AUGUST 2024
5 MICRONS
WITH TRUDIE COX
ONE
WHERE DID YOU GROW UP? WHAT WAS YOUR CHILDHOOD LIKE?
I grew up in Newcastle NSW. My childhood was a happy one. I have a younger brother and an older sister. There was plenty of sibling rivalry when we were younger, but my siblings and I are extremely close as adults.
I remember lots of tree climbing, selling cakes, oranges, newspaper homemade hats (anything I could find or make, really) to our unsuspecting neighbours.
My parents were self employed and both worked full time, so I spent a lot of time with my grandparents, which I am now grateful for as I have so many lovely memories of my time with them. My parents were instrumental in fostering my strong work ethic.
TWO
What led you to launch EADIE LIFESTYLE A LINEN AND HOMEWARES BRAND?
A combination of a self-reinvention and also seeing a commercial need in the market.
At 40, I went through a divorce and was suddenly a single mother to my 3 beautiful young daughters. I had always worked in hospitality-based businesses with my ex-husband, so I needed to reinvent my career. My driver was also wanting to be a good example and role model to my girls. I wanted them to believe anything is possible if you work hard and do what you love.
I had always loved interiors and had noticed that there was a gaping hole in the market for beautiful, yet affordable homewares and soft furnishings. So, with an abundance of enthusiasm and naivety, I went for it, having absolutely no knowledge or experience in this category or market.
THREE
EADIE LIFESTYLE is an enormously successful brand. What do you believe is the foundation of your success?
Passion, teamwork, family and community.
To this day, my passion for what I do is as strong as it was when I started. I think passion is so vital for getting you through the inevitable challenges of a startup business, and the ongoing challenges and obstacles faced in business in general. When you have unwavering passion, you inherit solution-based thinking and truly believe anything is possible.
My team (both here and in India) and family are everything to me, and without them, Eadie Lifestyle simply would not exist. I could not have done this alone. They have been there to support me through the many lows and to cheer me on in celebrating the wins.
My daughters have been amazingly supportive of my vision, despite it often taking me away from them when they were younger, with exhaustingly long hours, and many trips to India. My parents were incredible in being there for my girls when I was away.
Our Eadie community, including our beautiful retailers and customers who continue to love and support our brand. Without their support, we wouldn’t be here.
FOUR
What’s been the most challenging time in your business journey?
There have been many challenging times, including the first 5-6 years when I really didn’t know what I was doing. I was learning as I go, and often there would be obstacles that seemed impossible to jump over.
Of course, navigating the business through Covid, and managing the welfare of our teams here and in India was a challenge, along with supply chain challenges.
However, the most challenging time was most recently, back in March 2022, when our entire warehouse and head office burnt to the ground in a devastating fire caused by an electrical fault in the building. Also, the 19 month period that followed, fighting the insurance company who declined our claim (which we went
on to win). We had to start from absolute scratch. There was absolutely nothing left, except my team’s commitment and unwavering determination to rebuild.
FIVE
What’s been the most inspiring?
Rising from the ashes. I saw the very best in human spirit, community, teamwork and resilience during the period of rebuilding after the fire. It was a 2 year process, and we have come out the other side with positivity, unification and a bond that is unique and very special.
SIX
What’s your go-to-look for a working day?
My days are such a mixed bag, from meeting retailers to spending time in the warehouse, so I usually go for smart and comfortable. I gravitate to classic lines and parred down pieces that aren’t too busy or fussy. I tend to live in black, white and navy. I have a love for, and only wear natural fibres. I have many pieces in my wardrobe that are 10 years old or more. I really love classic style. Iris and Wool do “classic” beautifully.
SEVEN
If you could give one piece of advice to business owners out there, what would it be?
Three things come to mind.
Always be customer focussed. At Eadie we are customer centric. Our decisions are made based on customer satisfaction first, and we work back from there. Without our customers, we don’t have a business. I am so appreciative and humbled every time a customer chooses Eadie.
The next is solution-based thinking. I ask my team whenever they have a problem they need to work through, to come to me with not only the problem, but two possible solutions. It promotes resilience, autonomy and creative thinking. I truly believe most challenges can be overcome, and that they provide us with opportunity and learning.
The third is authenticity and transparency. I really appreciate being true to who you are, keeping things real, being honest about how you are feeling or when you have made a mistake, and doing what you say you will do.
EIGHT
What’s the dream for the future for EADIE LIFESTYLE & TRUDIE COX?
To keep working with the people I love and respect. To keep creating a product that is heart led, unique and meticulous. To share the joy that Eadie brings to people’s lives and homes as far and wide as we can.
EIGHT
QUICK FIRE QUESTIONS
What are you currently reading ? The Last Love Note by Emma Grey
What are you binging on TV? The Bear. I have now watched (binged) all 3 seasons. Its heartfelt, intense and being a foodie a sensory delight.
What Podcasts are in your ears? The Diary of a CEO
Favourite flowers? White Oriental Lilies
Favourite scent? Coco Chanel
Favourite Fashion Brands? I love to support local, women led brands. I love Alemais and Viktoria and Woods and of course, Iris and Wool.
Your first fashion moment? My first blue light disco at 13 yrs old. I wore a yellow shirt dress with a red sash belt and thought I was a superstar.
Fave piece from our AW24 collection? The Katherine
Sweater in Navy – such beautiful quality and so comfortable, and also the Airlie Vest. I wore it to the office yesterday and got so many compliments. It’s beautifully classic
Dream Purchase? A private beach
Summer or Winter? Summer (but I do love the first month of Winter, but the novelty wears off quickly)
Holiday Destination? Italy
Do you have a superpower?! Multi tasking
