There are people who don’t buy my clothes because of my husband, admits SamCam
SAMANTHA Cameron suggested last night that her husband’s unpopularity had hit the success of her luxury fashion brand.
The wife of David Cameron admitted her surname came with ‘baggage’, and said: ‘There are some people who don’t shop with us because of who my husband is.’
But she added: ‘I’m sure there are others who shop with us because they like me, or they like him.’
She admitted her name helped with publicity when she started her firm Cefinn, and said it ‘probably [made] raising money a bit easier’.
And she said her husband was very supportive as she tried to get the company off the ground – and he urged her not to give up when times became tough.
Mrs Cameron, who was previously creative director of luxury label Smythson, set up Cefinn in 2017.
The firm lost £561,795 in its first year, but made £2.5million last year. Dresses sell from around £300.
Mrs Cameron, 48, spoke of the pressure her name brought, saying: ‘You feel that when you do launch, you’ve got to be doing it properly.
‘You can’t do it under the radar, when you launched it had to be perfect or you’d be under a huge amount of scrutiny. So that was totally terrifying.’
Speaking to The Daily Telegraph,
Mrs Cameron also revealed her busy morning routine.
‘My alarm goes off at 5.45am,’ she said. ‘On a Monday morning, we have a personal trainer who comes at 6.15am, which is quite brutal. It’s all kinds of core, weights in a confined space.
‘I have a bath every morning with Jo Malone bath essence and Radio 4. It’s my peace and quiet moment of the day before anyone else is up.’
She also does an hour-long yoga session on a Friday.
The Camerons have three children – Nancy, 15, Arthur, 13, and Florence, nine. Their son Ivan died in 2009.
Mrs Cameron said: ‘Dave is the chef on the breakfast front. He’s a very good cook.
‘I need to be ready to leave the house at 8.15am. I take my little one to primary school and the older two leave at 7.30am on public transport. I’m in the Cefinn office by 9.15am at the latest.
‘I try to leave at 6pm. But the reality is that I often don’t leave until 6.30pm. I’ve never really done [the school pick-up].’
She added: ‘We’ll eat with the teenagers. We tend to be all together for all meals at the weekend. I try to be in two nights a week from Monday to Thursday but I have work things or see my girlfriends or my sisters.’