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Liverpool Echo
Liverpool Echo
Business
Elle May Rice & Lydia Bacon

Meet the designer planning Grand National outfits 'as early as January'

A Liverpool designer prepares ‘months in advance’ for Aintree’s Grand National Festival.

Bethany Chard, owner of By Esme Rose, took a huge risk in 2019 and left her design job and put everything on the line to focus on her own brand - but has now said it was the ‘best thing she’s ever done.

The designer, from Wallasey, studied at Liverpool Community College for two years before completing her degree at Liverpool John Moores University in Fashion Design. Bethany then went on to work for Manchester-based suppliers Visage where she designed outfits for Next, New Look, Primark and more.

READ MORE: 27 people who stole the show at Aintree on Grand National Ladies Day 2023

After travelling around the world, where she spent time working with various suppliers, Bethany decided to set up ‘By Esme Rose’ as a side project. Now, the brand has 63k Instagram followers and a host of celebrity customers including Amber Davies, Elle Brown and Maura Higgins.

All pieces of clothing at By Esme Rose are designed and handmade to measure in its Liverpool based studio. Among the designs are many for Aintree’s Grand National Festival.

By Esme Rose Kennedy Baby Blue Lycra Diamante Skirt (By Esme Rose)

Liverpool girls start their prep for Aintree months in advance as it is one of Liverpool’s biggest calendar events, and Bethany is no different. She said: “Liverpool girls don’t do things by halves, when they are dressing up they are dressing up.

“The super organised girls actually start to come in as early as January for their races outfits. They take so much pride in how they look and we just love making them feel even more confident in what they are wearing.

“We are literally back to back making dresses and having fittings nearly every day of the week. It is so busy, especially as I’m a working mum but also so much fun."

By Esme Rose Abbey Metallic Gown (By Esme Rose)

In preparation for Aintree, By Esme Rose ‘hunt for the most amazing fabrics months in advance.’ Many of the looks are custom pieces that the customer has chosen themselves, they then help 'bring their vision to life.’

Bethany said she adores seeing 'amazing pictures' of her customers all dolled up in their outfits. She added: “I love seeing outfits go from the initial ideas to the final thing. There really is nothing like the excitement and creating custom looks for our gorgeous clients.”

Bethany has big plans for the future of By Esme Rose. Currently, she has a small team but said: “I would love to grow the business to be able to employ other young passionate hard working girls, fashion is such a hard industry to break into.

“I knew I was talented but no one would give me a chance at the start as I didn’t have much experience, once you break into the industry it’s an amazing world to work in. Working for myself, the people I have met along the way, the experiences, the fun at shoots etc really is a dream job. I always put myself out there, I'm not scared of being told no.”

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