Sarah Miles is the CEO of Hush, where she’s guiding the brand’s next phase of sustainable growth, combining effortless style with a sharp focus on culture, innovation and customer connection. She previously led Feelunique and then the successful sale of that business to Sephora, and the launch of Sephora in the UK. She also held senior leadership roles at Amazon and Diageo, driving transformation and international expansion across fashion, retail and premium consumer brands.

Sarah has served on multiple boards, including the British Retail Consortium, James Cropper plc, and Lick. A graduate of the University of Oxford, she is passionate about building brands that resonate deeply with customers while delivering lasting value for stakeholders. Sarah sits down with our Managing Partner, Melissa Reed, to share some powerful reflections on her journey from Amazon and Diageo to leading the sustainable fashion brand Hush.

What does good leadership mean to you?

Different things in different contexts. It’s always about setting direction, decision making, building and energising the right team; but over time I have found that different situations require me to dial up or down how I apply different skills and attributes. For me that is one of the things that makes it rewarding!

Never underestimate how much passion, strength and energy are required.

What is the best example you have seen of Transformational Leadership?

Maybe a controversial choice as there were definitely negatives to the approach applied, but I would say Jeff Bezos for the razor-like clarity on mission, type of people required and ways of working that would deliver dramatic industry shifting growth across multiple sectors.

This makes me think I should have added ‘bravery’ to my first answer, as I would also say Bezos showed no fear in challenging a large number of business, finance and even cultural norms.

What is the most important thing you have learnt in your career so far?

So many things, and almost all of the best learnings came from not getting it right first time. Strategically, it is incredible what the right team with an inspiring mission can deliver, but its also important to acknowledge that luck always plays a part, and you are never as good as they say you are when things are flying (and vice versa).

Personally – take every opportunity you can, experience as much diversity as you can (big company, small company, different industries, different ownership structures, different countries) and work hard. Never give up.

How did you get to where you are today? Did you take a strategic, planned approach to your career or has it been more opportunistic?

A bit of both. At times I have made very deliberate choices (e.g. to accelerate digital learning by joining Amazon), to return to fashion for a brand I loved (Hush),  to chase my first CEO job (feelunique/Sephora), but at other times I have been really lucky with opportunities that have presented themselves and I have grabbed them with both hands and done my best.

I do, however, have a set of things I always think about when making a move – as a Myers-Briggs ‘ENTJ’, the people I work with are fundamental as that is where I draw my energy from, but I also want to know I will have the space to make a real impact, and that it will be fun.

Is there anything you wish you’d known when you started your career? And anything you would tell yourself at an earlier stage in your career?

At the start of my career, I thought my people skills and intellect would be the keys to success. In part, I think they have been, but I have also learnt that energy and discipline may have been even more important.

Also, I can’t stress enough how important it is to try scary things – I believe you always regret not trying more than trying. Even if you don’t do brilliantly, you will learn so much.

What changes to your industry do you anticipate over the next two years and are you excited by this?

AI, obviously. It provides both opportunity and challenge across all pieces of the value chain – in design, fitting, forecasting, merchandising and pricing, creative development, customer services, and so on. As a leader, I spend a lot of my time ensuring we are seizing the opportunities, navigating the risks, and upskilling ourselves and our business.

What type of people do you like to work with, and what makes them good leaders?

I love working with people who are passionate and deeply curious – picking up patterns across topics, and suggesting solutions.

Great leaders also have real conviction and a restless desire to continually improve themselves and the business.

What keeps you awake at night?

At my age and gender lots of things! I often find my mind whirring about specific opportunities and challenges that Hush is facing at the moment, or mulling on the changing nature of the world of work and how I continue to grow my leadership, or wondering how my teenagers spend so much money!

What is the best way to switch off in your free time?

I love being with friends and family. I love exercising and being out in the open air. I love reading.

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