I was working 10 to 14 hour days, sometimes seven days a week. I had staff (their wages were always covered). I had stock. I had press. I had passion....

When The Fashion Advocate was one of the largest online stores for sustainable fashion, I stocked over 100 brands, I ran my own brand, I had a team of staff,...

Every November, we’re told to buy, buy, buy so we don’t miss out on the biggest sales and best deals of the year. But big brands don’t care about giving...

Growth doesn’t come from doing more. Learn how slow fashion founders can grow with clarity, organic marketing, and community support inside the Lab.

I know what it’s like to stress about the next rent payment. I know what it’s like to have your card declined for a coffee. I know what it’s like...

I know how exhausting it can feel to pour your heart into your brand, designing ethically, sourcing sustainably, sewing late into the night, only to post on Instagram and hear...

Yes, there's power in using AI every now and then to improve productivity, and I want to acknowledge that tools like ChatGPT have been a huge support in helping many...

if you’re building a sustainable or slow fashion brand, you already know it takes more than pretty pictures and a clever caption. It takes grit. It takes persistence. And it...

Unlike fast fashion brands with full marketing teams and data dashboards, slow fashion founders often rely on instinct, effort, and trial-and-error. And that’s okay – but it can make it...

If your website isn't showing up on Google, it doesn't mean you've been lazy. It doesn't mean you're not working hard. It doesn't mean you're doing it wrong. You just haven't...

If I had to start all over again in 2025—no followers, no money, no email list, and no fancy tools—just a big passion for slow fashion and a drive to...

The self-doubt. The endless to-do list. The feeling of caring so much about the planet, about people, but not knowing how to turn that passion into real momentum, real customers, real impact.

We’ve been sold a version of luxury that doesn’t actually feel good. We’ve been taught to equate luxury with price tags and polish, designer labels, lavish resorts, and things that shimmer.

We’ve been sold the idea that success is a formula. Do X, then Y, and you’ll make 6-figures in six weeks. Post this way. Hack the algorithm. Launch big. Scale fast and...

I've done them. The 'blow up your Instagram' courses, the 'explode your sales' programs, the 'fastest way to make 7-figures' promises—I was lured by them all in the beginning—because there...

Now that I’ve spent 10+ years building one of Australia’s largest slow fashion platforms and mentoring other founders through that same journey, there are so many things I wish I...

I’m going to pop your content bubble: posting on Instagram isn’t a marketing strategy. And if you’ve been told that showing up every day, using hashtags, and jumping on trending...

Most slow fashion founders come into the Lab unsure if their brand can really grow—without ads, without sacrificing their values. By the end, they see what’s truly possible when strategy is...