Page 31 - Ragtrader Magazine April 2020

WWW.RAGTRADER.COM.AU MEET THE TEAM APRIL 2020 31
AFC Curated
Meet the designers behind
The Australian Fashion Council’s recent Curated pop-up store.
achievement, after many months of development it was great to see it come together. And for this year I am proud to be chosen by the Australian Fashion Council for the Curated 2020 pro- gram which involves pop- ups, workshops and events throughout the year.
Biggest challenge:
This challenge is definitely an ongoing one, which is steering mindsets away from fast fashion and towards slow fashion. Aura Studios’ purpose is to re-establish the lost connection we have towards clothing in order to slow fashion and reduce our impact on the environment, we do this by creating high quality, eco-conscious, timeless, well- designed pieces. Further, our values revolve around informing others and communicat- ing ways of how we can make more con- scious fashion choices that will be better for the planet and better for establishing longev- ity in your wardrobe.
Most looking forward to:
In 2020, I am excited to continu- ally build on my current collection FLOW Release 01. A new collection is forming which is a further explora- tion into design and experimentation.
Biggest change to retail:
A big challenge for fashion retail is competing with the online fast fash- ion labels. The speed of this space is
fast paced with places offering more and more competitive perks, such as same day delivery and free returns. The accessibility of items, communication and understanding of our cus- tomer needs is more prominent than ever. It is important to remain resilient and ensure we keep our authentic engagement, good quality, locally made and our Australian independent designers strong in this moment.
Biggest opportunity:
The biggest opportunity is the connection to customers through a retail presence, this allows you to feel the garments, try the pieces and you can have a real sense of the brand.
Jason Reason,
consultant and owner of Iole Lingerie.
Daily role:
Everything, from sourcing new materials to sew- ing bespoke customer orders.
Proudest career moment:
With 20 years working in the industry there have been plenty of great milestones especially those with some of Australia’s leading retailers and my past work heading up supply chain, sourc- ing and operations based in Asia. Those were big turnarounds with tens of millions in finan- cial improvements to bottom lines. As a small business however I still get excited when I catch a glance of a stranger wearing my creations out and about.
Biggest challenge:
Finding balance between cre-
ative and commercial activi-
ties. Producing bespoke lin-
gerie its quite a special thing,
to provide clients with unique
intimate garments that will
be cherished and potentially
last a lifetime. This doesn’t
always pay the bills however
so the business is always doing projects for other brands and companies. This is not something to overcome, but be content with all opportunities that are presented and find time to work through everything.
Biggest change to retail:
Cohesion across all channels and platforms needs to be the new norm. Consumers want to have an on brand experience whatever the touch point and being fast enough to react to this is the key to success, in capturing the moment. Retail as an ‘experience’ is still key but lacking so much still locally.
Biggest opportunity:
With the rise in conscious consumers seeking out more sustainable choices, we believe Iole Lingerie can grow in awareness as people seek out to invest in timeless pieces that last longer, with an authentic back story, that isn’t just gre- enwashing. Majority of our growth continues to come from sustainability and ethical links such as Ethical Clothing Australia. All items being made to order in two to three days in house from our Melbourne studio, keeps this as transparent as possible and supports true local enterprise. ■
Hayley Smith,
Serpent & The Swan co-founder.
Daily role:
Every day is different. Most of the day is spent at my workbench, either soldering, polishing or sanding all my different jewellery pieces to fulfil orders. I don’t carry much stock, I make to order. I break up the day by brows- ing my favourite gem wholesaler then create a design around that gemstone. Drawing inspiration from the colour or shape of stone. Then I have to figure how to make it.
Proudest career moment:
Would be the amazing heartfelt comments I receive from my customers. Making jewellery is relatively new to me, as
I have been only doing
it since 2017, so hearing from my customers that they adore my jewellery and what it means to them is so inspiring and motivating to me. As my previous role as a fash- ion designer, this was not commonplace.
Biggest challenge:
Would be wanting to make more than I can actually physically do. I have an amazing jew- eller mentor and he helps me create my crazy jewellery vision into its form/life.
Most looking forward to:
I feel like I am starting to really make a name for myself in the jewellery world, as I offer a unique point of view, which for some reason, really resonates with my customer. I am excited about what opportunities this exposure will bring.
Biggest change to retail:
Obviously technology development in the online space might make having a traditional brick-and-mortar store harder and harder to sustain. I hope not, as I still feel a retail space is important for culture.
Biggest opportunity:
Direct to customer space will only grow and that works well in a jewellery indus- try, as it helps keep the cost down from designer to customer.