In our new online series, Fashion Quarterly editor Sally-Ann Mullin talks to successful women about their careers and how they have got to where they are.
Deborah Caldwell is one of the most inspiring businesswomen in our industry, who worked from the factory floor up to work across many iconic New Zealand fashion brands, and is now the owner of international fashion label STORM. Here’s her career story below:
Deborah Caldwell
Job title: Creative director, Storm.
Location: Auckland
Single, married, with or without kids: Mother of one – 13-year-old son, Boston.
What do you love most about your job?
I love that no day is the same. The industry is constantly changing so you always have to be on the front foot. My job never stops, but I love that!
Has anyone ever said to you, “you will never be any good at that?” Was it helpful advice?
I don’t recall anyone saying that specifically but I have certainly been challenged about my decisions. It only made me more determined.
What’s the best piece of advice would you give to your younger self?
Don’t focus on negatives; trust your instincts and it’s ok to be ‘grey’. Not everything is black and white.
Tell me your biggest accomplishment at work – or a moment you’re most proud of?
Opening my first store in Newmarket.
The one beauty product that keeps you looking fresh?
Illuminator.
What’s the outfit that makes you feel POW!!?
Any outfit that involves a tailored blazer, great heel and beautiful handbag.
Top 3 tips to landing a job in your industry?
Resilience, being open-minded and adaptable to change.
Who’s your female icon? Why?
Madonna – growing up she always represented an icon who stayed true to herself and spoke out for what she believed in.
Technology you can’t live without?
iPhone, of course!
When did you last act fearlessly?
On a trip to Universal Studios with my son! I am extremely claustrophobic and every ride involved dark, small spaces. I don’t know how I made it through the day! Ha!
Do you think women have the ability to juggle kids and careers?
Absolutely.
If you have children how do you find the work / life balance?
Prioritising what’s important and ensuring nothing and no one suffers.
How do you relax away from work?
Friends, family and exercise. I find that people relax me, so for me, there is nothing better than a glass of wine with a friend after a tough week.
In another lifetime what would you want to be when you grow up?
A member of a rock band.
When do you go to bed and when do you get up?
I try to be in bed by 11pm as I generally wake up at 5.30am – either to exercise or drop my son at basketball training.
Can you explain your career path to date?
30 years in the fashion industry might be a bit lengthy! In short, I started as trims co-ordinator on the factory floor at Jag clothing and slowly worked my way up. Working for Max and then starting my own company, Storm.
What is the biggest obstacle you’ve overcome, as it relates to your career or industry?
Storm grew very quickly and that was great but also challenging. We had to ensure we were managing the growth and constantly thinking ahead and staying current.
What motivates you?
Change. It keeps me on my toes.
What do you wish you’d known at the start of your career?
All I needed was determination and everything else I learnt along my journey.
What do you consider your greatest achievement?
Pitching my business idea to the board.
What do you believe has been the key to your success?
Stick to what you know. It’s always good to reflect and move forward but also not to worry about what other people are doing in the industry. Focus on your own brand and business.
What is your life motto?
Follow your instinct. It never lets you down.
Who do you most admire in business? Why?
Anyone who has a business that has stood the test of time and the teams that helped them get there.
What do you believe is the secret to success?
Tap into your own strengths and potential. Focus on what you are good at and allow other people to take care of what they are good at.
Who do you turn to when the going gets tough?
My friends and family.
What are your favorite traits you are drawn to at work or when hiring?
A person’s energy, personality and strength.
You have already achieved so much, but what’s next for you?
Keep evolving!
