Two sisters, Beate and Jutta Ilzhöfer, would spend their evenings tailoring new designs, which they then sold in their small boutique. The successful models had given up the runways of Paris and Milan to set up their own label, then named Tricia Jones. From the outset, the label’s objective was clearly defined: “We’ll only follow through with designs we really love”, said the Ilzhöfer pair. The designers had first-hand experience of runways and the fashion industry. And besides having an intuition for trends, they understood what it was that customers wanted. The sisters transferred all of this fashion knowledge to creating avant-garde pieces and to constantly coming up with fresh designs.