Born in 1974 in Stratford-upon-Avon, Luella Bartley trained at Central Saint Martins before working as a journalist on Vogue and the London Evening Standard. Ten years ago she decided to set up her own fashion label and gave her first collection the title 'Daddy, I Want A Pony'. Named by Harpers & Queen as 'the leader of London's junior style mafia', she recently moved from London to Cornwall with her husband David Sims - a photographer - and their three children, where she enjoys surfing and riding. Aside from her own collections she has designed for O'Neill, the surfwear company, and Target, the American chain-store.