Interview: Sass & Halo

Aoife Doherty, both the founder and designer behind Sass & Halo, was born and raised in Derry/Londonderry. Always having a love and connection with everything fashion, but never certain of which career path to follow, she began her journey in London studying Fashion Management at London College of Fashion. Post graduation, she tried and tested different roles within the fashion industry, such as buying and marketing, but always felt something was missing. After five years in London she decided to take the leap of faith to move back to her hometown and set up her new venture, Sass & Halo.

Find her at:

What inspired you to create your brand SASS & HALO?

I have always been in love with everything fashion and knew I had the drive, passion and creative ability to be my own boss and achieve my own goals. After studying fashion in LCF, I worked in few different jobs within the industry in London but never felt truly happy. After finding a niche in the market that I loved personally, and that had a consumer want, I eventually moved home and developed Sass & Halo. The rest is history!

Were you always creative as a child?

Yes, I hated throwing anything away as I thought it could become something else. I always dreamed of making the creations from ‘Art Attack’ but we never had PVA glue (laughs).

How do you intend to grow your brand going forward?

We plan to expand throughout the UK and ROI in the coming year by developing Sass & Halo’s online platform extensively, particularly by making the website a more enjoyable customer shopping experience, with new product and content being added frequently. We will also be travelling throughout the UK and popping up at festivals, wedding exhibitions, markets and other fun events to deliver our products directly to our target market.

Best piece of advice you’ve ever been given?

Follow your heart but take your brain with you!

Most inspiring female entrepreneur?

Definitely Sophia Amaruso, when I read her book ‘#Girlboss’ I could relate to both her and her story massively. She is GOALS.

Who’s your favourite style icon?

Ah so many to choose from – very cliche but I will always love Carrie Bradshaw.

Most embarrassing outfit you’ve ever worn?

Those weird combat trousers with the strings hanging off them, I had them in both black and pink, paired with a mesh string vest.

Name three beauty products you can’t live without?

Charlotte Tilbury Magic cream, my eyebrow gel (Mac at the minute) & Benefit mascara.

Snapchat or Instagram?

Instagram everyday of the week.

Favourite gadget?

My iPad, I would be lost without it.

Favourite hotel?

I usually prefer to rent apartments/villas when I go abroad, but for a treat I love a good spa weekend in Lough Eske Castle.

Best city break you’ve ever been on?

Berlin… I keep going back for more!

Favourite bar & drink?

It’s a tie between the Squealing Pig for a pint of Guinness or the Blackbird for a Berry Gin Fizz.

Favourite song?

Dusty Springfield – Spooky.

Your hero?

My mammy, as cheesy as that may be.

Favourite book?

The Girl On The Train.

Favourite childhood memory?

Searching for crabs on Shrove Beach in Donegal during the summer holidays, and then racing them back to the sea!

Favourite person?

Can I say my mammy again? It’s hard to pick one, I have so many amazingly supportive family, friends and of course my boyfriend, Ben.

If you won 20 million in the lotto, would you change your life in any way?

I would keep doing what I’m doing, Sass & Halo is my biggest achievement in life and I am so excited for its future – but obviously I would live a lot more comfortably, with a sizeably bigger wardrobe, house and plenty more holidays for myself and my loved ones. Unfortunately, I never remember to do the lotto!

What advice would you give your 18 year old self?

If you have something nice to say, always say it. Don’t let the small stuff get you down,  drink more water, and believe in yourself.


Jenny Taggart, Editor

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