How to succeed as a lingerie chief

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As well as selling lingerie from more than 200 brands, Figleaves receives more than a million hits per month and Reynolds recently launched its own womenswear brand, Figleaves Woman, which, she says, "fills the gap left by the other brands".

Reynolds, who lives in Hertfordshire and was last year named the seventh most important person in fashion by the trade journal Drapers, visits London once a week for meetings. Here are her rules for success:

BE COMMITTED"Raw talent helps people to be successful but I believe real success comes from hard work. I'm like a Jack Russell — I never let go, I work extremely hard, even at the sacrifice of family."

REMAIN GROUNDED
"It's important to know what's going on at all levels — never think you're above your station or lose sight of reality. At Figleaves we're all in it together and no one is better than anyone else."

TEAMWORK
"You can't be good at everything. You have to communicate with everyone on your team. Our leadership board is made up of seven people but I always walk the floor, speaking to everyone."

KEEP LEARNING
"Ask questions every day. Over the years I've admitted to having blonde moments — the higher up you are, the more important it is to admit when you don't know something. Gather as much data as possible."

KEEP CUSTOMERS KEEN
"Our USP is delivering an excellent service. Remember that the customer is yourself. I read the customer feedback report daily — this is especially important being an online company as we don't have face-to-face relations with them."

DON'T PUT THINGS OFF
"Delaying action will bite you in the teeth. You must deal with everything immediately. You can tell which the priorities are."