The magic of monograms.
MONOGRAMMING IS AN EASY WAY TO PUT A STAMP ON INDIVIDUAL STYLE
Iwish I’d thought of the idea before Alyce Tran. After all, the co-founder of The Daily Edited – the online retailer that’s made monogramming a fashion essential – and I have something in common. “I’ve always loved personalisation,” Tran says. “My obsession started at a young age when I couldn’t get my name pre-printed on novelty items. I remember wanting a hairbrush with my name on it, but with Alyce there were no options available.” I hear ya, sister. Try being Neale.As if middle-child syndrome wasn’t bad enough, imagine the shame of special order syndrome or being plain old “N”, while your siblings were spelt out in full.
Anyway, Alyce thought of it, I didn’t, and The Daily Edited (thedailyedited.com) is now an Australian retail and social-media phenomenon, with affordable, personalised travel and fashion accessories appealing unapologetically to an audience obsessed with self-expression.
Maybe it’s that childhood trauma, but I’ve always been wary of monograms. While I’m aware that in past eras monogrammed luggage was an essential status symbol (Louis Vuitton led the charge), personalised anything has always reminded me too much of name tags sewn in school ties, his ’n’ hers bath robes or initialled gifted handkerchiefs. Besides which, I have the same initials as an Aussie gossip mag. But I may have turned. I love my monogrammed bath towels and the initials sewn discreetly into the lining of my bespoke suits.And when we stayed at The Peninsula Beverly Hills recently, my partner and I were thrilled to discover personalised takehome pillowcases came as standard.
Australian bedding and homewares brand Sheridan (sheridan.com.au), which is celebrating its 50th anniversary this year, demonstrates that monogramming isn’t just for fashion accessories. “Personalisation is a major trend,” explains Jo Jaggs, the company’s general manager of design, “and we offer
the Sheridan monogram service across sheets, towels and our baby and kids’ collection.” Jaggs adds that the “most popular monogrammed items are towels and robes for the bathroom, and pillowcases in the bedroom”.
At The Daily Edited, Tran explains the appeal of the monogram: “Customers love the ability to make their mark by creating something personal. We give our customers a vast range of options to choose from, including font style, foiling, emojis and even custom-stamping in your own handwriting.” Imagine how cool that would have been for young Alyce and Neale. Neale Whitaker is editor-in-chief of Vogue Living.