As co-founder of Amy & Eliav I oversaw every aspect from design through to completed product.
Everything was produced in-house by myself and Eliav, with the exception of a small amount of clothing. What started as a bag label grew very quickly into many avenues. We designed, sampled and put into production; handbags, duffle bags, totes, backpacks, purses, clutches, wallets, belts, keychains & earrings. In our final season, we started making dog collars and leads to use up our scraps and minimize waste. In this time I gained extensive knowledge in leather and fabric sourcing as well as accessory manufacturing skills.
In our final season, we produced a womenswear and menswear collection. A focus was on natural fibres like linen and wool. A minimalist approach to shape and form with many items unisex. The idea was to create basics and classic items to be lifelong pieces for any wardrobe.
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We created business plans, budgets/costings, stock forecasting and time plans to produce the collections.
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As part of running a clothing label, it involved drawing inspiration and creating mood boards, designing a range and conveying ideas through technical drawings. We analyzed who our target customer would be and designed to their needs.
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I was involved in pattern making, sampling, problem-solving construction processes, production cutting, hand making, working with industrial machines and specialized leather tools.
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As head of sales I researched stores that would suit our product. We were stocked in several Australian stores. We were involved in many independent and collaborative pop up stores in Melbourne and Auckland. I also managed the online store and social media account.
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Each season we organised and styled photo shoots for lookbooks, editorial pieces and social media content.
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Time management was a key aspect of achieving so much with a very small team.