A Fashion Designer’s Planned Success – Interview with Leona Edmiston, Australia’s Frock Queen

One of the things I enjoy most about my role at the Australian Businesswomen’s Network is that I get to  interview inspiring businesswomen and entrepreneurs.

This month I interviewed Leona Edmiston, who is best known as Australia’s Leading Frock Queen.

Leona Edmiston began her career in the 1980s with her first fashion label, Morrissey Edmiston shared with former business partner Peter Morrissey.

In 2001 Leona launched her solo label with business partner Jeremy Ducker and they formed the present company. The label, entitled ‘Leona Edmiston’ is a tribute to the dress in all its incarnations.

A Leona Edmiston Frock is elegant, versatile and ageless. [I know I've owned a few over the years.]

The Leona Edmiston brand is sold in 18 signature boutiques, concession stores in Myer department stores.

Due to great success of her beautiful frocks Leona Edmiston’s label extended into a range of dresses for the little ladies ‘Little Leona’, sleepwear, accessories, her PINS hosiery, a Signature Fragrance and Candle.

In this interview we discuss:

• Why she established her fashion in a niche and has stuck to that niche
• How she keeps in touch with her customers needs and wants
• The importance of planning and working to deadlines

She also shares her three top strategies for success.

Enjoy this interview with Leona Edmiston.

More About Leona Edmiston

Leona Edmiston began her career in the 1980’s with her first fashion label, Morrissey Edmiston shared with former business partner Peter Morrissey. The Morrissey Edmiston label received significant local and international recognition and dressed a string of celebrity clients.

Leona launched her solo label with business partner Jeremy Ducker in 2001 and they formed the present company of Ducker Edmiston Pty Ltd. The label, entitled ‘Leona Edmiston’ is a tribute to the dress in all its incarnations. A Leona Edmiston Frock is elegant, versatile and ageless. The label celebrates the confident, urban woman. It exudes classic femininity, effortless style and chic, sexy sophistication.

Leona uses a variety of fabrics from her signature sleek jersey to soft luxurious silks and crisp cottons. Prints and colour blocks are a favourite. The fabrics compliment the style and flattering cuts of the Frocks, they allow for confidence during the day and sheer elegance during the evening, taking you from the ‘office to opera’ with ease.

The Leona Edmiston brand is sold in 18 signature boutiques, Westfield White city is the most recent Leona Edmiston boutique to open, and all boutiques interiors are a reflection of Leona’s personal style.

The White City boutique has a simple colour palette of satin slipper paint used with bronze mirror paneling and chinoiserie wallpaper. Frocks are positioned delicately around the store and accessories are displayed within internal wall panels. The changing room area is concealed behind a bronze mirror wall allowing customers full privacy. Red silk curtains are pulled back with vintage French tassels and a marble fire-place is positioned towards the back of the store with bronze framed paintings.

Due to great success of her beautiful frocks Leona Edmiston’s label extended into a range of dresses for the little ladies ‘Little Leona’, ‘Nighties’ a sleepwear collection, a diffusion line named ‘Leona,’ and has fuelled accessories collections including Eyewear, Heels, Purses, Leona Edmiston PINS, a Signature Fragrance and Candle.

With the addition of the London Boutique, Leona Edmiston has acquired many more devoted Leona Edmiston fans which include UK celebrities such as Jasmine Guinness, Olivia Inge, Daisy De Villeneuve, Brenda Blethyn and Kathy Lette to add to the list of previous fans such as Elle MacPherson, Geri Halliwell, Emma Bunton, Britney Spears and Kristin Davis.

Shop online at the Leona Edmiston store.