Nell Diamond, CEO of Hill House, shares the incredible journey of how her small business skyrocketed into a global success with just one standout product.
At the height of the Covid-19 pandemic, Hill House Home’s Nap Dress became more than a piece of clothing – it turned into a symbol of comfort and versatility for a world in flux. What started in 2016 as a direct-to-consumer bedding and home business quickly evolved into a fashion movement, with a single dress transforming itself to meet the changing needs of its wearers.
Introduced in 2019, the Nap Dress drew inspiration from the smocked fabric of the 1950s but with a modern twist, appealing to a wide range of consumers. It wasn’t long before the dress, now available in over 50 designs, went viral on social media and became a wardrobe staple worldwide.
“Our rapid growth happened between 2019 and 2020, right in the middle of quarantine and while I was pregnant with twins,” CEO Nell Diamond tells the BBC. “I could see the business changing internally, but a pivotal moment for me was working from home in New York City, looking out my window, and seeing someone walk by wearing one of our dresses.”
According to the Leaders Asia sources, since then, Hill House has sold over a million Nap Dresses, expanded into categories like outerwear and swimwear, and opened five retail locations across the United States. The brand’s products are now available at retailers like Shopbop and Saks, with a current valuation of approximately $150 million.
However, the company has also faced its share of challenges, including navigating global supply chain disruptions during the pandemic. Despite these obstacles, Hill House’s success story highlights the importance of adaptability and building genuine relationships with consumers.
“We’ve had the biggest year in the company’s history,” Diamond says. “The business has continued to exceed even our most optimistic plans.”
Diamond’s passion for fashion began in her teenage years while attending the American School in London. After graduating from Princeton University, she entered the finance world, initially following in the footsteps of her father, Bob Diamond, the former CEO of Barclays. However, she quickly realized that her true passion lay in retail.
“I was always drawn to fashion,” she admits. “I’d steal my friends’ research papers to learn about companies in the retail space. What started as a guilty pleasure turned into a viable career opportunity.”
According to the Leaders Asia sources, now, as CEO, Diamond manages every aspect of the business, from growth strategy to creative direction. Below, she shares insights with the BBC about the company’s journey, challenges, and future plans.
Hill House began as a startup incubator project during Diamond’s time at Yale’s business school. “I wanted to bring a design-forward perspective to the home category,” she explains. The company started with bedding, pillows, and a few other home products, all inspired by Diamond’s British upbringing. As the business grew, she focused on a direct-to-consumer model, using social media to connect with customers and expand the brand’s reach.
By 2019, everything changed. “Our business transitioned from a small, slow-growth model to becoming a fashion business thanks to the success of the Nap Dress,” Diamond recalls. The company expanded from five employees to 30, and from one store to nearly six. “To think we sold a hundred units back in the day, and now we’ve sold over a million – that’s surreal.”
When asked why the Nap Dress resonates with so many people, Diamond emphasizes its versatility. “We didn’t invent smocking, but we made it more comfortable and adaptable to different body types, including during my pregnancy,” she says. “It’s comfortable, stylish, and works throughout the day.”
Diamond also reflects on the early challenges she faced. “There were constant disruptions in the global supply chain, especially during Covid,” she says. “Delays and shipping issues affected product launches, but our transparency with customers about these challenges helped foster a personal connection with them.”
As for ensuring that Hill House’s manufacturing partners maintain high standards, Diamond emphasizes the importance of tracking every stage of the development process. “We’ve worked with many of the same manufacturers since day one,” she explains, “and we’ve developed strong relationships with them.”
On expanding the brand, Diamond shares that Hill House has ventured into new categories like swimwear and outerwear. “Our customers were the ones who asked for swim, and it’s been performing well,” she says. She also highlights the importance of creating a memorable in-store experience for customers, referencing their unique concept in Charleston, South Carolina, which combines British and Americana influences with a candy station and coffee bar.
Diamond concludes by offering advice to small businesses hoping to expand: “Keep your blinders on,” she advises. “It’s easy to compare yourself to others, but focus on making what you have the best it can be. Tune out the noise.”
Looking ahead, Diamond is optimistic about Hill House’s future. While she believes the Nap Dress will always be the brand’s hero product, she’s excited about growth in other categories. “We’re really customer-led, so we’ll let them guide us,” she says.
