Tell us about EXIE…
EXIE is a Women’s Athleisure wear brand created to inspire women to unleash their inner badass.
What inspired you to start EXIE?
After returning to Australia from living and working in Germany, I was going to the gym and couldn’t find fashionable activewear that I could wear both working out and after the gym at an affordable price. This was something I wanted, so I essentially created my first collection to solve a personal pain point.
Tell us about your career and background.
For my whole career I have been a fashion designer.
In 2011 I graduated from RMIT’s Bachelor of Design part of the school of Architecture & Design. From there I competed in Project Runway Australia and won Season 4. The winnings helped me launch my namesake fashion brand that I ran for a few years. Between putting my brand into hiatus and opening EXIE, I worked as a fashion designer for Australian and international brands’.
Describe a typical work day for you.
I typically get into the office at 8.30am and start by responding to any urgent emails. Then I look at my calendar and plan the day accordingly. In between meetings I am designing or working on Marketing. At lunch I like to take a walk alone to get fresh air and clear my head. I leave the office at around 5pm so I can get home to walk my dog, Hunter. After spending time with Hunter, my partner and making dinner, I settle into the night which is my most creative head space. I think up my best ideas at night because the silence allows my thoughts to flow without being interrupted.
What advice do you have for those wanting to start a business?
Decide what type of life you want to live before getting into business. Social media sometimes glorifies having your own business, but the truth is it’s extremely hard work and time consuming. It can take many years before you start to turn a profit, so at the beginning it can get incredibly stressful and lonely. Also, think about why you want to start a business. My advice is to not do it for the money, but instead for the love. Do what you love and the money will follow.
What’s next for you, and EXIE?
EXIE is still in its infancy and although customers love our product, we are still relatively unknown in the market. My goal is to bring EXIE to the fore so more people can know about the brand and ultimately grow and do more exciting and innovative products. For me personally it’s to be the face of the brand and help EXIE become more known through me representing it at events and wherever I would like to see the brand show up.
