Elanbach
In 2000, Sir Bernard set up Elanbach and requested that daughter Emma Shuckburgh (née Ashley), to act as its creative director. Named after Emma's home in the Elan Valley near Rhayader, it is based at Sir Bernard's five-star hotel, Llangoed Hall, near Brecon, and will be sold in shops in London and Paris.
Emma admitted to the BBC that she was surprised to be asked by her father: It's very exciting. It's a realisation of a dream. I kept thinking my father would say "I have changed my mind. I was joking." He hasn't said no to anything, so it's all going in the shops. Having grown up watching her mother design, Emma says the job simply comes naturally to her: I did my first dress design for Laura Ashley when I was 14, I was complaining there was nothing I could wear. She said, "right, just design some stuff then." I don't feel I have to live up to some great thing at all.
The company launched its first shop in Hay-on-Wye in 2001, and includes designs from Emma's daughter, Lily.
Read more about this topic: Bernard Ashley (businessman)