What’s the first thing that gets you out of bed and into your studio each day?
Coffee, honestly. I have a bit of a morning ritual—I get up early, make a coffee, then ease into the day by catching up on some admin while still in bed. It gives me a softer, slower start before diving into the more hands-on parts of the day. That quiet time helps me feel grounded and ready to take on whatever the studio brings.
Has your definition of success shifted as your brand has grown?
Absolutely. In the early days, success felt tied to recognition or sales. Now, it’s more about alignment, feeling proud of the pieces we put out, the way we treat our community, and the kind of life the business allows me to live. I’ve learned that sustainability isn’t just about fabric or production, it’s about how the business sustains me, too.
Fashion is a demanding industry—what keeps you moving forward, especially when things get tough?
I genuinely love what I do, I can’t imagine doing anything else. Of course, there are tough times, but for me, it’s about moving through them, finding new ways forward until something clicks. I’ve learned that things will go wrong, there are always going to be bumps in the road, but that’s just part of life, and definitely part of running a business. What keeps me going are the little reminders that it’s all worth it, whether it’s a lovely message from a customer or one of the team sharing how much someone loved their piece. Those moments are so special. They ground me and remind me why I love what I do, especially during the harder times, of which there have been many these past few years.
What does “drive” look like in your day-to-day life?
For me, drive is about consistency, showing up and continuing to move forward one step at a time. I’m not trying to sprint. I want to create something that lasts.
How do you stay creatively energised while also running the business side of things?
Honestly, this is one of the hardest parts for me. I don’t think I’ll ever have the balance totally right, but I’ll never stop trying, haha. This year, I’ve been trying to live by the quote “slow down to speed up.” It applies to so many areas of life, but especially creativity. It’s incredibly hard to tap into that creative space when you’re buried under emails, production timelines, and logistics. But I’ve learned that taking time, actually carving out space, is essential. You need to create the right environment for creativity to flow, and that often means slowing down, even when everything around you is telling you to speed up.
Do you ever feel pressure to chase trends, and how do you resist that in favour of staying true to your aesthetic?
Yes, that pressure is definitely there, especially with the constant stream of content and comparison on social media. But I always come back to the reason I started: to create timeless, well-made pieces that women can wear again and again. Staying true to my aesthetic means trusting my instincts and focusing on what feels right for the brand, not just what’s trending in the moment.
Can you share a moment where things didn’t go to plan—and what you did next?
Yes, actually, I’m in the middle of one of those moments right now. We somehow missed a style for one of our wholesale customers, which is frustrating and definitely not ideal. But when things like this happen, I’ve learned the most important thing is to be upfront and honest. Maintaining trust in those relationships is everything. From here, I’ll be prioritising our in-house capabilities to get the style made and sent out as quickly as possible. It’s not perfect, but we’re human, and sometimes things slip through the cracks. What matters is how we respond.
What role does intuition play in your creative process?
It’s huge. And it’s something I’ve really built up over time. In the earlier days, I sometimes found myself swayed by outside influences, doing things I thought I should be doing, rather than what actually felt right. If I’m not listening to my gut, I can end up in a kind of in-between space, which never feels right and ultimately defeats the purpose of doing what I do. Now, I really try to trust that inner voice.
How do you carve out space for inspiration in such a fast-paced industry?
By slowing down where I can. Getting outside, taking walks, and spending time in nature—those are things I’m craving more and more these days. One thing that always sparks my creativity is planning trips. I love imagining what I’d want to wear and pack, and that often gets my imagination moving, leading to new ideas for pieces or ways of styling.
What advice would you give to someone starting out in fashion, trying to build something of their own?
I’d say immerse yourself—not just in fashion, but in other creative industries too. Try to experience a few different ways of working, and take the time to understand the systems behind the scenes. That practical experience is so valuable, and honestly, it’s something I wish I’d done a bit more of before jumping in. It might have saved me a few missteps early on.
Also, really look at your numbers. Make sure what you’re creating is sustainable—not just in terms of materials or ethics, but financially too. If you can’t see a clear path for the business to pay you, it will eventually run you down. Creativity needs structure to thrive.
Driven by design
Lexus may be best known for its commanding presence in the luxury automotive world, but Lexus New Zealand is equally invested in nurturing emerging talent. This year, the brand continues its support through Lexus Design Awards — a dedicated showcase spotlighting rising creatives across Aotearoa. The initiative not only champions innovation and craftsmanship but also provides a national platform for the next generation of designers. The winners will go on to exhibit at Auckland Design Week in 2026, reinforcing Lexus’s commitment to elevating local voices and design excellence.
Photography: Holly Sarah Burgess
Creative Direction: Georgia Bramley
