Since making the leap from personal shopper to designer five years ago, Sinead Keary reveals how her luxury collection caters to all women’s needs, shapes and sizes
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The Ruby sweetheart blazer, €77.50, sineadkeary.com
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The Jessica coat, €296, sineadkeary.com
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Designer Sinead Keary
Crystal Apple Bag, €165, crystalsandco.com
As I sit with Sinead Keary, I can see not only the joy she feels at celebrating five years in business, but the joy everyone else feels for her too. At a special lunch at Dublin’s Merrion Hotel late last year, an invited group of stylists, press and influencers gathered to celebrate Sinead Keary The Label.
“It’s been an amazing five years in business, I’ve grown a lot,” the Cork designer says. “I think Sinead five years ago wouldn’t have dared to dream or to believe in herself enough to know where we are today. When you start a brand, it’s all about next week rather than next year.”
Having begun her career in personal shopping before going out on her own as a stylist, the ethos behind Keary’s own brand was born by noticing women’s needs and catering towards them. Rather than telling people what they needed in their wardrobes, she listened and observed. “It all began with my personal shopping days,” she says. “I would root through women’s wardrobes and see what they had and what they needed. I wanted to create the pieces that I didn’t see on the market for the ladies I was working with. It’s so important to not just have pieces hanging in your wardrobe that you’ll wear once.”
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Designer Sinead Keary
She built a luxury element into the brand, while also keeping garments functional. “When I worked in Brown Thomas, I would have learned a lot about beautiful and luxurious fabrics. I only choose fabrics based off touch and feel like cashmere, silk and bamboo jersey.
“I want our designs to be clever. If we can put in a hidden elastic at the back of the trousers that looks stylish but gives that lady the comfort and ease she needs, that’s what we want.”
The designer is particularly taken by her Jessica coat. “I wanted to make my dream coat. I was very inspired by luxury brands like YSL – coats I would have sold when I was back in my 20s but wasn’t buying them myself.
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The Jessica coat, €296, sineadkeary.com
“I’m tall, so I wanted an oversized coat, but I also want it to work for my petite clients. The trickiness with the Jessica coat was to get enough structure to nip it in at the waist but still keep cool structured shoulders.” Priced at €296 for 100pc wool, The Jessica coat will give you the luxury feel and last you for years. “Unfortunately, I am the fit model!” laughs Keary, who personally tests each piece. “I can go through up to 10 samples before finding what I want. I also make sure to wear it a couple of times and that’s when I can spot what needs to be fixed.”
She also enlists the help of the women in her office who are all different heights and body types – this way she can ensure the designs will be universally flattering.
Keary is all about making women feel supported, and in return, they’ve supported her. “If anything, I think being a woman in the fashion industry has stood to me. I feel I got so much support so early because when you’re starting out, woman want to rally behind each other. But unlike other countries, we continue that support.”
Crystal Apple Bag, €165, crystalsandco.com
What your Crystals & Co Crystal Apple Bag says about you…
When you’ve had a few cocktails, this purse turns into your prop for belting out Charli XCX’s Apple. You obviously know the whole choreo, but it doesn’t end there. In your mind’s eye, you’re envisioning yourself in the opening credits of The Real Housewives of New York City, where each woman is holding their apple and giving a cheeky opening line. You whip out your best dupe tagline: “I may be bedazzled, but I’m rotten to the core.” *Eye smoulder* The bar applauds your sass and your fashion choices. Bravo!