Sarah Watkinson-Yull established Yull in 2011 at 21. She completed her studies at Philip Green's Fashion Retail Academy in 2009 before working for the family business in particular focusing on the import, export aspects of business. Sinche then she has taken the decision to combine her creative side and ardour for fashion with her business knowledge in the launching of her shoe brand Yull.
Sarah says that Yull is 'style over fashion', a break from the current trend-following flow of impracticable and ephemeral shoe brands.
In 2012 she received funding from the Prince's trust to set up manufacturing in the UK. Yull is one of the only independent shoe brands manufacturing high heels in Britain.