Passion, pivot, profit: Egidia’s journey from fashion enthusiast to online business Mogul

For those of you who’ve been tuning in on our podcast, you know that my focus has always been on guiding aspiring entrepreneurs through the thrilling (yet daunting) process of starting their own online ventures. Today, I'm excited to share with you the inspiring story of Egidia from Gigi and Co, who transformed her passion for fashion into a profitable eCommerce business.

Like many of you, Egidia wasn't content with just dreaming; she wanted to take control and create something truly her own. And while managing her family's building business, she launched into the online world with enthusiasm—and learned some tough lessons along the way. Her initial setbacks with her first website eventually led to a successful pivot to Shopify and a full-on rebrand to Gigi and co.

For Egidia, one of the biggest challenges was sourcing products. As she reached out to various agencies in Surrey Hills, she quickly realised that not having a physical presence was a setback, with some brands reluctant to sell to an online-only store. Nevertheless, she persevered, finding flexibility and benefits to an online model, especially with the shifting retail landscape during the pandemic.

This episode of “Online Store Success,” learn about how can a strategic move exemplifies how online businesses can remain fluid, effectively reducing return rates and addressing the challenges of selling event wear online. You can listen to the full podcast episode here or watch the interview here.

Hard truths of the fashion business & launching a profitable eCommerce business

The Leap into Fashion

Egidia always harbored a love for fashion despite her extensive involvement in her family's building business. This passion led her to carve out her own path in the fashion industry. She shares, "I wanted something that was mine, something I enjoyed... I wanted to keep my foot in the fashion door." Her initial venture into the fashion world was through a premade website platform which she quickly outgrew due to its limitations.

Transition to a Tailored Platform

The journey wasn't without its hurdles. Egidia's first foray into online retail started with a basic, rigid website that didn't support essential features like Afterpay, prompting her to transition to Shopify. This move was pivotal, allowing her the flexibility and functionality needed to grow her business.

Navigating Brand Evolution

As her business evolved, so did her brand. Initially starting as Awards Fashion, she rebranded to Gigi & Co, a name that resonated more with her personal identity and the boutique's direction. This rebranding was crucial as it aligned more with her vision of offering stylish, everyday wear rather than just event-specific attire.

Sourcing and Stock Challenges

Egidia discusses the challenges of product sourcing, particularly the nuances of dealing with suppliers and adjusting to market demands. Her experiences in Surry Hills, a hub for fashion wholesalers, highlight the dynamic nature of stocking a fashion store, from securing the right products to adapting to supplier flexibilities.

The Impact of Market Changes

The fashion market is ever-changing, and so are the strategies to stay relevant. Egidia notes the increased flexibility in supplier attitudes, especially as traditional retail faces challenges. This adaptability has been crucial in maintaining a diverse and appealing inventory.

Looking ahead, Egidia is excited about the future. With plans to launch her own label under Gigi & Co, she aims to blend trendiness with classic styles that offer longevity. Her focus remains on providing apparel that empowers women to feel confident in their everyday activities.

Egidia's journey is a powerful reminder of the perseverance needed in the competitive world of online retail. Her story encourages aspiring entrepreneurs to pursue their passions with determination and adaptability, ensuring their business not only survives but thrives in changing landscapes.

Are you inspired by Egidia's story and ready to embark on your own online fashion endeavor? Remember, it's not just about the passion but also about strategic planning and leveraging the right resources. To follow more about Egidia's story, checkout Egidia's shop or give her Instagram a follow to continue being inspired.