Why did you want to be a part of this exciting initiative?

Trade shows are one of the most crucial tools for a business, especially in its infancy. Life inStyle is a fantastic event with engaged buyers and collaborative exhibitors, where new businesses can learn from like-minded fellow exhibitors whilst increasing sales to a captive audience. I'm honoured to to be part of this initiative and support someone at the start of their journey!

What is it that you look for in a new brand or product? 

 When evaluating a new brand or product, I prioritize three core aspects. First, it's essential for the product to cater to a broad audience, ensuring its widespread relevance and appeal. Second, a clear and defined marketing message is paramount; it not only establishes trust but also communicates authenticity. Lastly, I seek something with a distinct personality, a unique character that differentiates it from the sea of competitors. This blend of universal appeal, clarity, and charisma is a great starting point for success!

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small business, especially during this uncertain time?

 In my journey, a foundational principle has always been to work smart, not just hard. While understanding your business end-to-end is vital, the value of teamwork is equally important. Entrust tasks to a competent team, allowing you to focus on areas where you shine. Work with like-minded and driven individuals. Especially in these uncertain times, recognizing your own strengths and limitations becomes even more critical. Success often lies in the synergy between a clear vision, efficient teamwork, and self-awareness

 Why did you want to be a part of this exciting initiative?

I am incredibly excited and honoured to be part of Life InStyle’s judging panel for the New Breed Scholarship Program. After careful consideration and research, I launched my wholesale business at Life InStyle Sydney in 2023 and have attended every tradeshow since. From the start, I knew this was the right platform for me, and it has surpassed all my expectations.

From the support of my account manager to connecting with an inspiring network of buyers and creatives who share a similar vision, Life InStyle has proven why it’s Australia’s leading wholesale tradeshow. I’m thrilled to now be in a position to help a new brand gain access to the same incredible opportunities and to support them on their journey to success.

What is it that you look for in a new brand or product?

As a creative person, the first things I notice are product design, branding, color palette, and consistency across marketing channels. I also consider whether I can relate to it from a consumer’s perspective. From a business standpoint, I evaluate the product’s commercial potential—its functionality, pricing, packaging, and overall market appeal.

I’m also drawn to the brand’s origin story and the creative force behind the product. Understanding how the story is conveyed can be just as important as the product itself, especially when it’s relevant to the brand’s identity.

For any new brand, it’s crucial to know what makes them unique—their unique selling point (USP). This helps them stand out immediately. Sometimes this is clear from the very start of product development, and other times it evolves over time. For instance, my brand has always had a coastal resort aesthetic, but we’ve become more recognized for our neutral tones as we’ve grown.

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small businesses?

Honestly, being a business owner can be a little lonely and stressful at times, so I can’t just give one piece of advice—I’m an over-sharer, so here goes!

First off, Rome wasn’t built in a day. Patience is everything. You might pick up leads at a show, but they might not turn into sales for 6-12 months. Capture every lead, treat everyone with kindness and respect, and remember: your business depends on those connections.

Next, surround yourself with strong, driven people—whether they’re where you want to be or on the same journey. The right company makes all the difference, and plugging into a network of fellow entrepreneurs keeps you grounded and focused.

Also, stay humble! Growth can sneak up on you, so be flexible, but not to the point where you’re getting taken for a ride. And if you ever feel creatively blocked or start resenting your business? That’s your cue to take a break and recharge.

Why did you want to be a part in this exciting initiative?

Nothing beats supporting someone in the beginning of their journey. It takes guts to get something off the ground and whatever support we can offer to assist in that we are happy to do.  

What is it that you look for in a new brand or product?

Originality. I am not interested in something that has been copied from another brand. Authenticity is important. It’s ok to get inspiration but if you dont create the product and make it your own it will never work. 

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small business?

( that’s nice, thanks… ) Make good choices, but don't be scared of failing. Most people start their own business because of an itch, or need to share something that they love, remember that when you are doing the day to day grind, reconnect with your values, what you stand for and what makes you unique, it's easy to compare yourself and lose track of your original game plan but having you driving it, your vision, your passion, your love for it will be what makes the difference in the end. 

What made you want to continue the New Breed Scholarship?

 The Life Instyle team love nothing more than seeing our brands flourish and thrive, it’s why we do what we do! We know that it takes a hell of a lot of blood, sweat, tears and sleepless nights to start a new business and we want to support the bold and the brave business owners who take these risks. We understand and appreciate one of the biggest challenges for small start-ups is getting your product in into the hands of potential customers, there really is no substitute for retailers being able to touch and try the product out. In addition to this growing your networks is also an essential part of the mix. The program has been designed to provide just that and is complimented with expert mentoring during the journey to ensure you feel supported and have the best chance at success. We have been completely humbled by the positive feedback of this program being a game changer for start-ups and we are excited to continue to play a part in the growth and success of emerging small business.

What is it that you look for when a new brand applies to exhibit at Life Instyle?

We know that Life Instyle visitors are continually looking for ‘what’s new’ so we are always on the lookout for brands that are original, creative, innovative, unique, and of course…beautifully designed. Brands that have a strong focus on being, sustainably produced, ethically produced, cruelty free , socially conscious and Australian designed and owned.

What is your one piece of advice to someone starting out?

Don't be afraid of being afraid. Sometimes the one thing you need for growth is the one thing you are most afraid to do.

Why did you want to be a part in this exciting initiative?

I love seeing all the new creative business owners out there!! So much innovation and excitement. Those who have a passion for a new product or new approach and in their early years are so great to work with to help through the start up phase.

What is it that you look for in a new brand or product?

Someone who has thought of a unique selling point.  Whether that is a new design , new product or a new way of doing things. That may be in packaging, branding, the story they tell or even colours. I also want to see they have thought of the whole package. Who their customer is, how they will sell it, the packaging, the price points and that USP again!!  To see the imagery and the way they present that product is so important now also. No longer can it just be a good idea. You have to know how to market your product too.

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small business?

Running your own business requires persistence and resilience!!! You cannot give up if barriers present themselves or things go wrong. You need to be resourceful and know when to ask for help and outsource certain tasks also. You cannot do it all!! Accept that early on and get a mentor or coach to guide you.