When Alyce Tran partnered with Tania Lui in 2011 to start The Daily Edited, she had no idea how far their hobby would go. Fast-forward five years and TDE has become Australia’s fastest growing online store, racking up almost 100,000 followers on Instagram alone.
We spoke to Girl Boss Alyce Tran in the midst of an office move (a sign of their continuous expansion) about her journey with TDE so far.
Every day we have the opportunity to personalise fashion. We can take several different items from several different labels and combine them to create an outfit that may have never been worn before. That’s the beauty of fashion: telling your story through your clothes!
But what if there was something that allowed you to tell a story so personal that only a small percentage of the world could wear it and have it make sense? That’s where The Daily Edited comes in.
This brand takes classic leather accessories in various shapes and colours and monograms the product to create something that is 100 per cent you.
Sure, there may be other people with the same initials as you, but once you choose your colour and shape and pair it with your personalised outfit, you are truly one of a kind.
Alyce agrees that people are attracted to the personal connection that monogramming offers, but adds that it’s an aesthetically pleasing way to round off your products.
On how TDE started, Alyce says, “I was just looking for something to do outside of my work as a lawyer that was creative and fun. TDE is seriously a hobby gone nuts.”
Alyce’s law career was instrumental to the launch of TDE – without it, she and Tania would never have met! They built the partnership after working together in the same firm and realising they had a lot of similarities.
“I think we are a great match as we are different but the same in so many ways and we have different strengths, which makes the division of tasks in this business really easy and natural to us,” Alyce says.
The move from law to fashion was a massive step in the right direction. While Alyce admits to missing the law firm work, she’s grateful to have the opportunity to work on TDE full-time.
“It’s been so nice being autonomous and in control of my time. That’s one of the benefits of working for yourself!” she says.
Alyce’s partner also runs his own business, and he’s completely understanding of her crazy schedule and long hours. Alyce herself has great admiration for women who juggle many different roles.
“I'm kind of lucky in running this business that I can give it 100 per cent as I don't have much else going on at the moment. I don't know how women run much larger businesses than ours while juggling family commitments!”
Alyce says that inspiration can come from even the simplest things, such as a cool restaurant or browsing online. Her effortlessly cool approach to life and TDE has led to a humble outlook on the future of the brand.
“When I stop to reflect on what Tania and I have achieved so far, I do get excited. We've built an amazing team, we sell great products, we have our bricks and mortar element going but we've still go such a long way to go!”
So what’s Alyce’s advice for aspiring career women?
“Just give it a go,” she says. “If you have an idea, just run with it and see how far you get. It doesn't matter if you don't get traction – you’ll learn a lot from the experience.”
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