An hour with fellow Piscean Jennie Hogg, fabulous female founder of Lois Avery
Jennie Hogg, Founder of Lois Avery
What’s your birth sign?
Pisces
What’s your connection with Italy
I’ve always been fascinated by Italy. Perhaps it’s because growing up in Australia our neighbours were an elderly couple from Sicily. I was captivated by them and their way of life. They grew all their own vegetables, made their own wine, and invited us over for 7 course Italian feasts! I’ve loved Italy ever since.
When and how did you decide to start up Lois Avery?
The idea for Lois Avery came to me one day in October 2015 whilst I was in the bath. But I think Lois Avery was actually born out of many, many, years of dreaming of escaping my career as a lawyer for a happier path.
Following my ‘light bulb’ moment I gave myself 12 months to launch, and one of my first steps was to enroll in a number of London College of Fashion short courses, which I attended on weekends whilst I kept my legal career going.
What was the first scarf you started with?
Bengal Kitten
Lois Avery launched with 12 scarves, but the very first scarf I worked on was the Leopard Print in Bengal Kitten (currently sold out). The process for designing this scarf was an amazing experience. I was determined to create the perfect leopard print. My friend, had a gorgeous Bengal kitten called Mya and I worked with a mill to replicate that stunning coat on a cashmere shawl. I was very emotional when the first sample arrived.
How do you decide on the colours?
Lois Avery Mood board
I follow my instincts. When I look at colour swatches and samples I need to feel something. If I don’t get that feeling of excitement, then it's not good enough for Lois Avery. I remember the first time I saw the samples for our Sea colour. My heart just about leapt out of my chest. I saw my husband and my children's eyes in that colour and I knew it was right. It's been our bestselling scarf of all time!
What’s been your most popular item during lockdown?
The Italian Days cashmere scarf in Sea continues to be my bestselling scarf, but the brand new Stripe scarf in Mixed Pink is definitely having a moment right now!
Where in Italy do the scarves come from?
The scarves are woven in the North of Italy by family-run mills.
How are they made?
All Lois Avery scarves are woven on mechanical looms that are operated by skilled craftspeople.
How quickly do you re-stock, some of your items are so popular they’re often sold out?
The time for re-stocking sold out scarves can vary and all depends on the availability of the yarn. The mills have worked super hard during lockdown to make our products available, but I know they have had it tough.
What makes Lois Avery unique?
Lois Avery has a magnificent product, but that’s just the start of the story. What makes us truly unique is the way we serve our customers and tell our story. This gives Lois Avery such a deep foundation and tremendously loyal customers.
Are all of the scarves as soft as each other or does the colour affect the softness?
All Lois Avery scarves are incredibly soft. How they handle is not impacted by the colour of the yarn, but by the weave and finish. For example, the Italian Days scarves have an open weave and a soft and fluffy finish, whereas the Classic scarves have a tighter weave and a smooth finish.
An object you would never part with
A beautiful bracelet that I inherited from my Grandmother. I’ve explained why it is so special to me on my website.
The last meal that truly impressed you
My husband and I enjoyed a fabulous lunch at Petersham Nurseries at the end of summer. I always feel like I’ve been on holiday when I lunch there, from the fabulous Italian food and wine to the atmospheric greenhouse, it’s always wonderful.
The biggest female influence in your life
My Mum.
An unforgettable place you’ve travelled to in the past year
Savoca. It’s a beautiful mountain village on the east coast of Sicily where The Godfather was filmed.
If you could choose only one scarf from your collection which one would it be?
Classic in Slate
I hate to pick favourites, and I do change my mind depending on my mood and the season, but I do wear the Classic in Slate more than any other scarf that I own!
How do you celebrate your birthday?
My birthdays are usually pretty low key. I make an Italian meal at home with as many family members that are in the UK as possible and source an indulgent bottle of wine. Milestone birthdays are celebrated in Italy with my parents and brothers. There is usually a dozen or so of us in a big house having the time of our lives.
Where would you like to go next?
I almost made it to Pantelleria earlier in the year, but Covid put a stop to that. When things calm down I will try again!
What are you dreaming of?
That’s easy: I’m dreaming of seeing all my family in Australia again.
Your favourite website
I love Elizabeth Minchilli’s website and blog. I don’t know how I would have coped with lockdown without her wonderful recipes and insight into her dreamy life in Rome and rural Umbria.
https://www.elizabethminchilli.com/
What’s in your future plans for Lois Avery
I would love to continue to grow Lois Avery, I have no plans to expand beyond cashmere scarves. This is my focus and I think it’s so important to have a niche and be an expert in your field.
A recent “find”
Passito! It’s a rich and syrupy pudding wine (straw wine) from Pantelleria in Italy and it’s the perfect way to end a meal at this time of year. You can find it at some branches of Lidl and online.
The beauty staple I’m never without
I’m so low maintenance when it comes to beauty, but I’m pretty happy with Vaseline lip balm in ‘Rosy Lips’, Chanel nail polish in the colour “Expression” and a squirt of Narciso Rodriguez For Her!
Favourite Italian food
It’s hard to beat a bowl of classic spaghetti vongole, especially if you are eating it with your feet in some Italian sand.
Favourite Hotel
For over the top once-in-a-lifetime indulgence there is nowhere that compares with Villa Feltrinelli on Lake Garda.