For the founder of GROES, the brand existed long before it had a name. It lived in conversations with friends and family, in a growing frustration with the widening gap between high-street fashion and luxury. “The idea for GROES lived in my head for years,” she says, and as time passed, that gap only seemed to grow wider.
Eventually, ignoring it felt impossible. Two years ago, despite being in a fashion role she genuinely loved, she decided to take the leap. “I realised the idea still felt just as relevant,” she explains. Quitting her job to build GROES - “It was scary, but also the best decision I’ve ever made.”
At the heart of the brand is a clear vision of the GROES woman. She’s considered with her wardrobe, valuing quality over quantity. “She wants to make the most out of her wardrobe,” explains Cordelia. “She invests in pieces she can wear on repeat.” GROES designs are intentionally timeless, versatile and easy to style in multiple ways, shaped by how clothes realistically fit into everyday life. From fit to fabric, every decision is filtered through that lens. In reality, anyone who values ease, longevity and thoughtful design can see themselves reflected in the brand.
Versatility sits at the core of everything GROES does. Each piece is designed to move seamlessly across body types, outfits and lifestyles, with the understanding that the brand’s price point is an investment. “We always ask how a piece can work across different body types, outfits and lifestyles,” she says. Quality, longevity and considered design are non-negotiables, ensuring customers genuinely get the most out of every purchase.
Running a brand comes with unpredictability, so routine plays an anchoring role. Morning movement is a daily non-negotiable. “No matter how busy or stressed I am, it’s always the first thing I do,” she says. “It sets the tone for the day and creates structure when no two workdays look the same”. Her wider wellness routine is varied, weight training twice a week, reformer Pilates, running, and a recent love for heated Pilates, especially welcome during a London winter. And when there’s a Club Attiva event on the calendar, she’s always there.
Staying grounded during stressful periods comes back to basics. Prioritising sleep, food and movement helps maintain perspective when work feels chaotic. With a small team behind GROES, balance matters. “Stepping back, seeing friends and reminding myself there is more to life than the to-do list is just as important,” she says.
January, for her, isn’t about drastic change or restriction. Instead, it's a time to pause. “I see January more as a time for reflection than restriction,” she explains. “It’s an opportunity to audit the year just passed and decide what deserves more focus going forward, whether that’s work, wellness, friendships or travel.”
When it comes to staying motivated long-term, especially heading into 2026, her approach is refreshingly practical. “I love the phrase ‘done is better than perfect,’” she says. Waiting for the perfect moment often means never starting at all. Breaking ideas into smaller steps and simply beginning - ‘most of all, starting is the hardest part’, she says.
Of course, the most daunting part of starting a business has been the risk. But her advice to anyone with an idea is straightforward and encouraging: talk about it. “Share it with friends and family. Download a business plan template and begin filling it out,” she says. “Once you start seeing your ideas come to life, it becomes very hard to stop.”
Looking back on GROES’ first year, we asked Cordelia what’s been her biggest achievement. It’s simple - “seeing people wearing GROES out in the world and styling the pieces in their own way. It will never get old.”
Looking ahead to 2026, there’s excitement around doing more physical pop-ups and activations. Meeting the GROES community in person, hearing feedback directly and gaining a deeper understanding of the customer continues to be one of the most rewarding parts of building the brand.
That sense of connection is also what draws her back to the Club Attiva Ibiza retreat. Last year’s experience stood out, she says she“came away feeling refreshed, energised and so motivated”. From the workouts and food to the setting and people, everything felt thoughtfully curated. It’s an experience she’s counting down to repeating.
As GROES continues to grow, the focus remains the same: creating clothing with intention, building genuine community, and proving that timeless, versatile fashion can still feel exciting.
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