MOVING FORWARD TOGETHER🤝

FOUNDER STORY & BRAND DNA 🧐

I'm Alexandra Stone, an Australian woman who has spent equally as much time abroad as I have in my home country. Living out a creative existence and empowering others with creativity feels both a passion and purpose to me. I'm in the infant stages of the brand—7 months in. The pace of learning is great, yet the joy of expanding our presence is inspiring.

I'm building a Ready-to-Wear fashion community inspired by my heritage, anchored on the ethos of dressing with intention and creativity, reminding us all of the mood-lifting power of the daily routine of dressing.

I'm promoting the alignment between fashion and wellbeing while inviting an element of escapism to the enchantment of my homeland’s culture.

Wardrobe for a passport—allow these garments to transform you to a desirable place and time. Craft over mass; we make wearable art that are heirlooms. Everything is limited-run, paralleling sustainability with individualism of style. Storytelling through threads—say nothing and yet share your voice. Self-expression as an act of self-love. Everyone is creative, but not everyone is curious to be so; this curiosity is our unlocking.

Personal stories significantly shaped my business. One key mission is supporting women in finding and embracing authenticity and unique identity through style and self-image at every life stage.

My decade-long journey in fashion has brought me full circle to my roots, translating my love for our country through the lens of an Australian woman, where effortless elegance and self-assured radiance flourish.

She is global in thought and mind, down-to-earth yet aspirational. Her urban lifestyle draws her back consistently to the coast or vast open spaces.

She radiates positivity and communicates visually, with her identity deeply coded in her style. She shows up authentically always, valuing quality friendships and possessions alike.

What’s a challenge you recently overcame that other people might find helpful to know about? What helped you overcome it?

CREATING FORWARD WINS 🚀

Global tariffs were a major challenge. Although unresolved fully, I've met this challenge head-on by having one-on-one conversations with global vendors, approaching these relationships as true partnerships rather than simple client transactions. Clear, open communication made the difference.

What Creating Forward win are we celebrating this year so far? Big or small.

Setting up a PR system, putting consistency into our socials, and carrying out more IRL events have proven to be the fastest ways to achieve directional and 1:1 product and brand development. We recently conducted a trunk show in NYC and multiple events in the SoCal area, all of which provided great opportunities for community building and insightful feedback on the needs and wishes of our Zandra girl.

What stops other founders in your community from taking action?

TAKING IMPERFECT ACTION 🎯

Overwhelm about what to tackle first, especially between product quality and marketing. Some obsess over the product, neglecting marketing, while others excel in marketing but offer average products. Striking a clear balance is essential.

What is one founder challenge you think deserves more airtime?

Deciding where to focus your time and effort as a small team in the early years. You can't do it all at once, so having a clear roadmap and seasonal priorities is critical.

What stops you from taking action?
How do you overcome this?

Overthinking stops me, especially when my life as a mother of three and entrepreneur limits my tangible work time. When I can't act directly, I get stuck in my head. My solution is focusing on incremental, consistent improvements rather than perfection.

What’s the next big thing on your priority list?

Conducting trunk shows across key U.S. cities, deepening connections with customers, and sourcing our first brand collaboration by year-end.

IFGT CONFIDENCE & MINDSET🌟

What’s something you’ve had to unlearn or pivot so that you could keep moving forward?

I’ve changed my view of social media from a hobby to a crucial business component. Content building is now a weekly metric that can significantly impact our outcomes.

What’s a mindset shift that’s changed how you show up as a founder?

Truly leaning into the long game. My expectations are humble, focused purely on consistent, incremental growth over time.

PAYING IT FORWARD🧘‍♀️

What’s a tool, practice, resource or piece of advice that’s been game-changing for you? And why?

Meditation—quieting the mind provides clarity, directly influencing business evolution. Listening to inspiring podcasts from relatable people has also been transformative.

What do you want to offer the community?

Confidence in style, curiosity in creativity, and wellbeing support via style and positive psychology.

FOUNDER STORY & BRAND DNA 🧐

I'm Alexandra Stone, an Australian woman who has spent equally as much time abroad as I have in my home country. Living out a creative existence and empowering others with creativity feels both a passion and purpose to me. I'm in the infant stages of the brand—7 months in. The pace of learning is great, yet the joy of expanding our presence is inspiring.

I'm building a Ready-to-Wear fashion community inspired by my heritage, anchored on the ethos of dressing with intention and creativity, reminding us all of the mood-lifting power of the daily routine of dressing.

I'm promoting the alignment between fashion and   wellbeing

while inviting an element of escapism to the enchantment of my homeland’s culture.

Wardrobe for a passport—allow these garments to transform you to a desirable place and time. Craft over mass; we make wearable art that are heirlooms. Everything is limited-run, paralleling sustainability with individualism of style. Storytelling through threads—say nothing and yet share your voice. Self-expression as an act of self-love. Everyone is creative, but not everyone is curious to be so; this curiosity is our unlocking.

Personal stories significantly shaped my business. One key mission is supporting women in finding and embracing authenticity and unique identity through style and self-image at every life stage.

My decade-long journey in fashion has brought me full circle to my roots, translating my love for our country through the lens of an Australian woman, where effortless elegance and self-assured radiance flourish.

She radiates positivity and communicates visually, with her identity deeply coded in her style. She shows up authentically always, valuing quality friendships and possessions alike.

She is global in thought and mind, down-to-earth yet aspirational. Her urban lifestyle draws her back consistently to the coast or vast open spaces.

TAKING IMPERFECT ACTION 🎯

What Creating Forward win are we celebrating this year so far? Big or small.

have proven to be the fastest ways to achieve directional and 1:1 product and brand development. We recently conducted a trunk show in NYC and multiple events in the SoCal area, all of which provided great opportunities for community building and insightful feedback on the needs and wishes of our Zandra girl.

Setting up a PR system, putting consistency into our socials, and carrying out more IRL    events

CREATING FORWARD WINS 🚀

What stops you from taking action?
How do you overcome this?

Overthinking stops me, especially when my life as a mother of three and entrepreneur limits my tangible work time. When I can't act directly, I get stuck in my head. My solution is focusing on incremental, consistent improvements rather than perfection.

What is one founder challenge you think deserves more airtime?

Deciding where to focus your time and effort as a small team in the early years. You can't do it all at once, so having a clear roadmap and seasonal priorities is critical.

What stops other founders in your community from taking action?

Overwhelm about what to tackle first, especially between product quality and marketing. Some obsess over the product, neglecting marketing, while others excel in marketing but offer average products. Striking a clear balance is essential.

MOVING FORWARD TOGETHER 🤝

What’s something you’ve had to unlearn or pivot so that you could keep moving forward?

What’s a mindset shift that’s changed how you show up as a founder?

Truly leaning into the long game. My expectations are humble, focused purely on consistent, incremental growth over time.

I’ve changed my view of social media from a hobby to a crucial business component. Content building    is now a weekly metric that can significantly impact our outcomes.

IFGT CONFIDENCE and  MINDSET 🌟

What’s a tool, practice, resource or piece of advice that’s been game-changing for you? And why?

Meditation—quieting the mind provides clarity, directly influencing business evolution. Listening to inspiring podcasts from relatable people has also been transformative.

What do you want to offer the community?

Confidence in style, curiosity in creativity, and wellbeing support via style and positive psychology.

PAYING IT FORWARD 🧘‍♀️

What’s the next big thing on your priority list?

Conducting trunk shows across key U.S. cities, deepening connections with customers, and sourcing our first brand collaboration by year-end.