Business in Profile

CEDAR LEAF

Cedar Leaf is Australia's on-line luxury maternity store for traditional maternity wear and most importantly everyday non-maternity fashion pieces.

Launched in September 2007, Cedar Leaf, which traditionally means 'I live for thee', is the leader in diffusing traditional maternity wear and luxury non-maternity fashion for the style savvy via the ever increasing e-tailor medium.  

My site offers luxury brands from around the world which have been hand picked for the convenience of my customers.  

I will be expanding gradually and focusing on providing the best pieces from many collections by boutique style icons like: 'Billion Dollar Babes', 'French Sole', 'Not Rational', 'Mishka'n'Milka' and the first traditional luxury maternity brand from the UK; 'Blossom Mother & Child'.  

In 2008 more international labels like Malene Birger of Denmark, Maje of Paris and the world renowned style icon diffusion label, M Missoni, will be featured.

Many women during pregnancy do not necessarily want traditional maternity wear, but more a highly fashionable wardrobe of functional clothing, shoes and bags which double up as maternity wear. Cedar Leaf has been able to successfully combine these two areas to produce a site which makes shopping easy.

All items have been chosen carefully for you to look fabulous and feel sensational during pregnancy and the months beyond.  I hope all of my customers enjoy each piece as much as I have enjoyed choosing them.

The beauty of just about everything on www.cedarleaf.com.au is that you don't need to be pregnant to indulge!

Why did you start your business?

Simply, because there is a very large market out there for women who want more...More choice, more convenience and more luxury.

Pregnant women want to look classy and feel fashion savvy, gone are the days of the maternity 'basics'.  

I wanted to provide a stylish service to all women during pregnancy and the months beyond.

Has starting your own business lived up to your expectations?

I have worked in the corporate arena for many years both in large and small organisations, most recently as a General Manager within the ICT industry.  

I had a good idea of what to expect for the set up of the business and the constant devotion and pure hard work required making Cedar Leaf consistently successful - lots of hard work and belief in success.

It really is a fantastic feeling have your own 'baby' (pardon the pun) - to have built something from concept to reality.

What have you enjoyed the most about running your own business?

I love being able to hand pick the top items from all the collections I view.  It gives great satisfaction to me to see the items I have chosen for my customers running out of the store!

Meeting designers and suppliers and creating excellent relationships with them is a fantastic way of networking and keeping you finger on the pulse of possible competitors.  

What is the biggest challenge for you in running your own business?

My biggest challenge is to create a balanced and effective life in all areas; Self, Family, Friends and Business alike.

I have great people around me which drive me to ensure I give my time and energy evenly and still have passion for the business.

How do you manage the juggle of running your own business with family?

I set aside time everyday for my family who have my undivided attention, may that be dinner and chilling on the couch or a late night glass of red wine on the deck with my husband.  

I also like to stay active as much as possible by going walking, sailing or going to the gym.  I try to do something at least three times a week.

Most importantly, I take time out when I need it just for myself.  I read a book, go shopping (yes, I can still manage this), or share a glass of champagne with the girls.  Having your own time puts everything into perspective.  

The business is a large part of my life which I get a great deal of pleasure from, so it is never really too much of a juggling act.  

Do you have a favorite networking opportunity or event?

There are so many different avenues for networking including meeting suppliers, and building a relationship with customers but I really enjoy Australian Fashion Week in Sydney.  I have met many fantastic people there who have turned into great business relationships.

Do you have any advice for anyone out there who may be thinking about starting their own business?

If you believe in what you are doing completely…then never give up.  It will happen over time with persistence, planning including sound financial planning and good communication.

I have listed a few tips below which helped me to keep everything moving forward in a smooth and effective manner.

The five main tips I can give are:

• Readiness - Make sure you are financially, emotionally and physically ready to take on a business.  It can take over your life unless you plan and communicate carefully.
• Research & Preparation - Research your market and become aware of the socio-economic demographic you will be targeting and what they require from your business.
• Brand Development - Find a designer/consultant for your branding, web development and marketing very carefully. You should trust them and have a good reputation.  Most importantly they should be very interested in learning about your business and what you are planning to achieve.
• Relationships - Create lasting and valuable relationships with as many people as you can. Great relationships will be the key of any business.
• Believe in yourself - Trust your instincts and it will all come together!

For more information about Cedar Leaf ...click here