Emily heads down under to chat business and personal with Alyce Tran, Co Founder of The Daily Edited (TDE).
The Daily Edited (TDE) started as a blog – a daily edit of things that my co-founder, Tania and I liked in food, style and fashion. We started this blog as a hobby on the side of our legal careers. We launched a clothing line under the label “Edited” in 2011 and sold it via the blog, unfortunately the clothing line never really gained commercial traction. In 2014 we launched a small collection of leather accessories (essentially I had been promoted and wanted some new accessories to take to meetings etc as a lawyer, a new compendium and cardholder for my business cards but couldn’t really find anything on the market) and presented them to our audience for social media and our site and we haven’t looked back since, within a year we left our jobs as corporate lawyers to grow our now global fashion accessories business.
So many people inspire me, personally I am really inspired by my very chic sister Caroline Tran (she’s the fashion editor at Harper’s Bazaar and Elle in Australia) and professionally I love Emily Weiss and Tory Burch.
There were a lot of people that took a chance on me and TDE, Damian Burke who was the head of merchandise at David Jones (a department store in Australia) took the brand on when we were still working out of a tiny office and our collection was still pretty small at the time, he gave us a national deal that basically doubled our sales within a year and Mark Newman (the ex CEO of Australian heritage brand Oroton) who encouraged Oroton to invest in TDE which gave us a capital injection to enable us to scale our business into the US. Unfortunately Oroton went into administration and we purchased back our stake from that business and are now once again privately owned.
I love Lauren Santo Domingo and anything she wears and does!
Growing the business fast enough to meet my team member’s expectations, they can only really achieve pay rises and title changes if the business is accelerating and that acceleration comes via me.
I still actually create all of the content for our social channels, design our window displays, products etc – essentially all of the visual output of the brand and that is the part I most enjoy.
Work is pretty much my life and I don’t find it too painful most of the time!
Be careful when making irreversible decisions.
Just go for it – don’t mull over things too much.
Have a vague plan.
Listen to your customers.
With thanks to Alyce Tran x
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Images © TDE