15th February 2025
Notes From A Founder,
by Chloe Forde
Introducing a new series, created to spotlight the women shaping the world around them; the founders building considered brands with purpose and perspective. At Bluebella, we believe in the power of community and, as a female-founded business, we are committed to championing women who lead the way—the power is in the progress.
We delve into the stories behind the brands, having honest, intelligent conversations that reflect the multifaceted nature of women in business today.
This week, we chat to fashion stylist, mum and Ace & Prince founder Chloe Forde, on the challenges of starting a business during the pandemic, the power of female community and having open conversations about money and business.
Tell us about Ace & Prince. How did it come into fruition?
Ace and Prince launched just before COVID hit with my then business partner. As a stylist, I work with a number of big brands and—just by the nature of the business—sometimes that space for creativity is limited. I wanted something that I could have complete creative control over.
We launched A&P with just under £500, out of a shed. Neither of us had ever run a business—I built the website, we bought 150 pieces as our initial run and we sold out on launch night. Since then, the brand has evolved beyond what I could have ever imagined. We now have a beautiful community, we host events that are centred in meeting like-minded people and the product line continues to expand.
How have you felt the power of the female community in building your brand?
Women are at the core of every decision I make, in both life and in business. I feel really passionately about the role women have in uplifting other women but also sharing information and opportunities. I think it is really important for us to have open discussions about money and business. I’m keen to create spaces where women are at the forefront of decision-making and the creation of opportunities to learn and grow. Almost all of the people I work with—from my accountant to my seamstresses—are women. My female community are the bones of this business, and I'm really proud of that.
“Women are at the core of every decision I make, in both life and in business. I feel really passionately about the role women have in uplifting other women but also sharing information and opportunities.”
You’re a business owner, mother and creative—what does it mean to balance those worlds?
There is no balance and I have made peace with that. I have a very full life and that is such a privilege. There are times I feel incredibly overwhelmed because all three of those things are full-time jobs on their own. But I also feel empowered by it— whilst I have the energy, I am going to continue to try my best to make it work! I lean heavily into convenience when times are particularly busy… a service wash at a laundrette feels like ultimate luxury to me!
What progress do you think is needed to improve the industry/make it easier for women to start a business?
Conversation, conversation, conversation! Open and frank conversations that don’t skirt around the truths about money and business.
Ace & Prince feels incredibly considered — what guides the decisions you make for your brand, creatively and commercially?
Thank you. I have always operated on a bit of a ‘if it ain't broke don’t fix it’ mindset. When we launched, we shot every tote against a white wall in front of my apartment. We still do that, it’s simple and feels like part of the brand identity now. All of these things started off quite unintentionally but are now considered choices that we’ve made to keep the brand's core values the same.
All decisions I make as a founder are guided by who the A&P customer is and what they will like. My Commercial decisions are still based on feeling and intuition. We don’t put any big spend behind digital marketing campaigns; we have created an A&P lifestyle that feels very authentic to who our customer is.
You’re a business owner, mother and creative—what does it mean to balance those worlds?
There is no balance and I have made peace with that. I have a very full life and that is such a privilege. There are times I feel incredibly overwhelmed because all three of those things are full-time jobs on their own. But I also feel empowered by it— whilst I have the energy, I am going to continue to try my best to make it work! I lean heavily into convenience when times are particularly busy… a service wash at a laundrette feels like ultimate luxury to me!
What progress do you think is needed to improve the industry/make it easier for women to start a business?
Conversation, conversation, conversation! Open and frank conversations that don’t skirt around the truths about money and business.
Ace & Prince feels incredibly considered — what guides the decisions you make for your brand, creatively and commercially?
Thank you. I have always operated on a bit of a ‘if it ain't broke don’t fix it’ mindset. When we launched, we shot every tote against a white wall in front of my apartment. We still do that, it’s simple and feels like part of the brand identity now. All of these things started off quite unintentionally but are now considered choices that we’ve made to keep the brand's core values the same.
All decisions I make as a founder are guided by who the A&P customer is and what they will like. My Commercial decisions are still based on feeling and intuition. We don’t put any big spend behind digital marketing campaigns; we have created an A&P lifestyle that feels very authentic to who our customer is.