By  on December 19, 2016

LONDON — Retail has long been a siren call for Samantha Cameron, and now Britain’s former first lady who built a career at Smythson is going for it, creating her own contemporary clothing brand that’s all about dressing fashion-hungry, time-poor women like herself.

“I’m a retailer — I love the 360 degrees of it — the marketing, selling, cash flow, customer service. Once you’ve got the bug, everything feels boring in comparison,” said Cameron, who last month unveiled Cefinn, a contemporary clothing collection that will bow in February and be sold on the brand’s new web site and at Selfridges and Net-a-porter.

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