How I got here: BOYBYHER The La­bel

TV per­son­al­ity Aisha Jade, 26, turned her pop­u­lar fash­ion blog into suc­cess­ful cloth­ing la­bel BOYBYHER, which has won her a le­gion of A-list fans

Cosmopolitan (Australia) - - Contents -

How did you come up with BOYBYHER? Orig­i­nally BOYBYHER was my life­style blog, doc­u­ment­ing fash­ion shoots, events and travel des­ti­na­tions. BOYBYHER The La­bel came about be­cause of the huge in­ter­est I re­ceived when I wore mas­cu­line pieces. I was in­un­dated with mes­sages from peo­ple ask­ing where I pur­chased my clothes from, how to style it up, etc. And, as they say, the rest is his­tory.

What was the in­spi­ra­tion?

I’m a bit of a tomboy, so I wanted to cre­ate a range that re­flected my laid­back at­ti­tude. BOBYHER was de­signed to bridge the gap be­tween fem­i­nine and mas­cu­line ideals and break­down stereo­types of what’s con­sid­ered ‘sexy’. I wanted to cre­ate some­thing peo­ple felt was ef­fort­less and could be rocked with any pair of fresh sneak­ers (my go­to!).

What was your big­gest chal­lenge in launch­ing the busi­ness?

I launched the brand a month af­ter I moved to LA, so the time dif­fer­ence was a huge chal­lenge for me. Work­ing with con­tacts in Mel­bourne, Syd­ney, New Zealand and Bali, while liv­ing here in LA made for some late nights!

How did you fund it?

So far I’ve funded BOYBYHER my­self, which

'IT HAS BEEN BOTH SAT­IS­FY­ING AND SCARY AT THE SAME TIME'

has been both sat­is­fy­ing and scary at the same time. It was either put a de­posit down on a house or risk it all and start a busi­ness that I could grow into some­thing big­ger.

You have a huge so­cial fol­low­ing. How in­te­gral is so­cial me­dia for your brand? So­cial me­dia al­lows us to con­nect with peo­ple around the world who may not have seen BOYBYHER be­fore. It’s ex­cit­ing to see where each pur­chase is com­ing from, es­pe­cially those out­side of Aus­tralia and New Zealand.

If you could go back and do it all again, what ad­vice would you give your­self?

I would tell my­self that work­ing for your­self is the hard­est thing you’ll ever do, and that there’s no 9­5pm – only long days and nights. But with each item you sell and each new prod­uct you de­sign, there’s so much joy and re­ward.

Who are your most fa­mous clien­tele?

Liv­ing here in LA is prov­ing to be a bless­ing for the brand as our pieces get worn by the likes of Margot Rob­bie, Gigi Ha­did and even my cute lit­tle gran who rocks it around town on her vis­its (she’s pretty fa­mous to me).

What’s your ad­vice for

Cosmo read­ers want­ing to start a busi­ness?

Do your home­work and don’t be afraid to ask ques­tions. Suc­cess­ful peo­ple love to share their knowl­edge, so gather as much in­for­ma­tion as you can be­fore you be­gin. Al­ways re­main fear­less and pas­sion­ate; have pa­tience and per­sis­tence. It’s a wild ride so buckle up! And be pre­pared for a few break­downs along the way...

AISHA’S CA­SUAL-CHIC STYLE TURNS HEADS.

TOMBOY AISHA STILL LOVES PINK!

AISHA HANGS WITH FEL­LOW IN­FLU­ENCER BIANCA CHEAHCHALMERS IN LA.

BUSI­NESS BABE.

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