"When I made the decision, it took me a couple of weeks to really [think it] through. I’m the type to sit on the idea before I share it with everyone. I could not come up with any reason to not do it. The only reason would be from fear, the fear of what people would say or the fear of 'am I going to be ostracised?' But fear is also one of the biggest motivating factors for me. [The idea] became extremely important to me as a person and to my brand, [for] a luxury brand to have a soul. A soul to me is the ability to say to someone, 'I see you, I hear you, you matter to me, we’re all in it together.'"