Ginny Seymour, CEO of ALIGNE: On Leadership, Ambition & Raising Kind Boys.
Image Courtesy of ALIGNE. Photographer: Nic Ford London
“Having it all is what you want it to be - and it changes by season.”
For Ginny Seymour, CEO of ALIGNE, motherhood hasn’t defined her, but it has refined her. Over a decade into raising two boys, she’s become more certain about what “having it all” actually means - what she’s willing to give, and what she’s not. That has been tested in real time. After relocating to New York last summer to lay the foundations for ALIGNE’s US team, she found herself in an unexpected season: a reminder that her children are no longer simply along for the ride, but building lives of their own too.
At the same time, under Ginny’s direction, ALIGNE has gone from strength to strength. Since re-founding the brand in 2023, she’s rebuilt it almost entirely - redefining everything but the name, keeping London at the centre, and building global momentum through community-first growth and pieces that make women feel like themselves (Sienna Miller included).
Ginny describes where she is now as exactly where she’s always wanted to be - and that reads not only as achievement, but as joy. It’s also a reminder that success isn’t just a revenue number. Sometimes it’s hearing your kids say they’re proud of you, and knowing you raised them to be kind.
What’s her formula? She listens to her gut when making the decisions that matter - the ones that shape both ALIGNE and her family. She’s not afraid to take one step back in order to come back three steps ahead. And most importantly, Ginny Seymour isn’t chasing instant gratification; she’s building upwards from strong foundations everywhere, and letting the moments of family life fuel her rather than compete with her.
By Alice Codford
ON MOTHERHOOD
Alice: How has motherhood changed you, both personally and professionally?
Ginny Seymour: Yes and No. I think time has changed me. We have been on this journey together for over a decade and more than 25% of my life. I am growing alongside them, growing as a Mum but also a wife, a CEO, a daughter, sister and friend.
I really have enjoyed my thirties into my early forties and the clarity and confidence it has brought me in who I am and what I want in life. They are of course part of it but I have always approached motherhood as part of me, not what defines me.
Was motherhood what you expected, and what has surprised you the most?
Ginny Seymour: It is - I always wanted to be a Mum and I love it. They bring so much joy to my life and I love the ages they are right now. I can picture them as adults and I really like them and cannot wait to see where life takes them.
I tell every new Mum, the most unexpected part is that I now despise meal time. I loved to cook pre-children and the enjoyment of cooking a meal Friday night with my husband Mark. I cannot stand it now. It is non stop - from the minute they are born, to now very big eaters. It is constant from the minute they wake up. The words what’s for dinner gives me the ick.
“The idea that you can have it all, or you should have it all is a fairytale made up to make us feel like we should want certain things. Having it all, is what you want it to be; and that can change by season and age. Do not let someone else’s “all” discourage or intimate you.”
What’s been one of the hardest seasons of motherhood for you, and what helped you get through it?
Ginny Seymour: I am in one of the hardest seasons of my life. I have been incredibly fortunate to have a partner in my husband who has always encouraged me to pursue my professional ambitions while becoming a mother. I returned to work quickly after each of my sons were born, and as a family we moved often, following where my career needed me to be.
Last summer, we relocated to New York to lay the foundations for ALIGNE’s US team. I believed it would be another adventure, a year in NYC for the boys while I committed fully to building the business. Instead, it proved far more difficult than expected. Moving them at 10 and 11, during pivotal school years, away from the sports and routines they loved, was deeply challenging. They didn’t settle, and over Christmas my husband and sons returned to London.
The months ahead look very different. This season has taught me that my children are no longer simply along for the ride, they are building the foundations of their own lives. I miss them every day I am in New York, and it has been a powerful reminder that my family cannot revolve solely around my ambitions.
What’s been one of the highest points of motherhood so far? Any moments that really stay with you?
Ginny Seymour: Both boys now have social media-free phones and I get the cutest text messages from them. They are really kind boys and they say the sweetest things to me. I wake up to words of encouragement and they see me. They are proud of me and I am so proud of them, their kindness and who they are becoming.
I said from day one, all I cared about was developing two kind boys. I haven't been chasing Oxbridge since I visited reception and learnt what that word was. I wanted kind, well rounded children and they are becoming that and it melts my heart.
Image Courtesy of ALIGNE. Photographer: Nic Ford London
On a tough day of juggling leadership, parenting and life, what helps you reset after the chaos?
Ginny Seymour: I love sports weekends. There is nothing like standing on a freezing Rugby pitch for 8 hours with Mark watching Holden & Henry in the winter air, generally wet, looking the opposite of fashionable that resets my mentality and perspective.
Was there a moment in motherhood where you didn’t recognise yourself, and what helped you feel like you again?
Ginny Seymour: I found the baby stage a blur. We decided to have them back to back, and the boys are only fifteen months apart.
It was consciously planned. I grew up with my brother and I at a similar distance and I loved it. We went to Uni together and have the best teenage sibling memories. Also professionally, it worked better for me to have a three year period where I de-prioritised my professional growth and was very much sleep deprived and in the thick of it. Those first three years were hard. I didn't recognise myself physically or emotionally - it was one foot in front of the other. I love it now. They are best friends, at the same stages in life and my husband and I get lie-ins on the weekend.
What has motherhood taught you about leadership and ambition, the way you communicate, make decisions, or set boundaries?
Ginny Seymour: It has definitely strengthened my communication and patiences but most importantly it has taught me to set boundaries.
ALIGNE just had its first baby and it has been really nice to be able to create an environment where my team feels supported and I get to encourage them to set boundaries too. I leave work every day at 4pm. I of course log on after bed time, and my phone is normally very close to me at all times but I like to get home for family dinner. My team knows that, respects that and never puts something in my calendar past 3pm. It is important to set boundaries, communicate them so others respect them and be consistent.
What do you wish you’d known before becoming a mother?
Ginny Seymour: That the idea that you can have it all, or you should have it all is a fairytale made up to make us feel like we should want certain things.
Having it all, is what you want it to be; and that can change by season and age. Do not let someone else’s “all” discourage or intimate you. We are all just trying to make things work the best we can at any given minute. We all have our own journey. Also remember every phase is just a phase - the good, and the bad. They will pass.
Image Courtesy of ALIGNE. Photographer: Nic Ford London
ON BECOMING THE CEO OF ALIGNE
Tell us the story of how you became CEO of ALIGNE, what drew you to the brand, and what made you say yes?
Ginny Seymour: I had an interesting start with ALIGNE. I joined when it was Aligne. I moved to the UK during Covid and ended up at a DTC brand going from Start up to scale up and fell in love with the business model but the company wasn’t apparel which is where my passion is.
When Aligne approached me, the brand was tiny but I knew the financial backers of the brand and it felt like the right move. 6 months in there was a restructure and management turnover. I got the opportunity to pitch what my vision of ALIGNE would be. I got the go ahead, and re-founded the brand you see today August 1st, 2023. We are two and a half years in, turning over eight figures and it's truly a dream come true.
When you stepped into the role, what did you see immediately: what was working, and what needed to change?
Ginny Seymour: It needed to be rethought. The previous brand was an affordable, sustainable brand with wholesale presence. There was nothing wrong with that, but that was someone else's vision.
I wanted to build my own vision and own the white space between the high street and premium contemporary, reclaiming the accessible priced contemporary space that I grew up in the fashion industry buying for major department stores across the US and Canada.
Our planet and people's values have strengthened year over year and we continue to push forward in this area but I do not personally relate to fashion brands claiming to be sustainable. I have spent two and a half years trying to distance ourself from that claim. That word has not lived on our site since February 2023 with the management changeover, long before our restart in August 2023.
ALIGNE is creating new pieces of clothing (albeit with a minimum of 50% planet friendly or natural fibers) as responsibly as possible. We make the best choices we can and continue to learn and make better choices everyday.
We spent the first two years primarily Direct-To-Consumer. I wanted time to be customer obsessed, have the data in our database to really learn what our community liked and didn't like and to allow us to move with speed. We now have re-entered wholesale, especially in the US but we had to know ourselves first before taking this step. It was the first decision I made and the most impactful to allow us to grow so quickly and build a brand our community loves.
ON ALIGNE’S REBRAND: “I changed everything but the name.”
Rebranding is a big move. What was the moment you knew: “we need to evolve”?
Ginny Seymour: I changed everything but the name. We moved from south west London, to east London, built offices, doubled the team, changed our price point, handwriting (less Scandi and more British), our distribution model, brand values - you name it but the logo and name remained the same. On our first birthday August 1st, 2024 we kicked off a rebranding project with an amazing female lead company Duzi to bring all the pieces together.
Everything was black and white and I didn't resonate with that. I feel warmth when I think of ALIGNE, so we switched our primary colour to bittersweet chocolate and added vibrant blue to reflect Denim which is a key category for us.
I didn't think we would change the logo - we had slightly tweaked it before the relaunch making it bolder and more confident but the minute it was pointed out that the previous logo looked like we were hiding behind eligible letters and not confident it was a no brainer. Its six letters, spelt directly as it is. Confident. Clear. Proud of the next chapter and what's to come.
What was the strategy behind the rebrand? What problem were you solving, and who were you trying to speak to more clearly?
Ginny Seymour: After the first year, I knew who we were and wanted to celebrate that with a rebrand and articulate it to our growing community. We had run with pace evolving the brand and as we got customer data we were pivoting in real time. In fits we would change styling and accommodate feedback. The previous handwriting was more scandi and oversized. The minute we introduced waisted styles, we started to go viral. Our customer loved it in all fabrications and it has become part of our handwriting.
Once the rebrand was complete it also felt a decoupling of the two chapters of Aligne and ALIGNE. We had metamorphosed into the next chapter, letting go of the last piece that tied us together.
Image Courtesy of ALIGNE. Photographer: Nic Ford London
What was the biggest risk you took in that process?
Ginny Seymour: The biggest risk in the two and a half years was putting a pause on wholesale to find ourselves. You are saying goodbye to confirmed revenue which is terrifying. I had the support of our investor behind me to make that shift and it was the best choice.
I am so proud to be back in wholesale and think the two complement each other so well and love that there are places where ALIGNE exists IRL and not just digitally. We have just launched in Anthropologie in the UK, both in London but I was really drawn to them for their investment outside of London and their new stores in Manchester, Glasgow and Edinburgh; as well as launching at Brown Thomas in Dublin in a couple weeks.
I think it is the buyer in me that knew that I just needed a moment to grow into ourselves before we were servicing another brand's customers. Wholesale has the power to shape and change your assortments and how customers see you. When you have very little data at the beginning and the retailers have loads, it's hard to say no. Saying no was my best decision. It allowed us to grow into ourselves with speed and it also created demand for the brand at locations I have manifested for us across the UK, EU and US.
How did you measure success after the rebrand, what told you it was landing?
Ginny Seymour: Our community has first and foremost been my measure of whether we are moving the right direction. I love the creative side of the role but I am equally happy in an excel spreadsheet analysing data.
2026 is a huge year for ALIGNE. We have so many exciting things coming up but it is really the year we get to grow into ourselves and that feels liberating. 2025 we changed so much -entering the US, doubling our team opening a second office in London and our first office in NYC, re-entering wholesale, opening a second warehouse in the US, a pop up store and more - it has been a lot operationally with a small team. I am excited to slow down, be present with our community and moving with intention.
What did you learn about consumer psychology/brand identity through doing it for real?
Ginny Seymour: Through all the change, I have learnt how important it is that as we grow into a global brand we are known as being a London brand. Our customer is not based on demographics, it is really psychographic and a mindset but the consistency is the desire to be part of a community and attraction to a London brand and ethos. We never like to identify as one thing and often when asked to put ALIGNE into a box, I also pick two; never wanting to conform with one, as I feel we are unique and beat to our own tune.
We have started to test London under our logo in the US to make sure as we grow globally we are known as a British brand. It has been interesting to see the reaction and when we include London the interest is four to five times stronger.
Do you ever experience mum guilt as a CEO, and if so, what do you tell yourself/or do to ease these thoughts?
Ginny Seymour: I think every Mum feels mum guilt at some point. I sometimes feel guilty that my kids are so OK with ALIGNE being my third child and coming first. They never make me feel guilty. I hate that they are so ok with it just being Dad at a 10am assembly or a 1 hour sports day. With kids in different grades it can be hard when one child is Tuesday at 2-3 and the second is Wednesday from 10-11. The end of school term is the worst for me and my Mum guilt..
But then I listen to the kids talk about me and what they tell their friends and teachers about why I am not there and they are so proud. They think I am amazing and a super star. They help their teachers pick ALIGNE pieces and beam with pride. Life is about making choices and you shouldn't feel guilty.
Image Courtesy of ALIGNE. Photographer: Nic Ford London
Do you find it hard to switch off work at the end of the day? Any tips on how to help with this?
Ginny Seymour: Yes. I would like advice in this area. I am the worst. Especially as I am back and forth between London and NYC right now, I feel the need to work both work days to support everyone making it even harder. When I am in London, I am answering emails until 11pm and when I am in NYC, I start my work day at 5am to support it being 10am in London.
What entrepreneur(s) do you look up to the most and why?
Ginny Seymour: I love the British fashion high street and how many amazing female founders there are. This feels very unique to the UK.. Majority of the time, I feel like the new kid on the block but feel so supported and encouraged by the other female founders I have met and their stories. It is a small industry but the occasional DM and the transparency of talking about wins and challenges when we cross paths really motivates me and I love being part of it.
Isabel Spearman would bring together these amazing groups of female founders at different times through different Daily Dress Edit activations and popup, her involvement with Smartworks, and amazing charity and the occasional visit to Downing street to support British fashion and retail. I feel very privileged to have made her list occasionally and to have her support from the beginning. She really championed me and ALIGNE and connected me to so many brilliant females.
“For me, building something meaningful starts with trust, honesty, and showing up as a human first.”
How do you define success for yourself at this stage?
Ginny Seymour: My team is going to hate me for saying this and I think I say it on repeat right now, but I want to go to the school gate and say ALIGNE and not hear crickets. It’s getting better, two years ago I got blank stairs followed by the request to spell and pronounce it.. Now I get the occasional acknowledgement.
I want ALIGNE to sit alongside the name of brands I highly respect - Me+Em, Varley, With Nothing Underneath, Nobody’s Child, Damson Madder, etc. I want to feel ALIGNE belongs on that list and if you know those brands, you know ALIGNE (and that it is pronounced A-LINE).
Do you have any non-negotiables that help you keep grounded and avoid burnout?
Ginny Seymour: Never say never, but I have never felt burnout because I love what I do and feel so grateful and lucky that I am living out my career dreams. I am so inspired by it and it feeds my creativity. I find the tough times hard and it definitely isn't linear but I have a great team around me who support and believe in me and I always learn the most in our growth phases where it can feel like more mistakes than wins. Those are my favourites.
My family is my non- negotiable. They put up with a lot, including my phone being attached to my hand at all times but our weekends are ours and I really do not give up the time willingly. I would rather have a red eye than sacrifice that time.
We are a 365 day a year sports family between Rugby and cricket. I like to do School pick up on Fridays to kick start our weekend and so the teachers and other Mum’s know I exist. When it comes to their sports, I am always there. Freezing, layers of clothes, frizzy wet hair on the sidelines, with my Venti starbucks in hand, cheering Holden and Henry on.
Image Courtesy of ALIGNE. Photographer: Nic Ford London
ON RETURNING TO WORK POST MAT LEAVE (THE PRACTICAL PLAYBOOK)
What was your own return-to-work experience like after mat leave, emotionally and practically?
Ginny Seymour: I went back to work after 12 weeks. I struggled to settle into Mat leave knowing I would have to go back financially (I did not have my children in the UK) and for me jumping right back felt best. Emotionally it was challenging - I had preemies and it was a lot.
All I can say is give yourself grace. Do not compare yourself to other new Mums and do not think social media is real. It's a bit like survivor. You get a great phase where they eat and sleep and then they have a growth spurt and it back to ground zero. Find your own rhythm and anyone who judges you, try and block out. There is no right way. It’s just your way and go with that.
A lot of women say they don’t feel like the same person when they return. Did you experience that, and what helped?
Ginny Seymour: A major life milestone has happened. I think it would be strange if you didn't feel different in some ways. Your priorities and capacity changes. I found my tolerance for certain things changed but for the better. I didn't have time or energy for negativity, toxic friendships or drama. Having kids gave me the strength to block that out and I think I became more confident through clarity of what just didn't matter anymore. If I tried to do it all I would break so really having kids allowed me to focus my energy to the most important places for me.
Confidence can take a hit, what’s your advice for rebuilding it when you feel behind or out of practice?
Ginny Seymour: Physically my confidence took a hit. I stopped taking pictures (there are sadly very few of me and the kids when they are little), and really lived in the excel spreadsheets.
I gained A LOT of weight with both kids and came out the other side not feeling myself for a long time. I credit ALIGNE for really helping me feel like myself physically again. I wanted to be able to try on every sample and there is so much pressure for founders to be forward facing. It gave me purpose to put myself physically first and return to my prebaby weight as it was “part of my job”. I didn’t want to ask production to make me larger samples for interviews and PR adding costs and time to our sampling process and I wanted to try everything piece on and give feedback on fit. Our sample size is my pre-baby size so it really helped me get back to where my confidence is physically.
What advice would you give to mothers coming back who want to keep growing in their career?
Ginny Seymour: That it's possible. You can't have it all, but you can have whatever version it is you want. Life is about choices and the world is luckily becoming much more flexible in the work place. You will have to make compromises - but don’t we all in life. You can have the career you dream of and be a Mum, you just need to determine where you want to make a few compromises and still feel fulfilled in both.
I was speaking to someone a year ago who returned to work and then felt overwhelmed by it and felt torn. I remember telling her, it's ok to want to be at home right now. You could clearly see how much her career meant to her but how her heart in that moment was to be hands on and present in her baby's life more full time. It's not a once and done decision. I told her it was ok for her to want her career and career growth, but at that moment want her focus to be at home with her children.. They grow up so quickly, they head off to school, there are many phases and it's not a black and white decision. Careers are longer now, and many women are having children slightly later where we have full careers prior to being a Mum. It is not a race to the top. You can want both and want different balances of both at different stages - it is how you find your balance in them.
I will never regret the three years I spent in a role I liked, not loved. I have always been the girl at work that when they say jump, I say how high. In that phase, I knew I needed to be in a role where I could be a consistent contributor but didn't have capacity to go above and beyond as I wanted to be home every day at 5pm and WFH once a week (pre covid, almost unheard of in Fashion) and not have the Sunday scaries or looking at my phone for messages in the evenings. One day I woke up, felt on stable ground again - We were sleeping consistently, we had our rhythm, the boys were two and three and I switched roles, got back on an aggressive promotion path and my balance changed. It continues to change every chapter. Don’t box yourself in or feel what you feel today, defines the rest of your life or career.. Feel the feels and trust your instincts and you will find your balance and what is right for you.
What do you wish every manager/leader understood about someone coming back from mat leave?
Ginny Seymour: That everyone is different and to listen. As a Mum of preemies who didn't breast feed (had no interest and gaining weight was my only priority), I felt constantly judged. I cried at my first mummy and music class when the whole room turned on me when I bottle fed my crying baby, challenging my decision and never went back.
People tend to feel they have a right to an opinion - from your pregnancy, child birth, feeding, sleeping arrangements, names, clothing, toys - you name it. There are only two times in my life where I refer to myself as Switzerland - anything to do with other babies and ALIGNE when it comes to politics (hard for a political science major). As a female leader, I cannot expect others' choices or path to be the same as mine. It's not a working mum’s club where you can mentor and say do it my way. You need to listen and support each making their own choices and help make that work for them. Don’t be the expert, listen.
What does “having it all” look like to you right now, and what doesn’t it look like anymore?
Ginny Seymour: “Having it all” is having it how you want at that phase, whatever that is. For me, it looks different for others. As ALIGNE has gotten bigger and the business needs me more, my husband and I made the joint decision that right now “having it all”means that he stepped back from his solicitor role so I could give more to ALIGNE. That doesn't come without financial consequences but that something had to give. For my career to grow, my incredible hubby gave up his to support the kids in this busy phase of afterschool activities at 4pm, homework and keeping our life together. We “have it all” as we made the choice together and it has looked different at different phases over the last decade of parenthood.
ON BEAUTY, STYLE & SELF-CARE
Has your personal style changed since becoming a mum? How do you dress for this season of life?
Ginny Seymour: I think based on what I do, I have always had a pretty consistent style. I love a blazer/great coat, jeans and loafers. It's put together and practical. The biggest change is my “school” uniform. I love Varley and have been a fan since Holden was born. I feel put together, like I could have gone to a pilates class or am going, but really am just doing school pick up in comfy clothes. When I wear other active brands, I feel guilty if I don't get to the actual gym. Pre-kids, I never wore sweats or comfy clothes.
What’s your go-to outfit formula for feeling put-together fast? And what are your favourite Aligne pieces?
Ginny Seymour: I love clothes that you can always grab, go together without a fuss and you feel comfortable but put together. I think that is where confidence in dressing comes from - not feeling fussy, playing with your clothes, bra or footwear, and feeling like you are wearing your clothes, not the other way round.
I love Daphne. She was the piece in the collection where I knew who ALIGNE was. She launched in January 2024 and we have sold over 15,ooo since. It's the best top/blazer, pair it with jeans and you are good to go.
“I love the Daphne blazer. She was the piece in the collection where I knew who ALIGNE was.”
What’s your “CEO uniform”, the pieces you rely on when you need to feel sharp?
Ginny Seymour: As a fashion exec, I like to mix it up. I am generally a bit extra and if you spot me around there is a 99% change I am wearing the next season's assortment. I find dressing in ALIGNE so easy. It's part of our design ethos that nothing is fussy. I love wearing every piece and making sure they make me feel confident. It is a great way to edit the collection and keep our ALIGNE assortments small and curated. We have some amazing new blazer shapes coming for AW26 that I can put on, add my favourite mid rise flare jean, a great belt and pair of loafers and run out the door.
What is on your shopping list right now?
Ginny Seymour: I pretty much only wear ALIGNE so it makes shopping hard. I feel like, people naturally say, “is that ALIGNE” when they see me being kind and trying to show interest in what I do and I would hate to be caught saying no. I also try and wear every sample so that takes up a lot of days of outfits. The only time I do not wear ALIGNE is when it is obvious - we do not do active/lounge wear so it gives me a chance to wear my favourite brand Varley (really giving them a shoot out but it is honestly the only brand I purchase).
When I do have my eye on something it is normally footwear as we also do not make that. Lately I have really been drawn to Gucci boots and I am currently eyeing a pair of YSL loafers that I cannot get out of my head.
Image Courtesy of ALIGNE. Photographer: Nic Ford London
What is your go-to handbag for everyday?
Ginny Seymour: I love my Gucci Giglio bag. I bought it at Heathrow airport the day we left for NYC in the summer and have been using it every day since. It is very unlike me to be a spontaneous shopper. I like to build lists and think about it for an exceptionally long time before I check out. I have used it every day since. It is great as it fits my laptop, great for the airport for my bi-weekly travel between London and NYC and when I look at it, I think of ALIGNE and our journey.
What does your own beauty routine look like, has it changed since becoming a mother? What are your favourite skincare and make-up products that you always recommend?
Ginny Seymour: I have always been a fan of as few products as possible and that suits my busy lifestyle. As I became a Mum, turned 40 and gotten older, I have had to add a few steps especially for moisturiser and the plane air.
I use Merit’s 5 minute routine daily for makeup. My husband got me the Current Body 2 red light mask for my birthday so I have gotten into that at night, standing on my vibration plate (tiktok influenced and LOVE it) followed by Summer Friday moisturiser and a Biodance Collagen face mask.
Who or what inspires your style?
Ginny Seymour: I love classic modern references like Caroline Basset mixed with British style icons like Sienna Miller. I think ALIGNE reflects that sensibility. When Sienna Millar wore our navy George Coat last October, it was a real pinch me moment.
What does self-care look like for you now, the realistic version, not the fantasy version?
Ginny Seymour: Friday night, Not Ready To Make Nice by The Chicks (my personal anthem to belt out to shake off the week) on vinyl playing in the kitchen, having a glass of wine with my husband, kids quietly laughing in the background in their bedroom. I am loving this chapter of parenthood.
ON LOOKING AHEAD
What’s next for ALIGNE? What are you excited to build in the next 12 months?
Ginny Seymour: We are re-entering wholesale in the UK with Anthropologie which is really exciting. I wanted a national retailer that was really investing in the store experience and stores outside of London. They are on a growth journey right now and I am really excited to see what being stocked in Manchester, Glasgow and Edinburgh do for ALIGNE and growing our community.
We are also about to embark on our biggest campaign ever launching at the end of February. I dreamt it up on my sofa one Sunday and pitched it our creative director and Sheerluxe and am so excited for it to come to life.
When I first moved to London in 2020, I got introduced to Sheerluxe at the schoolgate. The mum’s were talking about it as their source of what brand to shop and pieces to buy. Since that day, I have been following it, and think what Georgie and the team have built is so wonderful. They have the most engaged community and to partner together to bring our SS26 campaign to life is amazing. It is part of my vision of Mum’s at the school gate knowing ALIGNE.
This year is about community and I just can't wait to slow down and be more present.
What’s the legacy you hope to create as a leader and as a mother?
Ginny Seymour: I hope I’m remembered as someone who led with passion, compassion, and fairness. I try to be myself with the people around me - with my team and with my children - open, honest, and approachable.
I don’t always have a poker face, and I tend to share more rather than less, because I want people to feel included and clear about where we’re going. I want them to understand the journey they’re on, to feel part of it, and to see the vision as it really is - the good moments, the hard ones, and everything in between.
For me, building something meaningful starts with trust, honesty, and showing up as a human first.
And finally, what message would you like to leave with the Luminary Mothers community?
Ginny Seymour: Motherhood rarely comes with certainty. So many of us are mothers for the first time - and in many ways, so are our own mothers, learning how to watch their children become mothers.
Even with more than one child, each season feels new. We’re all finding our way, searching for balance, making the best choices we can, and learning who we are along the way.
Be gentle with yourself. Trust your instincts. This is all a phase, the good, the hard, and the in-between, and it will keep unfolding, chapter by chapter.
Follow Ginny On Instagram Here. Follow Aligne on Instagram here.