SISJ INTERVIEW: ALYCE TRAN FROM THE DAILY EDITED >
Talk about brains AND beauty – could Alyce Tran have been any more greedy when it came to her gene selection in the womb?! All jokes aside, it’s an absolute pleasure to introduce co-founder of The Daily Edited, Alyce Tran to the blog. I have been actively following TDE’s journey for a while now, so it’s fantastic to see their creative vision achieving such success. With arguably one of the prettiest Instagram accounts around, and a huge variety of personalised stationary to shop, make sure you are following The Daily Edited.
Before we talk shop, tell us a little bit about yourself:
I’m a lawyer by day but soon to be working solely as the creative director of The Daily Edited. I’ve got an honours law degree and a commerce degree, standard really for this day and age. Apart from launching The Daily Edited I hadn’t previously had any experience in fashion or a lifestyle business so I am learning so much and playing it all by ear.
I trudge around the eastern suburbs of Sydney, our HQ is based in Woollahra and I just love everything in the surrounds including the beach, my favourite boutiques in Paddington, down to my local florists that I frequent gathering “props” for our Instagram.
Tell us about what The Daily Edited offers and who your ‘TDE woman’ is:
The Daily Edited is an online store offering a range of fashion forward personalisable and soon to be customisable leather accessories, desk accents and stationery that are truly understated and perfect for everyday life. The TDE Woman is discerning as she looks for quality, has a keen eye for the small details in her life and loves to treat herself in a way that isn’t going to break the bank!
There is no doubt your products are rapidly taking over the desks of all Australian women, but I would love to know where the idea came from? What/where was the gap in the market?
As a lawyer I spend a lot of time at my desk and I’ve always looked for beautiful things to make an office job more exciting, whether it would be coloured tabs, a vase of flowers, a colourful pin board and I thought I would take it one step further and do a range of items that would give me everything I wanted. Luckily we found an audience and a market for these products!
What skills/attributes makes a successful boss (co-owner/founder)?
I think you need an appetite for risk, people tell me about their ideas all the time and most of the time I think why are you telling me, just go out and do it, it sounds great! There is always a risk that you will fail but you will learn so much from the experience and my mum has always taught me to just go for it and give it a try. The Daily Edited was launched carrying a clothing label 2 years ago that completely flopped but we tried and it didn’t work but we learnt from our mistakes and now version 2 of The Daily Edited is up and running! Whether it will be a huge success is yet another story and every day we take on more and more risk with The Daily Edited from expanding our stock line, engaging a new employee, investing in special projects.
Without giving away too many of your secrets, tell us about how you reached social media success:
I really just kept at our social media until I came up with a style that people liked and represented the brand well. As a founder, I am intimately connected to the business and I run the social media so as a result I am extremely active on it, commenting on everything I love, following people I love and responding and engaging with our followers. It’s a money can’t buy kind of dedication!
What is the best piece of advice you’ve been given in your career?
I constantly get the advice that your career will be long and everything will work out, your path will change so what you’re doing now it won’t be forever! It’s not advice as such but when I get worried about what I am doing I always think to myself it’s not forever!
What has been your proudest moment with The Daily Edited to-date?
We have had celebrities be photographed with our product, we’ve been in the glossy magazines but one of my proudest moments was when I was sitting at a restaurant and a group of girls walked in, one was holding a package that I recognised as being from our online store. She laid it out on the table and a fourth friend arrived, squealed when she opened the package and I could hear her say she loved it! This was exciting because we didn’t pay or gift to this customer, someone genuinely sought out our product, purchased it and their friend loved it! It was a great feeling.