Tell us a bit about EAT.ME.DO ?
So EAT.ME.DO was something that organically formed when I struggled to find a ‘proper job’ after I finished my advertising degree. It first started as a hobby which soon turned into a little business project to prove I had the skills and ideas that all the jobs I applied for needed. Shortly after I started I realised I wanted to continue building this little business rather than pursue an advertising career.
EAT.ME.DO is a fashion and jewellery brand which is solely based and inspired by food. I create everything from Cheezel rings to pizza clutches.
What were you doing before you went into business for yourself?
I was studying full time at RMIT doing a Bachelor's degree in advertising, went travelling for a bit and then came up with an idea to start my own label.
What made you want to start your own business?
I’ve always wanted to have my own business since I was a little girl, so it only felt natural to progress and make it happen. I love being able to do what I like and have the freedom to decide how to run and what I want to make.
How did you come up with the name?
The name kinda of just came to me when I was brainstorming. It was a combination of two things I love. 'Alice in Wonderland' and 'The Beatles'. "EAT ME" from Alice in Wonderland and the "DO" from The Beatles song Love Me Do.
Describe the staff/ownership structure of your Lady Startup.
I’m a one lady show. So I wear all the hats within the business and am the sole person that gets things happening. Occasionally I have interns that come in to gain experience in the fashion/design field. The structure and running hasn’t changed a huge amount since I started but I do get a lot more things outsourced as I think I would need about 10 of me to get things done nowadays.
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Did you require investment to start your business? Where did that come from?
Well, I started off very small, just making handmade clay jewellery and had very minimal costs. But as I started to expand into accessories and clothing, as well as getting a studio space in the city costs started to increase quite a lot. But basically, most money that I make goes straight back into the business and making new collections. But no, I did not require investment to start as I was also working part-time at the time too.
What kind of advice did you get before you started and from who?