Sydenham High alumna’s business advice is height of fashion

Aspiring online fashion entrepreneurs have received top business tips from a Sydenham High alumna at the UK’s leading fashion trade show. founder Jacynth Bassett featured alongside some of the fashion industry’s foremost leaders, including Henry Holland and Dr Pan Hogg, at Pure London (23-25 July). Her talk was entitled: ‘Maximising your potential – creating a successful online retailer” after which she answered a stream of questions from the audience and then joined the ‘Meet the experts’ sessions for one-on-one mentoring.

Jacynth launched – the first premium online fashion boutique celebrating style at every age – in March 2016, aged 23, after seeing the difficulty that her mother and her mother’s friends were having in finding high quality stylish clothes in a retailing environment focused primarily on young fashion trends.

Although Jacynth, a Cambridge law graduate, had no previous fashion or retail experience or contacts, in true Sydenham spirit she was determined to tackle the fashion discrimination that she saw plaguing women aged 40+. In less than 18 months, her clear vision and determination have ensured that her idea has developed from concept to fully operational business with more than 20 labels, a rapidly growing national and international customer base and a forum ‘Ageism Is Never In Style’ with over 2,000 regular contributors.  Earlier this year, she also successfully opened her first pop up boutique in Greenwich Market.


“Style doesn't fade – it only develops with age but today’s fashion industry fails to acknowledge this.”

— Jacynth Bassett

“I’ve therefore made it my mission to end age bias in fashion by truly celebrating style at every age like never before and hope that lots more women will join us in fighting back.”

Amongst her tips for online business success was the importance of having an objective mentor.  Jacynth benefited from the help and support of a personal business mentor through the unique Girls’ Day School Trust mentoring scheme which harnesses the power of the organisation’s 70,000-strong alumnae network to provide one-to-one help for fellow alumnae to reach their career goals.

Jacynth has also had success in championing her anti-ageism cause in the press and has written articles for The Guardian, Huffington Post, an international book and leading blogs. She has also been recruited as the style advisor for one of the largest 40+ forums in the world.

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