Our Story

Hi, I’m Laura! I’m so happy that you’re here! 

I come from a digital marketing background, working mostly on local media platforms. Folding laundry is my true happy place though, just between you and me. My most important role yet is being a mum to three girls. It’s equal parts exhilarating and exhausting, challenging and rewarding. IYKYK.  

Lily is our little princess, the style guru, hence the namesake. She lives for the limelight, worships anything pink, and according to her there’s no such thing as too much glitter. 

Lily’s sister Alice is happily the complete opposite. A tomboy from the moment she learned to express herself, Alice loves comfort and simplicity. She’s strong-willed and practical (she gets that from her dad). Alice will be schooling me on how to run this gig before long!

Harriet is our newest team member. Her preloved wardrobe is our best one yet, and I'm determined for her to grow up knowing the value of slow fashion. For now though, she keeps me busy with endless loads of washing. 

What Lily Wore became our little passion project, born out of the need to declutter, but also the desire to give well-loved clothes a second chance.

I'll be the first to admit that I’ve been sucked in by the cheap prices and effective marketing of fast fashion kids’ brands. However I’m learning the joy and fulfilment that comes with a good secondhand find, and I’m working on shifting the mindset from convenience to sustainability.

I'm not about the big markups or competitive thrift-flipping, but if I can help minimise the amount of clothing in landfill, even just a little, I reckon it’s worth it. And if this website happens to make your thrifting experience a little more convenient, that’s a win too!

So thanks for coming along with us. I hope you find some preloved joy for your little rockstars, the same way my girls and I have.

Laura x