JULY 2023





That’s a really good question. I feel like I have been on a journey of self discovery for most of my life and I am only just starting to really understand who I am.

I am a brand strategist and designer. I empower purpose-driven brands, emerging leaders and conscious founders to connect deeply with their audience, fostering growth and positive impact.

By crafting strategies that amplify an emotional connection, together we create meaningful relationships which enable my clients to thrive while making a tangible impact on the world. With a focus on purposeful growth, we leave a lasting legacy that not only benefits their business but also contributes to a better and more sustainable future for all.

I’m also the co-founder of two start up companies…

a curated marketplace of the world’s best natural perfumes.

A conscious energy drink company that has launched with its very first product, a chef-crafted activated chai. A chai that is designed for a natural sustained energy release.


What is your process when defining a brand positioning?

The first step is total immersion. I spend time with the founders, I get my head around any research that has been done, I look at trends within the industry and potential opportunities, and I do a deep dive workshop with any decision makers in the team to help reveal the core essence and differentiation of the brand. Of course, I also look at competitors to help define the white space. Once I have gathered all the intel then I start my analysis.


What is your go-to look for a day at work?

I’m into a classic look disrupted with a touch of edge. So I love a black jean with a simple white shirt or t-shirt, mixed up with a fluro Converse boot and a tailored black leather jacket. I have my fav leather jacket that I bought in Melbourne about 12 years ago. Of course I love my Merino wool too. The Iris & Wool Roxy V-neck Wool Sweater is part of my everyday uniform!! Sustainability is important to me, so I choose either preloved products or fashion from brands that are stylish yet ethical and natural.


What is your favourite look from the Winter ’23 collection?

There are so many looks I love in the Winter 23 collection from Iris & Wool. I’ve already mentioned that the Roxy V-neck Wool Sweater is one of my favourites, but I also love the Augusta Wool Cable Sweater, the Sarah Shacket, the Merino Wool Zip Sweater, the Glenora Cable Crew Top & Skirt, plus plus plus. I am into layering, particularly with the one colour. White on white on white or navy on navy on navy. So much to play with, within the collection.


What do you love about Merino Wool?

I love that it is a natural fibre, it is so warm for winter time but also breathable and temperature moderating in the warmer months. And it is so Australian. I love to support farmers and their artisan endeavours, and the Australian Merino Wool industry has many great environmental and social credentials.



What are you currently reading The Three Muskateers by Alexandre Dumas

What are you binging on TV? Actually I am waiting for the last season of Billions to come out.

Favourite flowers? Australian flannel flowers. So unique and such beautiful texture.

What do you never leave the house without? A good jacket

Favourite scent? It changes all the time, but at the moment I am loving Floratropia La Terre from my own collection. Discover

Your first fashion moment? I remember going to David Jones city store with my mum. I would have been about 6. I had my heart set on a pair of white patent leather doc style shoes with big black and white striped laces. I’m sure my Mum thought ‘who is this girl’. I was someone who knew what I liked from an early age.

Dream Purchase? Always an Hermes scarf

Summer or Winter? Definitely Summer

Do you have a superpower?! I would say tapping into my intuition to know which way to take a brand.

Photography Sophie Joyce