Australian monogrammed leather goods brand The Daily Edited launched a major campaign this year with the Stallone girls Sistine, Sophia and Scarlet (the daughters of “Rocky” actor Sylvester Stallone). Sistine Stallone is a major model already, having walked for D&G and Chanel, which shows how far this Australian brand has come. This got us thinking … What does it take to turn a hobby into an internationally successful business? We asked TDE co-founder Alyce Tran.
The Daily Edited - was there something in particular that inspired the name?
The Daily Edited started as a blog. It was a daily edit of things that inspired Tania (co-founder Tania Liu) and I. We then launched a fashion line that didn't quite work out on the blog, and in August 2014 we launched our first accessories line under the label TDE!
At what point did you realise there was a market out there for your product?
When our first collection (that had been intended for family and friends) sold out in a week!
What is your #1 tip for all the women out there wanting to turn their business idea into a reality?
Just go for it. You have nothing to lose.
At what point did you realise you’d expand internationally? Was this your intention from the beginning?
Well, one of our first orders was from a customer in Dubai, so we were international from day one. I suppose that's the nature of online businesses. In April this year, we opened our first physical shop in Robinsons (a luxury department store) in Singapore, and a few weeks ago, we opened a shop at Saks Fifth Avenue in New York. But before these physical stores opened, we had a substantial customer base in each of those locations which prompted us to take the next step.
What have you found to be the most challenging aspect about branching out to the US?
Well, it's almost like starting the business again from scratch: opening an office, training staff, working out how to get internet into the office. It's like a new battle every day.
Is there a personal quality that you believe greatly attributes to your success?
I work really hard and I keep it real. I am involved in every aspect of the business, from customer service (yes, I answer customer service emails for 5-8 hours per week, no matter where in the world I am) to directing our major global campaigns.
What would you classify as the must-have item from the current collection?
I am loving our box bag at the moment. It's actually very versatile and works from day to night, as the long strap allows you to carry the bag on your shoulder during the day and then you can clutch it at night.
Why did you decide to open a store Brisbane?
I love Brisbane, and we have so many customers there, we had to.
We spied the American “Riverdale” cast with the latest collection. Are you a fan girl of the TV series? If so, favourite character and why?
Yes, I love the show! Veronica Lodge. She's a strong, loyal, multifaceted character.
Favourite spot for brekky in New York?
Lastly, is your favourite colour actually pink?
Yes, I was into pink before pink became millennial pink. I wore pink to my formal, my 21st and my 30th, so I'm right into it!
TALKING OF MILLENNIAL PINK, Stylers Tamika and Annabelle headed off on a country escape to Maleny recently with their favourite Daily Edited pieces from the latest collection.
Maleny, in the Sunshine Coast hinterland, is the perfect escape if you love cheese, ice cream and relaxing.
Keep scrolling to view more pieces from The Daily Edited’s latest collection …
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