MEET THE MAKER
Jo MERCER - Matilda Life
Jo Mercer has been on the front foot of Aussie fashion trends since she founded her eponymous shoe label in the 1990s. Now, with her new lifestyle brand Matilda Life, the experienced retailer and former high-flying Myer executive is encouraging us all to “think before we buy” and help revive our local manufacturing industry in the process.
How did you start your home grown business?
The idea for Matilda Life came to me in 2020 during that first, long COVID lockdown in Melbourne. I knew I wanted to do something new with my career and, more importantly, something I felt really strongly about. I saw a gap in the lifestyle and fashion market – nobody was doing a completely Australian-made brand – so I got to work creating one. Our purpose at Matilda Life is simple: support Australia and support Australian manufacturing.
What inspires you?
I’ve always been inspired by nature, particularly the rich colours we see in the Australian outdoors. I’m inspired by those in our community who strive to leave our planet a better place for the generations to come – and I strive to be one of those people every day. I also love learning about what other Australians are doing to put their best foot forward. There’s so much talent here.
What are the benefits of manufacturing locally?
At Matilda Life, we’re all about slow, sustainable fashion and manufacturing locally ensures I can keep a close eye on achieving that at every stage. It’s very important to me that the people who manufacture our goods are paid a proper wage for their work. Quality is also much easier to maintain when you can regularly visit your manufacturers. And, contrary to popular belief, having local supply chains can have real cost benefits too, because they allow for smaller runs where needed. Manufacturing in Australia also reduces our carbon footprint.
What makes the Australian consumer unique?
We’re a very relaxed culture and we really value our lifestyle here. So, from a fashion perspective, I think we’re generally not as dressy as many other cultures. I think more and more Australians want to get behind people and brands that work hard and are doing a good job in their community. Aussies care about ethics, morals and a fair go.
What’s the best business advice you’ve ever received?
One of my university lecturers told me to “always have a very clear vision and make sure everything is aligned to that vision.” The other great bit of advice I’ve received in more recent years is not to be frightened of your age when trying to engage customers on social media. Just get on with it!
