Q& A: TANIA AUSTIN
TANIA AUSTIN IS THE POWERHOUSE BEHIND DECJUBA. SHE TALKS ABOUT HOW THE BRAND HAS EVOLVED, ITS EXPANSION INTO KIDSWEAR AND HER FOCUS ON GIVING BACK
TELL US ABOUT DECJUBA AND HOW IT CAME ABOUT?
When I purchased Decjuba in 2008 there were five stores. We focused on relaunching the brand and today we have over 75 physical stores across Australia and New Zealand and an incredible online presence — an achievement I am incredibly proud of. We’ve changed a lot since then, working on the product offering to refine the brand, ensuring that our offer is amazing at every touchpoint. Back in 2008 I saw a gap in the market for amazing product that worked for everyday life — my vision back then has transformed Decjuba into the brand it is today. We have worked hard to create a unique offering that delivers classic fashion with edge. It’s important to me that we created a brand that delivers what our customers want, that’s our only goal.
WHAT IS YOUR FASHION BACKGROUND?
I fell into fashion when I was studying at the University of Western Australia. I had part-time roles in boutiques in Perth and that got me thinking about what it was that women wanted to wear and what it was that was missing.
DOES THE BRAND REFLECT YOUR PERSONAL STYLE?
Definitely. At the end of the day Decjuba is about delivering fashion women want and need — it’s not about me, it’s much bigger than that.
HOW HAS THE BRAND GROWN OVER THE YEARS?
One of the biggest things we focus on is growth. We always look forward — we don’t think we are trying hard enough unless we are making mistakes. Our catchphrase is ‘fail fast and fail often’. We’re always looking for ways to expand and innovate, leading to the creation of D-LUXE Basics in 2016 and Decjuba Kids, which launched in August. We have a strong store growth plan that will take us to 100 Decjuba stores and 20 Decjuba Kids stores by the end of 2018. We also have a strong online presence and we are launching a new website with functionality and features that will make our online shopping experience seamless.
THERE IS A STRONG ETHICAL SENSE TO THE BRAND, WHY IS THIS IMPORTANT TO YOU?
Ethical practices are at the core of our values and our decision making — everyone should be treated with dignity and respect. We have a strong set of non-negotiable principles regarding wages, animal rights, bribery and corruption that our suppliers must comply with..