Nell Diamond, CEO of Hill House, reflects on the incredible journey of her business, from the launch of the viral Nap Dress to its expansion into new categories and retail locations.
Nell Diamond, CEO of Hill House, has transformed her small business into a global sensation, thanks to a single product: the Nap Dress. What began as a direct-to-consumer home goods business in 2016 evolved into a fashion phenomenon, driven by the overwhelming success of a dress designed for comfort, versatility, and style. At the height of the Covid-19 pandemic, Hill House Home’s Nap Dress became much more than just a clothing item—it became a symbol of ease and adaptability in a rapidly changing world.
Founded in 2016, Hill House started by offering bedding and home products before venturing into fashion with the launch of the Nap Dress in 2019. Drawing inspiration from smocked fabric designs from the 1950s, the dress was reimagined to suit modern tastes. What followed was a viral sensation: over 50 different styles of the Nap Dress, each gaining significant traction on social media and becoming a staple in wardrobes worldwide.
CEO Nell Diamond shared with the BBC how the company’s growth skyrocketed between 2019 and 2020, largely fueled by the success of the Nap Dress. She recalls a pivotal moment during the pandemic when she looked out of her bedroom window in New York City to see someone walking down the street wearing one of Hill House’s iconic dresses. “Entrepreneurship can feel really lonely and insular, so to realize that people know about your little project is incredibly rewarding,” Diamond said.
Since then, Hill House has sold over one million Nap Dresses and expanded into new product categories such as outerwear and swimwear. The brand now has five retail locations across the United States, from New York to Charleston, and is available at major retailers like Shopbop and Saks. The company currently holds a valuation of approximately $150 million (£118 million), although an independent valuation has not been obtained.
Despite its success, Hill House has faced several challenges along the way, particularly navigating global supply chain disruptions during the pandemic and scaling operations to meet a surge in demand. Diamond attributes much of the brand’s success to its ability to adapt and its strong connection with its customers. “We’ve had the biggest year in company history,” Diamond said. “The business has continued to grow past even our optimistic plans.”
Diamond’s love for fashion dates back to her teenage years at the American School in London. After graduating from Princeton University, she briefly worked on a trading desk at a finance firm, following in the footsteps of her father, Bob Diamond, the former CEO of Barclays Bank. However, she soon realized her true passion lay in retail. “I was always drawn to retail,” she says. “I realized that this thing which started as a guilty pleasure—loving fashion—turned out to be a viable career opportunity.”
Today, as CEO, Diamond oversees all aspects of Hill House, from growth strategy to creative direction. She reflects on how the company evolved into the thriving business it is today, beginning with its roots in the home product category. “I wanted to bring a design-forward point of view to the home category,” she explained. After attending a startup incubator while in business school at Yale, Diamond started Hill House with just a few products—bedding, pillows, and a small selection of pajamas and robes. “I spent the first couple of years bootstrapping the business and really focusing on meeting our customers,” she added. But by 2019, Hill House saw dramatic growth, transitioning from a small home goods business to a fashion brand centered on the Nap Dress.
So, what made the Nap Dress resonate with so many people? Diamond attributes its success to a combination of factors, particularly the smocked fabric. While smocking has been a popular design feature in fashion for decades, Hill House’s version incorporated a proprietary stretchable smocking that adapts to the body’s changes over time. “I wore it all throughout my twin pregnancy and then the snap-back. It works with your changing body and throughout the day – it feels comfortable but you still look kind of put together,” Diamond explained.
The Nap Dress’s popularity spread largely through word of mouth, amplified by organic social media posts. “Even today, 30% of orders on our site come from word-of-mouth referrals,” she said, highlighting the power of personal recommendations.
The early days of Hill House were not without challenges. Supply chain disruptions during the pandemic caused delays in manufacturing and shipping, which could potentially affect sales. However, Diamond found that transparency with customers helped build trust. “When we told our customers what was happening, people loved having that insight into the humanity behind the products they’re actually buying. I think it made it feel more personal to them,” she noted.
As for maintaining high standards in manufacturing, Hill House works with manufacturers in 12 countries and uses a platform called Transparency One to track their supply chain at every stage. “We take that very seriously,” Diamond said, emphasizing the importance of maintaining strong, human relationships with suppliers.
As Hill House continues to grow, the brand has expanded its offerings beyond the Nap Dress, including swimwear, outerwear, and even a unique retail concept called Nells in Charleston, South Carolina, which combines a pick-and-mix candy station with a coffee and soda bar. This experience-driven retail approach reflects the brand’s commitment to delivering more than just products but also creating memorable moments for customers.
Looking to the future, Diamond is focused on ensuring Hill House remains relevant to its core customer, focusing on pieces that are timeless and versatile. “We focus on our core customer, so I’m not so worried about what’s relevant for anyone except for them,” she explained. “It’s about building pieces that last in their wardrobe.”
When asked about advice for smaller businesses hoping to grow, Diamond suggests staying focused and not falling prey to the comparison trap. “One of the most important pieces of advice I got when I was first starting out was to keep your blinders on,” she said. “I had a real unlock when I started to tune out some of that noise and focus on what we have going on internally.”
Looking ahead, Diamond is excited about Hill House’s continued expansion. While she believes the Nap Dress will always be a hero product for the brand, she’s equally enthusiastic about the growth in new categories and retail channels. “I’m incredibly bullish on retail. I would love to open more stores,” she said. “But because we are very customer-led, I’ll let them tell us [what’s next].”
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