A day for Dhela

A model presents items from the brand Dhela. [Photo provided to China Daily]

Aside from the exclusivity of prints, what makes your brand stand out?

Most of my collections are printed in primary or bright colours, cut into flattering shapes. Nature has always been my main source of inspiration. In fact, I've decided to give 1% of my profits to save the Amazon forests because I’m Brazilian – and the Amazon is a wonder and link to the world. Also, I love jacquard knits and I do them very well. Right now, only 30% to 40% of every collection is knits, but I will move into 50-50 territory soon.

What are your short- and long-term strategies for developing the brand?

I never liked pre-fall, but I have to sell it, so I've included it as part of three small, themed deliveries for autumn/winter. Spring/summer will be very small. I'll do resort because I’m good at it – in fact, I can live on resort and holiday. It's too much to do four collections a year, but I also want to go back to having a £25-million company, which is what Issa was.

My plan is to have a lifestyle brand that doesn't just involve clothes, but also flip-flops, socks, umbrellas, Wellies, housewares, swimsuits and so on. There will also be printed Hawaiian-style shirts, ties and swim trunks for men, which will be sold separately. I could also do a small girls’ collection, which I did successfully in London and the Middle East, for gifting.