BY DESIGN
Fashion Award sponsor Eva’s Sunday, Nic Macisaac and Danni Townsend-o’neil, share their advice for succeeding in small business in regional Australia.
For Nic Macisaac and Danni Townsend-o’neil their fashion label shows that sisterly collaboration, complementary talents and a regional base can be the makings of business success. Based in Myrtleford, Victoria with Nic as CEO and Danni, creative director, the classic collections of linen and natural fibre are sold at their Myrtleford studio, and their stores in Beechworth as well as Hawthorn and Fitzroy in Melbourne, and online. Eva’s Sunday range resonates with women of all ages. “We believe fashion is not something you throw out or update every couple of weeks,” says Nic. “For us it’s very classical, timeless pieces that stay in your wardrobe.”
What challenges did you face when starting a fashion business in a regional town? Regardless of where the business is based, initial challenges include identifying a manufacturer, sourcing suppliers and plugging any skill gaps that might exist in the team. Danni and I joined the label shortly after it began so manufacturing capabilities and fabric suppliers were already in place. We needed someone experienced in dealing with Chinese garment factories and completing garment tech packs and a sample maker. Two women, highly skilled in the rag trade, happened to knock on our door. It was a mutual feeling of serendipity. I was based in Melbourne, Danni in Myrtleford, and our business partner was in Auckland. In the last 12 months we have begun manufacturing styles in Australia as well as offshore. I believe it’s essential to have more than one manufacturer. What are the advantages of being located out of the city? We work out of a lovely studio based in the Oven’s Valley town of Myrtleford. It was originally a hardware store. We would never have been able to afford such a generously sized studio and warehouse space if we were city-based. Our country location has become a really important part of our label’s identity and all our photo shoots take place nearby. How important was it for you to have a retail presence in Melbourne? I was living in Melbourne, three-and-a-half hours from Myrtleford, which is the creative centre of the business. The Melbourne store allowed me to be immersed in the business, product and customer. I now split my time between Melbourne and Myrtleford. The online business has become our most important channel as it allows women all over Australia and New Zealand to access our product. Visit evassunday.com.au