Bowerbird helps labels fly

14 August 2009

Leona EdmistonFashion businesses now have a new portal through which to gain national and regional coverage for their brands, following the launch of sourcing website mybowerbird.com. Described by its founder as "the modern day bush telegraph, linking people across the country to the best of everything online" the site features fashion labels including Leona Edmiston, Pip Duck and Peeptoe, as well as sales and style directories and a vintage clothing segment.

Launched in June, mybowerbird.com - which also covers beauty, interiors, homewares and children's products - is the brainchild of stylist and self confessed shopping addict Therese Cullen. Cullen dreamt it up following a return to the country lifestyle of her youth after a stint in the city.

"Once a country girl gets a taste for the city and returns to her roots it doesn't take long before the wish list is nearly as long as the drive to buy it. As more and more companies and products set up shop online, the issue is finding the time to sort the good from the bad, the ugly from the unique and the fad from the fantastic to actually find what you're looking for."

"My life was beginning to resemble that of a bowerbird - constantly collecting and sourcing amazing things from everywhere for other people, so I thought it was only fair to share this collection and insight."

Updated monthly with recommendations on sites, products and brands guaranteed to deliver style, quality and value, mybowerbird.com was targeted at discerning consumers, she said.

"Visitors to mybowerbird.com are open minded, imaginative, and inquisitive to want to know more about independent and innovative trends and labels."

From designers' and brands' perspective $110 for a three month listing in the site's directory section was money well spent, she said.

"I am very affordable, and I don't intend on becoming expensive. The drive behind the business was that I used to be a milliner and I also had my own children's denim clothing label. I know it's hard to get a start up if you don't have lots of money behind you and I think talented people often fall by the way due to lack of funding."

 

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