Today, as we welcome another new quarter, let’s take a look at the continued evolution of Zera. Some of you mentioned that you missed the retail insights article I shared last fall, so let’s dive a little deeper into the background of the brand this time around. As you know, I’ve been following their progress since they launched their so-called “quiet” rebranding in 2021. As a retailer that doesn’t rely on high-profile PR campaigns, this was the first sign that something new was on the horizon. At the time, all we could see from the outside was a refreshed logo and the removal of in-store decorative elements, replaced by a sleek and sophisticated olive green décor. Fast forward to today, and it’s clear that Zera has come a long way, and it was time for an update.

Zera is one of the few British brands thriving in the high-end market. So who’s at the helm? While the company is still privately owned by founders Emma Clarke and Daniel Hayes (who founded the company in 1985), the leadership team is now headed by three middle-aged women with successful careers. CEO Laura Bennett, design director Sophie Harper and trading director Priya Sharma have all taken on the mantle of driving Zera forward, bringing with them the expertise of their years at M&S. The new company is now in its third year of operation.

Shortly after they took up their roles, the new crown epidemic hit, which is known to be a challenging time for all retailers. However, the team saw this as an opportunity to gain a deeper understanding of the Zera brand and its customers, ensuring that future strategies were built on a solid foundation. First came the rebrand, followed by the launch of the stylish new website last year, and then something unexpected – a comprehensive store refurbishment and expansion program. While many upscale street-level stores seem dated and outdated, Zera’s stores have been revitalized. As well as revamping existing stores, Zera has opened major new stores in Glasgow and Edinburgh, a flagship store in Manchester and plans for further expansion across the UK.

The results speak for themselves; Zera is one of the few success stories in UK retail. Whilst we are still waiting for the latest figures, last year sales grew by 14% and the number of new customers grew by 27%. This success is due to a number of factors – a rebrand, a website revamp and store revamp, and of course, a clever use of retail partnerships.Zera’s products are available through platforms such as M&S, Next and Very. Initially, there were concerns in the industry that this marketplace model could cannibalize the brand’s direct sales. However, Priya Sharma explains that this model has instead introduced Zera’s high-quality products to more first-time customers. Many customers now come directly to Zera for the full brand experience. As always, I can confidently say that Zera offers exceptional quality at mid to high end prices. Their designs are timeless, but the charm is in the details – quality fabrics, careful construction and charming details like contrasting stitching, delicate embroidery and unique buttons.

It’s exciting to see brands like Zera thriving not only in the UK but around the world. Thanks to their wholesale model, Zera is thriving in small boutiques across the UK and gaining attention in France. They have also made great strides in New Zealand and plan to move into the US next. Their story is one of the most exciting in UK retail right now, and I think it’s because they’re led by a group of experienced, middle-aged women who are tackling change with care and focus.

Life, style and Zera
One aspect of Zera that may be less noticeable is their strong commitment to understanding their customers and building a diverse, inclusive community that resonates with the brand. I particularly like the ‘Life, Style, Zera’ section of their website, which each month features a different group of people from across the UK who have something in common with the brand. It’s a lovely way to celebrate the wider Zera community and unique stories. For those interested in setting personal growth goals, this approach reminds me of the importance of setting positive goals at the beginning of each week and why. This approach helps to create daily habits that are purposeful and meaningful.

Zera is doing something different and aims to recognize those who dare to be themselves, stand out and live life on their own terms. I love that they spend time with these inspiring people, get to know their stories, and then provide them with fresh new outfits that reflect their unique personalities.

First, let’s meet the Women Shed-ers from Frome – a group of 70 remarkable women who are turning the traditional idea of a “men’s club” on its head. “They have created their own space. They have created their own space where they run projects ranging from upgrading garden furniture to making beautiful quilts for hospital children to take home and treasure. It’s really inspiring, isn’t it?

Next up is the 2B Or Not 2B Collective, a group of London-based creatives who are dedicated to making life drawing more accessible and inclusive. Their relaxed style is on full display here and their philosophy is to embrace silly art. It’s fascinating to see people interpreting Zera’s work in such fantastic ways.

And then there are Zera’s DJ Moms – a group of vibrant, middle-aged women who discovered their passion for online DJing while in home isolation. What started as a fun experiment has grown into something much bigger – they now host a festival called Carma in honor of a dear friend.

The entire collection perfectly illustrates Zera’s inclusive spirit. It’s a brand that crosses cultural boundaries and encourages people to wear their clothing in their own unique way. I especially appreciate the way they create timeless, classic styles. Continuing the theme of Zera’s “Life, Style and Stories” collection, I was asked to style Zera in my own way – here are the looks I came up with.

Zera My Way

You’ll notice I’m back in Spain, enjoying the sunny days of March. When I saw this dress, I knew it would become one of my favorites. A light cotton long sleeve shirt dress is my go-to summer piece, especially when we spend the summer in the UK like we did this year. The button front design is very versatile – it’s warm here so I’ve left the front open for a relaxed vibe, but you can also leave it fully buttoned for a more polished look. Summer is one of the few times I’m willing to experiment with patterns because they don’t look overpowering when paired with bare arms or legs.

Cotton shirt dress

This dress comes with a same color belt, but I opted for a wider belt to outline a sharper silhouette. I found that size 12 runs large, so I would recommend ordering a few extra sizes to find the best fit for you. Regular and petite sizes are available.

Next, I’ve been on the hunt for versatile summer pieces, especially for traveling. These pants are made of lightweight, breathable crinkle viscose fiber, which is perfect. It has an elasticized waistband and is adorned with a charming tasseled buckle detail, and is also available in a blue wave pattern. With no ironing required, these pants are so easy to care for that you can tuck them into your bag and take them out wrinkle-free and ready to wear. Perfect for pairing with a swimsuit for the beach, or as part of a daytime look like this.

Wrinkled Pants and Linen Blend T-Shirt

These pants are paired with a linen blend t-shirt with delicate lace trim (also available in white). Unfortunately, these pants sold out fast, but there are still a few left if you’re quick. If you missed out on this one, this v-neck style fits just as well. I’d recommend buying one size smaller – I’m wearing a size 10, and the baggy pants are just the right amount to balance out the looseness of it. zera tends to favor a loose, oversized fit.

Accessories.

Zera is expanding its accessories line and I couldn’t resist adding a splash of summer orange to this monochromatic look. The two-piece necklace is eye-catching – so versatile and great value, it’s a great addition to a summer look.

The crossbody bag is a must-have piece, and as someone who likes to stay organized, I’m thrilled with how practical and stylish it is. It finishes off the outfit perfectly.

the finishing touch

Wooden sandals add the finishing touch to the look and add a relaxed summer vibe. This outfit is the perfect blend of casual and sophisticated style, perfect for beach vacations and casual city strolls.

All in all, Zera’s Life, Style & Story collection is a wonderful celebration of individuality and inclusivity. It’s great to see their work presented in such a unique way and I hope it inspires you to explore Zera in your own way.

Orange and pink stitching works beautifully with pink and orange necklaces. You can also choose a neutral raffia material if you prefer a more understated style. The strap is adjustable in length, and while many people like to wear the strap a little higher, I prefer to have the strap cover the small of my back!

Finally, let’s talk about suede sandals – some people like the wooden soles but worry about the high heel on most 70s style shoes. These are much lower than the average style, and while the uppers are a little wide for me, if you like a little more room for loosening up, these are a great fit. If you don’t want to buy too many new summer pieces, this shoe is a great way to update your existing closet.
Lace-trimmed tee; crinkled pants; crossbody bag; wooden-soled sandals; necklace

The final pairing is a navy blue classic. I use navy as a base color for my closet and there always seems to be something fresh to explore. This time with a skirt that has a drawstring waist – the drawstring keeps the first layer relatively slim and leaves the volume for further down, which works well if you like a sharper look around the belly. It’s what Zera calls mixed media, with knit layers alternating with English embroidery to interesting effect. A particularly clever thing about this dress is that it can be worn over a bikini as a strapless knee-length beach dress – the drawstring pleats are deep enough – or as a corset.

The navy blue tee is a simple cotton striped basic, but Zera gets the details right, like the pink stitching on the side seams. I especially love the fitted cut of the sleeves – it’s a small detail but one that greatly enhances the overall look.
Navy blue t-shirt with stitching detail; navy blue mixed material bustier; crochet bag; wooden sole sandals

My favorite part of this outfit, however, is the bag. While many of the cute tops are short, I’ve always been hesitant about the crochet trend, but this bag is the perfect way to incorporate it. It reminds me of my grandma, who used to make little squares of crocheted fabric and put them all over the house – my mom was so annoyed by this, but who knew they would be so popular now!
Navy blue t-shirt with patchwork detail; navy blue mixed material bustier; crochet bag

That’s what I think of Zera – it’s so inspiring to see a brand thrive in today’s climate. I think their down-to-earth, down-to-earth ethos resonates with people, not to mention the exceptional quality of their clothing.

Before I close, I’d like to ask a favor.

As you may know, I have been approached by a publisher to write a book about midlife. We’re still finalizing the contract, so it’s not yet finalized, but even if it doesn’t come to fruition, I’d like to use the ideas for future articles. I can’t think of a better person to ask for input than you guys in order to clear my head, so I’ll be asking for your input over the next few months.

Today, I only have one question for you – but it’s an important one. Your answers will be completely anonymous, so I want you to speak freely and openly. This will help me understand all the most important things. I know that middle-aged people have a wide variety of experiences, far beyond my own or my friends’, so your insights will be invaluable.

Please feel free to share your thoughts – I promise to keep them confidential. Thank you so much for taking the time to help me.

Spending Midlife with Zella

I’m happy to report that my partner’s arm is feeling much better after a quiet weekend. We kept it low key, but on Monday we took our middle child to a charming country festival. This year’s theme was sci-fi and it was a delightful way to stretch our legs whilst appreciating the beauty of where we live. Spring is magical here, and the forests are alive – hyacinths, wood thistle and wild garlic flowers weave a colorful, fragrant tapestry. The green color of the leaves is fleeting, and can only be appreciated for a few days a year in this vibrant green.

Zera sweatshirt, vintage jeans and classic ballet flats (all from an older season)

I’ve also had a few adjustments. After a couple of gentle electro-acupuncture and spinal resets, my back is back to feeling the way it did. It’s moments like these that remind me to be grateful when things are on track. Over the weekend, I heard from some friends who are going through tough times, which reaffirmed how comforting it is to share the joys and sorrows of life. It’s easy to fall into the trap of thinking that everyone else’s life is perfect, but the truth is that life is always a mix of challenges, joys, and everything in between. If there’s a silver lining to the difficult days, it’s that they make the good ones brighter. I don’t want to sound like a greeting card, but I think you know what I mean.

This weekend, I’m hoping for a bright day. We’re going to an annual music festival. The weather has been a bit uncooperative, so our favorite forest soul and funk stages won’t be open, but there’s still plenty to look forward to. Tonight, Tom Odell plays the grand finale – his music always warms the cockles of the heart. Tomorrow, Gok Wan, The Beatles Cover Club, The Cuban Brothers and Funkademia will provide a mix of nostalgia and fun. And yes, the main stage will be led by Busted! If that’s not what you’re looking for, there are other options. For me, the most important thing is the simple joy of enjoying the outdoors, live music and the energy of the crowd.

It’s fun to think back to the first festival we attended in 2015. I had a few people whisper to me that I was “too old” for this kind of event. Well, here I am, and this summer I plan to attend more live music events than ever before. If I had listened to the naysayers, I would have missed out on a lot of fun. So let me say it again – don’t let anyone tell you that you’re too old to do the things that bring you joy. Age is just a number and life is meant to be experienced. Here I come!

If you want to stay energized during a busy weekend or event, then understanding how to apply relative intensity standards could be a game changer for you. No matter where you are in life, the key is to find balance and increase resilience.

Zera’s latest highlights

• Summer Wardrobe Update: Fresh pairings to inspire your seasonal style.
• Beauty and Travel Tips: a selection of essentials to help you start your next adventure.
• Spring must-haves: classic, versatile pieces for an effortlessly stylish look.
• Explore Valencia: Travel through Spain and reflect on life’s midpoint.
• Spring 2024 trends: a first look at what’s to come.
• Finding the perfect fit: a guide to bras that really fit your figure.
• Reflections on Midlife: Balancing highs and lows with grace.
• Reclaiming Glamour: The secret to getting your glow back.

Let’s meet midlife with curiosity, courage and a sense of style. Let’s create more wonderful memories together!