Nicola

Brand Leader

“The true essence of AllSaints lies within its people.”

• What does a good day look like in your role?

  A great day in my role is when our teams are engaged and pumped, ready to give the most amazing experience to our customer. The feeling is electric and you hear laughter and compliments through the music and buzz of the store. These are the days that we thrive in and leave a lasting impression on both ourselves and our customers.
   

• What does a challenging day look like in your role?

  We all love a challenge, that's why we work in this field - to find the solutions and have a winning attitude! I'd say if I had to pick something, a challenging day for me is when I don't get the things in my diary done that I had planned to. I like to stick to deadlines, but as long as I stay organised and keep priorities inline, I get back into a good place soon again. 
   

• What do you get up to in a typical day/week?

  My main focuses are ensuring that my team feels supported and also that they are aligned with the goals and expectations for the day ahead. I want us to be a team that delivers and strives for the best results possible. So lots of coaching, feedback, check ins and welfare meetings happen with the team and I try to give my time to them wisely every day. The beginning of my week is reviewing and planning and ensuring we are set up for success and the back end of the week is all about team and customer experience. I love being out on the shop floor delivering this alongside the team.
   

• What's the best thing about working for AllSaints?

  The reason I have loved working for AllSaints over the years is due to the fact that I’m able to utilise my experience and skills to make a genuine difference. Whether it be by instilling a positive impact on the store culture, striving for excellence, delivering great results, or coaching and developing my team - I take great pride in the trust that senior leaders have shown in me. Their faith in my abilities has made me feel valued and appreciated beyond measure.

  However, the true essence of AllSaints lies within its people. It is often said that people work for people, and in my case, this could not be more accurate. Witnessing my colleagues and leaders flourish and evolve into their full potential has been a true privilege. Even as they move on to new endeavours, the friendships that have been forged will last a lifetime. When you spend more time at work than at home over the years, it is the people that make the experience all the more enjoyable.
   

• Why AllSaints?

  What has set AllSaints apart from the rest is the freedom to express my own unique style without being confined to a rigid set of guidelines. This autonomy has allowed me to learn and grow in ways that I never thought possible when I started out over eight years ago. 

• What's not in the job description but something you'd tell a friend if they were looking to join the brand?

  The authenticity and freedom to grow and develop a business and the talent within it, in your own way. You also get to support your peers to develop themselves to use transferable skills within their own interests and fields.  

• Tell us about your journey so far.

  My AllSaints journey started nine years ago as assistant manager in Manchester Market Street where I progressed to store manager. After two years in that location, I progressed into store manager of the Trafford store where my focus was to make the culture and credibility of the store the best in the North region. This is where I spent six years of my career at AllSaints, learning new leadership skills and upskilling fantastic leadership teams. After having a baby in 2022 I came back to Manchester as brand leader to lead the new concept store.