The Founder Letter – Atelier Ninety Five

The Founder Letter: September

September 06, 2026By Melissa Bell

It’s Never Quite Straightforward, Is It?

If there’s one thing I’m learning about building a brand, it’s that nothing ever quite goes to plan.

There are the moments where everything feels incredibly exciting and you think, bloody hell, look at what we’re doing, and then there are the moments where you’re staring at a pile of samples thinking, what on earth am I going to do now?

So, let’s start with the exciting part…

WE ARE HOSTING OUR FIRST NETWORKING EVENT!

And honestly, I still can’t quite believe it.

We’re hosting an evening at Modern Farmhouse in Alderley Edge on 17th September, and the idea behind it is something I’ve wanted to do for such a long time. A table full of ambitious, brilliant women, delicious seasonal food, stunning wine, obviously… it’s me, would you expect anything less?! And just a really lovely evening of connecting, chatting and hopefully meeting some of you in real life.

And then you bloody sold it out in ONE HOUR.

One hour!!! How lucky am I?

Then, over on the website, we launched our Archive Sale.

We discounted the whole site for 24 hours to clear some of our remaining summer stock and make room for all the autumn newness that is coming. And EEEEK, I cannot wait for you to see what we’ve been working on.

Although… This is where things get a little less glamorous.

Following on from my last journal entry and that very exciting Selfridges meeting, I have to be honest with you.

The samples arrived. And I hated them.

Like… really hated them.

The fit was wrong. The print was wrong. The colour was wrong. Basically, everything I had imagined in my head was not what turned up in front of me.

And although that was incredibly frustrating, especially after waiting so long for newness, there is one thing about me that I will never compromise on.

I am not putting something out to you just to make a sale.

If I don’t believe in it, I don’t expect you to believe in it either.

But I’d be lying if I said it didn’t send my brain into overdrive.

We haven’t released newness in a while and, suddenly, all those intrusive little thoughts started creeping back in....

Are we going to make the AW peak selling window?

Will my customers still be here after such a long wait?

Have we left it too late?

I was looking at all the established brands dropping their pre fall collections while I was still sitting there with summer products on the website thinking… ARGH.

It’s a constant bloody battle. You can have a really exciting meeting, feel like everything is moving in the right direction and then one box of samples arrives and suddenly you’re questioning everything again.

So, we did what we could. We had an emergency fitting session, some sneak peeks below, and thankfully my designer made me feel A LOT better about where we’re heading.

We’re now waiting on resamples, and if everything goes to plan I should be able to place the PO in around two weeks.

Which means… newness could finally be dropping in November.
Yes, NOVEMBER!

I am praying to the fashion gods that this one goes smoothly. EEEEEK.

These are seriously minimal drops, so if there’s something you’ve been waiting for, be quick.

I am also officially ready for cosy weather.

Give me chunky knits, boots, coats, candles, early nights and a glass of red wine and I am very happy.

And speaking of newness…

We may or may not have shot some this month too.

Think best sellers, but reimagined.

Everything you’ve been asking us for, with a few little trend led details thrown into the mix.

I absolutely ADORE the pieces and, after all the sample drama, it feels so bloody good to look at something and think, yes. This is it.

I really hope you guys love them as much as I do.

And finally, something a little less ANF…

I took a trip to Ibiza with my best friend of over 20 years and, my god, was it needed. Good food. Incredible wine. Lying on the beach until sunset. Proper time to switch off.