If Only If Nightwear is a family-owned business with a slower, more inclusive approach to fashion through a focus on the effortless comfort and grace of the nightdress. Emily Campbell took over from her mother in 2020, rebranding and reshaping the business while staying true to its core values – creating elegant, timeless nightwear crafted from natural materials for women of all generations. In this edition of Meet the Leader, Emily shares the most challenging and rewarding lessons she’s learned while growing the business – from embracing progress over perfection to realising the power of building a purpose-driven brand. She opens up about the delicate balance of motherhood and entrepreneurship, the importance of sustainability in every step of the business and her vision for the future – growing If Only If thoughtfully, staying true to slow fashion, and fostering a community that cherishes quality, comfort, and meaningful connections.
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Hi Emily! When did you begin working at If Only If and how long have you been in this leadership role?
My mother actually set the business up in 2011 and I took over in 2020, re-branding and re-directing the business but keeping true to her values – creating timeless nightwear in only natural materials for every generation of women.
What three things do you think make a great leader?
Empathy, decisiveness and vision.
How does your leadership philosophy incorporate sustainability, and how do you inspire your team to prioritise it?
Sustainability is woven into every choice we make, from the fabric sourcing to packaging to our choice in only ordering small batches and choosing not to wholesale.
What is the toughest lesson you learnt?
That perfection can hinder progress. Sometimes, the best way forward is to take action, learn, and adapt rather than waiting for everything to be just right.
And the most rewarding?
That building something with purpose and heart attracts the right people – both in a team and a community. Seeing our nightwear become part of women’s lives, across generations, is incredibly fulfilling.
What is the one piece of advice you wish you had been given early on in your career?
That balance is something you have to create – being a Mum to three kids and running a business has been extraordinarily hard but I don’t believe I worked out how to balance each side. It’s a working process but I’m finding the juggle more and more manageable now.
What is your immediate focus for creating positive change as a leader for If Only If?
Strengthening our connection with customers by sharing more of our story and values while continuing to prioritise sustainability in our processes. Internally, fostering a supportive, creative environment for our team is key, ensuring they feel valued and inspired. I’m also prioritising thoughtful growth, expanding our collections in a way that stays true to our ethos while reaching more women and girls who will cherish our nightwear for years to come. Not simply putting out more and more product, but remaining true to our values of creating season less designs, using natural materials and in small batches.
And your long-term goal(s)?
To establish If Only If Nightwear as a beloved, timeless brand that grows with our customers – dressing women and girls through every stage of life, from childhood to motherhood and beyond. I want to expand our collections thoughtfully, ensuring we stay true to our values of quality, sustainability and comfort. Building a strong community around our brand is just as important – celebrating the beauty of slow fashion, meaningful connections, and the everyday moments that make life special. Ultimately, I hope If Only If Nightwear becomes a brand that feels like home, a love affair passed down through generations.
LEARN MORE ABOUT BUTTERFLY MARK CERTIFIED IF ONLY IF NIGHTWEAR
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