Online store Well Made Clothes may be young – the company launched in 2017 – but there are already plans in place to spread their ethical fashion word further around the world.
Co-owner Kelly Elkin says the concept for the digital platform, focused on sustainably made fashion as well as information on mindful living, came about after many frustrating attempts to source such products domestically. "We wanted to create a trusted place where people could shop consciously," she says. "But we also wanted people to be able to read articles about the industry, and learn how to live more mindfully, sustainably and ethically."
There are currently more than 50 local and international fashion brands on the site, including Patagonia, Nobody Denim, Kowtow and Bare Bones – some big names, others small, independent and emerging. And they appeal to all markets, domestic and New Zealand as well as further afield in Europe and the US.
Based in Sydney, Well Made Clothes' full-time staff of six is always on the move, whether it's jetting over to New Zealand for a fashion shoot, visiting prospective designers in Melbourne, or attending trade shows overseas.
Elkin sat down with us to talk about how the company is using Qantas Business Rewards to take Well Made Clothes further.
"When we were launching the company we were lucky enough to win an innovation in journalism award through the Walkleys, which allowed us to take up a mentorship program with Google. This really gave us incredible knowledge to develop the Well Made Clothes site, which is part online shop and part digital content hub. We use technology to aggregate information on our site."
"Because of this, our team today is a mix of stylists, features writers and marketers – similar to a magazine. Then co-owner Courtney and I work to find new and emerging designers who are doing amazing things in producing ethically minded fashion."
"We travel a lot, mostly in Australia to visit design brands in Melbourne. Courtney is from New Zealand so she goes over there for Fashion Week and for photoshoots. Before the end of the year we're going to the US for tradeshows. Technology is great, but it's better to meet in person. With every flight we take we're earning Qantas Points for our Qantas Business Rewards account."
"At the moment most of our travel is domestic, but next year we want to travel more overseas to meet emerging designers before they get big. It's reassuring to know we can do this, as a small company, and still be rewarded."
"We went to the Perth for the Fashion Festival, and redeemed the flight using Qantas Points that we accumulated in our Qantas Business Rewards account."
"Courtney was going, and it was easy for me to transfer points from our Qantas Business Rewards account to her personal Frequent Flyer account so she could redeem the flight."
"We've also looked into redeeming Qantas Points for hotels. The list of properties you can check in to is great. We have a new staff member starting soon who will help organise this for the company. We're also looking into redeeming Qantas Points for car hire, which will be a big help for things like attending the Perth Fashion Festival and fashion shoots."
"We're still a start-up, but it's so nice to be included in a program that looks after you. It helps to not put too much effort into building up rewards. We have a small team and are time poor and don't have time to research. It's great to know we can build rewards just from doing everyday business things."
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