News, Insights and Stories from the Australian and New Zealand tech ecosystem.

We are 6 months into the journey of our new venture …

Drive, determination & passion are the three things you need to succeed, they see you through the start-up phase & help you create a thriving company. When I first dreamt up the concept behind Her Fashion Box in November last year, I had no idea it would have evolved into what it is now. From one idea & fine-tuning the value proposition, our team has created a brand that women across Australia are getting excited about every month.

We are Australia’s first & online fashion & beauty subscription service that delivers a hot pink box of happiness to women across Australia every month. At Her Fashion Box we deliver our subscribers 3 fashion accessories & 4 beauty products along with a mini magazine; produced in-house every month. We have created a brand that women are passionate about, love to share with friends & look forward to every month.

We launched in March 2013 after a few months preparing for launch & I even managed to meet my Co-Founder on LinkedIn. What was originally pitching for a beauty brand partnership via a LinkedIn contact from Melbourne, has become the best thing that has happened to me in my 7 years in business. I launched my first start-up, e-tail destination Le Black Book at 21 years old solo & with a very small team. I adopted the 4 hour work week philosophy after a couple of years but never had that strong support network of Co-founders. Meeting Kerry was the best thing that ever happened to me, I now have my other half working full time on Her Fashion Box. We divide & conquer daily with a passionate team behind us.

Her Fashion Box is the future of fashion & beauty, giving women a new way to experience the two things they love most. While subscription commerce isn’t new, we have created a new retail experience with Her Fashion Box.

One thing that I have always invested time in over the years is relationship building. I have people in my professional life that have known me for many years, people that have seen the rollercoaster journey & supported from the sidelines. When starting up, it’s imperative to surround yourself with people who believe in you & your dreams. It’s not always smooth sailing but if it were easy, everyone would do it.

Disrupt or be disrupted. One of my mentors said this just before I had dreamt up the Her Fashion Box concept & it stuck! If you want to be the next Zara or a billion dollar business, you have to do something different from the pack & take a risk.

Find the right investors who believe in the big dream & are able to assist as you scale the business. Whether it’s raising for Seed or Series A, it’s essential to find the right investors who will open doors for you, believe in the dream & can be a sounding board for ideas as you grow.

We have very clear & big dreams for the future, we are a team on a mission & with a can-do attitude. Her Fashion Box can be as big as we want it to be, it’s just a matter of the right team, a good strategy & killer execution. I meet plenty of people with ideas, but when you can take an idea to fruition you know you’re onto something & miles ahead of the pack.

My tips for start-ups:

  • Do it with passion or not at all
  • Be agile & move quickly
  • Find great mentors who believe in you & your ideas
  • Take risks, they do pay off!
  • Be yourself & stand out from the pack
  • Celebrate the small & big wins, my Co-Founder Kerry & I high five on a regular basis




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