Rosie sat with UAE Stories to discuss her background in fashion, her experience on building the brand, and bringing her Endless vision to the UAE. 

We thought you might like to learn a little more about our her too!

From Fashion Buyer to Circular Visionary

Rosie discovered the transformative power of fashion early on. Growing up, she sensed how the right outfit could change her energy and she saw fashion as more than surface-level: helpful, expressive, and deeply personal.

She pursued that passion academically, earning a Fashion & Textile Business degree from the University of Manchester, followed by internships and shop-floor experience. She landed an entry-level buying role at Marks & Spencer in London, where she spent nearly five years. There, she worked across womenswear, kidswear, lingerie and even got involved in the iconic Rosie Huntington-Whiteley collection.

 

Endless Is Born: A Personal Wardrobe Problem Becomes a Business

Living in London in her 20s, Rosie struggled to afford variety without resorting to fast-fashion cheap, low-quality clothes destined for landfill after one or two wears. Renting was limited to prom dresses, and resale felt thrift-store minus the thrill. So in January 2019, she quit her job and launched 'Endless Wardrobe', the UK’s first fashion rental and resale platform. Her goal: make circular shopping feel as effortless and exciting as buying new.

 

Building a Community, Not Just a Business

Rosie’s vision has always been about empowerment - empowering women, supporting the planet, and changing industry norms. She describes overcoming hurdles like persuading brands to collaborate, overcoming investor skepticism, and navigating burnout during COVID-19 lockdowns.

Still, launching a concept as novel as fashion rental wasn’t easy. Convincing brands to join a service they hadn’t heard of years ago, and raising capital as a first-time female founder these challenges only fueled her resolve.

 

Fashion That Feels Good—For You and the Planet

For Rosie, fashion is emotional. Wearing something she loves even once can lift her mood, spark confidence, and shift her mindset. Especially during lockdown, changing out of sweats into something more elevated could make her feel “like a new person.”

Through Endless, Rosie offers curated wardrobes across 500+ brands from high-street to designer so women can express style while being more sustainable. The experience feels elevated, not thrift-y, with both rental and resale under one (virtual) roof.

 

A Strategic Move: UAE Beckons

After running Endless in the UK, Rosie saw opportunity elsewhere. Visits to the UAE where her family is based showed her the fashion rental market there was underserved. The region needed a circular-fashion platform, and she decided to bring Endless there.

So in 2023, she relocated to the UAE and launched 'Endless UAE', becoming the region’s pioneering fashion rental and resale platform.

Growth, Style, and Resilience in 2025

Today, Endless continues to expand with new brand partnerships, tech improvements, and a growing team all behind a thriving community of women who feel seen, stylish, and supported.

Notably, standout brands like De La Vali (“Oswaldo” and “Bluebell” dresses) and Musier Paris (“Lena” top) remain favourites for rentals, while the broadened offering from everyday staples to designer splurges sets Endless apart.

Lessons Learned and a Legacy in the Making

Rosie emphasises that you don’t need everything figured out. Confidence comes from trusting yourself and learning along the way. She strives to leave a legacy of positive impact—empowering women, uplifting communities, and championing sustainable fashion across generations.