MD Tikki Godley on leading Jigsaw’s next chapter: 'We’re evolving, not reinventing'
There’s a quiet confidence about Jigsaw right now, the kind that comes when a brand knows who it is but isn’t afraid to move forward. Enter Tikki Godley, the newly appointed Managing Director, whose arrival signals both continuity and change for the beloved British label.
In this exclusive interview with TheIndustry.fashion, Godley explained that taking the helm at Jigsaw wasn’t just another career move, it was about legacy, opportunity and the rare chance to make a real difference. "I’ve always wanted to be able to make a difference to any business I join," she says. "And I felt there was the opportunity within Jigsaw to do that. It is also a brand that retains so much affection and loyalty amongst customers, so it immediately appealed to me, as there are so many generic brands in the market these days."
That loyalty runs deep. Founded in 1970, Jigsaw has long been synonymous with timeless tailoring, quality craftsmanship and British ease. Yet in a market crowded with fast fashion and hyper-digitised retail, even heritage names must evolve. Godley, who took over the helm from Hash Ladha, is embracing that challenge head-on, refining the product, modernising the brand and re-energising its digital and physical presence.
"From a product perspective, having worked in a print and dress environment previously, this was an area we could build upon," she explains. "We have spent a lot of time on these products to introduce next Spring."
Beyond product, she’s been assembling new talent behind the scenes. "We brought in a number of new team members in Digital and Marketing to refresh our website and the way we communicate with customers."
That combination of creative renewal and sharper digital strategy reflects lessons learned from her earlier roles at Ted Baker and Never Fully Dressed (NFD) - two brands with very different playbooks, but both known for distinct identities. "Both Ted Baker and NFD taught me valuable lessons... Ted Baker were never afraid of taking some risks, whether it be with new product groups, global expansion or windows that were a little ‘different’ to the rest," she says. "NFD have created a hugely loyal customer community, which is not easy when you are a digital-led business, and they are also unashamedly authentic on their social media."
Authenticity, Godley believes, is Jigsaw’s not-so-secret weapon. "We are a true British heritage brand," she says. "We are proud to authentically represent that through supporting the Arts and Culture and providing quality, craftsmanship and tradition through our product."
But heritage alone won’t sustain relevance. Jigsaw’s evolution under Godley will hinge on digital innovation, yet without compromising the brand’s hallmark quality or the intimacy of its stores. "Digital development has become key for all businesses and is constantly evolving, so it will most definitely be a core focus," she notes. "However, this cannot be to the detriment of our stores, which need to retain their individuality, customer service and loyal customer base. If, and when, the right opportunities arise, we will always look to expand our store estate."
Jigsaw's recently refurbished Kensington store
Her emphasis on fabrics and fit underscores a refusal to bow to cost-cutting pressures. "Quality and value are core principles of Jigsaw. We will not sacrifice these for margin purposes," she says firmly. "Fabrics and fit are hugely important to us, which is something that has been eroded across many brands in recent years as costs have risen. The challenge is getting this message to customers online, who cannot feel the garments personally."
For Godley, the answer lies in evolution, not reinvention. "Jigsaw is modernising while staying true to its British roots by evolving, not reinventing," she explains. "The brand continues to focus on timeless design, quality craftsmanship, and storytelling inspired by British culture. At the same time, it’s investing in digital innovation and improving customer experience."
This will see the brand continue to create vollaborations, such as its previous partnerships with British designer Roksanda. They're a key part of Godley's strategy - a way to spark excitement while staying firmly within the brand’s universe. "Yes, collabs will continue to be part of Jigsaw's strategy," she says. "They always need to be considered and align with our brand and values. The limited runs that collabs create always excite the customer and give a sense of exclusivity."
Jigsaw x Roksanda
Although her focus remains on perfecting Jigsaw’s UK operations, Godley has her eye on the global horizon. "The main focus is to ensure all our UK channels are firing on all cylinders," she says. "However, global expansion is definitely in the future. North America and the Middle East are huge markets, where British brands tend to resonate strongly. With marketplace models making it easier than ever to test and learn, multiple regions can launch within a relatively short time frame."
In a retail landscape dominated by speed and cost-cutting, Godley’s vision feels refreshingly measured. It’s about slow fashion: thoughtful design, enduring quality and connection that lasts. Her leadership signals a new chapter for Jigsaw, one that honours its British heritage while meeting the modern customer where she is, whether that’s browsing online, visiting her local store, or rediscovering the pleasure of a perfectly cut blazer.
As Godley puts it, "Jigsaw continues to deliver quality, craftsmanship and tradition through our product." And under her direction, that tradition looks ready to take on a distinctly modern form.
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