“We had a dream of creating our own brand and 10 years later, here we are!” says Nicky Morgan, owner of eb&ive and the new homewares line under it, LOVESHACK.
While starting a label is a dream many might have, Nicky and her friend Jules Mckie-Walker actually did it.
While it’s just Nicky in the business these days, Jules having become a full-time mum, creating the brand was a joint effort between friends and was a “natural progression,” says Nicky. Having shared a love of all things fashion and homewares since they were young, and ending up in the fashion industry in sales and marketing roles, the desire to express their own style only grew. It was 2008 when they made it happen – beginning with a small handmade jewellery collection. A few years later, the label expanded into handbags, clutches, shoes, fashion and small leather goods and really took off. They haven’t looked back since, with LOVESHACK being the most recent addition.
