Overview
- The founder, Mollie‑May Rossi, announced on June 1 that Caramella will cease trading and said she has let staff, including family members, go.
- Rossi posted the closure on the brand’s official Instagram and described recent losses as having reached a level that makes continuing impossible.
- Caramella began in 2017 on Rossi’s mum’s kitchen table and grew through social media and celebrity endorsements to nearly £12 million in sales and about 250,000 customers.
- The company carried out a rebrand in January and brought in Emma Page as a director and partner after nine years of sole ownership, but those steps did not reverse the financial decline.
- Rossi says she at times used personal loans to cover wages and that prolonged burnout and the need to care for her newborn motivated the decision, highlighting how fast-growing direct‑to‑consumer fashion labels can be vulnerable to volatile demand and high operating costs.