Describe yourself in three words …
Ambitious, impatient and warm. The first two make the last sound like an oxymoron!
You’re currently based in California, what do you miss about Brisbane when you’re away?
I definitely took working with like-minded entrepreneurial people for granted in Australia! Both Asia and America are very different culturally. This is imbued in every aspect of life, including the workplace. Aussies are very flexible and want to do what they can to help out, or get ahead. This isn’t always the way it works in the rest of the world, so you can find yourself getting frustrated when you hear the word ‘no’ too many times …
How have you seen Brisbane change since you were last here?
Brisbane is constantly changing and is a hotbed of creativity. The best thing about Brisbane is that it’s large enough to offer a great cultural scene, yet small and friendly enough to encourage new ideas and entrepreneurship. That means every time I return, there’s a slew of great new restaurants, bars, galleries and stores.
You’ve worked for major names like Lorna Jane and Jean Brown Group, what’s the best advice you’ve ever received?
Focus on ‘intelligent work’ rather than ‘hard work’. I’ve had a number of great mentors who have been able to leave work on time and hit the gym, beach, drinks with friends, etc. This means working at a faster, more efficient pace. To keep up the momentum, don’t be afraid to make decisions – but do be prepared to back them up!
When you’re feeling exhausted and under pressure, what motivates you to get out of bed and keep working?
Do we really have a choice?! I think I just keep going with the mentality that some tasks are best tackled like ripping off a band-aid … The sooner you start, the sooner it’s done. I focus on writing lists and ticking things off so that I can feel some sense of accomplishment. Wine at the end of the day helps too!
What’s your personal definition of success?
I’m a doer. As long as I feel I’ve accomplished what I set out to do, I think this is what success looks like to me. This has changed greatly over time – money is no longer a driver for me, but relationships certainly are. That means I get the best of both worlds. I get everything done in order to truly relax and connect with loved ones.
Are there any local Brisbane ‘doers’ you have your eye on?
Gerard’s Bar on James Street is my favourite new after-5:00 pm stop. I love that it’s relatively uncomplicated yet offers a great atmosphere with quality food and wine. The team behind Gerard’s have become local legends in the food and beverage scene with many other successes under their belt – they’re certainly on the pulse when it comes to food movements.
What can you tell us about your new label //OUT Incorporated?
//OUT Incorporated is a fashion-forward fitness label dedicated to active women who want to enjoy a style-fuelled life, without the wardrobe changes. We care about fitness and have always had a penchant for fashion and beauty, given our backgrounds. The garb currently available on the market, however, certainly wasn’t able to deliver what we were looking for. We wanted to hit the gym in items minus the motivation motifs and lime-green detailing. Today’s Aussie woman is discerning and sophisticated – we wanted to create an offering which showed women it’s ok to be sexy.
What inspired the idea?
We’d all worked at Sephora in Asia for a number of years and were constantly surprised by the number of innovations in beauty. When we talked about fashion, however, we noticed that the same innovation in fabrics and uses wasn’t so conspicuous. In fact, the high-street trend has arguably created a shift in focus away from great fabrics and construction. The timing is right for us to change preconceptions that fashion and fitness should be mutually exclusive.
What were your biggest challenges in bringing the business to life?
Starting a label is always challenging. In particular, moving across the Pacific Ocean wasn’t an easy task! The US is a unique environment, which can make or break you. There have certainly been many learnings, however in basing ourselves in California we’ve been able to work with great retailers such as Fred Segal and incredible fitness heavyweights such as Equinox gyms, all of whom have supported us and helped us greatly on our brand journey.
And what’s been the greatest reward?
There have been so many highlights for us! However, I’d have to say that the official opening of our first store in Newport Beach, California, was a real ‘dreams really do come true’ moment. Having all of our garments beautifully merchandised, in a fabulous location, surrounded by our patrons … We had a lot to celebrate!
You co-founded the label alongside your sister Lauren and friend Leah, can you share any tips for going into business with friends and family?
The three of us working together had been a tried-and-tested model at LVMH. In truth, what had spurred us to work together was the fact that we had enough work history to see that our unique strengths – and weaknesses – complemented each other. We often laugh about the fact that we couldn’t do this business without the unique dynamic presented by three strong and unique personalities. I’m ‘get it done’, Lauren is ‘get it organised’ and Leah is ‘get it right’. This is a very non-traditional way of looking at an organisation, however, as part of our corporate culture we’re interested in having a unique spin which is more in line with a woman’s model of the world.
What are your hopes for //OUT Incorporated?
We’re retailers and travellers at heart; we’d love to see more //OUT Incorporated concept stores dotted around the world in some of our favourite cities! Fashion is certainly a competitive market; however, after years of working in beauty and fashion for some of the world’s most lauded brands, we have a unique view on what women want when it comes to their wardrobe. Being entrenched in the corporate world, we wanted to design garments that could be taken from a day in the office, to a flight to Bangkok, to a run on the hotel treadmill. This is what the label is all about – allowing women to get more out of their wardrobe in a way which is bold, sexy and unexpected. Our dream is to inject this attitude into the way women dress on a global scale.
You recently opened a flagship boutique in Newport Beach, California … When can Queensland beauties expect a store in Brisbane?
Women in Brisbane are not to be underestimated! They are savvy and well-travelled. They know their fashion and are interested in standing out as opposed to blindly following a high-street trend. Women in Brisbane have also long been advocates for wearing activewear outside the confines of the gym. You just have to look inside any cafe or at any weekend affair to see that women have embraced workout wear as a contemporary alternative, which withstands the knocks and spills of everyday life. We’re working with a couple of key retailers who share our views on the women of Brisbane and will soon be carrying our line … So watch this space!
You’re also helping plan the Australian launch of Sephora, what can you reveal about that project?
Australia is a market which Sephora has been interested in for a number of years. Aussie women love beauty and are used to scouring the globe for great skincare and cosmetic brands. We’ll launch our first store in Sydney at the end of this year and will be bringing many of Sephora’s favourite brands to Australian shores for the first time. Our first flagship door is slated to open in December, however it won’t be too long until Brisbane has a Sephora to call its own.
What are your essentials for the perfect weekend?
To be frank, these days I don’t get much of a weekend. However, whenever I get back to Brisbane, my favourite thing is to have quality time with family and friends. It usually means a run in the morning, followed by breakfast at Harveys Bar and Bistro in Fortitude Valley. I then love to scour the offering at cult fashion store Calexico on James Street, while my friends and I contemplate our next meal. Unfortunately – or fortunately – my time in Brisbane does seem to centre around shopping, food and wine!
What are your words of wisdom?
In the words of the omnipresent Elizabeth Taylor, ‘Pour yourself a drink, put on some lipstick and pull yourself together.’
FAVOURITE WEEKEND SPOT TO:
Relax … at my boyfriend’s winter cottage in Vehma, Finland. No electricity, no bathrooms and no stress! Just a traditional Finnish sauna, wood-burning fire, red wine and Monopoly.
Dine … I just celebrated my birthday at Cecconi’s West Hollywood. The best cauliflower dish in the world.
Indulge … anything from SAINT LAURENT. Possibly the sharpest and gutsiest brand reincarnation I’ve seen.
Shop … Printemps department store in Paris at sale time.
Be inspired … by Berlin. The coolest city I’ve visited in a long time.