Bricks and mortar store is something we are considering. To be fair, we don't have enough money to actually setup a "proper" store BUT in London it is possible to open pop up stores, which you can rent for a few days or a few weeks. We are probably going to do that as I'm 100% convinced that our products are actually the best marketing we have.

Beside that, the "discount" topic is a hot one. We are still in the process of testing our assumptions. So far, all we know is that if we sell full-price imitating the "big brands" in our segment, we get 0 attention. As you mentioned, people are after brands and we are still unknown.

Now we are trying to see if there is a segment of people who care about quality and is ready to pay a bit of money to get higher quality but still would never pay 250$ for a scarf from the big brands as they realise that it's all about the empty brand with little quality behind.

Thanks a lot for the feedback, it's really important to have the chance to speak with someone about this stuff (other than my wife, of course).