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Catherine Jobling, COO of AllSaints, has taken several leaps of faith in her life: moving from South Africa to London, for example; ignoring the naysayers to change career paths; and redeveloping the business structure of one of the UK’s most iconic brands. But, as she tells Penny Goldstone for our Women Who Win series, with great risks come great rewards…
“We encourage our customers to buy less and to buy better, so [we ensure] our products stand the test of time and are in their wardrobes for many years to come”
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Take us back to the beginning of your career at AllSaints…
on taking risks, the power of being present, and knowing when to walk away
Catherine
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I originally studied engineering and worked in that industry for three years, so I launched my business later on in life. At 26, I left my job in France and came to London to study jewellery design. That was almost 10 years ago. I basically used my studies to start working on my business plan. Every time I had a school project, I would design pieces that would be part of my future collection. But I didn’t have a lot of experience in business; I had no idea what a small business was, how to hire, or how to be a manager. I had no connections whatsoever in London – nor in fashion or design.
Take me back to the beginning of your business.
Photographer: Silvia Olsen
Hair and make-up artist: DemiMakeup
“I joined on 7 January 2019, at a time when the business structure was somewhat unconventional and not helping in terms of communications, synergy and productivity. I focused on refining the team layout and, more importantly, enhancing cross-functional collaboration across the company. Since then I’ve introduced an ESG (environmental, social, governance) team to work solely on making sure that responsibility and sustainability is at the forefront of every decision we make as a business.
“More recently, I have also added our PR, marketing and social teams under my wing; we have grown to a new level, with brand activities now including seasonal runway shows at venues such as the Serpentine, Spitalfields market and the Kingsway Tram Tunnel.”
“For spring ’25, it’s the ‘Zep’ sleeveless shearling gilet – I just love the versatility of it. Unlike a standard shearling jacket, it can be teamed with a long sleeve underneath and worn inside or layered up with a jacket for a warmer look.
“Another favourite is the gorgeous ‘Madea’ mini chain strap leather loop bag, which showcases AllSaints’ incredible leather craftsmanship. I haven't been without it since first laying my eyes on it.”
Do you have a favourite piece from the current collection?
“One is the ‘Blaize’ coat, which I think is so chic and timeless and just adds the perfect finish to any look. I also love our ‘Parachute’ dress, which has been brought back as part of our summer ’25 collection. It’s such a unique and iconic piece for the brand, and truly highlights the immense talent of our design team.”
Any go-tos from the archives?
“One of the main lessons I have learned throughout my career is to never allow anyone to diminish your self-worth or make you feel less than you are. Your value is inherent and can't be defined by others. It is important to know when to leave and I think this is a mistake I have made in the past.”
What has been your biggest challenge to date? And what lessons did you learn from it?
“I think my answer for this is similar to the lesson I have learned: know when to leave. Realise when you have learned all you can from that situation, then move on to new challenges and opportunities.”
Any big mistakes?
“The main change I want for women is for them to [believe they are] equal and that there isn’t anything that they can’t do. You can get to the top – you just have to believe that you can and be willing to put the hard work in.”
What would you want to change for women?
“It’s a question women get asked more than men and I think it’s about making the most of the time that you have with loved ones. It’s no secret that you have to work hard and put the time in to get to the top of your career. [But achieving balance] is about being in the moment when you are with family and friends; being present and making sure that time is memorable.”
How can you achieve the right work/life balance?
“Saying yes when I should have said no. There was a time in my life when I was overcommitted professionally and personally, and the cost to my mental and physical health was tremendous. I now know to protect my time with vigour.”
What is the biggest mistake you’ve made?
“Growing up, I was taught that getting married was the most important ‘achievement’ for girls in the first 20-30 years of their life. This imposes unnecessary pressure that [can] result in bad and rushed decisions for many women. I wish we could learn that developing our best selves is more important, then finding a spouse will be a more natural, successful process.”
What would you want to change for women?
“Closing a $300m (£232m) fundraising round was a hugely validating moment – for me as a founder, for my work over more than a decade, and for the industry I had worked to establish for creators like me.”
What has been your proudest moment?
“The thing I love most about my job is that no two days are ever the same – there's always something new to learn. A few things that never change though are that I always have one-to-one catch-ups with my 10 direct reports, and, every Monday morning, I catch up with all the teams to discuss our week ahead.
“I also have weekly design meetings, product approvals, photo-shoot approvals and PR/marketing/social catch-ups to work on strategy. I travel once a month for a week to visit our suppliers, partners and teams across the globe. It is important to me to have these meetings in person as these connections are impossible to replicate virtually. I see the stores throughout the world, meet our teams and have a hands-on approach whenever possible.”
What does a typical work day look like for you?
“It would have to be quality. We encourage our customers to buy less and to buy better, so [we ensure] our products stand the test of time and are in their wardrobes for many years to come.”
What would you never compromise on when it comes to business?
“One of the main lessons I have learned throughout my career is to never allow anyone to diminish your self-worth or make you feel less than you are. Your value is inherent and can't be defined by others”
“It sounds awful but I never think of myself as successful and this is something I need to work on; to take the time to stop and take a moment to be proud of myself and all that I have achieved. One thing I make sure to do, however, is celebrate my team's successes. After a major event or sign-off we often mark the achievement with a glass of bubbles.”
How do you celebrate success?
“I think moving to the UK from Africa and starting from scratch to build a new life in a very different environment. Another brave moment, earlier in my career, was when I decided I wanted to make the move from merchandise to buying. I was told it would never happen, but I went for the role [anyway], despite knowing I might lose my job and also upset a lot of people in the process. I was super-lucky it all worked out – and it led me to the career that I now have and love. With great risks come great rewards.”
What is the bravest thing you’ve ever done?
“I wanted to make the move from merchandise to buying. I was told it would never happen, but I went for the role [anyway], despite knowing I might lose my job and also upset a lot of people in the process”
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‘Zep’ Sleeveless
Shearling Gilet
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“I felt there was a need for a modern everyday uniform – call it workwear if you wish, but with a twist. Clothes that make you feel confident, empowered and special. The brand was born with the intention of serving women like me; a woman for whom looking good means looking like herself, as opposed to trying to please someone else. We started as a small business in the Lower East Side. The curation was mostly independent designers with a strong point of view and not a crazy price point. The name alone was chosen to avoid assigning a gender to the clothes: Frankie can be a woman or a man – the bottom line is that she is who she wants to be and borrows codes from both menswear and womenswear, which makes her unique.”
Take us back to the beginning of your business…
“Right now it’s the new silk trench we just designed for a special pop-up happening in April. You can dress it up and down; it’s super-versatile, and the perfect mix of comfort and allure.”
Do you have a favourite piece in the current collection?
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Jobling
“My mother once said: ‘Don’t stoop so low to pick up so little’. To me, this means don’t be brought down by people who don’t have your best interests at heart, and who you wouldn’t turn to for advice or comfort.”
What is the best piece of advice you’ve ever received?
“Having my incredible daughter, Alexandra, especially as it really wasn’t an easy process. Another is seeing how proud my mother was of my achievement as I received my Honorary Doctorate in 2017. It was a really special moment between us both.”
What’s your proudest moment so far?
“I don’t think I have one that I always use but I often say ‘the early bird catches the worm’. Success won’t just come to you – it is something you have to work at and earn. I am always one of the first in the office and I find it sets me up for the day and gives me time to get ahead of everything.”
Do you have a mantra?
“My most treasured item is my mother’s cigarette case. It brings back lots of happy memories from my childhood and inside I keep some of my favourite photos of her.”
What is your most treasured fashion item?
“There are so many; I love London! One of my favourite areas is Mount Street, in Mayfair, which is home to
The Connaught – it’s where I used to go with my mother on special occasions, so it holds happy memories.
There is also a Catholic Church here (Church of the Immaculate Conception, Farm Street) that has the same name as the one I attended in South Africa, plus an amazing Milanese patisserie called Marchesi. I also love Portobello’s vintage shops, iconic pastel houses and bustling atmosphere.”
Any favourite places in London?
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Madea’ Mini Chain
Strap Leather Loop Bag
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£349
‘Dalby’ Slim
Leather Jacket,
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£199
‘Fleur’ Textured
Asymmetric Hem Dress
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£399
‘Sofi’ Drawstring Leather Bomber Jacket
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£199
‘Blake’ Studded Wide
Leg Denim Jeans
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Catherine
“For spring ’25, it’s the ‘Zep’ sleeveless shearling gilet – I just love the versatility of it. Unlike a standard shearling jacket, it can be teamed with a long sleeve underneath and worn inside or layered up with a jacket for a warmer look.
“Another favourite is the gorgeous ‘Madea’ mini chain strap leather loop bag, which showcases AllSaints’ incredible leather craftsmanship. I haven't been without it since first laying my eyes on it.”
Do you have a favourite piece from the current collection?
“One is the ‘Blaize’ coat, which I think is so chic and timeless and just adds the perfect finish to any look. I also love our ‘Parachute’ dress, which has been brought back as part of our summer ’25 collection. It’s such a unique and iconic piece for the brand, and truly highlights the immense talent of our design team.”
Any go-tos from the archives?
“We encourage our customers to buy less and to buy better, so [we ensure] our products stand the test of time and are in their wardrobes for many years to come”
“I think moving to the UK from Africa and starting from scratch to build a new life in a very different environment. Another brave moment, earlier in my career, was when I decided I wanted to make the move from merchandise to buying. I was told it would never happen, but I went for the role [anyway], despite knowing I might lose my job and also upset a lot of people in the process. I was super-lucky it all worked out – and it led me to the career that I now have and love. With great risks come great rewards.”
What is the bravest thing you’ve ever done?
“I think my answer for this is similar to the lesson I have learned: know when to leave. Realise when you have learned all you can from that situation, then move on to new challenges and opportunities.”
Any big mistakes?
“One of the main lessons I have learned throughout my career is to never allow anyone to diminish your self-worth or make you feel less than you are. Your value is inherent and can't be defined by others”
“I think my answer for this is similar to the lesson I have learned: know when to leave. Realise when you have learned all you can from that situation, then move on to new challenges and opportunities.”
Any big mistakes?
“The main change I want for women is for them to [believe they are] equal and that there isn’t anything that they can’t do. You can get to the top – you just have to believe that you can and be willing to put the hard work in.”
What would you want to change for women?
“It’s a question women get asked more than men and I think it’s about making the most of the time that you have with loved ones. It’s no secret that you have to work hard and put the time in to get to the top of your career. [But achieving balance] is about being in the moment when you are with family and friends; being present and making sure that time is memorable.”
How can you achieve the right work/life balance?
“My mother once said: ‘Don’t stoop so low to pick up so little’. To me, this means don’t be brought down by people who don’t have your best interests at heart, and who you wouldn’t turn to for advice or comfort.”
What is the best piece of advice you’ve ever received?
“I don’t think I have one that I always use but I often say ‘the early bird catches the worm’. Success won’t just come to you – it is something you have to work at and earn. I am always one of the first in the office and I find it sets me up for the day and gives me time to get ahead of everything.”
Do you have a mantra?
“My most treasured item is my mother’s cigarette case. It brings back lots of happy memories from my childhood and inside I keep some of my favourite photos of her.”
What is your most treasured fashion item?
£859
‘Zep’ Sleeveless
Shearling Gilet
SHOP NOW
£859
‘Zep’ Sleeveless
Shearling Gilet
SHOP NOW
£859
‘Zep’ Sleeveless
Shearling Gilet
SHOP NOW
£859
‘Zep’ Sleeveless
Shearling Gilet
SHOP NOW
£859
‘Zep’ Sleeveless
Shearling Gilet
SHOP NOW