However, much as Neelam liked the idea of a line of accessories based on mosaics, somehow it didn't seem to offer enough scope for originality. I probably didn't help matters when I pointed to a checked scarf she was wearing and asked "What's the difference between that and a mosaic scarf?"
I have a talent for looking but not seeing. I suspect it's widespread (particularly amongst men). I can lose my keys and find them half a day later in the pocket I thought I had emptied. In the case of 'Look in the Bag' however, both Neelam and I were guilty of looking but not seeing. The name was a play on the word 'Look' - treating it as both a noun and a verb. We had been undervaluing the noun. As a result, on a Sunday morning, late in November 2011, Neelam sat up in bed and began frantically writing down ideas in her bedside notebook. Within a few minutes she had a long list of themes on which to base designs. The Tessellated Look will include mosaic-styled scarves and jewellery; but Neelam's list was the start of a long (and still growing) list of 'Looks'. To paraphrase her words, the ideas should combine quality and a touch of humour into a designer look.
"We should aim to own the word 'Look'", she said.
"What does that mean?" I asked.
"It's corporate language. When people use the word 'Look', I want them to think of us."
"You spent far too long in advertising."
"Why not be really ambitious?" I suggested. "We could aim to own the word 'In'. Or 'The'. They're far more common than 'Look'."