INTRODUCTION:
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Cressida: Hello, I'm Cressida at Links, and today I have the great pleasure of talking to Anne Marie Gee, founder of Reloved Again. Launched almost a decade ago, Reloved Again has firmly established itself as the go-to destination for pre-loved fashion.
Welcome, Anne Marie, and thank you so much for joining us.
Anne Marie: Thank you, Cressida. I'm so happy to be here!
Anne Marie’s Journey into Fashion
Cressida: I’ve known you for a long time, and your energy and love for what you do are infectious. Have you always been in fashion?
Anne Marie: No, not at all. I come from a large Irish Catholic family, one of six children. My parents worked incredibly hard to give us an education. My dad wanted me to be a civil servant, but my mum was more flexible, so I compromised. I did a business degree and then a master’s.
At that time, in Ireland in the 90s, there were very few jobs. Many of us had to leave. I moved to Germany, where international companies were starting to recruit, and luckily I got into a graduate trainee programme.
I worked in corporate business and finance for many years, from my early 20s until I had my son at 38.
Leaving Corporate Life
Cressida: What made you change direction?
Anne Marie: I loved fashion, but my focus was always on stability, paying for my apartment, providing for myself.
When I had my first child at 38 and then quickly became pregnant again, I suddenly had two children under 17 months. My boss was thrilled for me to return to work, but I sat there thinking, How will I do this?
My husband was supportive, but I realised that after waiting so long to have these children, I didn’t want to miss out on their early years. It wasn’t really the job itself that held me back, but the politics, who went to what meeting, who got what perks. With kids, I just didn’t have the energy for that anymore.
The Spark That Started Reloved Again
Cressida: So how did fashion come into the picture?
Anne Marie: I’d always loved clothes. During my corporate career, I travelled constantly to France, Germany, you name it. I’d shop at airports and buy random things without a second thought because I had the salary to support it.
When I left corporate work, that financial cushion disappeared. Looking at my wardrobe, I thought, I don’t wear half of this! So I began selling my own clothes online. That allowed me to reinvest in pieces I truly loved, and the process became what I call “the churn.”
Over time, I realised I didn’t need as much. Less was more, and my priorities shifted with children and age. Now at 52, I feel confident in my style and don’t need to impress anyone but myself.
From Blogging to Business
Cressida: You also started with blogging in the early days, didn’t you?
Anne Marie: Yes, back when blogging was purely about passion, not freebies or sponsorships. I travelled so much that friends were always asking me for recommendations for hairdressers, boutiques, places to shop. Instead of texting everyone individually, I started a blog to share tips.
These days, social media has become all about aesthetics and influencer culture, which isn’t really me. Back then, blogging was about sharing genuine experiences.
Breaking the Stigma Around Pre-Loved Fashion
Anne Marie: When I first started selling pre-loved items, there was a real stigma. I remember being at a dinner party where someone asked what I did. I said, “I run a pre-loved fashion blog and shop.” She literally turned away from me, as if it wasn’t a “real” business. The truth is, most people in the fashion world (stylists, editors, designers) shop second-hand and attend sample sales. Hardly anyone pays full price.
I wanted to challenge the stigma and show that shopping second-hand is smart, savvy, and sustainable. You can still invest in special pieces, but most of your wardrobe can come from second-hand or sales.
A Site With Something for Everyone
Cressida: Your site covers everything from high-end luxury to affordable brands.
Anne Marie: Exactly. There’s no snobbery. One of our recent clients was about to fly to Paris to buy a Chanel bag for £8,000. She found the exact same bag on our site for £4,000. Pre-loved often means better craftsmanship, especially with older pieces.
I want customers to be able to “trade up.” Instead of buying fast fashion like Zara, they can afford mid-level brands like ME+EM second-hand. And instead of mid-level, they can reach luxury brands like Gucci, all at accessible prices.
Tips for Buying Pre-Loved Fashion
Anne Marie: If you’re buying pre-loved, here’s what to keep in mind:
Measurements Matter: Always know your own measurements: bust, waist, hips, inside leg, and check against the item before buying.
Check Condition: Fresh, well-kept items make a huge difference.
Returns Policy: Only buy from sellers who accept returns. It’s vital for avoiding fakes or poor fits.
Aim High: Explore top-tier brands like Ferragamo or Alberta Ferretti. They often cost less pre-loved than mid-market new brands like French Connection.
Fabric Quality: Choose natural fabrics like silk, cotton, or wool over viscose or synthetics whenever possible.
Workwear for the Post-COVID Office
Cressida: Many younger clients are now back in offices post-COVID. What’s your advice for building a work wardrobe?
Anne Marie: Mix and match. You don’t need a full designer wardrobe. Invest in quality staples like a Joseph pencil skirt or tailored trousers, then pair them with high-street tops. Avoid plain black trousers, they can look cheap. Navy is far more flattering and versatile. For events, buy second-hand dresses. Not only are they affordable, but you’ll avoid showing up in the same Zara dress as three other guests!
What Not to Buy
Anne Marie: We avoid certain items:
Fur: Only vintage or ethically sourced pieces are considered.
Vista Village bags: These are made specifically for outlet sales and aren’t the same as full-price store pieces.
Shift dresses: Currently very difficult to sell, though they may come back in style.
Building the Right Team
Cressida: Tell me about your team.
Anne Marie: My team is small but incredible. We all share a passion for fashion and second-hand shopping. Our office is tiny and close to our homes, which works perfectly for school runs and family life. We don’t waste money on marketing or fancy offices because that would mean passing extra costs onto our customers.
We keep prices low by keeping operations lean and focused.
Listening and Learning as a Leader
Anne Marie: As a leader, I’ve learned to be patient and listen. Early in my career, I was impatient and demanding. Now, I value my team’s insights, they’re on the front lines and often have ideas I haven’t considered. Listening has been crucial for growth.
Decluttering and Finding Your Style
Anne Marie: One of my biggest pieces of advice? Let go. Clear out your wardrobe. Sell 20 or 30 things, then reinvest that money into one beautiful, high-quality item. Find a personal uniform like boyfriend shirts, tailored jeans, or bomber jackets. It simplifies your life and makes getting dressed easy. When shopping, don’t rush. Leave items in your online basket overnight and only purchase when you’re certain.
Future Plans for Reloved Again
Cressida: What’s next for you and Reloved Again?
Anne Marie: We want to expand thoughtfully, not necessarily a big retail space, but a better virtual experience.Our goal is to offer a more personal, one-to-one service where clients can book appointments, see items up close, and get a sense of how a bag or dress feels in real life.
We’re also focusing on offering a wider range of sizes, especially 14-18, which are most in demand.
Another exciting development: partnering with brands to resell their returns or unsold items, helping them maintain their full-price image while giving customers access to great pieces at a discount.
Giving Back to the Community
Anne Marie: We’re deeply committed to charity. We supply stock to organisations like Trinity Hospice and The Samaritans, and soon we’ll have a monthly stall at Portobello Market. Anything we can’t sell online will be sold there, with 100% of proceeds going to charity.
Final Advice
Anne Marie: Pre-loved fashion is smart, sustainable, and stylish. Trust yourself. Know what suits you and ignore outside pressures. Clear out your wardrobe, slow down your purchasing, and enjoy the process. Shopping should be thoughtful and joyful, not rushed.
Cressida: Thank you so much, Anne Marie. This has been inspiring.
Anne Marie: Thank you for having me.
