What inspired the idea to start your retail brand, and how does it resonate with your brand's overarching mission?
We believe that there is something truly magical about jewellery. The way in which a special piece can carry so much meaning and memories. How a piece of jewellery can transport you back in time, to a moment, or a person just by wearing it close.

Jewellery should be an extension of yourself, which is why we design our pieces to be layered, mixed and matched with endless combinations. Designed to collect the stories of your life, as you do.. 

In a competitive retail landscape, what distinctive qualities or values do you believe differentiate your brand from others?
Over the past 15 years we have worked tirelessly to build a deep connection and long term relationship with our incredible suppliers and makers. Our natural gemstones are cut by hand and procured from all corners of the world, and we have an incredible team of expert silversmiths and artisans who we work closely with to bring our creations to life.

Using the highest standard of materials including sterling silver, and 2 - 2.5 micron 18k gold plating (gold vermeil). We cherish the handmade and honour the traditional techniques of jewellery making with our small production runs and meticulous craftsmanship.

Could you share your personal favourite product from your brand collection and tell us why it holds a special significance for you?
Laura - My personal favourite necklace that is currently in our collection in the fob necklace. Not only is it our number 1 best seller, but it was also inspired by a necklace that my mum used to wear when we were kids. 

Alisha – My favourite piece from our range would have to be our Flora Beaded Tourmaline Necklace. I love the unique hand cut tourmaline beads that are used in the piece and also the detailing which

Starting a retail venture can be daunting. What were the initial steps you took to launch your brand, and what were the major challenges or concerns you faced?
I was only in my early 20's when I started ToniMay - all those years ago and I think I was so naive to running a business, but it was this naivety that kept me going and pursuing the thing I loved most and that was making jewellery. At the time I was making every single piece myself, so scaling the business was definitely a huge milestone. We now work with over 45 silversmiths and have a team of 15 people in the office. 

What feedback or comments do your customers frequently give about your products and brand, and what aspects do they appreciate the most?
We receive so many compliments on the craftsmanship and the beautiful stones within our jewellery, the ability to mix, match and layer pieces together and build their own stack sets

How did you initially get involved in events like Life Instyle, and what makes these shows a good match for your brand?
This will be our third Life In Style, we love meeting our stockists face to face, showcasing the brand and being able to share the quality of our jewellery in the flesh. 

Can you highlight some of the proudest achievements or milestones your brand has achieved since its inception?

- 2018 Laura was awarded Australian Fashion Designer of the year by Cosmo magazine. The first time this achievement was ever awarded to a jewellery designer. 

- We opened our flagship store and offices on Oxford st Paddington.

- We have donated upwards of $100,000 to various charity initiatives including bush fire and flood relief. 

- ToniMay is now stocking to over 45 stockists within Australia and selling 50,000 pieces per year via our thriving online store and flagship store. 

Is there a piece of business advice that has significantly influenced your journey as a retail brand owner
It isn't about perfection; it's about getting started. 

Are there any brands in your industry or related sectors that you admire or draw inspiration from?
We aren't a jewellery brand that follows the latest trends or fads when it comes to jewels and although there are many brands we think are killing it with their designs, we try to stick strongly to our unique ToniMay aesthetic. This is what sets us apart from looking like all the other jewellery brands out there. 

What strategies does your brand employ to stay ahead of evolving consumer trends and preferences in the retail realm?
We design based on our customer feedback and wants. We have an enormous customer database that has been amassed over the past 15 years and this allows us to design jewellery that is not only based around designs we love, but based on the data we have that tells us what styles are selling and what our customers are loving. 

Could you outline the core values that steer your brand decision-making processes and relationships with customers?
Quality, a love for the handmade and seeing jewellery as more than just fashion, but as a sentimental totem that should be worn as a second skin. 

How do you envision the future trajectory of your brand, and what are your long-term aspirations and goals for its growth and evolution? 
Over the past 6 years we have seen astronomical growth as a brand with a 50% - 100% increase in sales year on year. We are focused on continuing the growth of the business, while supporting our incredible team. We are currently fully redeveloping our website which will be ready for launch prior to November and are continually bringing out new collections to support our growth.  

Rapid Fire Questions

What is the most interesting place you have travelled to recently?
India – we have just returned from a trip from India (this week) where so many of our beautiful stones are cut by hand. It is always fascinating and awe inspiring to see how the jewels we use in our pieces are created by such talented master stone cutters. 

Do you have a personal motto or mantra that keeps you motivated?
Confidence comes from action

If you could have dinner with anybody, who would it be and why?
My family - probably my husband as we rarely ever get a date night (haha)

What is your favourite book, and how has it influenced your perspective on business and life?
Mark Manson - The subtle art of not giving a f***. I love Mark's no nonsense philosophies for a happy life. 

Whats a hobby or interest of yours that people might be surprised to learn about?
I'm not just a jewellery designer, but I also the host of one of Australia's largest podcast Life Uncut and can pick up almost anything with my feet (mum skills)