INTERVIEW // Georgia from Georgia Young Couture
We fell in love with Georgia Young Couture a couple of years ago. From her incredible way of playing with structured fabrics to the way she is inspired by each woman’s silhouette. She is definitely the next big designer to come out of Australia.
It was a pleasure to interview her to find about her brand and her inspiration.
Name: Georgia Young
Location: Melbourne, Australia
Current Title: Owner / Georgia Young Couture
WHAT WAS YOUR FIRST JOB OUT OF UNIVERSITY & HOW DID YOU LAND THAT POSITION?
My first ‘real job’ out of Uni was working at a Melbourne based Bridal house called Simonelli.
It was a fabulous first job and I still feel so grateful for the experience there. I wrote them a letter asking for work experience and once the work experience started, I was offered a job very shortly after. This turned into an amazing 3 years there
WHAT INSPIRED YOU TO CREATE YOUR BUSINESS?
I simply just wanted more freedom. I loved the idea of being able to design and make whatever I wanted.
TAKE US THROUGH A DAY IN THE LIFE OF YOUR BUSINESS?
I get up a 5:30am and go for a quick jog. Great way to start the day! By 7am I am in the studio and ready to start. I begin by prepping the workroom for the day and getting staff worksheets organised. Then I will be cutting for a few hours and maybe some draping or sewing. Whatever is needed at that time. Of course, there is always Paperwork, book keeping, marketing, emails, managing staff, pays, everything all rolled into one day. I usually work at least 12 hour days, so I’m pretty knackered by the end of it
HAS ANYTHING SURPRISED YOU ABOUT THE JOURNEY TO CREATE YOUR BUSINESS?
I didn’t realise it was going to be so hard.
Editors Notes : (Amen Georgia!!!)
OBVIOUSLY YOUR BUSINESS HAS GROWN! SO, LET’S TALK MONEY. TELL US ABOUT THE INTIMIDATING PROCESS OF FINDING FUNDING FOR YOUR BUSINESS. ANY ADVICE FOR WOMEN WHO NEED TO FIND FUNDING FOR THEIR OWN START UPS?
I never went through this stage.I had $3k savings in my account and that was it.
I started at ground level, in my mums living room and just took on custom Couture commissions. At the time, I wish I had more funding and could enter the industry as a serious brand from the start. But that just wasn’t possible. I didn’t have wealthy parents or anyone I could ask to borrow money from. It was either starting this way, or not at all.
I eventually moved from mums, to a small upstairs studio in Fitzroy then to our current larger location in Carlton. It’s been hard work and the feeling of ‘jumping in the deep end’ never gets easier.
But looking back now, that simple & humble beginning is what made me so resilient.
I also think there is something very empowering about a simple beginning. It gave me the opportunity to discover my brand without anyone paying attention to it. I had the freedom to take it in whatever direction I wanted.
YOUR BUSINESS HAS DEVELOPED QUITE A FOLLOWING. CAN YOU TELL US A LITTLE BUT ABOUT MARKETING YOUR BUSINESS? HOW DID YOU SPREAD THE WORD?
Instagram has been our best marketing tool. About 80% of our brides come to us because they saw us on Instagram. I have realised that our designs also require great imagery and investing in that has been a worthwhile expense. I’m no expert on social media, I still have no clue what I’m doing. But I think if you have beautiful images then they get noticed.
WHAT DO YOU THINK IS THE KEY TO THE SUCCESS OF YOUR BUSINESS?
We have fabulous customer service and a unique product. That mixed in with hard work, passion and drive is what makes it successful
WHAT HAS BEEN THE BIGGEST MILESTONE FOR YOU AND YOUR BRAND?
The first few years of business were just really hard and I felt like I wasn’t getting anywhere. I never studied business and didn’t have a mentor, I was learning everything for the first time and it felt very overwhelming. I sacrificed a lot of time and put everything into the business. It was a hard transition; going from a well-balanced life to a workaholic life.
WHAT IS YOUR FAVOURITE BRIDAL TREND AT THE MOMENT?
Bigger skirts are back! More fabric = more design space to cover
TELL US ABOUT YOUR CURRENT COLLECTION
The 'NOLITA' collection draws on the strong architectural line work, found on the iconic facades and striking monuments that defines New York City. Inspiration is translated through the collections geometric panelling, linear binding and dimensional form. The combination of juxtaposing fabrications and strong silhouettes is what continues to define the Georgia Young style. This progressive six-piece collection reflects Georgia Youngs style for the modern bride; bold, contemporary yet harmonious.
WHAT IS YOUR FAVOURITE PIECE FROM YOUR CURRENT COLLECTION?
Carnegie – The laser cut modern lace is sensational
Best advice you ever received? Eat dessert first
I wish I knew how to ….. Keep plants alive
What is your coffee order? Soy chai (brewed, not powder eww)
TV show do you wish was still on the air? Dawsons creek. Yeah, I just said that
Next travel destination? Everywhere. I need to see it all Right now though, I’m planning a trip Italy with my husband and Brother.
What advice would you give your 23 year old self? Friends and family hold more value and meaning than whatever it is that you desperately need to be doing right now. The hours I’ve pulled over the last 6 years is not healthy, and I wish I spent just a little more of that time concentrating on the important people in my life.