Founder Feature: Melanie from AVRY JAMES

We met with Melanie, the founder of Avry James, and were so inspired by her absolute go-getter attitude. Avry James has been featured on the very popular ‘Who What Wear’ Instagram Page that has over 4 million followers, and in the ‘Broadsheet Melbourne’, and in her words, it’s only the beginning. For her, running a successful fashion brand was always on the cards, but it was all about timing.

Melanie talks about going from studying psychology, to working in a corporate role, to finally pursuing her dream of being a fashion founder and not looking back. Melanie is living proof that you really can do whatever you set your mind to!

01. What was your journey prior to starting your brand?

I originally studied psychology in university, and then went onto work in the construction industry for 8 years – so a very different path to the one I’m on now! I knew fashion was my true love, so I was always going to follow this dream, it was just a matter of when the ‘right time’ was for me.

02. Was there a pivotal moment that drove you to go all in?

I’ve had a few of these, but one that stands out is when I resigned from my full-time corporate role. I was managing both for a while, AVRY JAMES was getting busier, and I had a moment where I knew if I wanted to continue to grow the brand, I needed to give it my everything. The decision to leave was difficult, but it felt so right, and I haven’t looked back since.

03. What has been the biggest hurdle or setback so far?

I would say the prototype/sampling and production process – there have been a few instances where the sampling process has been delayed, whether this be due to revisions or fabric reselections, which then delays the production. 

04. What are you currently struggling with?

Managing timelines and expectations can be difficult, including my own. I’m a process-driven person, I like following a set plan, but that’s not always possible.

05. What is your plan to overcome that?

I have been learning to let go of control and just get it done, rather than waiting for every single thing to be perfect (because that will never happen!). I’m training myself to look at the big picture – if it’s a minor detail that doesn’t impact anything, move on.

06. Where does your inspiration come from?

I’ve always been inspired by Mum, her style and the woman she is. She always loved getting dressed up and planning outfits, and I developed the same love at a very young age. As I’ve grown older, I have found inspiration through discovering old photos of my Mum and reimagining those pieces she loved to wear.

07. What are your non-negotiables that help you in your journey?

Finding time for things I enjoy every day – exercise, taking my dog for a walk on the beach, even switching off the laptop and taking time off. I’ve been very close to burn out when I was in the corporate world and then when I was managing both, so I know how important it is to look after myself so I don’t reach that point.

08. Is there any advice you would give someone who wants to pursue their dream?

If you find something you love, something that you can’t stop thinking about – go for it. Find people that inspire your journey, work with mentors, utilise all the free resources there are available online. And learn to associate with people who expand and support your journey. You will come across people who won’t always understand or believe in your dream, and that can be disheartening, so it’s important to surround yourself with people who share the same energy as you.

09. What do you do when you’re not working on the brand?

I love going out for dinners, going to the beach with my partner and our beautiful dog, spending time with my family and friends, quiet nights at home watching movies. I also love music so I can spend hours watching live performances on YouTube of my favourite artists, talent shows and searching for new music.

10. What is your ultimate dream for the brand?

To be a globally recognised and respected fashion brand that continues to showcase and celebrate diversity in the luxury space.
I have plans for international pop-up stores and community events across New York, LA, Paris, Milan. We’re dreaming big!
There are also many women who have inspired my journey (fashion and business) who I would love to collaborate with and create collections/limited releases with.

11. Who would you say that your brand is for?

For women who love timeless designs, and sophisticated style, who aren’t afraid to take risks and love being overdressed no matter the occasion.

12. How can people find you/your brand?

 You can explore our collection online at  www.avryjameslabel.com, and follow our Instagram @avryjameslabel.

Melanie has inspired us to make sure we are surrounding ourselves with the right people and utilising every resource possible to continue learning every day.

We were so inspired by Melanie and her brand and can see her achieving amazing things in the future (watch out USA!).