Tearing Up the Rulebook: How I Rebuilt My Life and Launched Name the Label
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I’ve learned that life is far from linear. It’s messy, unpredictable, and full of both heartache and joy. But here’s the thing—I wouldn’t have it any other way.
We live in a world that constantly bombards women with unrealistic expectations, making us feel “less than” if we don’t fit into these narrow molds. Ageism? It’s alive and well, but I love watching women fight back against it. And believe me, I’m right there in the ring with them.
I’ve learned that life is far from linear. It’s messy, unpredictable, and full of both heartache and joy. But here’s the thing—I wouldn’t have it any other way.
We live in a world that constantly bombards women with unrealistic expectations, making us feel “less than” if we don’t fit into these narrow molds. Ageism? It’s alive and well, but I love watching women fight back against it. And believe me, I’m right there in the ring with them.
Six years ago, I decided to tear up the life I had built and start again. It wasn’t an easy decision, but it was the right one. I was a newly single mom, facing the reality of building a future for myself and my son from scratch. It felt daunting, but also empowering. I backed myself and founded Name the Label. Now, after years of hard work, I feel like I’ve found myself again. And let me tell you, it feels so damn amazing to truly value yourself. It’s like I’ve built a forcefield around me—nothing is going to break me this time!
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“Love what you do, and do what you love”
I haven’t shared my full story with everyone, until now. Working in the industry since 2001, I’ve had so many experiences—from launching my first label straight out of college, to co-owning a retail store, and even designing yoga clothing for one of the founders of Fat Face. But mid-2020, in the midst of the chaos of COVID, I decided to go it alone and launch Name the Label. Living in Dunsborough at the time, a stunning wine and surf region, we saw an influx of visitors when our borders were locked. It was a surreal time, but the label was incredibly well received by those passing through.
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Of course, my journey hasn’t been without heartbreak. During this period,
I was also separated from my ex-husband, though we still lived together for the sake of our son. Soon after the separation, my world was shaken even further—my dad was diagnosed with pancreatic cancer. Dad was an accountant and, in my younger years, not too supportive of my fashion dreams. But as time went on, he saw my passion and became my biggest cheerleader. He believed in me even when I doubted myself. When he was diagnosed, he asked if I would be by his side for his oncology appointments and chemo treatments. I didn’t hesitate for a second.
Losing my dad was the hardest thing I’ve ever gone through, but being by his side during his final months was the greatest privilege of my life. He showed me more about love, resilience, and myself than I ever could have imagined. As he fought for 8 months, I continued designing, often working by his bedside, using my creativity as a way to stay connected to something hopeful.
Amidst the grief, my divorce was finalized, and I had to learn to stand on my own two feet again. It wasn’t easy, but I did it. And now, three years after Dad’s passing, I’ve worked hard to rebuild my life. I’ve recently bought a block of land where my son and I will build a home—a fresh start that feels long overdue.
We’re still living with my mum, and while I’m endlessly grateful for the support we’ve given each other, I’m ready to carve out a new space just for us.
Name the Label is my tribute to Dad, but it’s more than that. It’s about women being free—free to express themselves, to feel strong, and to be unapologetically themselves. At the end of my marriage, I was a shell of who I used to be, struggling with panic attacks and self-doubt. But now? Now, I feel more like myself than ever. That’s reflected in the clothes I design. The vibrant colors, bold prints, and playful silhouettes all represent the confidence and joy I’ve rediscovered. And I think that’s what people are connecting with when they wear my pieces—they’re feeling a little of that strength too.
This journey has been wild, full of highs and lows, but through it all, I’ve learned to trust myself. I’m building a life, a business, and a future that I can be proud of, and I hope Name the Label can inspire other women to do the same.
"Here's to tearing up the rulebook, backing yourself, and feeling damn amazing while doing it!"
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