Interviews

In an ideal world, what you do for a living should reflect who you are, i.e. what you’re interested in, what you’re good at, what you want to do on a day-to-day basis. “Choose a job you love”, the old saying goes, “and you never have to work a day in your life”.

But your work life shouldn’t just be about the fact that you’re “good with numbers”, “love to write” or that you’re a “people person”. It should also be about supporting your belief system and what’s important to you. Who you are shouldn’t stop existing once you step out of your front door. What’s important in life should be important at work, right? The Executive Creative Director of branding/activations agency 31ST:SECOND, Rachael Egan, talks about how she built a business based on her principles.

Why did you decide to start your own business?

We worked together at a previous agency where we were not only integral members of the senior management team but also the three of us were good mates that forged a great working relationship. Like all great adventures, the idea for our business was conceived one night over drinks. Ultimately, we wanted to have an awesome agency that we would be proud of by doing it our way, working with great people, creating standout work and enjoying ourselves along the way.

What are some company values that are important to you?

We believe that as an agency we are “Better Together”. Our values are to be Real, Curious and Effective, underpinned by being “Better Together”.

How have you created your company culture?

Executive Creative Director of 31ST:SECOND, Rachael Egan

Our culture is a very important part of who we are. We encourage all our staff to live our company culture and philosophy: to embrace and create new ideas, challenge convention, be noticed (in a good way), enjoy ourselves, be respectful and respected, open, have fair, courteous relationships with clients, staff and suppliers, be grounded, encouraging, hands on and caring.

We attract and retain the best talent with these staff engagement strategies:

We have a “family comes first” policy (flexible hours for parents to pick up their kids or for non-parents to get to doctors appointments)
We give our staff bonus days off (no-one works on their birthday / Xmas to New Year days off)
We have an Employee of the Year award (which promotes personal growth within the team)
We invest a substantial amount into staff training including an annual off-site conference
We share and celebrate at the end of each big campaign

We wanted to have an awesome agency that we would be proud of by doing it our way, working with great people, creating standout work and enjoying ourselves along the way

What do you look for in employees? Do you have a particular hiring process in place?

We look for employees who are a great cultural fit, can add value to us and our team and people who are better than us!

Is there a philosophy that the business is based on?

To embrace and create new ideas, challenge convention, be noticed (in a good way), enjoy ourselves, be respectful and respected, open, have fair, courteous relationships with clients, staff and suppliers, be grounded, encouraging, hands on and caring.

Why do you think it’s important for a business owner to run their business based on their own unique principles?

It’s important for a business owner to lead with the same values as what they expect their staff to which in our case is working “better together”.

Featured photo credit: Rachael Egan

Erica Enriquez
Erica is a Sydney-based writer and digital marketer, and can often be found pounding away on a keyboard, writing about everything from travel, lifestyle, well-being and anything in between. When she is not writing, she is STILL writing, developing copy and content for websites and marketing collateral. Erica is passionate about film, literature and culture (high brow and low brow), as well as pro-social causes supporting cultural engagement (counting travelling as one of them). In her spare time, she loves nothing more than to curl up with a good book, go for a nice dinner with friends or spend time with her partner.

This month’s Day in the Life feature takes us outside of the traditional office and brings the ‘outdoors in’ by following the footsteps of two very busy ladies who run their own Landscape Design business called Sticks & Stones (catchy huh?!).

Here’s Julie and Fiona’s take on the life of a Landscape Designer:

Name: Julia Thomas & Fiona Ericsson
Position title: Business Owners/Landscape Designers
Organisation: Sticks & Stones Landscape Design Pty Ltd
Website: www.sticksandstonesld.com.au

Tell us about your business – what does it do?

We are primarily a Landscape Design company. We have found ourselves diversifying as opportunities have come to us. As well as design, we also project manage, offer seasonal garden maintenance, drafting services and horticultural advice.

Why did you start it?

To have a flexible business that worked for us.

What was the biggest challenge in your startup phase?

Building a strong client base.

Tell us about a typical working day for you: What time do you wake up?

Julia: It changes every day. Sometimes we have to be on site at 7am, so will be up at 5:30am. Other days we are just working from home, so whenever, but I like to keep structure and routine, (Julia,) so I get up at 8:30am regardless.

Fiona: Around 6am.

What is the first thing you do when you wake up?

Julia: Turn on the coffee machine, I can’t function well without my fix.

Fiona: Let the dog out and wake the children up!

How do you have your breakfast: on the go, work brunch, meal with the family first etc?

Julia: Fi and I have very different mornings. She has a family to attend to in the morning. I get up to no one being home, (unless one of my housemates called in sick.) I either have oats at home or big lunch later if I don’t get time to eat before a site meeting. I always make up for it with and extra coffee.

Fiona: Every day is different. As the business has got busier I have been less structured. Usually breakfast is on the go now.

How do you get to work, how long does it take?

Julia: I don’t have to commute anywhere. My office is in my apartment, fantastically convenient! Fi has an office space in an architectural firm. This allows her to have a clear divide between work and the family.

Fiona: Car. When we are on site it can take up to 45mins, if I’m at my hot desk about 5 mins or I work from home.

We are constantly provided with exciting opportunities, i.e. writing blogs, photographing, public speaking, designing cafes, the opportunities to grow are endless

What time is lunch?

Julia: Generally working from home I just have leftovers at my desk. Or if I am out working all in meetings and so forth, Fi and I will go for lunch together in some sort of café.

Fiona: On the go or at home.

What are the typical things you do every day?

Julia: Exercise, drink coffee, make lists and tick things off

Fiona: Design work, client liaising, planning jobs and talking with suppliers.

What decisions do you make and what is their impact?

Julia: Decide on materials, plants, how to use a space.

Fiona – Julia and I consult on all decisions. This ensures we are both across every aspect of each job

What do you love most about your job?

Julia: The diversity, flexibility and the opportunity to work outdoors, with plants and with people, creating beautiful spaces, and the potential to keep evolving. We are constantly provided with exciting opportunities, i.e. writing blogs, photographing, public speaking, designing cafes, the opportunities to grow are endless!

Fiona: Being creative, working outside, flexibility and the people in the industry are really cool.

How do manage all the tasks you need to do?

Julia: Being extremely organised and efficient. Writing a list is extremely important, and so is sticking to it! Even if I have to add things to the list, I at least can refer back to it.

Fiona: Julia has incredible organisational skills and she has set up Basecamp to monitor tasks. In addition to the design work, generally, Julia looks after all IT and I do accounts.

When is home time?

Julia: There isn’t really a specific “home time”. Sometimes we work until 12am after starting at 6am. Sometimes we finish at 3pm. It just depends on what job we have on and how busy we are at that time. Running your own business, you don’t ever really turn off.

Fiona: This is tricky when you have your own business. We work to the job so sometimes we don’t switch off until very late in the night.

How do you relax when you do get home?

Julia: Watching TV, reading a book, exercising, socialising with friends and having a few drinks at the end of the week, or day, depending on how long it was!

Fiona: I enjoy a glass of wine once the children are in bed and the house is quiet!

How do you manage the balance between work and personal life?

Julia: This can be very difficult. It’s just a matter of understanding that sometimes your workload will out-balance your personal life, and then sometimes your personal life will out-balance your workload, so in turn it all balances out.

Fiona: Not very well at the moment!. As we are a new business it’s mostly all work. Although, we are getting better with time management and realising the importance of achieving a balance.

How has the work environment/business changed from when you first began?

Julia: Hugely! When we first started, I was working full time at another 9-5 job and squeezing in the drafting/site visits and so forth on the way to work, after work and before work. Now we have built up our business enough to sustain the both of us.

Fiona: It’s much busier. The structures that Julia put in place have been fantastic so we are super organised now. The bottom line in the bank account is looking better too.

Who and/or what inspires you?

Julia: Seeing a yard or space transform from what it was before, to the final product is inspiring, along with the clients reaction.

Fiona: Working Mums who seem to have found the balance of work, life and family. New York and Thomas Church.

Why do you do what you do?

Julia: I love working with plants and people and in a creative field. The opportunity to express yourself through plants and design is something very special.

Fiona: It makes me happy.

Sometimes your workload will out-balance your personal life, and then sometimes your personal life will out-balance your workload

What are your tips for other landscape designers?

Julia: Pay attention to the client’s needs and apply them through the design. Spend more time marketing and networking as this is extremely crucial in a field that relies on a product that is a luxury, not a necessity.

Fiona: Join the AILDM (Australian Institute of Landscape Designers and Managers) and get networking.

How do you define success?

Julia: A success is measured in many different ways. It can be meeting your own goals that you set for yourself, or overcoming a challenging issue on site or with a client.

Fiona: By referrals.

What challenges have you faced and how do you overcome them?

Julia: I have faced public speaking on many occasions, something I didn’t think I would ever have to do when I entered this industry. Showing your design for the first time is extremely intimidating, but once you get over the first few presentations, you become more confident. Networking has been very challenging, but the more I do it, the easier it becomes, just like anything.

Fiona: We plan for the quiet time when we are busy. Having a clear business plan has been really helpful. The business partnership has been a great experience; challenging, inspiring and motivating. We have lots of discussions to work out the best approach.

Siân Edwards
Siân Edwards is a Sydney-based communications professional with experience working in public relations, media and marketing roles in both the private and public sector. She holds a Bachelor of Communications (Journalism) and is passionate about writing and sharing information through different mediums. With an endless thirst for knowledge, particularly in the areas of digital marketing and social media, Sian is a true believer of ‘lifelong learning’. When she’s not working in the corporate world, she is out and about exploring Sydney and beyond for her popular food and travel blog and building on her skills as a freelance writer and editor.

Continuing on our series of Red Heel Day speaker interviews, next up is Alexandra Mills. Alexandra is the CEO of Product Businesses at AussieCommerce Group, which has been named Australia’s Fastest Growing Company by BRW. Mills was previously a professional ballet dancer, and believes her first career helped shape and perfect her leadership skills. A firm believer in transferable skills, Mills has great insight on how you can make the most of your past in the present!

Describe your typical week – what does it look like?

I don’t think I have a typical week! There are some parts of the process that get repeated each week – team meetings, weekly planning for the sites, reporting, but the rest is always so different and I’ll sometimes find myself doing things I could never imagine would even occur! I’m very hands-on in the businesses, and I like us to remain agile, reacting very quickly to things as they happen in case they turn out to be great opportunities. But this does make it hard to manage time!

What inspires you to get out of bed every day?

There is just so much to do I want to get going with it!

Which key characteristics do you see a female leader having?

This is an easy one: belief in herself. It took me a long time to realise this myself, and now I see the doubt in one’s own capabilities in women who work for me, whereas men in the same positions are naturally more confident in their abilities. I think this inner doubt can help succeed in some cases – it can create a thoroughness of work, and a natural humility that great leaders possess. When I was studying at Oxford University, there was continual debate about why men consistently performed better in the notorious final exams than women. After decades of psychological research and testing, the only conclusion drawn was that more men believed they would receive a First Class degree than women – it made me start to believe in myself.

What is the greatest learning you have had?

Hard to pinpoint one! Moving overseas at a young age to attend one of the best (but toughest) ballet schools in the world, in a place where I didn’t speak the language or know anyone, has really shaped me. It was a time where every day I could have given up and gone home so easily, but I remained determined to achieve what I had set out to do. I remind myself of this often when I am presented with a situation I don’t think I can manage.

Why are you excited about Red Heel Day?

I’m excited to celebrate female leaders and entrepreneurs with other leaders and entrepreneurs. I look forward to hearing all the inspirational women talk, as well as connecting with like-minded people. Oh, and any reason to wear a pair of red heels is a good reason as far as I’m concerned!

If you enjoyed our interview with Alexandra, why not come along to Leaders in Heels’ Red Heel Day Sydney Event on October 15 2015? We have a very limited amount of tickets, so get in fast! You can read about our other speakers and buy tickets here!

It is always a privilege to get to know female entrepreneurs who have challenged society’s stereotypical beliefs and went on to do what they deemed best. It can be the women who were told that being mothers they “couldn’t grow a company fast enough” (Amy Norman or Stella Ma of Little Passports fame) or a writer whose manuscript for a novel was rejected by 12 publishing houses (JK Rowling), the list is endless. We added another such female to our list of inspiration while reading about the exploding success of Australian online job platform OneShift.

Gen George started OneShift when she was 21-years-old. Despite the many exceptions to prove otherwise, business world still takes young entrepreneurs lightly. So was Gen. However, almost three years later, today at 24, Gen has scooped five honors at Stevie Awards for Women in Business. And with the countless other accolades and recognition under her belt, she is absolutely killing it.

Gen George founder of OneShift shot at Walsh Bay Sydney

Bizify’s Bhawna Saini caught up with the “young and the restless” Gen George. She was proud and humble, optimistic and cautious, funny and wise, all at the same time. Definitely a delightful surprise from the many other entrepreneurs we have met till date. Watch out for her, this girl is definitely on fire!

Your brainchild OneShift is becoming a phenomenon in Australia!

Thank you, but there is a whole team behind me making this happen.

To the world you are the founder of OneShift? Who are you to yourself?

Just Gen. I am very down-to-earth. Not really too fussy about titles, it is what it. For me, it’s about creating a culture where everyone’s voice can be heard, doesn’t matter what position or what anything is. It’s always about making everybody feel part of the team.

Looking back on your childhood, did you always want to be an entrepreneur?

I wanted to be a chef. I don’t know at what point that changed did or did I just fell into this. I wonder, if I sold the business tomorrow what else would I do? It’s kind of like this, I love this and I am really passionate about what we are doing.

How much sure were you about yourself when you started OneShift?

I was fortunate enough to have grown up in an environment where there wasn’t such thing as a failure. If you stuff up you learn from it and you move on. So it was not about being sure. It was about trying things out, seeing what could happen and just learning from it and move on.

It’s actually one of the OneShift values as well. We are always in a test-fail -learn situation where we will always be testing, failing and learning. As a person I have learnt a lot over the last 2 and half years of doing this and hopefully I am getting better at doing what I am doing.

Are you a leader?

I try to be. I am always trying to improve on how I can better enable my team members to do what they do. It’s always about how to stretch the team, make them achieve more and enable them to do so. So how do I educate myself to better push my team.

And also lead by example. It’s about trying to create the culture for everybody to kind of be in that space.

Female entrepreneurship in Australia is at a very good place right now. Few months back, Dell came out with a gender-focused entrepreneurship index, GEDI. According to that report, Australia is the second best place to be in the world for a female entrepreneur. Would you agree?

Yeah definitely. We have been fortunate to have some really amazing opportunities, and not just from a gender point of view, just being a startup as well. Being given so many opportunities and support, mentorship from anyone man or woman in the industry is really amazing. I think what’s great is that in Australia we have a lot of opportunities and people just need to make the most of them.

Female entrepreneurs often have to deal with unique challenges that their male counterparts never face. How do you tackle the challenges you face as a woman?

By just taking a no bullshit approach. We have faced old-school mentality from some people in business. I am going to call it old school because it is not the proper way of doing business. We have comments such as ‘oh you are just being emotional’ and things like that.

The approach from us has always been ‘just no bullshit.’ Straight up, this is how we want it. You are either going to play ball or we are not interested in playing ball with people who are going have an old-school mentality.

There is a misconception as to a business idea should be a unique and brilliant one. Many entrepreneurs are interested in business but often wait for that ‘one’ brilliant idea. What are your thoughts on that?

I don’t think it is about a brilliant idea. I think it is about starting something, get moving. It doesn’t have to be something that nobody else is doing. It’s about you doing the best that you possibly can. It can be giving good service at the right price, great customer service or even a great product even.

I think one can be successful in no matter what you do. We need to give it a go and try something because that something will lead to something else. Don’t wait, just go!

Do you consider OneShift successful?

I think we are unfinished. There’s still so much to do so, Success is kind of when you are done. For me we are only halfway through the journey.

How big will be OneShift in another 5 years?

Global domination!
*The above interview has been edited for clarity and brevity.

Bhawna Saini is an India-based contributing writer and editor at Bizify.com.au. Over the span of last eight years, she has contributed to a wide variety of web content ranging from penning eBooks to scripting videos. Her forte includes small-businesses and startups. Being a work-from-home mother, she also writes about her parenting experiences and more at Yellow Mellow Life.

“Stay hungry. Stay foolish”. Legendary words now, thanks to Steve Jobs, but back when he first uttered them during the Commencement Address to the graduating class from Stanford University in 2005, nobody knew the extent of what words like that would be like to people, 10 years later, having a red-hot go of making their dreams come true. Whether it’s entrepreneurial, a career change or a way to build other people up, staying hungry and staying foolish applies to anyone with an idea and the chutzpa to back it up.

Here we chat to 3 people who believe in dreaming big, and, in the process, helped others, too.

Meg Garrido, Founder and CEO, Playroom to Boardroom

What is your business about?

Playroom to Boardroom is a community of working and business mums, and also those who are planning their return into the workforce. We run events and provide networking opportunities, support and information for our members.

Why are you doing it?

Being a mum is hard. Almost everything you do is judged and frowned upon by someone. Once you decide to return to work it is almost impossible not to experience guilt. It’s incredibly important to get women back to the workforce for many reasons. For businesses, for the economy, for women’s mental health, for family finances, for positive role modelling, and also simply because that is what many women want to do.

There is a long way to go unfortunately. Many companies and employers need to be educated. Women need to be supported and their own view of their value as a working mum often needs to be challenged.

It is ABSOLUTELY possible to be a happy and successful working mum with a beautiful, well balanced and totally satisfied family. The first step is for women to believe that of themselves. The next is for them to believe that of others, despite what their own choice may be.

I could talk about this for a long time, but basically Playroom to Boardroom exists to help eliminate mothers’ guilt and to build a network of strong, supportive and successful working mums. Together we can achieve more.

What did it take to get here?

A lot of hard work! I left my full time role in December 2014 to focus on Playroom to Boardroom. I spent December planning and designing the website which my partner built for me. We finally went live at the end of January 2015. In the 5 month since I left my old role I have found a premises to work from, designed and built a website, designed a logo for the company, worked up a rough business plan, interviewed more than 25 high profile successful working mums, run 4 events with another coming soon, written 30 articles for my own website, written 5 articles for iVillage website, been interviewed several times, written several guest posts for other blogs and websites, built up relationships with product suppliers for my events, built up corporate relationships for my events, taught myself about marketing, read numerous books to help build the business, networked with many people who have pointed me in certain directions and much more. I am also the admin and accountant for the company so have kept all the records, done the tax returns and all the other back office stuff.

I have worked hard, followed big ideas, taken some risks and worked on many relationships which I hope will be mutually beneficial to me and the other parties.

What effect has Playroom to Boardroom had on you personally?

Starting the business has reinforced that this is something which I have a real passion for. It has made me realise that when your work makes a real difference to others then it is not really work at all.

My personal finances have taken a bit of a blow, going from a senior management position in an international group of companies to running a start up.

It has also made me realise that I can do a lot more that I am “qualified” for. Yes, I am an accountant, but I can also write articles good enough to be published elsewhere. I can network, I can market and I can organise and run events.

I have been on an emotional roller coaster ride too. From the highs of a successful event, talking to people who share a passion for my ideas and seeing people sign up for membership to the lows of financial pressure, desperately hoping I can fill an event that I have committed to and the loneliness of making most of my decisions by myself.

It has also made me realise that I can do a lot more that I am “qualified” for. Yes, I am an accountant, but I can also write articles good enough to be published elsewhere. I can network, I can market and I can organise and run events.

I have also realised that the saying “If it was easy then everyone would be doing it” is most definitely true!

Jay Boolkin, Founder, Promise or Pay

What is your business about?

Achieving personal goals is really difficult, right?! Whether it’s to quit smoking, lose weight, eat healthier, or exercise more we often get side-tracked by distractions, lack motivation or simply slip back into routine. But did you know that when it comes to achieving goals, research shows that chance of success increases by 33% if it is shared with others^[1] and by up to 72% if money is put on the line^[2]?

Promise or Pay is a social motivation platform that combines these two insights to help you stick to your goals by donating money to charity if you don’t follow through, and by encouraging others to donate if you succeed.

Promise or Pay ensures a win-win outcome is always achieved and you are left feeling good no matter what happens! It motivates you to do the things you most want to do with you life, while creating a more engaging, personal and empowering way to donate to charities that make a better world.

Why are you doing it?

I’m driven by the desire to help others, I’m passionate about positive social change and I believe in the power of social entrepreneurship to tackle some of the world’s biggest problems. Through Promise or Pay I hope to change the way people go about achieving their goals and the way charities go about fundraising. My vision is to create a platform that inspires people to be the best that they can be, and, at the same time, encourages and facilitates millions of dollars in donations to charities.

My vision is to create a platform that inspires people to be the best that they can be, and, at the same time, encourages and facilitates millions of dollars in donations to charities.

What did it take to get here?

Resilience and focus. Curiosity, gratitude, and an eagerness to learn. Luck and naivety. Building a network of mentors and advisors and drawing on their experience, skills and knowledge. A willingness to take risks. The support of family and friends. A lot of coffee and a little bit of savings.

What effect has Promise or Pay had on you personally?

Starting Promise or Pay has been an incredibly challenging yet rewarding experience. It has taught me the value of stepping out my comfort zone, the importance of seeking feedback and the benefit of building a strong and supportive network. I have learnt that I am most balanced when I am inspired, being challenged and doing something that I feel is meaningful. The experience so far has strengthened my resilience and ignited my eagerness to learn. To know that I can take an idea, a simple thought, and make it a reality that adds value to people’s lives is a wonderful and encouraging feeling.

Kathy Wong, Chief Energy Officer, Moeloco

What is your business about?

Moeloco is a social cause product. Our business designs and manufactures a flip flop where each shoe has a positive message such as “peace”, “happiness”, “love” or “dream” on the front, and the same words are etched out of its sole. When worn in the sand these words are left as footprints. For every Moeloco flip flop sold, we donate a pair of much needed shoes to these children in India, many of who are orphans or street children with the The Hope Foundation.

Moeloco, means “Dream Crazy” and that’s my dream – to impact poverty.

Moeloco, means “Dream Crazy” and that’s my dream – to impact poverty.

Why are you doing it?

My basic motivation is to connect people to their hearts so that they can find their purpose. I know this will allow them to create a difference in their own worlds, and that then touches others. This ripple effect just keeps spreading out. I wanted to create stronger human connections, community and that led me to wanting to make a global difference with

What did it take to get here?

Twenty years of personal development, then the courage to get out of my own way and some ignorance for what I was getting myself into.

What effect has Moeloco had on you personally?

I’ve started to become more conscious of all my purchasing decisions, and I find myself being much more outspoken. I’ve had to become more confident and courageous to speak out and stand for what I believe in. It’s also meant letting go of certain friends who do not support me in my new life.

Want to connect with more like-minded game changers? Here are a few ways you can get the internal cogs turning once again:

Subscribe to Leaders in Heels for more tips and inspiration for living the life of your dreams
Attend functions and seminars like the SHINE event, a one-day gamechanger of an experience on the 9^th May which brings together some of Australia’s brightest innovators, entrepreneurs, changemakers, techno whizzes, and other people crazy enough to think they can change the world
Follow inspirational people on social media or via their blogs. They don’t even have to be involved in the same industry as you, although that does help. What’s important is that you find them inspiring and they stir an urge in you to shake things up!
Surround yourself with motivating people. It’s hard being in a social circle of naysayers and Debbie (or Alice, or Kelly, whoever!) Downers when you’re ready for your upward spiral of success
Finally, dream big! Stay hungry, stay foolish. With determination, hard work and patience, anything is possible!

[1] Matthews, Gail, PhD. (2014). Goals Summary Research. [ONLINE] Available at: http://dominican.edu/academics/ahss/undergraduate-programs-1/psych/faculty/fulltime/gailmatthews/researchsummary2.pdf

[2] Ayres, I. (2010). Carrots and sticks: Unlock the power of incentives to get things done. New York: Bantam Books.

Erica Enriquez

Erica is a Sydney-based writer and digital marketer, and can often be found pounding away on a keyboard, writing about everything from travel, lifestyle, well-being and anything in between. When she is not writing, she is STILL writing, developing copy and content for websites and marketing collateral. Erica is passionate about film, literature and culture (high brow and low brow), as well as pro-social causes supporting cultural engagement (counting travelling as one of them). In her spare time, she loves nothing more than to curl up with a good book, go for a nice dinner with friends or spend time with her partner.

A Leader in Heels is a self-starter. Someone who dares to dream, and creates her own opportunities.

Jessica Wilson, founder of the fashion app Stashd, is a true example of a Leader in Heels. After being told by a careers counselor that she couldn’t make it in the cutthroat fashion industry, Jessica did more than prove her doubters wrong.

After a successful stint in fashion working in Australia and New York, Jessica was drawn to Silicon Valley to learn more about the tech industry. With her trademark determination, she wanted to learn how she could use her fashion industry knowledge to create her own space in an entirely different (and competitive!) industry.

Stashd is a “fashion discovery app”, which helps you discover and buy your next favourite piece. The app presents a single item at a time: if you love it simply swipe right to “Stash” it into your virtual wardrobe, or if its not for you, swipe left to “Trash” it. Your virtual wardrobe can be shared with friends, and also helps you purchase your favourite pieces directly from the store!

So how did this Gen Y leader go from a career in fashion to being a tech co-founder? Jessica chatted with Leaders in Heels to share her five tips on creating your dream company from scratch.

1. Look for ways to make your own experience

Jessica’s entrepreneurial drive was evident in her teens. After being told that her high school wasn’t having a formal after-party, at the age of 16 Jessica learned that “when someone says you can’t do something, it doesn’t actually mean that you can’t do it”.

Jessica took matters into her own hands and negotiated with her parents to have the party on their farm. This experience, from learning how to negotiate with her parents, DJs and suppliers, through to running events attended by more than 400 people, gave Jessica important leadership skills and the understanding that you can make your own opportunities out of nothing.

2. Take set-backs in your stride and always follow your gut

After her success in running events, Jessica was more than ready to take the next step into fashion. After researching a lot of schools, she found what she thought was “the best of the best”. However, things didn’t turn out as planned when she was told that she didn’t have what it takes to have a career in fashion.

There’s no doubt that this was a really difficult time for Jessica. After a period of self-reflection, she knew that it was time to leave.

“I decided to not take their perception of me to heart. They didn’t know me, and they had only met me for a few minutes. It was a matter of backing myself, trusting myself and hoping it would all turn out. They weren’t supporting me and what I wanted to do, so I had to leave.”

For Jessica, this was another important lesson early in her journey: trust your gut and never settle for second best.

3. Throw yourself outside your comfort zone

After the early set back, Jessica’s determination landed her a job doing seating charts for well-known designers such as Akira Isogawa and Bettina Liano. This was a huge learning curve, and it wasn’t long before Jessica was off to New York, producing shows for Australian designers before working with industry heavy weight Kelly Cutrone at People’s Revolution.

At this time, Jessica noticed “dots in the industry that started to connect”. After deciding she wanted to learn more about the tech industry, she immediately headed to Silicon Valley. At 21 years old, Jessica threw herself out of her comfort zone and spent a week heading to different events, meeting people from Google and Yahoo, who heard about her journey and took her around tech giants such as Google, Facebook, Yahoo and Apple. After learning everything she could in a week, Jessica knew that fashion technology is exactly where she wanted to be.

4. Look for people with skills that compliment yours

One of Jessica’s greatest skills is throwing herself into meeting and learning from people with the complimentary skills to her own. After returning from Silicon Valley, Jessica went straight to a tech co-working space, and surrounded herself with the people that had the skills she needed to create Stashd.

“If you have a genuine connection with someone, it will open more doors. You need to just put yourself out there”

5. Beware of “founders’ bipolar”

Jessica admits that life as a founder is not just the perks you see in the media. After living and breathing Stashd, she recognised the importance of looking after herself to ensure that she can make it through the good and bad times.

“You need to learn how to manage your state, how you are going to take on all of these challenges and how you will cope mentally.”

These days Jessica uses meditation to help stay grounded, and get her through the busy days and often long hours involved creating a game-changing app.

Thank you to Jessica for taking the time to chat and share her advice with Leaders in Heels. After a huge few months, which have included being the youngest Australian woman ever invited to attend the Forbes Under 30 Summit, and heading to Antarctica with a group of fellow entrepreneurs, we can’t wait to see what’s next for Jessica and her tech dream.