Ex Rangers Wag Jilly Isabella explained why she wanted to avoid being the face of her own fashion brand as she compared the process to giving birth.
Jilly, aka Jilly Cross, has been dating former Rangers player Andy Halliday for over seven years and lives with him in a plush apartment in Glasgow.
She launched her boutique clothing brand Dula a week ago and described it as 'timeless, luxury style designed in-house by me'.
She has now revealed the current range of thirteen different garments and says she plans to go global in the long run, launching menswear, childrenswear and more as the label grows.
Jilly, who claims she had originally planned to release the collection before Covid broke, said: "Our size range is extra small to large which is 6-14. It's definitely not where I want to be with size and exclusivity.
"I've got big plans for us to be able to get to that point. It's one of the first things I want to expand once we have money and the resources to do so."
Most of the range is available for £35-£80 pounds with one more garment at £150.
Jilly said: "The pricing is not retrospective of the work that's gone into but I wanted people to be able to afford this and buy the fit and the fabric.
"It's been about three years, which is honestly a lifetime. We were supposed to launch last summer but Corona messed things up but gave me a lot more time to hone in to what I wanted Dula to be."
Jilly didn't want people to know she was behind the brand at first.
She explained: "To be honest I wasn't going to say it was me at all, because I was really worried people weren't going to like it in case they never liked me. That's just the way Glasgow is.
"Then I just thought 'stop being stupid'. You've got a good platform here. To promote it."
She as also keen not to pose on the official website in the clothing.
She explained: I'm not a model. See if I was taking pictures on the campaign day of me on the day in the outfits I would have hated every single thing. I much prefer being behind the camera, picking the shots and things."
"I didn't know how much was going to take to get off the ground, a lot of little things. The process is really really long - three years.
"You decide you want to do something if its a brand. I did the sketches, I found a supplier, did a sampling process, got a website made, started doing socials and had to get packaging."
"I had to do the boring business side of things I had no idea about, like setting up banks, getting an accountant, having traders insurance quite a lot but its definitely worth it if you want to do it.
"What's wild is, I did fashion design as a part of my degree at uni and absolutely hated it.
It was the worse thing ever. Then once I started designing things I'd wear it was really enjoyable."
"I'm not that great a drawer but seeing it on the model on the campaign day was just class. It was like a baby being born."
She added: 'I want to expand into menswear, children's wear, beauty, like a one stop shop. I'd love to go overseas, try and crack America and want it to be a household brand people wear.
"I wanted to create pieces you will wear over and over again. We are not fast fashion. We are slow fashion. If you invest in something timeless you can wear it again and again
