Rosie Williams is the 24 year old British designer behind Nii HAi, a brand that captures sensuality and utility through daring fashion, as a part of our Those Who Dare Win series – celebrating female founders and their success – we’ve spoken to her about her brand, concepts, and journey.
After Nii HAi’s launch in 2019, it was clear to see that this brand goes beyond daring clothing; it’s a brand that screams confidence. Mirroring the bold attitude of Nii HAi’s Founder, Rosie, and balancing the brand with its edgy consumers, it’s no wonder strong young and vivacious women are leaping at her products. What more could you ask for; on-the-mark stylish yet comfortable clothing.
Voir spoke to Rosie about Nii HAi’s fresh and unconventional clothing, her creative concepts and most of all, her passion for helping women dress however they want.
What made you take the leap from a law degree to starting your own fashion brand?
The desire to have the freedom to do whatever I wanted. I always knew I wanted to be my own boss. Going to university gave me time to figure out exactly what I wanted to do and of course, law gave me skills that have been very beneficial to owning a business.
As soon as I had made the decision I was moving to London, there was no looking back. I am very determined and once I set my mind to something, I won’t stop working towards it. I also have loved every part of starting and growing a brand, which makes me want to work on Nii HAi 24/7.
With the clothes oozing originality, how do you want women who wear Nii HAi to feel?
I want women to feel like they can take on the world because this is how I feel about Nii HAi. I think the way I feel about Nii HAi as a brand is a perfect representation of how we want women to feel. Constantly striving to improve themselves and innovate, doing what they want to do how they want to do it.
Managing to grow your brand into a recognisable name, being featured on models and even the ASOS website – do you have any highlights in the brands journey?
ASOS was huge! I am also obsessed with Lorenzo Possoco’s work with Dua Lipa, so seeing her in Nii HAi was amazing. But one of the things that have really made me feel super fulfilled was some of the charity initiatives we have taken part in. Our December initiative was really exciting and we are still collaborating with Ai Mei Li and donating towards funding @7oses top surgery. This is a huge highlight as it is a really direct way we can impact someone’s life.
Since creating the clothing line has the aesthetic changed at all or has your personal style seen any adaptations?
I put all of my time and creative energy into the brand. For me right now, especially since COVID, comfort is a priority, so I can make sure I start work without having to make too many decisions.
Nii HAi’s style has definitely evolved and it will continue to do so. However, the essence of the brand will always remain.
Being a successful female founder, we would love to hear your advice for other female creatives who are looking to start their own business.
Advice-wise I would break it down into 3 points:
- Stick to your guns; trust your gut and be confident in yourself and the decisions you make.
- Be curious, educate yourself and ask loads of questions.
- Be in it for the long haul, don’t rush and trust the process, as long as you are continuing to work and striving to improve: great things take time.
Does having lots of creative people surrounding you help your creativity and motivation to innovate?
100%!!!! There is no way I would be where I am now with Nii HAi without the people around me. My friends and family have been models, photographers, parcel packers, assistants, customers. I am extremely lucky to have an extremely talented group of friends around me in London, who inspire and motivate me with everything I do; each does their own thing but we support each other in every way we can.
Finally, where can we see Nii HAi going in the future? Are there any exciting projects underway?
Consistent growth, continuing to improve what we are doing both in terms of quality and ethics. I have very big goals for Nii HAi. Starting off with this summer, we have a lot of exciting drops, with a wider range of products than we have ever made before. Our next drop is our first item of footwear, some knee-high boots!
You can shop Nii HAi, and watch out for their new release here
Words By Chiara Ferrari, Interview By Emily Chapillon
