Posted: Feb 07 2018
I’ve always loved fashion.
Some of my earliest memories are of watching my mother and the attention she put into getting dressed and applying her makeup and spraying perfume. She always looked so effortlessly put together, beautiful and so happy. She dressed us with equal enthusiasm.
Fast forward to when I discovered Vogue and other fashion magazines, watching music videos, etc and I knew fashion was for me.
Like a moth to a flame, I was always drawn to the more delicate pieces ... the lace and sheer pretty fabrics and the soft muted palette. Lingerie was just one aspect of fashion that really captivated me.
When I first began, I was so blissfully naïve of how technical lingerie really is.
I had all of these ideas and design concepts and thought that a regular patternmaker and seamstress would make them a reality.
How wrong I was! I very quickly realized that these beautiful delicate wisps of silk and lace are a technical marvel. Initially, we started with a collection of Silk Slips, which were very well received by media and style makers and we were invited to show in Australian Fashion Week.
I then went on a year long search for patternmakers and seamstresses that specialized in the art of making lingerie.
I didn’t just want to offer bralettes, as many do. I also wanted to design underwire bras. They comprise of so many different components, and each has to be designed to stringent specifications to fit perfectly as it’s a garment that fits so close to the body and it must be comfortable. The technical aspect is mindblowing.
I was adamant that I didn’t want to manufacture offshore, and from the very beginning I wanted the brand to be handcrafted locally to the very highest standards, using imported fabrics just like the artisan ateliers in Europe.
It was incredibly challenging and I felt so frustrated in the beginning. It felt like it was too big a dream to realise. Not following through with my passion was just not an option.
There are only a handful of these artisans in Australia – they are as rare as Hens teeth, but we are fortunate to have found and work with the very best.
We are so proud to have been able to keep our brand entirely Australian made and support local businesses.
The support of my husband and family has been paramount. They’ve been there from the very beginning , supporting me through the highs and lows (of which there have been many).
I am also grateful for the support of mentors I‘ve had
throughout this journey – other designers, editors and stylists.
Above and beyond, I am so grateful to our clients.
Their continued support and love of our brand is what keeps me inspired.
Weddings are so special. The day itself is so full of love and joy.
I’m such a romantic at heart ... so its perfect.
Also, the lovely emails and messages I receive from our brides on a daily basis, of how special and beautiful the pieces they chose for their Wedding Day/Honeymoon made them feel and how delighted they were with their selection, keeps me passionate and inspired.
It’s hands on.
First things first though!
I simply cannot start the day without a good cup of coffee. So we get up early and go to our local café, where we get to sit with our dog and talk about our plan for the day. In the studio, I start by going through emails and sort through orders that have come in overnight. Talk with my cutter and seamstresses. Discuss and work on new collection ideas. Liase with our
stockists. Allocate some time to our social media platforms. Source fabrics and trims from our local and overseas suppliers. Organise delivery of media/press requests It’s such a creative hub of activity – and incredibly fulfilling.
By the end of the day , there is nothing more that I look forward to than taking our dog for a walk at the beach nearby.
Then its more emailing and phone conversations with our International stockists , which means I am up late at times due to time zone differences.
Absolutely ! Every single day I am grateful that I have been able to make a career running a business doing what I love. I work with such incredibly talented and inspirational people. In the process we are also employing and empowering others and contributing to our local economy.
Our success hasn’t come quickly ... But I wouldn’t have it any other way. The steep learning curves , the frustration and challenges ( and how we’ve overcome them, and continue to), the pressure of expectation , have all contributed to the amazing company we are today. We are so incredibly proud of it. As they say ... all good things take time ( and a great team and work ethic )
We are fortunate that we get to travel quite a lot for work. We’ve been to some incredible places from Byron to LA , Lisbon, Spain, Bali, London, New York and Paris.
We’ve revelled in Miami, and been swept up in the hustle and bustle of Hong Kong. To immersing ourselves, in the evergreen jungle of the Yucatan in Mexico.
Tulum was especially beautiful.
But there is still so much to see of this beautiful planet we get to call home.
My current dream destination is ...
Hard to answer, but I can say that we haven’t been everywhere, but it’s on the list.
So quoting Mark Twain,
Twenty years from now you will be more disappointed by the things you didn’t do than by the ones you did do. So throw off the bowlines, sail away from the safe harbour. Catch the trade winds in your sails, explore, dream, discover.
If at home : Coconut Yoghurt with fresh fruit and a latte
If at Café: Breakfast Chia pudding ( have to learn how to make this at home ) + latte
We like to get up early and enjoy breakfast and catch up with friends at our local café with our adorable mini foxie Charlie ( he goes everywhere with us ) Head to the local markets for fresh flowers for the home , and eventually end up somewhere for lunch.
Though we most often end the day at the beach for afternoon swims/surf and a walk.