Five years into building what would become Australia’s largest online store for ethical and sustainable fashion, I found myself standing out the back of the office, tears streaming down my face, asking the sky, 'Why is this happening?'
My chest was tight. My palms were sweating. My head was pounding. And I was completely, utterly broke.
The kind of broke that makes rent feel like a luxury. The kind of exhausted that makes getting out of bed feel like climbing a mountain. The kind of burnout that feels like a betrayal when you’re doing something that matters.
I was doing good work. I was championing slow fashion, building a conscious community, amplifying ethical brands. I was pouring every ounce of myself into a mission I believed in, a mission that should have been enough.
But it wasn’t.
And in that raw, messy, heart-wrenching moment — something shifted. I worked out that doing good isn't enough if it's burning you out.
I learnt the hard way that having a mission isn’t the same as having a business model. I learnt that caring deeply doesn’t pay your bills. I learnt that purpose alone without a plan is a fast track to burnout.
And as much as I wish passion was enough to sustain a slow fashion business — it’s not.
If you’re a slow fashion founder, you probably know what I'm talking about. You’re doing good work. You’re values-driven, eco-conscious, ethical to your core. But behind the scenes, you might be overwhelmed. Struggling to make sales. Worrying about your next move. Wondering if you’re the only one who hasn’t figured it all out.
But you’re not.
That day I cried behind the office, I thought I was failing. But really, I was finally waking up to a deeper truth: sustainability has to include you.
Your impact isn’t sustainable if your life isn’t. Your mission won’t reach the people it’s meant to if you’re not resourced. And slow fashion can’t change the world if its founders are burning out behind the scenes.
So once I realised that purpose alone wouldn’t carry me, I knew I had to change the way I was building my business.
And it didn’t change overnight. This wasn’t some Instagram-worthy 'aha' moment followed by instant success. It was slow. Messy. Non-linear.
But it started with one crucial mindset shift: I stopped feeling guilty for needing and wanting to make more money.
Yep. I said it. Wanting to be paid for your work isn’t selfish — it’s sustainable. You can care deeply and want to be financially secure. You can fight for change and build a profitable business.
These things aren’t at odds — they’re essential partners.
So I stopped chasing quick wins and started building a long-term strategy. I stopped trying to 'wing it' with my marketing and started learning how to connect meaningfully with my audience. I stopped trying to 'scale' without soul and started aligning every decision with my values and vision.
That’s when things really started to shift. I created content that actually converted — not just got likes. I focused on community, not just customer acquisition. I said no to hustle culture and yes to sustainable growth.
And most importantly I stopped trying to do it all on my own.
This was the hardest lesson to learn, but the most powerful. For a long time, I thought asking for help meant I wasn’t cut out for this. That I should have it all figured out. That real entrepreneurs just know what to do.
Spoiler alert: they don’t. No one does. And the ones who succeed? They’re the ones who ask questions. Who reach out. Who get support. Who invest in learning and growing.
When I let myself receive help, everything changed. I asked the 'silly' questions. I admitted when I didn’t know what I was doing. I allowed myself to learn, rather than expecting myself to magically 'know.'
And sometimes it was uncomfortable but I realised that asking for support isn’t weakness — it’s wisdom.
We live in a world that celebrates overwork and glorifies burnout. But real strength lies in community. In collaboration. In courageously saying, 'I don’t know, but I’m willing to learn.'
And that's why I built the Slow Fashion Lab, because I know I’m not the only one who’s stood under the sky and cried, wondering why doing good can still feel so hard.
And I never want another slow fashion founder to feel as alone, as exhausted, or as defeated as I did at that moment.
The Slow Fashion Lab isn’t a program — it’s a sanctuary. A place where purpose-driven fashion founders can come to learn, grow, ask questions, and get real, practical, values-aligned support.
It’s for you if...
- You want to grow your impact without compromising your ethics.
- You want to make money without selling your soul.
- You’re sick of one-size-fits-all programs that don’t understand the slow fashion space.
- You’re ready to build a business — not just a brand.
Inside the Lab, you’ll find
- Mentoring Masterclasses with fashion leaders.
- Slow fashion-specific workshops that cut through the noise.
- Group coaching calls and industry expert guidance.
- A 24/7 community chat group so you’re never alone.
- PR, marketing, sales and wholesale plans tailored to you.
- Bonus downloads, manuals, and practical how-to guides.
- Lifetime access — because real change takes time.
No pressure. No hustle. No push. Just real strategy, real support, and a whole lot of goodness.
The doors are open and they don't close, there's no cut off, there's no deadline. Join when you're ready, and access the vault of past calls and all future calls for life, so you can grow at your pace, in your way.
Your vibe attracts your tribe — and you've just found yours. Join the Slow Fashion Lab here.
If you're doing something good for the world with your fashion business, I want to help you do more of it.
Claire x
