Mint Velvet: Redefining Relaxed Glamour for the Modern Woman
In an industry where fast fashion often overshadows timeless style, Mint Velvet has carved a distinct identity with its signature philosophy: Relaxed Glamour. Founded in 2009 by Liz Houghton, Jane Rawlings, and Lisa Agar-Rea, the British womenswear label has grown from a kitchen-table idea into one of the UK’s most recognisable fashion brands.
The company’s mission is simple yet powerful — to make women feel confident, stylish, and comfortable without compromising quality or individuality. Headquartered in High Wycombe, England, Mint Velvet stands as a symbol of effortless sophistication and attainable luxury.
The Birth of Mint Velvet: A Kitchen-Table Revolution
Founders Who Changed the Fashion Narrative
The story of Mint Velvet began in the summer of 2009 when three experienced women from the fashion industry, Liz Houghton, Jane Rawlings, and Lisa Agar-Rea, gathered over cups of fresh mint tea at Liz’s kitchen table. They were united by a shared frustration: fashion on the high street had become too fast, too trend-driven, and too disconnected from real women’s lives.
Having spent years working in mainstream retail, the trio realised they had outgrown the chaotic pace of fast fashion. They longed for something different — clothes that reflected real life but with a touch of glamour. Out of that conversation, Mint Velvet was born.
Their vision was clear: fashion should be fun, luxury should be affordable, and looking gorgeous should never be difficult.
The Founding Philosophy: Relaxed Glamour
From the beginning, the founders knew exactly what they wanted to create. They coined the term “Relaxed Glamour”, a concept that would define everything the brand stood for.
The goal was to offer beautifully designed, easy-to-wear pieces that could make women look and feel great, even on their busiest days. The team focused on versatile silhouettes, soft fabrics, and muted palettes — clothes that blended sophistication with practicality.
The Launch and Early Growth
Within a few months of brainstorming, Mint Velvet launched its first collection in October 2009. The response was immediate. Women connected with the brand’s message of modern femininity and effortless style. Within five years, the company had expanded nationwide, establishing boutiques and concessions across the UK and a thriving online presence that continues to grow today.
The Women Behind Mint Velvet
Liz Houghton: The Visionary Leader
As co-founder and CEO, Liz Houghton leads the strategic direction of Mint Velvet. With decades of retail experience, including roles at high-street giants, Liz brought a clear business vision and deep understanding of customer needs. Her leadership balances creativity with commercial insight, ensuring the brand stays true to its roots while adapting to modern retail trends.
Liz often describes Mint Velvet as a “brand made by women, for women.” She oversees marketing, brand strategy, and the store network, maintaining the consistent message that luxury can be accessible without being pretentious.
Jane Rawlings: The Creative Force
As Creative Director, Jane Rawlings shapes the visual and artistic essence of the brand. Her keen eye for design, print, and colour keeps every collection fresh and inspiring. Under her direction, Mint Velvet collections have maintained a delicate balance between classic and contemporary — blending trend awareness with timeless appeal.
Jane ensures that every garment embodies Relaxed Glamour, from flattering fits to luxurious finishing touches. Her designs celebrate femininity while remaining versatile for everyday life.
Lisa Agar-Rea: The Brand Architect
Lisa Agar-Rea, the third co-founder, plays a pivotal role as Brand Director. Her focus lies in product quality, fit, and coherence across collections. Lisa’s attention to detail ensures that each piece not only looks good but feels exceptional to wear.
Together, the three founders complement one another perfectly — Liz steering the business, Jane crafting the vision, and Lisa ensuring that quality and wearability remain uncompromised.
The Essence of Mint Velvet: What Makes It Unique
A Brand Built on Real Women’s Needs
Unlike many fashion houses that dictate trends, Mint Velvet listens to its customers. The founders are their own target audience — working women, mothers, and professionals who want clothes that feel good, fit beautifully, and last beyond a single season.
Every piece reflects a deep understanding of how women live today. Whether it’s a soft knit for school runs or a chic dress for dinner, the clothes promise confidence and ease.
Design Ethos: Effortless and Flattering
Mint Velvet’s design philosophy revolves around three key principles:
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Ease – Clothing that transitions seamlessly from day to night.
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Flattery – Thoughtful cuts that complement every body shape.
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Detail – Luxe fabrics, subtle embellishments, and refined tailoring.
Each collection is a masterclass in understated elegance — modern, feminine, and comfortable. It’s fashion that feels as good as it looks.
Beyond Fashion: A Lifestyle Brand
Over time, Mint Velvet has evolved from a clothing brand into a broader lifestyle label. The range now includes shoes, handbags, accessories, homeware, activewear, and gifts — all infused with the brand’s relaxed, elegant aesthetic. The expansion reflects a natural progression: customers who love the brand’s fashion want to surround themselves with its style in every aspect of their lives.
The Business of Mint Velvet
Headquarters and Growth
Operating from its headquarters in High Wycombe, the company has grown into a dynamic organisation employing between 500 and 1,000 people. Its career culture is described as professional yet non-corporate — where creativity and collaboration drive success. The team believes that a strong team is greater than a team of strong individuals, an ethos that has supported its long-term growth.
From its early days, Mint Velvet expanded across the UK with standalone boutiques and concessions in premium department stores. The brand continues to strengthen its online presence, making its collections accessible worldwide.
The Digital Experience
The brand’s official website embodies its philosophy of simplicity and elegance. Clean visuals, intuitive navigation, and stunning photography make shopping easy and inspiring. The digital platform has become a vital part of Mint Velvet’s success, allowing customers to explore curated edits such as The Cosy Edit, The Gift Guide, and New In Collection.
The Future: Global Ambitions
Having established itself as a leading British fashion brand, Mint Velvet now sets its sights on international expansion. With a growing digital audience and a refined logistics network, the company is poised to bring Relaxed Glamour to new markets. Its steady growth and consistent quality suggest a promising global trajectory.
The Brand Philosophy: Fashion That Fits Real Life
Relaxed Glamour Defined
The phrase Relaxed Glamour is more than a marketing slogan; it is Mint Velvet’s design DNA. It combines the confidence of sophistication with the ease of comfort. This philosophy rejects the extremes of fast fashion and couture, offering something that feels attainable yet special.
Each collection embodies this idea — from soft knits and effortless dresses to sleek tailoring and refined loungewear. The brand’s neutral colour palette, luxurious textures, and timeless shapes create an instantly recognisable aesthetic.
Sustainable and Ethical Mindset
In the modern fashion landscape, ethics and sustainability are no longer optional. Mint Velvet acknowledges its responsibility and is committed to responsible sourcing, supplier transparency, and fair labour practices. Its sustainability journey includes attention to material sourcing, improved supply-chain visibility, and environmentally conscious design choices.
While maintaining its premium feel, the company continues to invest in long-term solutions that align fashion with social responsibility.
Why Mint Velvet Has Become a Wardrobe Essential
The Appeal of Authenticity
What sets Mint Velvet apart is its authenticity. It was created not by distant designers chasing trends, but by women designing for themselves. That authenticity resonates deeply with customers who recognise their own lives reflected in the brand’s collections.
Balancing Quality and Accessibility
While positioned as a premium label, Mint Velvet remains far more affordable than luxury brands. This balance between attainable price and high quality gives the label a loyal following. It offers investment pieces without the intimidating price tags — a combination few others manage successfully.
The Customer Connection
The company maintains a close connection with its customers through engaging storytelling, responsive service, and community-driven initiatives. Every collection feels personal, curated with the customer’s real life in mind.
A Timeless Brand for Modern Women
As lifestyles evolve, Mint Velvet’s adaptability ensures its continued relevance. Its clothes are designed to move with women through every stage of life — from the office to the weekend, from school gates to evening dinners. It is fashion that celebrates the beauty of living confidently in comfort.
About Mint Velvet
Company Profile
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Founded: 2009
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Founders: Liz Houghton, Jane Rawlings, Lisa Agar-Rea
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Headquarters: St John’s House, Easton Street, High Wycombe, England
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Industry: Retail Apparel and Fashion
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Website: mintvelvet.com
Mission Statement
To design beautiful, luxurious clothing that makes modern women feel confident, stylish, and comfortable every day.
Conclusion: Mint Velvet and the Future of British Fashion
Over the past decade, Mint Velvet has proved that fashion need not be fleeting to be desirable. Its rise from a kitchen-table idea to a national fashion powerhouse is a testament to clarity of vision, authenticity, and customer understanding.
The brand’s founders — Liz Houghton, Jane Rawlings, and Lisa Agar-Rea — transformed a simple idea into a full-fledged movement. Their philosophy of Relaxed Glamour has redefined how modern women approach dressing — with ease, confidence, and understated sophistication.
As Mint Velvet continues to grow, both in the UK and internationally, its promise remains the same: to offer fashion that feels effortless, empowering, and enduring. In an era where trends fade quickly, Mint Velvet stands as a reminder that true style lies in timeless design, thoughtful detail, and genuine connection.
