As the lead UK/EU designer, Gemma carried out comprehensive design research building on her wealth of fashion history knowledge combined with current day trends to create vintage inspired designs fit for the contemporary market. Alongside her design work she also managed fabric research and sourcing for the brand and managed the print design team briefing and managing the development of their work to create unique in-house prints. She also managed the product development process working closely with overseas manufacturers and taking on the role of garment technologist for the brand.