Cornwall is famous for its beautiful landscapes, but also for its changing climate. To make the exploration of this area more pleasant Lucy has created her brand TROVYA, meaning ‘discover’ in Cornish, which focuses exclusively on women’s technical jackets with the idea of sustainability and innovative vision. Her idea is to encourage people to spend more time outdoors, explore and relax, taking a break from the busy urban life.
Lucy has done a thorough research on the response of people to being close to nature, as well as a customer questionnaire, whereby she has focused mainly on technical jackets, fashionable jackets and sustainability within sportswear, as she feels that there is a market gap for stylish technical sportswear jackets.
For her memories and emotional bond seem to be of a huge importance, this is why Lucy is trying to recreate the feeling of security, tranquility, attachment to nature and love, focusing on comfort through materials and shapes. This is why she has chosen for one of her main design cues the word ‘attachment’, as she sees it as a connection between all the points she is trying to make in that respect.
Simplicity is also key to the designer, as it implies close attention to detail, not overly complicated designs, easy silhouettes and overall stress-free feeling and tranquility, which reflects her ideals of an active, but relaxed everyday life.
In this respect Lucy’s main purpose is to encourage the customers to feel good about themselves, to easily achieve their personal goals by wearing something comfortable, stylish and relaxed. For her the word ‘fulfillment’ represents these idea, so she has chosen it as a third design cue.
Focusing on sustainability, comfort and vision, she considers her potential competitor brands Stutterheim, Rains, Ember and Earth.
Her personal approach and focus on Cornwall, however, inevitably distinguish her from the rest of the market.