This week Ruby Assembly features the uber-fashionable Sarah, editor of online Victorian fashion bible StyleMelbourne. Uniquely positioned, Sarah’s publication places you in the heart of local fashion’s newest events and innovative trends. Make sure to subscribe, and follow all things Melbourne and stylish. Here’s Sarah!
1. What makes your business magical, setting you apart from other competitors?
Our hyper-locality. We’re the only publication in Australia that focuses purely on local (ie.Victorian) fashion and events. I love our little niche.
2. What are your maddest ‘ninja skillz’?
Pushing deadlines to their furthest limits. And I make a mean espresso martini. I haven’t decided yet whether the two are mutually beneficial or detrimental.
3. How did your lightbulb moment in creating your business come about?
More of a trip and fall into it than a lightbulb moment. A client project had ended so I was simply looking for something to keep me in the loop. But once I realised how may people were on board to help out and how many wanted to hear about Melbourne fashion I thought I could make a go of it. All the big glossies talk about the international runways, but it’s more relevant for my readers to hear about the great little boutique opening up around the corner!
4. What is your earliest memory?
Stepping on lego!
5. What would your last meal be?
A massive slice of bubbling, garlicky, cheesy lasagne, champagne and a huge rainbow gelati cone from an icecream van for dessert.
6. What is your best tip for recruiting staff or choosing business partners?
Make sure they will be almost or as invested in the business as you – not necessarily financially speaking. Also, make sure they understand where you have come from and where the business is going.
7. What is your favourite sound?
“You’ve got mail”. I’m addicted to checking my email to see what interesting discoveries will emerge. Other than that the sound of my puppy/assistant editor Pawley’s collar jangling as he wanders around the office.
8. Who would you like to invite to dinner?
Yeojin Bae to steal styling tips from, Drew Barrymore to get rowdy with & Richard Dawkins to talk to; a random bunch.
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