"I love dressing up. There is nothing better than heading out the front door knowing you’re rocking a killer outfit. But, I was sick of being broke"
After realising I had invested the equivalent of a first home deposit on clothes, I set out to build a business that would celebrate Australian designers and empower women to dress in the latest fashions (while still being able to afford to pay their rent!)
Her Wardrobe has quickly become a destination for every girl who has ever wanted to borrow something out of “Her” Wardrobe. A haven for clever women, who know it’s no longer necessary to spend hundreds of dollars on every outfit.
Her Wardrobe is for women who value experiences over their wardrobes and delight in the opportunity to wear a new designer dress at every event, without having to forego their financial security.
Her Wardrobe is Fashion Forward Thinking.
Her Wardrobe began as the obvious solution to every girl's problem: a closet full of clothes and nothing to wear.
"However I quickly came to realise that Her Wardrobe is in fact for women who like me, love fashion and find joy in the perfect party dress but can’t afford to invest in the full retail price – just yet. (Or perhaps this is your 6th wedding this year and you simply can’t afford to buy six dresses!)"
I first sketched the idea for a designer dress rental business in 2009 when I was studying a Fashion Business course in Melbourne. It took a few years to build up the courage/experience/self-belief to actually start my own business, before failing terribly at my first attempt. (More on that hiccup here.) Of course it wasn’t too long before I dusted myself off and tried again, and with that Her Wardrobe was born.
"You can have everything you want in life if you dress for it."
I love introducing customers to designer brands they have never worn before. I love seeing our dresses in photographs at weddings, birthdays, graduations and race days. And most of all I love when customers return their dress full to the brim with compliments from everyone who saw them in it. (I like to call it the “Her Wardrobe Guarantee”).
"It is my dream for Her Wardrobe to become a little part of every woman’s wardrobe in Australia"
I want Her Wardrobe to stand up their with the best online retailers in Australia, whilst always offering a unique shopping experience that suits your lifestyle.
Her Wardrobe officially launched in September 2014 and since then I have been lucky enough to work with and dress some extraordinary women.
Nikki of States of Style wearing our Aurelio Costarella ‘Rondine Dress’ at Spring Fashion Week
Celebrity Stylist, Lana Wilkinson (and me!) at our Spring Fashion Launch
Lisa Messenger, editor of Collective Hub wearing our ‘Plunge Gown’ on the cover of Gold Coast Magazine
We have grown our humble following of a few hundred women to over 10,000 in one year. We have welcomed five of the best Australian designers including Aurelio Costarella, Josh Goot, White Suede and more to Her Wardrobe. And we have dressed over 600 women Australia-wide!
In 2017, I am really looking forward to expanding our range of dresses and introducing hundreds more women to the fabulous feeling of wearing a designer dress without the designer price tag. We also have some brand new packaging for you to indulge in!
You may have spotted Her Wardrobe in…
And when I'm not playing dress-ups with women around Australia,there's a good chance you'll find me:
At the newest cafe in Melbourne, because there is nothing like planning your weekend around a highly-acclaimed breakfast, spending time with my family, hanging out with my boyfriend and our dog Hank, reading magazines and buying pineapple shaped everything.
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