisian, Sass & Bide, SAINT GENIES, Tea & Tequila, and Zoe Karssen.

I asked Rhian a few questions and she dropped gems and inspiration!

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What inspired you to create LMA?

I started working in fashion retail at the age of 16 at House of Fraser in Cardiff. This is where my love for fashion first started. I then went on to study and gain qualifications in fashion and returned to House of Fraser as their stores only personal shopper.

This helped me to gain a lot of insight into the retail market and I decided that I would like to have my own store.

The push I needed to take a risk and get started with my business dream was after the birth of my beautiful daughter Olivia, which was a great motivation for me.

What does a usual work day look like for you?

A usual day will start with the school run. Then breakfast at home and [I’m] in my home office for the rest of the day, managing all the social media, packing orders and responding to emails. It's not very glamorous but I love the freedom of working from home with being a single mother.

Do you have any tips for finding cruelty-free clothes when shopping an average store?

Most clothing and accessories are cruelty-free by default. The only items you need to watch out for are if the material is leather, silk or fur, then make sure you check the labels to ensure its faux. If you are shopping online and the store is not officially cruelty-free then you could always contact them to confirm an items composition if it isn't already listed in the description.

What advice would you give to women wanting to turn their passion into a company?

If you are looking to set up your own business you must be willing to take risks, be self-motivated and have a drive to succeed. Most importantly though, as cliche as it sounds, you must believe in yourself and in what you are trying to achieve.


I’ve picked a few of my favorites from LMA.

MINKPINK Farraday Buttoned Playsuit

Caroline Svedbom Mini Drop Opal Earrings & Bracelet

+ read about street style, woman-owned & vegan clothing brand w/plant-based messaging

+ shop vintage, trendy & made-to-order clothing by 2 female besties

Do you shop cruelty-free clothing? How does Rhian’s story inspire you?

Post a comment or question below and don’t hesitate to share this post and help create a cycle of supporting women-owned brands 😘

& remember to allow your authentic self to empower the women around you

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