LILLY EDMUNDS.
Fashion has always been a passion for Lilly, owner and designer of the brand, Miss Lilly. Lilly is the designer of the Kimocape which is becoming a recognisable capsule wardrobe piece on Sydney's Northern Beaches. Several years ago she found the courage to leave her job as a florist and is focusing all her creative energy in to building Miss Lilly into a successful brand.
MY SIGNATURE STYLE
Floral designs and soft, floaty fabrics.
I LOVE SEEING A WOMAN DISCOVER HER STYLE
I’ve always loved Boho clothing but what’s really inspired my clothing range is my love of flowers. Before I started my business, my background was in the floral industry. It was a luxury to be surrounded by beautiful flowers all day and a joy to watch the new blooms that each season would bring. This is reflected in my love of soft floral fabrics and the bohemian cuts of clothing I design.
TELL US ABOUT YOUR BUSINESS
Having my own bricks-and-mortar shop has been a dream of mine for as long as I can remember. With my floristry background, I always thought I was going to have a floral shop but my dream shifted along with my growing fashion label. My boutique in Allambie Heights is a curation of all the things I love: fashion, flowers and lifestyle. While fashion is our focus, we offer a range of accessories and giftware and also host workshops and events. As a qualified florist, it was always my dream to incorporate flowers into my store. We stock beautiful fresh flowers and a great range of indoor plants. People often comment that they love the way the store makes them feel. My customers are truly amazing and they go out of their way to support me.
WHAT SETS YOU APART?
There aren’t many shops that offer the unique services we do. We offer complete styling sessions that send you home with a brand-new wardrobe and also provide a one-stop shop for gifting and floral needs. We pride ourselves on our customer service and deep understanding of what our customers are looking for. We also hold fashion shows and exciting workshops.
When I started designing my clothing range I just loved seeing women put on my clothing and suddenly "feel good”. Helping women style and select clothing that suits their body shape not only makes them look better but makes them feel better. Having happy customers walk out of the store is my purpose and fills me with joy.
WHAT DO YOU LOVE MOST?
I love helping women feel good in their own skin. Women often come into the store telling me that they hate shopping or have lost their style and don’t know what to wear. At Miss Lilly, we love helping women find outfits they not only feel good in but look great in.
I love creating a welcoming space that people enjoy being in. So many of my customers are repeat purchasers - they love the energy of the shop and will pop in just to say hi and see what’s new. It has a real community vibe.
PROUDEST MOMENT?
I think the proudest moments I have in business are when I host an event. We love an event at Miss Lilly and have hosted Christmas events, birthday events and most recently a spring fashion event showcasing our new season stock. I feel so proud when I look out at the crowd and see all the familiar faces and the community that I have created.
WHAT’S NEXT?
The last two years with the pandemic have been full of ups and downs. It has forced me to become extremely creative, work really hard and think on my feet. I am really looking forward to being able to travel overseas more regularly to source fabrics, and products and work with my tailor. I’m also excited to watch my business grow and evolve organically and see the areas of potential in some less turbulent trading conditions. Let’s all cross our fingers for that one!
Contact Lilly at www.misslilly.com.au or @misslillyapparel