STYLE | FASHION
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THE DAILY EDITED
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Alyce Tran chats to Annabelle Beirne about taking the renowned Australian brand global. THE DAILY EDITED launched a major campaign this year with the Stallone girls (the daughters of Sylvester Stallone). This got us thinking! What does it take to turn a hobby into an international business? For those who are unfamiliar with the label, The Daily Edited is a brand that allows customers to purchase leather goods, then have the items monogrammed with their initials or names or whatever they like! It’s all about that personal touch. Annabelle took some tips from business 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 (my co-founder) 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 (which was 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 would 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 with the physical stores. 36
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 you believe greatly contributes 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. Why did you decide to open a store in Brisbane? I love Brisbane, and we have so many customers there, we had to! 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. The long strap allows you to carry the bag on your shoulder during the day, and then you can clutch it at night. 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, multi-faceted character. Favourite spot for brekky in New York? ABCV. Last, 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!
The Daily Edited Flamingo iPhone 7 case $49.95 The Daily Edited Khaki bucket bag $249.95
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JULY17