Monday, 20 August 2012
Why did you choose your business name?
The name actually came about entirely by accident. When I was setting up the business, my cousin was doing my IP work and kept saying the name Sant and Abel by accident (instead of a name quite similar). I liked the sound of it. I always wanted a unique name which would become synonymous with my range of pyjamas and nothing else. The name stuck and here we are!
What have you most enjoyed in your career so far?
Before launching Sant and Abel I worked as a producer in television for ten years. I spent time working for ABC's 20/20 and Primetime in New York, investigating hard-hitting and also inspiring stories whilst working with some very talented reporters. Now, what I enjoy most about Sant and Abel is the creative role which comes with it. I love designing the range, seeing it come to life and then getting great feedback, especially from total strangers. I also love it when customers send in snaps of them caught in their S&As! Working with the male models isn't particularly tough either!
Have you had any major highlights, personal or business in the last few years?
Taking a risk and launching my own business has been the biggest highlight. I actually thought I would have a small online business on the side whilst continuing to work in television. I launched Sant and Abel exactly one year ago and I've been blown away by how quickly it has grown, both online and in retail stores in Australia, Japan and the UK. The career in telly had to go!
What inspires or motivates you?
I get really inspired by super creative advertising and marketing campaigns around the world. It continually keeps me on track with how to market my own brand as uniquely as possible. My mum is my greatest motivator. She is a stalwart in the homewares industry in Australia, having run Outdoors on Parade in Adelaide for over 30 years. She is continually coming up with the most beautiful and inspiring concepts, I just hope I'm in a similar position to her when I'm her age!
..and lastly tell me one things about yourself that you love but has nothing to do with business.
I love nothing more than getting out of the big city and spending time at our property in South Australia. A glass of wine, a roaring fire and adventures with the cows and calves around the paddocks is absolute heaven.