Caprice knew her modelling days had a limited life span, and when she reached her 30's she had to come up with a plan B. Using the money she earned from shooting covers, fronting campaigns, appearing in West End productions and various TV shows worldwide, Caprice was able to self-fund the business, in the hope of creating a brand and a company that she could one day pass on to her family. She wanted to create a business that embodied what she felt strongly about; making women feel empowered, sexy and feminine. In 2001 Caprice partnered with Debenhams - one of Britain’s leading department stores and launched her own range of licensed lingerie. The collection, designed and modelled by Caprice was an instant success, and won the model the accolade of ‘Queen of the Undieworld’ by the UK press. This was the perfect springboard towards launching her very own line of products, and it culminated in the launch of By Caprice Lingerie, designed, modelled and marketed by Caprice herself
“I have organised numerous fit sessions with my customers and I love the way By Caprice Lingerie makes ladies feel. That is a reward in itself and makes these constant 12 hour days worth every minute.”
Within two years Caprice had partnered with Very.co.uk to launch an exclusive By Caprice bedding range, and today this is the company’s ultimate focus. It is now sold all over the the UK and globally, with big brands such as Next, Dunelm, Grattans/Freemans, Wayfair and numerous independents and is seen on the beds of many celebrities, as well as gracing the covers of magazines and on TV.
In 2018, Caprice licenced out her brand to Sadaqat, one of the world’s leading textiles suppliers and enterprises, dubbed the ‘Victoria Secrets’ of the bedding world. The announcement sees manufacturing for the By Caprice bedding collections move to Sadaqat’s Head Quarters in Pakistan to join a host of household names, including Disney Europe. By Caprice Home has seen massive growth since its launch only three years ago and has become recognised for its glamour, design, originality and high quality. The move is an integral part of the company’s expansion plans to launch in multiple global territories as well as developing the core product range.
Caprice comments : “I am very hands-on where my business is concerned, so it's important to me that I have partners who understand my passion, and who are on-side with my determination to produce only the best quality, most beautiful and glamorous ranges, for my very discerning customers. Sadaqat understands how I work, and respects the importance I place on maintaining the highest standards, so I am excited to see how this partnership flourishes.”