Tell us about your name sake label, Abbie James.
Abbie James is a value-led sustainable womenswear brand that I started during lockdown 2020. It offers an option of luxury, elegance and aesthetics while having a focus on sustainability and ethical manufacturing. Everything down to the recycled fabric garment tags is carefully analysed to create a brand that is intentional and authentic.
When I first started designing in the basement of my house during lockdown, I promised myself I would never compromise on quality, style, and sustainability. And I feel this has really shone through in my first collection, The Venice Collection.
I want women to feel like they can be an elevated version of themselves in my clothes. The smiles on their faces as they try on my styles in our boutique is an amazing feeling.
What inspired you to start Abbie James?
When lockdown hit us hard in Melbourne, I evaluated my life and what I was doing and I could see the business path I was pursuing was not fulfilling me. I worked out a way that I could once again enter the fashion industry and follow my passion while staying true to my eco roots by creating a sustainable brand.
I didn’t want lockdown to be a mindless waste of time, I wanted something to show for it, something positive to come out of such a hard time.
Tell us about your career and background.
I am an environmentalist and an entrepreneur, so I have had many ethical businesses over the last twenty years from farmers’ markets through to major food, music and wine events and so many things in between!
I studied fashion design in my early 20s and have been involved in costume design, jewellery design and wedding dresses. Currently, I own a sustainable womenswear boutique on Brunswick Street in Fitzroy, Abbie James which has my own brand plus other independent sustainable brands.
I am also involved in other businesses but have taken a step back and have other people running these as I am focusing on my clothing brand and boutique.
Describe a typical work day for you.
I wake at 5am (no alarm needed as I’m an early riser!) and I drink a litre of lemon water and head to the gym for half an hour. When I get home it’s all systems go making school lunches, getting myself ready for the day and doing the school run.
If I am needed in the boutique I will head there and spend that day in the store. If I have time after school drop off I will have a coffee in my favourite cafe on Brunswick Street and plan my day if I didn’t do it the night before. I love these solitary coffees as I can journal and take it slow. I have a lot of things on the go, but I make sure I don’t have a rushed, hurried day. If I am not in the boutique, I will spend my work hours either in showings, in the office or designing for my next collection in my studio.
If my husband is picking our youngest up from school I will work right through until dinner time but if it’s my turn to pick her up then I will spend the afternoon with my daughter either walking the dog, making dinner, or doing things around the house.
We always eat dinner as a family, it’s a really important part of our day to connect. I always find time to read in the evening and also like to sit and relax with my husband after my girls have gone to bed and chat about our day.
What advice do you have for those wanting to start a business?
Stay curious and always educate yourself. When you start a business, you will have to do everything, unless you have a lot of money backing you! Keep your ego out of it and be ok with doing it all. There will be a time when you can outsource to get help but it’s great it you know every aspect of the business before you do this. Patience is key.
And your business HAS to be something you are passionate about. If you are passionate about it then you will be willing to put in the hard yards. If it’s only about making a dollar, then the fire will not keep burning and you will quit early.
What’s next for you, and Abbie James?
At the moment I am designing my next collection. I am really excited about it. I want to connect my customers to the person who makes the garment, share that person’s story. When there is a connection to a piece of clothing, the wearer will treasure it more and keep it for longer. I want to make garments that people hand down to the children, not throw away or donate after a season, so it’s my goal to create this connection in the next Abbie James collection.
We are also working at expanding the Abbie James Boutique experience as well. Our boutique has been open for about 4 months and we have great things in store to enhance this space.
For more check out www.abbie-james.com and @abbiejames.boutique