Today we are thrilled to interview Michelle Blenkinsopp-Guild, Creator & Founder of ‘Shell Belle Couture’, a UK line of exquisite lingerie, loungewear, and nightwear, hand crafted on the beautiful island of Mauritius!
What was the passion or inspiration that led you to start ‘Shell Belle Couture’
Michelle: It was my lifelong love affair with the 1920s and ’30s—the exquisite attention to detail, craftsmanship, and elegance of the fashions from that era truly inspires me. However, it took a while to get to the point professionally where I could fulfil my passion! Out of college, I was designing for high-street brands under frustrating cost constraints. After several years, I was fortunate to step into the dream-come-true role of Creative Director for a couture lingerie brand – with more creative freedom than I’d had previously!
…I was living and working on the idyllic island of Mauritius – it was there that the story of Shell Belle Couture truly began.
Michelle, shell belle couture
Working for the big brands must have been an intense, fast-paced environment.
Michelle: Yes, it was an intensive super-creative way of working and thinking, and it included weeks at a time living and working in Paris with the creative team of a trend forecasting company. This has proven invaluable to my career, in the sense of being able to immediately spot trends and have a feeling for emerging trends.
A high street brand refers to a popular, mass-market fashion or retail brand that is widely available in mainstream stores and shopping districts (the “high street” being a term for major shopping areas, especially in the UK). These brands focus on trendy, affordable, and accessible fashion, as opposed to luxury or designer labels. Examples include Zara, H&M, Topshop, and Mango.
Who is the ‘Shell Belle’ woman? Who do you design for?
Michelle: The Shell Belle Couture woman is confident; fashion driven and celebrates her love of femininity. She appreciates our vintage aesthetic fused with modernity.
Michelle: Our ‘Shell Belles’ share the most beautiful feedback – they cherish our pieces as intimate, heirloom treasures that shape special moments in their lives, from wedding to honeymoon. And our Shell Belles love our slips & kimonos and often wear them out.
Your photography is absolutely inspirational! Can you tell us how you set up such beautiful photo scenarios?
Michelle: For me, the photo shoots are the icing on the cake of my creative process! Each collection I design tells a story, and personally styling the shoots allows me to bring my vision to life. I love a dreamy, ethereal aesthetic that feels intimate and sensual. I want to viewer to connect on an emotional level with our imagery so they have an understanding of how the pieces will make them feel. I also adore the slightly surreal and magical elements that make an image feel fantastical.
I have always collected early erotic photography throughout my career and magazine pages that I found evocative; my collection of imagery spans 35 years and is often a source of inspiration. And I adore photographers like Tim Walker and Sarah Moon for their creativity and ability to create intimacy.
MIchelle, Shell Belle Couture
Who was the photographer for your latest photo campaign that you’ve shared with us here?
Michelle: For the Film Noir campaign, it was my absolute pleasure to work with my son Kye who shot this campaign; he works as a creative and videographer in the music industry and has always understood the vision of the brand and been a part of all of our shoots. In fact, his first shoot with myself was when he was on location at 3yrs old!
'Shell Belle Couture' reveals the Secret to Undressing Beautifully! Share on XAs the saying goes, the devil is in the details! What is your secret to manufacturing delicate lingerie designs?
Michelle: My secret is that I work with a family-run Atelier in Mauritius, and they have the skill to produce our intricate pieces and handle the beautiful silks, tulle, and delicate French Leavers Lace that I use in my designs. We have built a special relationship over 19 years, both supporting each other as women in business. We speak every day and, because we worked so closely together for the years when I lived in Mauritius, I do not need to go as often as I would like…I would love to go for several weeks twice a year when we work on collections, which would be very indulgent! But I’m always too busy due to the cycle of the business.
Could you give our readers a peek into your creative process? Do you begin with fashion sketches and mood boards, doodles on napkins, or do you shop for materials and laces first?
Michelle: I am a constant sketcher and when it’s crazy-busy I even design in my sleep! To ensure I get my ideas on paper, I keep a sketch book by my bed. My process usually starts with a bubble of excitement upon seeing a new pieces of lace or silk, I am ‘old-fashioned’ in the sense that I work on the mannequin, so everything is initially created by hand in a very visceral process; I find the designs unravel before me once I start to play. I love the start of a new Shell Belle Couture collection.
Practically speaking, how do you produce each collection – what are the steps for taking each individual piece from idea to finished sample line?
Michelle: I create the pieces in my studio first on the mannequin. Then, working very closely with the Atelier, we discuss the best way to recreate them and which patterns to use, and every step is discussed in detail to ensure no detail in overlooked. Once we have our sample collection completed, we do our photoshoot and produce our look-books. Production will follow.
There is nothing more sustainable than clothing you want to wear repeatedly and keep for a long time – so, in making beautiful garments, you are ahead of the game! What other factors do you take into consideration to create sustainable lingerie?
Michelle: We also only make-to-order and when designing a collection, I use every aspect of the laces and materials, so we have virtually no waste. We also look to use recycled packaging where possible and are proud to be an ethical trader.
We believe in the ethos ‘buy once, buy well’ and know that our pieces are treasured for many years thus making them sustainable.
I imagine that your days are filled with designing, sourcing supplies, troubleshooting production issues, shipping, accounts, and much more. What is one indulgence or treat you always make time for?
Michelle: We live in an old chapel built circa 1882, a mile from the North Cornwall coast. My daily hour-long walk is non-negotiable; there is something both soothing and energizing walking along the coast with Stanley Valentine, my Border Terrier. I find the draw to the coast is a constant pull and has a magical effect on my mindset, no matter the weather! I’m also an avid hiker and love to lose myself to a day’s hiking. And I adore treasure hunting in vintage markets. Pleasure in the simple things.
What in your opinion is the most important quality a designer needs to be successful in the fashion industry?
Michelle: That’s a tough question because every brand is different, but I truly believe in following your heart, staying true to yourself, and working hard.
As creatives, it’s easy to focus on the fun parts—designing, photoshoots, and the artistic process—but it’s just as important to have solid financial advice and make managing the business side a daily priority.
If you had to pack a suitcase for a weekend in Paris with only product from ‘Shell Belle Couture’, what items would you include ‘to feel beautiful all day”?
Michelle: Ooh the City of Love! I would certainly start the day by layering one of our beautiful silk camisole and French knickers sets with your outfit, finished with a cashmere cardigan, unbuttoned to allow a sensual reveal and a touch of lace! Or a personal favorite look: knits and slips. There is nothing more lovely than a long silk slip dress teamed with a chunky knit.
For the evening, I would wear one of our silk and lace slip dresses or silk kimono (especially the bestselling Florence kimono) teamed with striking boots & a gloss of feminine confidence. Following that our stunning lace slips are perfect for the boudoir and beautiful undressing.
What is one thing that has surprised you about running the Shell Belle Couture business?
Michelle: The biggest and most humbling surprise has been the overwhelming love and feedback we receive from our Shell Belles. It’s always such a joy to hear, offering a glimpse into the lives of the women who wear our pieces. One bride shared that her slip dress meant more to her than her wedding gown because of how incredible it made her feel. New mothers cherish our long kimonos, with one saying her Florence Kimono holds all her most precious memories. Another woman, reentering the dating world, told us that our Iconic Gown and Alice Kimono made her feel beautiful again—reminding her of the woman she used to be. As a designer, there is no greater compliment.
Last but not least! Could you drop a “knowledge bomb” for new designers who are hoping to enter the fashion industry? What is your most important piece of advice or something you wish you had known when you were starting out?
Michelle: Know your finances! I can’t stress this enough! You have to be in control of the finances. As a Designer, it does not come naturally but you absolutely must be a businessperson first.
By having an operating cashflow that you check first thing every day before you do anything else puts you in a much better place for making decisions. It is so much more important than having a beautiful product.
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