Latest / She's On The Money / The Daily Edited & In The Roundhouse: How Alyce Tran Turned a $5K Side Hustle Into Global Brands (and Landed Hailey Bieber as a Fan)

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The Daily Edited & In The Roundhouse: How Alyce Tran Turned a $5K Side Hustle Into Global Brands (and Landed Hailey Bieber as a Fan) · She's On The Money

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Speaker 1: My name is Tatasha Bamblet. I'm a proud First Nations
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Speaker 1: woman and I'm here to acknowledge country t glennyan Ganya, Niana,
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Speaker 1: Kaka yah y and beIN Ahaka Nian our gay In Mbina,
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Speaker 1: yakarum jar, Dominyama, Domagahawakawaman, damon Imlan Bumba, bang Gadabomba, in
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Speaker 1: and now in wakah Ghana on yak rum jar Watnadaa. Hello,
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Speaker 1: beautiful friends, we gather on the lands of the Aboriginal people.
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Speaker 1: We thank acknowledge and respect the Abiginal people's land that
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Speaker 1: we're gathering on today. Take pleasure in all the land
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Speaker 1: and respect all that you see. She's on the Money
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Speaker 1: podcast acknowledges culture, country, community and connections, bringing you the tools,
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Speaker 1: knowledge and resources for you to thrive.
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Speaker 2: She's on the Money. She's on the Money.
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Speaker 3: Hello, and welcome to She's on the Money, the podcast
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Speaker 3: where we share the real life lessons behind starting, growing,
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Speaker 3: and thriving in your own business. I'm your host, Victoria Devine,
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Speaker 3: and today's guest is what you'd call a repeat offender
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Speaker 3: when it comes to building brands people obsess over.
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Speaker 2: She's done it. Twice, and I don't think she's done yet.
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Speaker 3: She started out in corporate law, but a creative side
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Speaker 3: project quickly turned into one of the country's most recognizable brands.
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Speaker 3: What began as a monogrammed accessories label grew into a
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Speaker 3: global business, with stores in New York and Singapore, million
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Speaker 3: dollar months and a cult following that included Hailey Beaber.
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Speaker 3: These days, she's leading strategy at LTK, one of the
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Speaker 3: world's largest creator commerce platforms, where she helps brands turn
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Speaker 3: influence into revenue and creators into real deal business owners and.
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Speaker 2: Somehow wild doing all of that.
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Speaker 3: She's also running in the Roundhouse, a wildly aesthetic tablewear
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Speaker 3: brand that's made dinner feel like a design moment, with
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Speaker 3: collections now stopped by the likes of David Jones and
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Speaker 3: Sacks Fifth Avenue. If you've ever wondered what it really
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Speaker 3: takes to build a business that people actually love, you're
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Speaker 3: about to find out. At least Tran welcome to She's
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Speaker 3: on the money.
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Speaker 4: That's such a nice summer, And I loved the little
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Speaker 4: inclusion of Hailey Biber there. I was just listening to
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Speaker 4: her on business and fashion and then I was like,
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Speaker 4: you know when she announced her the sale of her business,
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Speaker 4: I should I post the picture of Hailey and I
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Speaker 4: on like, I mean that post on my feed though.
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Speaker 2: No, Like I was like, I can't claim that, but
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Speaker 2: you know, no claim it.
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Speaker 4: I was like, yeah, let me claim that because I
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Speaker 4: was probably one of the first brands to put her
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Speaker 4: in as a face of a brand.
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Speaker 2: And you know she at the time, she was like
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Speaker 2: dating Drake she had, wasn't it. She wasn't yet.
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Speaker 4: Yeah, she wasn't even dating Justin yet. So that just
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Speaker 4: shows my age. I'm sure if my girls listened to
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Speaker 4: this thing.
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Speaker 2: Like what era are you from? So we just millennials day?
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Speaker 3: Me too, though, me too. So it's okay, I want
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Speaker 3: to start with your business story, if that's okay. Of course,
3:11
Speaker 3: who were you before you started your first business and
3:14
Speaker 3: how did.
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Speaker 2: That come about?
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Speaker 3: Because you were a corporate baddie who with a little
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Speaker 3: creative side hustle.
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Speaker 2: No, who I was is still who I am now.
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Speaker 4: I would say that I run business and work with
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Speaker 4: people in quite a not a legal manner, but with
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Speaker 4: that kind of quite a professional backbone, which is for
3:30
Speaker 4: some people somewhat not off putting, but it's sort of
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Speaker 4: a little bit different to everyone in the industry.
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Speaker 2: So just what's stuff to do? It just to be sorry,
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Speaker 2: I've got a business to run.
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Speaker 4: Who was I That is a really broad and out
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Speaker 4: large question. I was a nerd and I still am
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Speaker 4: a nerd.
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Speaker 1: Like I was very.
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Speaker 2: Real life. You are I going to get on?
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Speaker 4: Yeah, academically inclined, very obsessed with I had quite intellectual
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Speaker 4: friends and still today. And so I was quite competitive
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Speaker 4: with myself, very hard on myself to like achieve at
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Speaker 4: school to then get into, you know, law school, and
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Speaker 4: then achieve at law school. So I was one of
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Speaker 4: those people that was like chasing a target at you know,
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Speaker 4: whatever the target was.
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Speaker 2: When I was a teacher, it was never good enough,
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Speaker 2: was that? And that's still today, you know, So we
4:19
Speaker 2: need like you're so wildly impressive, No I need to
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Speaker 2: strike your ego.
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Speaker 3: Be like that's more than enough, babe, Like if you
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Speaker 3: called it a day, I.
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Speaker 4: Say to my friends, I was like Melanie from Canva
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Speaker 4: deserves a pout on the back, you know, but not
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Speaker 4: I'm like so far I'm like stile, but I read
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Speaker 4: and I'm like I'm a loser because I'm not on
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Speaker 4: like the gardens, you know, a fr young rich list,
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Speaker 4: and now I'm at a point where I may never
4:47
Speaker 4: make that because I'm now going to cross over, you know,
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Speaker 4: in a.
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Speaker 2: Few years to the old people list. No disrespect to
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Speaker 2: the old people. I should be on the way down.
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Speaker 2: But that's I guess that's the content that I'm seeing.
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Speaker 2: And but is it not widely that I'm bench like,
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Speaker 2: why am I even doing that? So it's it's so crazy.
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Speaker 3: It's kind of heartbreaking at the same time because I think,
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Speaker 3: you know, the people in my community. I know they're
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Speaker 3: going to see your name on the podcast and click
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Speaker 3: on it and go, oh my goodness, I'm so excited.
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Speaker 2: Thank You's so kindness.
5:18
Speaker 3: But it's also such a good lesson because it doesn't
5:22
Speaker 3: matter what you achieve if you've got that type of
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Speaker 3: personality type yes, So if you're consistently like, oh, and
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Speaker 3: I'm the same, I go, I've got a podcast. And
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Speaker 3: then I see it, you know, in business charts, number two.
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Speaker 3: I'm like, yeah, but that's number two. Do you know
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Speaker 3: what number two is? At least what first loser?
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Speaker 4: It is so dumb, it is really crazy, And I
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Speaker 4: understand that that is wild. I understand that that sounds ridiculous.
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Speaker 4: But that is how I feel. So therefore that's why
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Speaker 4: we need to talk about it.
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Speaker 3: I can't help it. I'm not going to convince you
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Speaker 3: otherwise I'm going to go, Okay, queen, I'll try and
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Speaker 3: remind you consistently. But also, I think such a good
6:00
Speaker 3: reminder because if you've got a really small business and
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Speaker 3: you're just starting out like and you're not feeling enough
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Speaker 3: like you actually need to get over that so quickly
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Speaker 3: because like God, that's going to follow you. I don't
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Speaker 3: think it matters because it creates motivation, all right, So
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Speaker 3: we're turning it into motivation instead.
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Speaker 4: That is I think what drove me to get to
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Speaker 4: where I am. Let's say, and then I feel like, okay, so,
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Speaker 4: young lawyer topped your law firm. You know, that's that's
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Speaker 4: where a lot of people stay, right, And but I
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Speaker 4: wanted to know and I understand, yes, society would say
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Speaker 4: that that is impressive, but I wanted more, yeah, with
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Speaker 4: my life. And even now it's like, okay, it was.
6:41
Speaker 4: It was funny because a young friend of mine, photographer
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Speaker 4: Daniel Hanslow, like, I've just become friends with a twenty
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Speaker 4: five year old like, but why you young?
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Speaker 2: I met him two years.
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Speaker 4: I discovered him as what I say, and he was
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Speaker 4: sitting in my house and he goes, what but you
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Speaker 4: have everything? And I was like, oh no, Daniel, No,
7:00
Speaker 4: we're not on the water. You know, we're not like
7:02
Speaker 4: and he was his face was like computer. Oh, He's
7:05
Speaker 4: like this never ends.
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Speaker 2: I'm like, it never ends. It doesn't.
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Speaker 4: I will keep doing it until it's not sustainable. People
7:12
Speaker 4: will be like when will you? Even my mom's like,
7:14
Speaker 4: you know, it never, it's never going to be enough,
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Speaker 4: Like it never is.
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Speaker 1: Yeah.
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Speaker 4: I was like, I just keep pushing myself until it's
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Speaker 4: not until I'm it's not enjoyable.
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Speaker 2: Yeah myself.
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Speaker 3: Yeah. I kind of love the authenticity because I think
7:29
Speaker 3: a lot of people go, oh business is so shiny,
7:32
Speaker 3: and girl, you've created two of I would say, the
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Speaker 3: most esthetic.
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Speaker 2: Brands, Like thank you.
7:38
Speaker 3: I spend so much money on your products, Like you
7:40
Speaker 3: bring out a new range and I'm like, I don't
7:43
Speaker 3: need it, but do you need it? I do though,
7:47
Speaker 3: And I remember you came out with the scolloped plates
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Speaker 3: and I literally bought a season worth of stuff this
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Speaker 3: season before and I was like, fine, take my money.
7:57
Speaker 2: That's very affordable.
7:58
Speaker 3: And then you can totally.
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Speaker 4: Then you can offload your old set to someone else,
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Speaker 4: as you would with a hand me down piece.
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Speaker 2: Of Yeah, that's why I have a younger sibling and
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Speaker 2: I'm like, oh, this is crazy. How generous am I?
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Speaker 2: Exactly elevate her table too? Exactly? I am nothing.
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Speaker 3: It's not generous. But you've just created these beautiful esthetic brands.
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Speaker 3: And it's so nice to hear the backside of it
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Speaker 3: of you being like, oh, it's hard and it's never
8:23
Speaker 3: good enough, and I'm sure that every like it. It's
8:25
Speaker 3: just in your personality. I suppose to be like, no,
8:28
Speaker 3: this is actually hardwired into me to nothing's ever good enough.
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Speaker 3: How do you find that when you're working with like
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Speaker 3: your friend, because I know that you have like a
8:38
Speaker 3: really beautiful circle of I would say, very successful friends
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Speaker 3: as well. How does that narrative play into the conversations
8:45
Speaker 3: that you have on a regular basis, like are they
8:47
Speaker 3: are they like me?
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Speaker 2: And going at least talking about down that much because
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Speaker 2: everyone is so successful, As you would say, it's sort
8:56
Speaker 2: of like it's boring. It's not.
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Speaker 3: Actually we don't wan to work and I don't want
9:01
Speaker 3: to talk about it.
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Speaker 2: Yeah, we don't talk about it. We will have like
9:04
Speaker 2: separate side meetings about things that are the learned to
9:08
Speaker 2: work during the work week.
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Speaker 3: But then.
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Speaker 4: No, I often I don't actually take the time to reflect.
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Speaker 4: If anything, I talk to them about challenges at the
9:17
Speaker 4: time if I need to. You know, for example, when
9:21
Speaker 4: you talk about aesthetic and creation of content for brands,
9:26
Speaker 4: I've actually had a very difficult time with this crossover
9:29
Speaker 4: in content performance and types of content that are resonating
9:33
Speaker 4: with consumers now and now kind of aging out and going.
9:37
Speaker 4: I don't want to promote UGC content. I like it
9:40
Speaker 4: when customers are creative with our product, set a table
9:44
Speaker 4: and are so kind to share it on social media,
9:46
Speaker 4: but I don't want it on I don't want to
9:48
Speaker 4: put spend behind it. So I'm one of those sort
9:50
Speaker 4: of crazy brand purity. So it's something that I'm like discussing.
9:55
Speaker 4: So I would discuss an issue like that with my
9:59
Speaker 4: peers or but I wouldn't talk about I don't know,
10:02
Speaker 4: you know. So it's more kind of like that is
10:04
Speaker 4: what I sort of bring into the daily chat.
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Speaker 3: Yeah, I feel like when you're a startup, a lot
10:10
Speaker 3: of the conversation that has and you're not at this stage,
10:13
Speaker 3: but you're worse, So we're going to take a little
10:14
Speaker 3: step back. A lot of the conversation is around funding,
10:18
Speaker 3: like how do you secure funding?
10:19
Speaker 2: What does that mean?
10:20
Speaker 3: And can we go back to tday? Sure, how did
10:23
Speaker 3: you fund TDA? And like then how did you stretch
10:26
Speaker 3: the budget? And I guess what kind of advice would
10:28
Speaker 3: you give someone who's like, oh, I really want to
10:31
Speaker 3: fund my first idea because like this, Yeah, so I
10:33
Speaker 3: darted off as a little side project.
10:35
Speaker 2: Yeah.
10:35
Speaker 4: So it started off actually with like five thousand dollars
10:38
Speaker 4: per founder. So it wasn't a huge amount of money.
10:41
Speaker 4: Because when you're making a consumer product, and this is
10:43
Speaker 4: what I will say to people, unless you're creating something
10:47
Speaker 4: like you're in the technology space. I so you want
10:49
Speaker 4: to come out with a new mobile phone or something.
10:51
Speaker 4: And I often do not hear people talk about this,
10:53
Speaker 4: but that's because I'm in the sphere of like, let's
10:56
Speaker 4: call it consumer goods. Yep, you can start a brand
11:00
Speaker 4: and quite like it's not expensive to start to brand,
11:03
Speaker 4: and they fund themselves if your product sells through. So
11:06
Speaker 4: it wasn't like we were given like a huge amount
11:09
Speaker 4: of cash to start that business with. It was that
11:11
Speaker 4: initial product we were lucky enough that it resonated with
11:16
Speaker 4: consumers and we sold and that creates cash, which means
11:19
Speaker 4: you can keep buying product, keep investing in.
11:21
Speaker 3: You to be smart. So you're saying you can just
11:24
Speaker 3: but so many small business owners like they don't.
11:27
Speaker 2: See it that way. But what are you making?
11:29
Speaker 5: Right?
11:29
Speaker 4: So if your retail price is let's even call it
11:32
Speaker 4: under let's just say under a thousand, because I don't
11:34
Speaker 4: do anything in the luxury space, or let's say even
11:36
Speaker 4: under five hundred, then your product shouldn't be then costing
11:39
Speaker 4: more than one hundred dollars per unit to make, even
11:42
Speaker 4: at five hundred. So the thing is is now, I
11:45
Speaker 4: feel like supply chain and access to supply chain has
11:48
Speaker 4: like definitely democratized. Like I think you can go on
11:51
Speaker 4: TikTok and like pretty much search for a supplier or like,
11:56
Speaker 4: you know, if you find yourself on the right side
11:57
Speaker 4: of TikTok, Like I've seen all of these videos on
12:01
Speaker 4: like people just going if you're wanting to like make
12:04
Speaker 4: a stainless steel like coffee cup range, like these are
12:07
Speaker 4: like five supply supplies and I'm actually googled them, right,
12:09
Speaker 4: and God, is this like legit? And it idiots is
12:13
Speaker 4: so access to information, supply chain is so different to
12:17
Speaker 4: what it was even.
12:19
Speaker 2: Work, Like you didn't just jump on tiptok.
12:21
Speaker 4: We had twenty thirteen or so when we started, like
12:24
Speaker 4: creating product for The Daily Edited, there were barriers, right,
12:29
Speaker 4: there's like no barrier now. And you should be able
12:31
Speaker 4: to make a few samples prototypes of your product. You know,
12:35
Speaker 4: if you were really tight, you could then go okay,
12:38
Speaker 4: like obviously a first sample might not be perfect. You'll
12:41
Speaker 4: come out with a few things. You have one, you
12:43
Speaker 4: could probably put it on pre order, right and like
12:47
Speaker 4: take the cash in before you have to pay the supplier.
12:49
Speaker 4: So you put it on pre order, You place the
12:51
Speaker 4: order with your supply for your undred one hundred units.
12:54
Speaker 4: You've got the cash. When the product's ready to ship,
12:57
Speaker 4: throw the cash over to the supply and then away
12:59
Speaker 4: you go. So they actually don't need much funding at
13:03
Speaker 4: the moment. It's that kind of to get off the ground.
13:06
Speaker 4: It's that next stage of growth. And I think that
13:08
Speaker 4: was the difference with The Daily Editor. How did we
13:10
Speaker 4: punch above all of the other brands in that category,
13:13
Speaker 4: which absolutely and did we did? Because the product was
13:17
Speaker 4: it's a combination of things. It was so effervescent, right,
13:20
Speaker 4: Like we really captured the consumer and we're so lucky
13:24
Speaker 4: with that. And that was came down to like the
13:25
Speaker 4: personalization aspect of the product, and I bet me how
13:30
Speaker 4: it was presented and all of that, which I didn't
13:32
Speaker 4: think through that much. It was more kind of like,
13:34
Speaker 4: this is the world that I want to create, this
13:36
Speaker 4: is this is how I want the product presented.
13:38
Speaker 2: I want to be delighted when I when I go
13:41
Speaker 2: into store.
13:43
Speaker 4: It gets to a point where you know you do
13:45
Speaker 4: need to do that extra layer of investment. That's when
13:48
Speaker 4: you're like maybe putting down brick and mortar stores, or
13:50
Speaker 4: you're growing your team and that spend outpaces your revenue growth.
13:55
Speaker 4: I think you'll talk to other founders. I think you
13:57
Speaker 4: might be talking to Jane or something.
14:00
Speaker 3: I'm literally after you. I feel like so privileged today
14:03
Speaker 3: I'm meeting all these people that I'm.
14:05
Speaker 2: Just in awe of. It would be a different journey.
14:07
Speaker 4: And Jane hasn't done stores right, and I'm quite old school.
14:11
Speaker 4: You can even see that in how like I think
14:13
Speaker 4: about the world.
14:14
Speaker 2: I think she's going to be too efferfescent for me.
14:16
Speaker 3: Like, in the nicest possible way, this woman is full
14:18
Speaker 3: of energy, and like with the elder millennial, I.
14:22
Speaker 2: Think, yeah, the way that I do like the fact
14:24
Speaker 2: that I even talk about stores is no.
14:26
Speaker 3: I love that, you know, but seeing it touching it, Yeah,
14:29
Speaker 3: So I love.
14:30
Speaker 4: That and I want to do that type of thing.
14:32
Speaker 4: Not every consumer goods founder wants to go on that path,
14:35
Speaker 4: but that becomes capital intensive. And so that was when
14:37
Speaker 4: we bought in and investors. That was when Oreton came
14:40
Speaker 4: in and that cashed up our business in order to
14:42
Speaker 4: create that next phase of growth for us. But that
14:47
Speaker 4: didn't happen like that wasn't our first step. That was
14:50
Speaker 4: like okay, Gez, like we you know, by then, we
14:53
Speaker 4: probably had about fifty staff and like it was a
14:56
Speaker 4: reasonable size business for them to even like look at
14:59
Speaker 4: it and it for it to be considered a strategic investment.
15:03
Speaker 3: So yeah, I see yourself getting to having and I
15:07
Speaker 3: know that you've done it again, but did you see
15:10
Speaker 3: yourself getting to fifty stuff? Because I feel like five
15:13
Speaker 3: brand from each founder at the start. It feels a
15:16
Speaker 3: bit like it happened very quickly, and I think I've
15:18
Speaker 3: done interviews on this before. It was like where I reflect,
15:21
Speaker 3: I didn't really reflect on it.
15:22
Speaker 4: It was just like just like I was just doing it.
15:24
Speaker 4: I was like Sammy's age who you just had earlier,
15:27
Speaker 4: Like I was like twenty eight or so. When all
15:29
Speaker 4: of this stuff started to like really blow up, it
15:32
Speaker 4: wasn't like, oh, like a head count thing. It was like,
15:34
Speaker 4: we have all these jobs that need to be done,
15:36
Speaker 4: so people will come and do the jobs. Yeah, So
15:38
Speaker 4: it wasn't like it wasn't consider it too and then yeah,
15:43
Speaker 4: this is our org chart and this is who we
15:44
Speaker 4: need to feel. It's like, no, we actually have so
15:47
Speaker 4: many we have all these concessions with David Jones now,
15:51
Speaker 4: or we have you know, our online store is pumping.
15:54
Speaker 4: We have this many customer enquiries, like one person can
15:56
Speaker 4: only answer so many people. We have live chat, you know,
16:00
Speaker 4: like it's it's all incremental. See, it's like you're a
16:02
Speaker 4: very pragmatic person. You're just like, yeah, like problems has
16:06
Speaker 4: and yeah, you're like in problem solving mode and you
16:09
Speaker 4: don't realize how impactful that it's. It's very special watching
16:13
Speaker 4: you talk about this in a way that you're like no, no, no,
16:16
Speaker 4: this goes here and then here and there. I can
16:17
Speaker 4: see it building, but I don't think you've ever like
16:20
Speaker 4: looked back and be like, that's pretty cool.
16:22
Speaker 2: I'm because I live there.
16:24
Speaker 4: No, that is again so kind, thank you for reinforcing.
16:26
Speaker 4: I will come away from this feeling like a lot
16:28
Speaker 4: better about my life. But I think that that is business, right,
16:32
Speaker 4: Like you, you don't sit there with a master plan.
16:34
Speaker 4: I think it's obviously good to have a vision around
16:36
Speaker 4: what you want to achieve, and that comes down to
16:38
Speaker 4: like branding and product creation and stuff you would need
16:40
Speaker 4: to have, like this is what I'm trying to do.
16:42
Speaker 4: This is what I'm trying to present to the consumer.
16:44
Speaker 4: But every day a different set of challenges is going
16:47
Speaker 4: to come up, whether that's tariffs, shipping, you know whatever,
16:50
Speaker 4: it is right, and it then is just problem solving.
16:53
Speaker 4: I don't think that you can plan for all of
16:55
Speaker 4: this stuff. So that's why I don't really set this.
16:58
Speaker 4: It's not to say don't have a blue sky vision overall.
17:01
Speaker 2: But I don't.
17:01
Speaker 4: I'm not thinking about that necessarily every day.
17:04
Speaker 2: So I love that.
17:05
Speaker 3: Can we go back to Haley Beber because like, I
17:07
Speaker 3: know you didn't post the Instagram story and that's fine.
17:11
Speaker 2: Maybe now I will win this tra Yeah, I'll do
17:14
Speaker 2: it all. Part of your line.
17:16
Speaker 3: Yeah, I'll reshare it, and I really want to see
17:19
Speaker 3: the photo, but I want to talk about her. How
17:21
Speaker 3: did she end up doing a collaboration with you and
17:24
Speaker 3: what did that mean for the brand?
17:25
Speaker 4: So I really wanted to grow that brand really quickly
17:28
Speaker 4: that well, you know, or any brand really.
17:31
Speaker 3: I was buying that.
17:32
Speaker 2: Yeah, oh my girlfriends every Christmas.
17:34
Speaker 4: An influencer marketing, whether that be with you know, a
17:38
Speaker 4: micro influencer like a local mom, through to a major celebrity,
17:43
Speaker 4: isn't it is a way that I have scaled brands, right,
17:46
Speaker 4: and I see it in my day job and things
17:48
Speaker 4: like that as well.
17:49
Speaker 2: So I was just looking for.
17:51
Speaker 4: Someone with cool style that I felt represented an age group, like,
17:55
Speaker 4: you know, the customer that I wanted to target.
17:57
Speaker 2: That I thought, well, you know, she was cool before
18:00
Speaker 2: she got the stylist that.
18:02
Speaker 4: That I thought would resonate and also wasn't too expensive, right,
18:05
Speaker 4: So I wasn't going to go to Kylie Jenner at
18:07
Speaker 4: the time because she's already you know, so given a
18:09
Speaker 4: certain budget, she was the right person for us to do,
18:14
Speaker 4: you know, a collaboration with that's even now within the roundhouse,
18:17
Speaker 4: right we you know, I'm sure maybe we should be doing,
18:21
Speaker 4: you know, buying archives out of like Andy Warhol's.
18:23
Speaker 2: Kind of work or whatever.
18:25
Speaker 1: Whatever.
18:25
Speaker 2: No, but whatever it is, we do whatever is within budget.
18:28
Speaker 4: Right, we have a vision for product if I can't
18:30
Speaker 4: create it myself with my own two hands, and we
18:33
Speaker 4: have to collaborate with someone, and who that person is, yes,
18:36
Speaker 4: you know we might have a we want it to
18:38
Speaker 4: look like David Hockney, but Damon Downey, no offense to
18:41
Speaker 4: dame one. Like local art is where we're going to go.
18:44
Speaker 3: Right, So you know, it's a functioniful, but it's a
18:47
Speaker 3: function of.
18:47
Speaker 4: It's a function of budget, and we can what we
18:49
Speaker 4: should do. Yeah, So that just happened to be right place,
18:53
Speaker 4: right time for me. Before that, we had actually worked
18:55
Speaker 4: with Laura Worthington, and so that created a halo effect
18:58
Speaker 4: and for me it legitimized the brand because I constantly feel,
19:01
Speaker 4: as you can sort of see, like I shouldn't be
19:04
Speaker 4: a brand owner, like this is not my you know, wheelhouse.
19:07
Speaker 4: I never want to be the face of a brand
19:09
Speaker 4: or anything like that. And so leaning on other people
19:12
Speaker 4: and putting a narrative around that sort of helped us
19:14
Speaker 4: create those you know, those brands.
19:16
Speaker 3: Yeah, and what did that teach you, I guess about
19:20
Speaker 3: the power of influence because you touched on before that
19:22
Speaker 3: You're like, oh, I'm not so sure about like UGC,
19:25
Speaker 3: so you're in this space, but like UGC is different,
19:30
Speaker 3: but there's like lots of it's influence, right, Like one
19:33
Speaker 3: of your GC.
19:34
Speaker 2: Is content creation.
19:36
Speaker 4: Ye, someone with a profile is influence, yes, right, So
19:40
Speaker 4: a UGC creator doesn't have to.
19:42
Speaker 2: Follow an influencer.
19:43
Speaker 3: No, it's different things.
19:46
Speaker 4: They may graduate, who knows, they could graduate.
19:48
Speaker 3: Okay, okay if.
19:49
Speaker 2: They want to.
19:50
Speaker 4: Maybe they just enjoy making content, which is lovely, thank
19:52
Speaker 4: you very much for making all the content. So you know,
19:55
Speaker 4: as digital first, a digital first brand creator, right, like
19:58
Speaker 4: I think obviously loves doors, but my first thing will
20:01
Speaker 4: be like, what's.
20:02
Speaker 2: The website look going to look like? What does you know?
20:05
Speaker 4: What are the digital touch points of the brand look like?
20:07
Speaker 4: And so and as a result, okay, you create that
20:10
Speaker 4: stuff and how do you drive traffic to it? So
20:12
Speaker 4: you know, I'm sure again if you're on this side
20:14
Speaker 4: of TikTok or Instagram or you see, the big sort
20:16
Speaker 4: of digital agency is hammering you with how to run
20:19
Speaker 4: a meta strategy or a Google strategy or whatever. It is,
20:24
Speaker 4: but working with people to drive traffic to your site
20:27
Speaker 4: is like the ultimate right. That is like digital world
20:29
Speaker 4: of mouth. So therefore, working with influencers has always been
20:33
Speaker 4: a big part of how I've seen you drive traffic
20:38
Speaker 4: but also create brand, because if you work with the
20:41
Speaker 4: right influencers that represent your brand, then you're kind of
20:44
Speaker 4: killing two birds with one stone, right, So you get
20:46
Speaker 4: the face, you get that contextual sort of imagery, but
20:49
Speaker 4: then you also get the.
20:51
Speaker 2: Traffic and eyeboss to your site.
20:53
Speaker 3: Yeah, and you've built two very iconic, very influential and
20:57
Speaker 3: very successful brands. Talk to me about what lessons you
21:02
Speaker 3: took from the Daily edited into going or I'm going
21:05
Speaker 3: to launch in the round house.
21:07
Speaker 2: Lets.
21:08
Speaker 3: I feel like you would have had some good, gritty
21:10
Speaker 3: lessons some things.
21:11
Speaker 4: Okay, So what was amazing about the Daily was all
21:15
Speaker 4: the personalization and all of the ability for the customer
21:18
Speaker 4: to sort of make their own mark on the product, right,
21:20
Speaker 4: But that was always a huge taxing part of the business.
21:23
Speaker 2: So you couldn't open a store a lot of work.
21:25
Speaker 4: Without Like a store wouldn't open its doors unless there
21:28
Speaker 4: was someone also there to also monogram the product. So
21:32
Speaker 4: it became a very kind of taxing thing and on
21:34
Speaker 4: one of the things, and so that was one thing
21:37
Speaker 4: that I didn't want to take into another business.
21:39
Speaker 3: We aren't personalizing any of this. You're all getting the
21:41
Speaker 3: same plates.
21:42
Speaker 4: However, however, an explosive part of our business is the
21:47
Speaker 4: custom offering.
21:48
Speaker 3: It would be you should not be surprised.
21:50
Speaker 2: We love seeing our names on things.
21:53
Speaker 4: So it's not even that it's like for weddings and
21:55
Speaker 4: things like. You know, so obviously wedding content.
21:59
Speaker 3: Fancies, it's like, stop it. So I wish I had
22:02
Speaker 3: known that was an option when I got married.
22:04
Speaker 4: And it's pretty affordable, like in the scheme of a
22:06
Speaker 4: scheme of wedding budget, which you know, I know, I
22:09
Speaker 4: don't want to talk about wedding budgets, but we all
22:11
Speaker 4: if you listen to that stream podcast.
22:14
Speaker 2: On wedding budgets and it's whatever makes sense to you. Yeah,
22:18
Speaker 2: of course.
22:19
Speaker 4: So that's actually weirdly not weirdly. When it started happening,
22:24
Speaker 4: I was, oh, God, there's no.
22:26
Speaker 2: Surprise.
22:27
Speaker 4: But we wanted to do it because I want to
22:30
Speaker 4: it's that invigoration delight customers. So we can actually do
22:34
Speaker 4: a custom set of ten plates for like three hundred
22:37
Speaker 4: and fifty dollars, which is like pretty much unheard of globally.
22:40
Speaker 4: Really absolutely, So you can have like a kid's drawing
22:43
Speaker 4: foot on it, you can have like your family crest.
22:44
Speaker 4: You can have And then now because I was like,
22:47
Speaker 4: oh no, I'm just going to leave it like pretty
22:48
Speaker 4: loosey goose. You don't want to like promote it too much.
22:50
Speaker 2: It's going to be there for the.
22:51
Speaker 4: Real die hard customers want it. And now it's like no,
22:56
Speaker 4: now we're going to have these drop downs on the site.
22:57
Speaker 4: This is going to be a template for this. I
23:00
Speaker 4: was just like, okay, so we're going down that road again. Sorry,
23:02
Speaker 4: that was a lesson that.
23:03
Speaker 3: Think I've read this book before, so I didn't.
23:07
Speaker 4: Initially want to take and look, it's not our whole business,
23:09
Speaker 4: whereas the Daily editor it was, you know, the e
23:11
Speaker 4: majority of the business. The other aspect was we had
23:16
Speaker 4: so much money tied up in inventry in the Daily
23:18
Speaker 4: because the range was so big in a sense that
23:20
Speaker 4: I would come up with something and we would make
23:22
Speaker 4: it because it was like cool, yes, yes, sounds good,
23:25
Speaker 4: and so the range phone it was great, you know,
23:28
Speaker 4: And now I have to be quite a bit more disciplined.
23:30
Speaker 4: You know, went from an air podcase through to check
23:32
Speaker 4: in the luggage, right, So we were doing the full
23:34
Speaker 4: and now you see businesses operating across that spectrum separate ones,
23:38
Speaker 4: but we were.
23:38
Speaker 2: Doing the whole thing. And I was like.
23:42
Speaker 4: In the roundhouse, and I've got a co founder and
23:44
Speaker 4: in the roundhouse as well, she will say things, and
23:47
Speaker 4: I go, does this relate to us being the number
23:49
Speaker 4: one table scaping brand for the gen zen millennial market?
23:52
Speaker 4: So if it's a tea towel, unfortunately we're not doing it,
23:55
Speaker 4: even though Lee Campbell is like, do te towels and
23:57
Speaker 4: people say this to us. I have to just be
23:59
Speaker 4: disciplined because if it doesn't go on the table, forget
24:04
Speaker 4: about it, because.
24:05
Speaker 3: You know it's in the kitchen, but we're not in kitchen.
24:08
Speaker 2: Is a piece of string you could?
24:11
Speaker 4: You could do these things and so as a result,
24:13
Speaker 4: our inventry is a lot more tight. So then the
24:15
Speaker 4: business is a bit more cash efficient.
24:17
Speaker 2: Than the previous. We love to see it so that
24:20
Speaker 2: they're probably one and a half, like one and a
24:23
Speaker 2: half lessons, and I take.
24:25
Speaker 3: Care were there other things that you did deliberately different
24:28
Speaker 3: with in the round house?
24:30
Speaker 4: That was what I was trying to do was a
24:32
Speaker 4: lighter touch business, you know, so that, for example, we'd
24:35
Speaker 4: never hold I'd never really wholesale before, so when people
24:38
Speaker 4: talk to me about wholesale, I'm like as green as
24:40
Speaker 4: the next person. And I was like, wouldn't that be
24:43
Speaker 4: amazing to create a wholesale business where we can sort
24:48
Speaker 4: of just sell and it's not our problem anymore? But
24:50
Speaker 4: I actually am not wired that way. I'm very d
24:52
Speaker 4: T C vibes. So even though we retail with David Jones,
24:56
Speaker 4: I'll still go into stores and then the David Djroones
24:58
Speaker 4: stuff like who is she? Like, I'm like tidying up
25:00
Speaker 4: the v Yeah, that's her job, Yeah, making videos of things.
25:05
Speaker 2: It's like cute.
25:06
Speaker 4: Yeah, so yeah, it's hard to take. It's not like
25:11
Speaker 4: I'm saying I'm like living the same journey again in
25:13
Speaker 4: a different vertical.
25:14
Speaker 2: But yet I love it.
25:16
Speaker 3: I feel like in the round house is like the
25:19
Speaker 3: table scape, but it's a bit like fashion, right, Like
25:23
Speaker 3: you've you treat dinnerware like it is fashion, and there
25:26
Speaker 3: are trends. It's like me gifting all of my older
25:29
Speaker 3: stuff to my sister so I can have a new
25:31
Speaker 3: table escape, Like, don't tell her it's the older stuff
25:33
Speaker 3: and I just replaced it. But like you do seasonal
25:36
Speaker 3: drops and you've got limited runs in you I feel
25:38
Speaker 3: like you've created this like level of exclusivity at the
25:41
Speaker 3: same time as it being completely accessible. Why do you
25:44
Speaker 3: think that strategy works so well with the audience that
25:47
Speaker 3: you have?
25:47
Speaker 4: Well, I think, okay, so you can't sell something unless
25:50
Speaker 4: it's like authentic to you, right, I would find it
25:53
Speaker 4: so boring. And I don't know how some of the
25:55
Speaker 4: incumbent older brands do this. If I had to create
25:58
Speaker 4: content around the same product year after year, boring, I
26:02
Speaker 4: just don't know how they do it.
26:03
Speaker 2: Like, so when you look at some of the you know,
26:05
Speaker 2: brands that we would aspire to be okay, so sorry,
26:09
Speaker 2: brands like Wedgewood or Royal outBut also and they've been
26:13
Speaker 2: around for hundreds of years, right, and you're like, well,
26:15
Speaker 2: that's incredible because to have a brand stand that level.
26:19
Speaker 3: Of that test of time is like so incredible. I
26:21
Speaker 3: did inherit some Wedgwood teacups.
26:24
Speaker 4: Sure, and they're probably And you're like, but how do
26:28
Speaker 4: they market that? You know, like you're so part of
26:31
Speaker 4: the product cycle at in the roundhouse. Is because I
26:35
Speaker 4: simply do not want to be using the same stuff.
26:39
Speaker 3: But I love that and I feel like you're an
26:41
Speaker 3: entertainer as well.
26:43
Speaker 2: Okay, that's the narrative that I don't like that the brands.
26:45
Speaker 2: Don't let me tell you.
26:47
Speaker 3: That because I like small, intimate gatherings that have a
26:49
Speaker 3: cute table scape, like to be honest for people maximum
26:53
Speaker 3: otherwise I'm over.
26:53
Speaker 2: Hundred the same. I would never an esthetic.
26:55
Speaker 4: I would never have that many friends over that's crazy.
26:59
Speaker 2: But the intent you are so me.
27:01
Speaker 3: I'm like, I love the idea.
27:03
Speaker 4: In theory, the intention of the brand was to elevate,
27:05
Speaker 4: like my inability to cook. So if you put like
27:09
Speaker 4: a piece of toast and your fried egg onto a
27:12
Speaker 4: really nice plate, all of a sudden we're at the Ritz.
27:16
Speaker 3: Yes, elevate you know, past look homte.
27:21
Speaker 5: Yeah.
27:22
Speaker 4: It was to elevate their every dining experience. But the
27:24
Speaker 4: media I have put this sort of host she's a
27:27
Speaker 4: hostess spin on it.
27:29
Speaker 2: I don't know.
27:29
Speaker 4: I keep saying, I'm like, that's not me, and I'm like,
27:31
Speaker 4: you know, and there was all these photos of me going,
27:34
Speaker 4: you know, like this table scape, and I'm like, but
27:35
Speaker 4: that's not I've done that because hard to you, are.
27:38
Speaker 2: You like, that's not who I am. It's like who
27:40
Speaker 2: I am.
27:41
Speaker 3: I love an everyday experience, and I want you to
27:43
Speaker 3: love an everyday experience.
27:45
Speaker 2: But you guys aren't coming over for dinner. I'll do
27:47
Speaker 2: it for content.
27:49
Speaker 1: Do you know what?
27:50
Speaker 3: Absolutely fair? I feel like I get so exhausted with
27:53
Speaker 3: large groups of people, and I just like having like
27:56
Speaker 3: my sister over for dinner, or I like having a
27:58
Speaker 3: girlfriend over for dinner and making it a really enjoyable experience.
28:02
Speaker 2: Like that's just who I am and how it works.
28:05
Speaker 4: Or I would be like we can have pres and
28:06
Speaker 4: then we'll go out, because also like the idea of
28:09
Speaker 4: cooking that volume of food is also you know something
28:13
Speaker 4: that I'm absolutely fair?
28:15
Speaker 3: All Right, She's built not just one, but two brands
28:18
Speaker 3: people are absolutely obsessed with. But how do you actually
28:21
Speaker 3: scale a business without losing your mind? After the break,
28:25
Speaker 3: we're going to get into the juicy stuff growth, her influencers, strategy,
28:29
Speaker 3: and Alisa's tips for nailing e commerce. Guys don't go anywhere,
28:36
Speaker 3: all right, at least we are back. I'm very excited
28:38
Speaker 3: about this. I feel like this is honestly one of
28:40
Speaker 3: my favorite interviews. Like I'm just really resonating with how
28:44
Speaker 3: organic and authentic you are being. And I just know
28:46
Speaker 3: that people are going to listen to this and be like, oh,
28:48
Speaker 3: she's an icon.
28:50
Speaker 2: But stop being so nice. I'm so sorry, but like,
28:55
Speaker 2: is this awkward? Ok at you?
28:56
Speaker 3: Now, that's okay, you can look over there, but I
29:00
Speaker 3: would say that, like you, let's be honest, I'll bring
29:03
Speaker 3: it down.
29:03
Speaker 2: Does that help?
29:03
Speaker 1: Yeah?
29:04
Speaker 2: Dial it back, dial it back? Please?
29:05
Speaker 3: You're okay?
29:06
Speaker 2: At e commerce?
29:08
Speaker 3: You're okay?
29:09
Speaker 2: Because I feel like we're in a new era as well,
29:11
Speaker 2: so really yeah, yeah, no, but let's like, she's pretty
29:18
Speaker 2: good at e commerce.
29:19
Speaker 3: I saw right at it. And there are probably a
29:21
Speaker 3: few people out there who are dreaming of having an
29:23
Speaker 3: e commerce startup. What advice would you give people who
29:27
Speaker 3: are about to dive in?
29:29
Speaker 2: And is there anything that you're like? I wish I
29:31
Speaker 2: knew that at the start.
29:32
Speaker 4: Again, you know how we talked about supply chain earlier
29:34
Speaker 4: and how I think there are no barriers I think
29:37
Speaker 4: doing things. It's very there is no barrier to e
29:41
Speaker 4: commerce either, and anything that you do you can delete
29:44
Speaker 4: and start again also with actually very little cost. So
29:49
Speaker 4: in the olden days, let's go on twenty fifteen or
29:55
Speaker 4: anything pre covid feels was forever. Yeah, pret quite, let's
29:58
Speaker 4: call it so before I guess the advent of Shopify
30:00
Speaker 4: sort of being the go to platform. You know, we
30:04
Speaker 4: used to build on other platforms like Magento or Salesforce
30:08
Speaker 4: or whatever. They're quite heavy platforms. So if you were
30:11
Speaker 4: creating a home page or a product page or any
30:14
Speaker 4: kind of functionality was like in the olden days, hard coded,
30:18
Speaker 4: whereas now there's apps, and you know, like it is
30:21
Speaker 4: so easy, like I make my own website changes, like
30:24
Speaker 4: who am I? Because it's so easy. It's almost slower,
30:28
Speaker 4: just cheap, so I do that.
30:29
Speaker 2: It's just it's just a slower process to ask someone
30:32
Speaker 2: to do it for you.
30:33
Speaker 4: Right, And now obviously you've got I haven't even laid
30:36
Speaker 4: in the chat around AI and even just leveraging chat
30:39
Speaker 4: GPT to tell you how to do things, so it's
30:42
Speaker 4: not what is the tip? The tip is just don't
30:46
Speaker 4: overthink it because it is so easy. What does it
30:48
Speaker 4: cost for like a I'm not sponsored by Shopify at.
30:50
Speaker 3: All, but like honestly they should.
30:53
Speaker 4: It's like one hundred dollars a month or something. Just
30:55
Speaker 4: download it, puts put a theme on it and then
30:58
Speaker 4: once you get going and you want to have something
30:59
Speaker 4: does find and you want to spend that time, you know,
31:02
Speaker 4: paying someone else to sort of brand create and whatever.
31:05
Speaker 2: Then cool.
31:05
Speaker 3: And I feel like back when you did the Daily edited,
31:08
Speaker 3: like I was kind of starting my business at the
31:10
Speaker 3: same time, and websites were really hard.
31:13
Speaker 2: Yeah, they weren't easier.
31:15
Speaker 3: Yes, now it's like whatever, Like I'm on Squarespace and
31:19
Speaker 3: I swear I could like build it myself.
31:21
Speaker 2: And like what's meant?
31:22
Speaker 3: Yeah, absolutely, but like it's so much.
31:25
Speaker 2: Easier these days than what it used to.
31:28
Speaker 4: Like, you know, so therefore everyone is when you say, oh,
31:31
Speaker 4: like an e commerce I'm like, what even is that
31:34
Speaker 4: these days? That's why when I say I think we're
31:35
Speaker 4: in a new anymore.
31:38
Speaker 1: It is.
31:38
Speaker 4: I'm sure you know, as a business scales, there is
31:41
Speaker 4: complexity to it, but we're talking about getting out of
31:44
Speaker 4: the door, right, so I think from it, let's just
31:46
Speaker 4: get the thing going. It is everyone's on the same
31:49
Speaker 4: playing field these days.
31:51
Speaker 2: So yeah, can I ask a spicy question? Thank you?
31:54
Speaker 3: Spicy like it, let's go. I see business partners. Yeah,
31:59
Speaker 3: you've had business partners the broad benches. Do you have
32:02
Speaker 3: any advice on starting a business.
32:04
Speaker 2: Oh my god, I I do. I do it, And
32:06
Speaker 2: it's not that spicy, Like I'm more I'm.
32:07
Speaker 3: Very asking people about business partners I know they don't
32:10
Speaker 3: have anymore, is like asking me about my ex business
32:13
Speaker 3: partners and I'm like, so, I'm actually really busy.
32:15
Speaker 2: I've got to go. No, it's totally fine.
32:18
Speaker 4: I think part of it is, you know, with the
32:19
Speaker 4: daily edited as you could sort of see we didn't
32:23
Speaker 4: have a not like a vision for it, but we
32:25
Speaker 4: didn't know where it was going to go. That that
32:26
Speaker 4: business started as like two young lawyers, like doing stuff
32:29
Speaker 4: on the make for money, like for Chanelle handbags. That
32:32
Speaker 4: was the There was no like intent around what the
32:37
Speaker 4: end game was going to be.
32:38
Speaker 2: And then we weren't on the same page as to
32:40
Speaker 2: what the end game.
32:41
Speaker 4: Able to buy some backs, yeah I got some Chanel backs,
32:44
Speaker 4: but yeah, the ultimate end game what that was? And
32:48
Speaker 4: so that was where you know, we parted ways because
32:51
Speaker 4: I wanted to set myself up financially and sell out
32:55
Speaker 4: of that business, whereas I, unbeknownst to me, my co founder,
32:58
Speaker 4: wanted to have a business forever and I.
33:01
Speaker 2: Hold on, that is not what I'm in here. Well,
33:02
Speaker 2: that's interesting, isn't it. That's not going to be my journey.
33:06
Speaker 2: That's interesting.
33:07
Speaker 4: Whereas with in the Roundhouse, I learned that, like if
33:09
Speaker 4: we're talking about lessons that I was like, this is
33:12
Speaker 4: what we're doing. We're creating this brand in order to
33:15
Speaker 4: better our lives, whether that be ripping cash out of it.
33:18
Speaker 4: So Brooke, my co founder, can go on nice holidays
33:21
Speaker 4: we do three children, or I can buy more stuff
33:24
Speaker 4: or whatever it is going to live by the bad
33:26
Speaker 4: dad is the Yeah, that's the kind of And I
33:29
Speaker 4: check back in with her a lot because I have
33:31
Speaker 4: this assumption that everyone's on the same page with me,
33:34
Speaker 4: and I've been given this feedback in my actual you know,
33:38
Speaker 4: because we talk about my professional career, like my day
33:40
Speaker 4: job is that I have a lot going on in
33:42
Speaker 4: my head and I assume or sometimes I don't take
33:46
Speaker 4: people on the journey with me, not because of any
33:49
Speaker 4: it's not an ill intent or anything. It's just that
33:52
Speaker 4: I've got like I go at a different pace to
33:55
Speaker 4: everybody else.
33:55
Speaker 3: So I feel that and I have gotten that feedback before,
33:58
Speaker 3: like I'm ten miles ahead of you, because I've been like, okay, cool,
34:03
Speaker 3: so we'll do that and then we'll do this, and
34:05
Speaker 3: we'll do that.
34:05
Speaker 2: And then I've just said that the end goal and
34:07
Speaker 2: I go, oh, at least we're going to do this,
34:09
Speaker 2: and you go, no, we're not.
34:10
Speaker 3: Where is this come from? And I'd be like, oh,
34:12
Speaker 3: there was a whole plan. Yes, there was a whole plan,
34:14
Speaker 3: and I've already thought about all of the pitfalls. I
34:17
Speaker 3: find it so interesting because both of your businesses have
34:21
Speaker 3: been stocked in David Jones, which is very cool. Have
34:25
Speaker 3: you got any advice for brands that might be on
34:29
Speaker 3: the cusp of potentially getting into a department store?
34:32
Speaker 2: How did you do that? And is it what people
34:36
Speaker 2: think it.
34:37
Speaker 5: Is going to be?
34:39
Speaker 4: So with the Daily Edited, I like pitched to them directly,
34:43
Speaker 4: like I was told who the buyers were of that
34:45
Speaker 4: category and I literally I literally just sent product to them.
34:50
Speaker 4: And then one of the buyers came out and saw
34:53
Speaker 4: me at our tiny office in Wallara and was like,
34:56
Speaker 4: you know what, you can have a pop up lower
34:59
Speaker 4: ground four neck next to the hosary for six weeks
35:01
Speaker 4: and see how it goes, you know, Like he didn't
35:04
Speaker 4: think it was going to go anywhere, but obviously it
35:06
Speaker 4: went places.
35:06
Speaker 2: So that that was like, do you like proving people wrong.
35:10
Speaker 4: It wasn't that, like I was just really excited to
35:12
Speaker 4: be like next to Hosiary on the lower ground and
35:14
Speaker 4: we made lower ground floor a thing, you know, so
35:16
Speaker 4: that there's no kind of magic around that. Obviously for
35:20
Speaker 4: them it was like, we don't have anything in this category.
35:23
Speaker 4: It's online only that there's no other it'll be exclusive
35:25
Speaker 4: to us. That's that's, you know what it came down to.
35:28
Speaker 4: Then it went obviously within the roundhouse. It came around
35:30
Speaker 4: a lot quicker because they knew who I was. But
35:33
Speaker 4: again it came down to they don't have anything else
35:36
Speaker 4: in this category. Yes, they have stuff in this category.
35:39
Speaker 4: It was price point and presentation in a certain way.
35:42
Speaker 4: So I think, you know, the advice is if you
35:44
Speaker 4: want to be in that world, then it's like why
35:46
Speaker 4: would they move something off the shelf, like if you
35:49
Speaker 4: walked over Jones. It's full right, they're doing their jobs.
35:51
Speaker 4: It's merchandise. Every shelf is spoken for. Why would they
35:56
Speaker 4: remove something.
35:57
Speaker 2: To put your ground in there?
35:59
Speaker 3: That's a good way thinking about it as well. It
36:01
Speaker 3: kind of like puts you physically in the store to go, well,
36:04
Speaker 3: why would you be there not? Why do you deserve
36:06
Speaker 3: an additional shelf. Why would we remove something to add you?
36:09
Speaker 1: Is that?
36:10
Speaker 4: And is it all that it's cracked up to be? Again,
36:13
Speaker 4: because I'm old school. If someone's like twenty two and
36:16
Speaker 4: listening to this, they're like, what even is David Jones right?
36:18
Speaker 4: And like that is something that I'm helping them within
36:20
Speaker 4: my day job. But I love physical shopping, and I
36:26
Speaker 4: do think young people do too, as a pastime to
36:28
Speaker 4: meet your friends, you know, at the shops, but you know,
36:32
Speaker 4: or they go to the intersection or whatever it is.
36:34
Speaker 4: I know that there are more rat culture is not
36:36
Speaker 4: a thing anymore, but you know, we grew up in
36:39
Speaker 4: that era and I love I love shopping for leisure browsing.
36:43
Speaker 4: You know that there's a TikTok sound. I just want to,
36:46
Speaker 4: you know, on the weekends, put on an outfit, walk
36:49
Speaker 4: around for a bit, Like that's what.
36:51
Speaker 2: I like to do.
36:52
Speaker 3: So therefore you like me and you like doing that
36:54
Speaker 3: on your own, Like to me, that's not a group actypically.
36:56
Speaker 2: Defends, So it's with So if it's someone like my
36:59
Speaker 2: boyfriend is really good.
37:00
Speaker 1: At that with me.
37:02
Speaker 2: He's so good at it and he loves like walking
37:05
Speaker 2: around and like looking at.
37:06
Speaker 3: Me, my boyfriend or my husband would never Yeah, he's like,
37:10
Speaker 3: so you go, like, I think I've waited this long
37:13
Speaker 3: to be We've just said that I now get to
37:15
Speaker 3: have someone who likes to walk around with me and
37:17
Speaker 3: make comments about stuff.
37:18
Speaker 4: So I really enjoy that globally. So that's why I'm like,
37:22
Speaker 4: I want to be a part of that. So I
37:23
Speaker 4: don't mind whatever the commercial not pitfalls are, but like
37:27
Speaker 4: the lack of commercialness of it sometimes, and I think
37:30
Speaker 4: that kind of says it all doesn't matter to me
37:33
Speaker 4: because for me it's part of building brand.
37:35
Speaker 2: Yeah, and it's bigger than people give it credit for.
37:38
Speaker 2: Yes and no, Well, so.
37:40
Speaker 4: Again we should talk to a twenty two year old
37:42
Speaker 4: about this, But to hit Auston, you know, how I
37:45
Speaker 4: justify it from a marketing perspective is that we hit
37:49
Speaker 4: the girl moving out of home, you know, on TikTok
37:52
Speaker 4: on Instagram. But the person who ultimately pays for the
37:56
Speaker 4: purchase is going to be her mum, and her mum
37:59
Speaker 4: believes in the brand because she's seen.
38:00
Speaker 2: It at David Jones. It's a good point. So so
38:04
Speaker 2: I'm like, that's how I justify it, whether or not
38:06
Speaker 2: that's trackable and whatever if I told my mum, oh.
38:09
Speaker 3: I've bought this new shirt, I've bought this new plate,
38:11
Speaker 3: I've done anything. She goes, it was from David Joones.
38:14
Speaker 3: She goes, oh, okay, yeah, it's a good brand, must
38:17
Speaker 3: be good.
38:17
Speaker 2: There it was David Joe.
38:19
Speaker 3: Yes, you mentioned LTK before, which I feel like is
38:23
Speaker 3: increasing in popularity at a crazy rate, right, But like
38:27
Speaker 3: that's the founder you need to have on yes, in
38:31
Speaker 3: contact off that list, but you are a brand founder
38:37
Speaker 3: who still works in a brand.
38:38
Speaker 2: But girl, you've got a day job as well.
38:40
Speaker 3: While I talk about that, because they're massive and they,
38:44
Speaker 3: I would say that I went to an LTK event
38:47
Speaker 3: last year and I just remember.
38:49
Speaker 4: Being like, which the one at BONDI It was the
38:52
Speaker 4: luggage no for Marts and Spencer.
38:54
Speaker 3: Yeah yeah, yeah, because I'm a marks and spencer, you
38:57
Speaker 3: enough like esthetic, so that made sense and I like
39:00
Speaker 3: had so much fun and I wasn't like prior to this,
39:03
Speaker 3: wasn't using the platform properly, and it felt like that
39:05
Speaker 3: really helped me. But I also was like, oh, this
39:08
Speaker 3: is crazy, like how cool that smaller influencers can be
39:11
Speaker 3: on this, So like this platform is incredible. But then
39:16
Speaker 3: also you're a brand founder with a very successful business
39:19
Speaker 3: that arguably doesn't need another full time job, but you've
39:23
Speaker 3: got one. How did that role come up? And what
39:25
Speaker 3: made you say yes to taking that on when arguably
39:27
Speaker 3: you've already got a lot on your literal plate.
39:30
Speaker 4: So I love content creation, I love influencer. I love
39:34
Speaker 4: that whole world, right, and that's where I feel like
39:36
Speaker 4: I have a lot of knowledge. Separate podcast will come
39:40
Speaker 4: back after the daily edited. I actually because it was
39:43
Speaker 4: COVID twenty twenty one or so, I was at a
39:47
Speaker 4: bit of a like, oh what do I do kind
39:48
Speaker 4: of next? And I had used LTK in the daily edit,
39:54
Speaker 4: and I was like, Okay, this actually works in kind
39:56
Speaker 4: of expanding businesses, especially into the US market where it's
39:59
Speaker 4: a huge platform. So because I like kind of found
40:02
Speaker 4: you know, it works, I like the concept. I enjoy
40:07
Speaker 4: this space. It's almost not like work that job. So
40:11
Speaker 4: I work for them, you know, generally three four days
40:13
Speaker 4: a week, so it's not totally full time, but the
40:16
Speaker 4: girls are like, but you're contactable all the time.
40:18
Speaker 2: It's just talk about that. Yeah, I'm just passionate, all right.
40:21
Speaker 4: Yeah, It's just the space that I enjoy. And so
40:23
Speaker 4: then when I talk to other brands about it. It's
40:25
Speaker 4: quite it is authentic, Like I wouldn't go and sell
40:27
Speaker 4: it to any.
40:29
Speaker 3: I literally don't need another job, but I'm so wildly
40:31
Speaker 3: passionate about that.
40:32
Speaker 2: I guess I'm here that too.
40:34
Speaker 4: And also to be real, because we are being real
40:37
Speaker 4: on this is like my cost of living has changed
40:42
Speaker 4: a lot so when I was in my twenties and
40:44
Speaker 4: had the Daily edited and then, and like I have
40:47
Speaker 4: goals around where I want to be in life, I
40:51
Speaker 4: kind of have to have multiple income streams. Unfortunately, you
40:55
Speaker 4: know what we love a transparence. That's just how how
40:59
Speaker 4: going need more money to live the life I want
41:02
Speaker 4: because I don't want to be like without money or
41:05
Speaker 4: as in make choices like oh if you do this,
41:08
Speaker 4: you can't do that, and so that's why. So that
41:12
Speaker 4: that keeps the coffee money coming in, as.
41:14
Speaker 2: I call it, I love that for you.
41:16
Speaker 3: Now. I've listened to a few other episodes or interviews
41:19
Speaker 3: with you, and you have historically described your flexibility as
41:23
Speaker 3: your like CEO superpower. What does that actually look like
41:27
Speaker 3: in day to day life? This is more like a
41:29
Speaker 3: tell me how that works, because I would love to
41:31
Speaker 3: implement that.
41:33
Speaker 2: Is there something to implement.
41:34
Speaker 4: I think so people have said my ability to contents,
41:37
Speaker 4: which is like really crazy, Like you know, so someone
41:40
Speaker 4: will talk to me, we'll talk now we're talking about
41:43
Speaker 4: you know, in the roundhouse. If you needed me to
41:44
Speaker 4: go and pitch LTK to a major retail art, go
41:47
Speaker 4: and do that. I also, like have invested in some
41:51
Speaker 4: other startups, so if they were like, pink, I don't
41:54
Speaker 4: I don't have my phone here intentionally, if someone was
41:57
Speaker 4: to ask me a question, I'd be like, okay, yeah,
41:58
Speaker 4: do that you know. So yeah, I think it's that
42:01
Speaker 4: ability to sort of not dodge bullets, but like work
42:05
Speaker 4: through all the things. And then you know what in
42:08
Speaker 4: working with other people, so when you run your own business,
42:10
Speaker 4: you're the boss no one, it gives you feedback, Like
42:12
Speaker 4: your feedback is your sales and how much money you've
42:14
Speaker 4: got in the back, really right, like that's your feedback
42:17
Speaker 4: when you work with other people in bigger teams, which
42:20
Speaker 4: and it's not you know, there are founders that I
42:22
Speaker 4: think you've spoken to have always been founders, like they've
42:24
Speaker 4: never worked for someone, whereas I've you know, I came
42:26
Speaker 4: through that legal training.
42:27
Speaker 3: So for me working advisor, yeah, we both had like
42:31
Speaker 3: a little bit more of a formal corporate back.
42:34
Speaker 4: Ye, so for me, working with other senior team members
42:37
Speaker 4: or whatever is not unusual and so there, but it's nice,
42:40
Speaker 4: you know what, because.
42:41
Speaker 2: They give you feedback. They're like, your capacity to work
42:44
Speaker 2: is actually quite crazy, and I think that comes from
42:47
Speaker 2: also being an entrepreneur, right, like you just.
42:49
Speaker 4: Do everything that we're just stuff to do. Yeah, So
42:53
Speaker 4: I think it's like that the flexibility is like this
42:57
Speaker 4: my ability to work all the time. Then give feedback
43:00
Speaker 4: around are you going to burn out? Are you you know,
43:03
Speaker 4: all of those things.
43:04
Speaker 2: You have work, liss, balance and stuff.
43:06
Speaker 4: But I just told you one of my favorite pastimes
43:09
Speaker 4: is to walk around but in retail, so it's all
43:11
Speaker 4: kind of interrelated. I love to scroll and look at
43:14
Speaker 4: content that's all interrelated to you know. So it's kind
43:17
Speaker 4: of like just one giant lifestyle that I lead. That
43:22
Speaker 4: are jobs, so flexibility, so it's finding I guess the
43:27
Speaker 4: lesson is it would be I always think it would
43:30
Speaker 4: be amazing for everyone to work the way that I do.
43:33
Speaker 4: So you like that you enjoy your work that it
43:35
Speaker 4: doesn't feel like I want this for everybody, But it's
43:37
Speaker 4: not the reality, right, but no, it's about finding how
43:41
Speaker 4: you what it is that is going to be that
43:45
Speaker 4: for you. Right, I love that which I think is possible,
43:48
Speaker 4: Like I'm quite hopeful that it's possible in this day
43:51
Speaker 4: and age where we remove a lot of manual tasks
43:54
Speaker 4: with the advent of technology, and I'm not going to
43:56
Speaker 4: be the AI specialist.
43:58
Speaker 3: And that's not for me.
43:59
Speaker 4: That's like I mean a pine on. But you can
44:02
Speaker 4: see it rolling out. You can see it saving people time,
44:06
Speaker 4: like I can see it's saving my girl's time where
44:08
Speaker 4: I'm like put the presentation through chat GBT to clean
44:12
Speaker 4: up the language rather than like clean figuring.
44:14
Speaker 2: It for a few hours and thinking exactly which takes something. Yeah,
44:17
Speaker 2: it takes the horrible part of the job out. So
44:21
Speaker 2: in theory we should in a few years be going
44:25
Speaker 2: this way. Yeah. Yeah.
44:27
Speaker 3: You've also said in another interview that I listen to
44:31
Speaker 3: that one of the or some of the best things
44:34
Speaker 3: in your entire career have come from you just saying
44:36
Speaker 3: yes and you're just being open to things. But goal,
44:40
Speaker 3: how do those opportunities actually come up? Like they sliding
44:43
Speaker 3: into your dms? Are they popping up through your LinkedIn
44:46
Speaker 3: connections or are you just like freakishly good at spotting
44:50
Speaker 3: a good opportunity to jump on.
44:53
Speaker 4: I I just go about my life doing what I do,
44:57
Speaker 4: and people will come because it is apparent that I
45:03
Speaker 4: can do it or have the expertise.
45:06
Speaker 2: Ye, wildly capable.
45:07
Speaker 4: So I put it, that's I haven't really gone and
45:11
Speaker 4: necessarily core to opportunities. It's like I've had a conversation
45:14
Speaker 4: and someone's gone, oh my god, like the things that
45:16
Speaker 4: you're saying make absolute sense.
45:17
Speaker 2: Will you do X y Z? So yeah, I think
45:20
Speaker 2: it is. Yeah.
45:21
Speaker 4: So it's not because I hear this a lot. Oh,
45:26
Speaker 4: I want to do something, so therefore I need to network.
45:29
Speaker 2: That scares me. I'm not networking because I'm like, I'm.
45:32
Speaker 4: Not saying that that's not the case, but I feel
45:35
Speaker 4: like if you are a weapon at what you do
45:37
Speaker 4: when you're curious and when you have conversations with people,
45:40
Speaker 4: those conversations are constructive and you are able to give
45:43
Speaker 4: them knowledge that resonates with people and that has a
45:47
Speaker 4: knock on effect.
45:48
Speaker 3: Yeah.
45:48
Speaker 4: Right, So that same say with like LTK when I
45:53
Speaker 4: was talking to them, and I you know, yes, I've
45:55
Speaker 4: been an owner of a business in Australia, but I
45:59
Speaker 4: have to to know everything about the Australian retail landscape. Sorry,
46:03
Speaker 4: I don't want someone really seen you in retail listening
46:05
Speaker 4: to this within a certain goal, Okay, you've proven yourself.
46:09
Speaker 2: Okay, so no one's going to be like, did you
46:12
Speaker 2: hear what she said? She does not know about it.
46:14
Speaker 4: She does not know about the pricing system at supermarkets
46:18
Speaker 4: or something like that. But anyway, so that became very apparent.
46:22
Speaker 4: So therefore, oh, I'm the right person to work with
46:25
Speaker 4: because everything I said was true. So it is about
46:31
Speaker 4: I guess, being the best you can be in whatever
46:34
Speaker 4: it is that you're doing, because that will be recognized.
46:36
Speaker 4: Yeah when someone speaks to you.
46:37
Speaker 3: Yeah, absolutely, Alice, I have been adoring this and unfortunately
46:41
Speaker 3: we are running out of time and I'm so sad
46:44
Speaker 3: about it.
46:45
Speaker 2: So tell me what's next for release Tran.
46:48
Speaker 3: What's she up to? Is there another business idea already
46:51
Speaker 3: brewing behind the eyes or are you focused on scaling
46:55
Speaker 3: or what's emotion or your career with LTK, Like, where
46:58
Speaker 3: are we going?
46:58
Speaker 2: What are we doing?
46:59
Speaker 4: I feel like I'm out of assive crossroads right where
47:02
Speaker 4: my sister's like, either you're going to have to go
47:03
Speaker 4: to CEO school, like you like whatever she thinks that is, or.
47:09
Speaker 2: You know, you're going to make another business so you
47:12
Speaker 2: don't need to go to CEO school.
47:13
Speaker 3: I feel like you've already been to CEO school, but
47:15
Speaker 3: you should teacher in school. I've actually, well it's.
47:18
Speaker 4: Different, right, organizational stuff, you know, in much larger businesses
47:21
Speaker 4: that I haven't been able to build with my own
47:23
Speaker 4: two hands. So I'm talking like billion dollar level businesses like.
47:26
Speaker 3: That is I just know that that's where you're going.
47:29
Speaker 3: Or you have way too much drive and you put
47:32
Speaker 3: too much pressure on yourself to not achieve that, like
47:34
Speaker 3: you're going to be on the rich list, but I
47:35
Speaker 3: still need to.
47:36
Speaker 4: Be at a CEO school for that the other or
47:40
Speaker 4: you know, make another Brandy and so yeah, I actually
47:45
Speaker 4: so as.
47:46
Speaker 2: Much as people we don't know what it does. As
47:48
Speaker 2: much as people.
47:49
Speaker 4: Think that I know what I'm doing, I'm like, oh,
47:51
Speaker 4: there's the air of having your shit together what you do.
47:55
Speaker 4: But that's as I think this is the lesson. I
47:56
Speaker 4: think a lot of people would look at them and
47:57
Speaker 4: be like, oh, you know, she has clear direction. I yeah, yeah,
48:04
Speaker 4: the opportunities as they come, and do you know what
48:06
Speaker 4: really irks me is that when I see people often
48:09
Speaker 4: say to me they don't like their phone case, and
48:11
Speaker 4: I'm like, oh my god, am I going to go back.
48:12
Speaker 2: Into that world or like whatever it is? So yeah,
48:16
Speaker 2: like I'm sure at this stage, I'm excited to see
48:19
Speaker 2: where it goes.
48:20
Speaker 3: I have been a long term follower of your content
48:23
Speaker 3: and just adore watching how you grow and how you think,
48:26
Speaker 3: and like what you do in the moves you make.
48:28
Speaker 3: I remember pouring over the newspaper when TD is sold
48:32
Speaker 3: and being.
48:32
Speaker 2: Like, what happened there? How did that work? Like she
48:34
Speaker 2: just called me.
48:35
Speaker 3: I mean I couldn't there.
48:37
Speaker 2: I did a podcast series straight after that right now.
48:41
Speaker 3: But it's just interesting, and I think as somebody who
48:44
Speaker 3: is also in business completely separately, like I am more
48:48
Speaker 3: in a service based industry, you know, a working mortgage broking,
48:51
Speaker 3: and it's got nothing to do with what you do,
48:53
Speaker 3: but like, it's just so inspiring seeing other women be
48:57
Speaker 3: so influential and making moves that arguably we haven't been
49:00
Speaker 3: able to make before. Like, it's just very cool to
49:03
Speaker 3: watch on I have adored this conversation. I hope that
49:07
Speaker 3: I get the opportunity to have you back on my
49:08
Speaker 3: podcast again at some point. So thank you so much
49:11
Speaker 3: for joining me. I know my community is going to
49:13
Speaker 3: love this converensation as much as I have loved having it.
49:16
Speaker 3: You've been incredibly generous with your time but also generous
49:19
Speaker 3: with like the stories and being like girl, I don't
49:21
Speaker 3: want to talk about it, and like, oh, I actually
49:23
Speaker 3: want more coffee money, like I want you to have
49:25
Speaker 3: a lifestyle as well as income. Like It's just been
49:28
Speaker 3: very refreshing for anyone who's not already stalking your dinner
49:32
Speaker 3: plates like me, Where do we find you? How can
49:36
Speaker 3: we look into what Alice Trand is up to?
49:38
Speaker 2: Well?
49:38
Speaker 4: I think I give quite an expose on TikTok my
49:41
Speaker 4: weekly vlog because cannot handle.
49:43
Speaker 3: It over committing well, I don't know how the yacht, how.
49:46
Speaker 2: The twenty two year olds do it, but they do it.
49:48
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