Daughter of a couture milliner, founder Kelly Simpkin knew how much time and effort could be devoted to creating something one-off for a special occasion, yet she also knew the frustration of being unable to find a unique outfit that no-one else would be wearing. A day at Royal Ascot inspired her to create Melynda Jayne to offer exactly this service. "Our hats were bespoke and designed especially for us, but it's a shame the same exclusivity couldn't be said about our dresses. So many ladies looked fabulous, but the number of both high street and designer dresses that were repeated was vast. How much does one need to spend to have something different?"