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
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.