Samantha Cameron used Instagram to sell pieces of her Cefinn fashion label ahead of the Christmas season.
The businesswoman, 50, declared the £290 cashmere jumpers, £90 scarves and £65 hats ‘brilliant’ Christmas presents in a new video shared on the brand’s account.
Samantha confessed to being a sleepless night over Cefinn’s survival at the height of pandemic. Samantha even attempted on two of these pieces and offered advice about how she could style them.
Cefinn was established by Mrs Cameron in 2017, one year after David, her 55-year-old husband, quit Downing Street.
SamCam the model Samantha Cameron took to Instagram to sell pieces from Cefinn Fashion Label ahead of Christmas. Pictured, a £290 cashmere jumper
The businesswoman, 50, declared the £290 cashmere jumpers, one pi £90 scarves and £65 hats ‘brilliant’ Christmas presents in a new video shared on the brand’s Instagram account. Pictured, Samantha in a £290 emerald green open collar jumper (left) and on a model (right)
Cefinn is a non-profitable company that has not made profits in four years. This is not uncommon for fashion startups that reinvest a lot of their capital.
After that, the pandemic hit. Like everyone in the fashion industry, Samantha, through no fault of her own, had a difficult 2020, with demand for Cefinn’s speciality — outfits you could wear to the office, then on to a drinks party — non-existent.
Samantha shared that Samantha was unable to cope with the challenges and said so in May.
A retail veteran — as chief creative officer of luxury stationery brand Smythson she earned £400,000 a year, more than twice her husband’s Prime Ministerial salary — she at least had some idea how to go into battle.
“This is the original design… It’s great fun. I love the rich red,’ Samantha says of the £290 lip print jumper (seen right on a model), revealing she likes to wear it with the brand’s £250 high-end jogging bottoms and a £350 blazer (both pictured left)
“I had been through financial crisis before, so I knew how to react quickly. So we made it through. We reduced our order volume and drastically cut the costs. However, there were many nights of sleepless nights.
Cefinn is also shifting towards items that can be worn to work, at home and in the lounge, with slouchy jumpers, luxe loungewear, and other pieces.
“We are now in December, and just in time to Christmas gifting, we have launched our first cashmere line, which is very exciting,” she said, as she walked backwards in front of the camera wearing a grey two-tone jumper and a graphic red lip print.
“This is the original design… It’s great fun. I love the rich red,’ she says, revealing she likes to wear it with the brand’s £250 high-end jogging bottoms and a £350 blazer.
Cefinn was established by Mrs Cameron in 2017, one year after David, her 55-year-old husband, quit Downing Street. Pictured with Arthur, Florence, and Nancy are their children Arthur, Florence, and Nancy
Mrs Cameron also models a £290 emerald green jumper with an open collar.
According to her, “This cashmere collection would be great Christmas presents for everyone,” she says.
It’s a timeless top. This top is great to use at work on Zoom or from your home. This bright, cheerful color will not only keep you warm but also keeps your skin healthy.
Samantha quickly disappears from the screen at the end, before returning to the camera with several wool scarves or hats.
Cefinn has a wide range of 100% merino scarves, wooly hats, and other Christmas gifts. You can find great gifts for Christmas from all of our cashmere collections. Gift cards are also available.