Design Federation

Angela D’Alton of leeloo shows that getting up to go to work in the morning is something you can look forward to!

What is your name and where are you located?
My name is Angela D’Alton and I’m located in Sydney. Have been all my life. In Sydney that is. I used to be Angela Howe before I got married.

What is leeloo and why the name?
Leeloo is a brand spanking new web site that I’ve started. The idea behind it is to give young and emerging designers and artists a launching platform upon which to greet the world! I got the idea when I was writing a fashion blog, and was responsible for reviewing web sites as well as general trends. I noticed a huge interest in young Australian designers of fashion and accessories both here and abroad, but a fairly large gap in the number and in some cases the quality of the sites that sold items of this ilk.

I also found that the sites, stores or galleries that were selling were doing so through a consignment agreement with the designers rather than buying wholesale and taking a risk on their talents. In some cases, it was costing the artists money. After I broached the topic with some Sydney designers, I found that some agreements would mean that they couldn’t take the pieces to markets with them or keep track of things very easily and that they were often disappointed with the promotions being done of their work. I decided to take a punt and select some fashionistas and artists to buy wholesale from. I figured in most cases, if I like it then someone else is bound to as well. It’s a big world after all.
The designers I’m working with are really pleased. It’s a building block for their creative career so that they don’t give up. Being creative types it means that they can keep designing with some funding, and they can leave the business side of things to me when it comes to the pieces we’re providing together. I’m going to be focused on the marketing, the online presence, advertising and the customer service side of things.
I’m also very driven by providing exceptional customer service as I’m sick to death of it being treated as a privilege to spend money on web sites and in stores. I want to provide quality, exclusive or limited edition items with friendliness and a sense of community. I want this to be fun and enjoyable from everyone right from the designers and artists, to us at Leeloo and through to the customers.

The name comes from my dog. She’s a staffy cross kelpie from the RSPCA and she’ll be 3 years old in January. She’s named after the Milla Jovovich character in The Fifth Element by Luc Besson. She’s the missing link, she’s the perfect being and she saves the world (in the movie). Leeloo helped me through a hard time, so I needed to pay homage to her and her importance in my life.

How long have you been working on the idea?
I’ve been working solidly on bringing Leeloo to fruition since August 07.

Have you always wanted to do something like this?
In a way, yes. Traditionally I was involved in the performing arts, or at least I dreamed of being involved! I have been known to dabble in fashion and jewellery design in the past although it’s a long-time passion. I’ve always dreamed of having my own shop since I was a little girl and I used to work in my Mum and Dad’s clothing store. I love fashion, accessories, design. I love things that look nice, this is my dream job. I’m mixing my practical skills with my passions. Who could ask for anything more?!

Question Is this a Hobby or a Fulltime job?
Since this is currently a one woman show, this is now my full-time job. And then some.

What were you doing previously?
My career is varied. I’ve earned a living primarily from the corporate world (customer service, sales, marketing, admin, purchasing, web and e-mail administration) but also spent a lot of time in creative and social areas as well (acting, singing, voice-overs, massage therapy and reflexology, vintage clothing sales and fashion writing).

I’ve definitely found what it is I’m supposed to do now. I finally understand what people mean when they say “I get up in the morning and I can’t wait to get to work”. I used to think that was a lie.

How many IT admins don’t say to “reboot” when there is a problem?
I have to admit, I’ve said it once or twice myself….. there’s very few who don’t say it. Even if it’s as part of a whole troubleshooting process (ahem). I’d say there might be 1 or 2…..but I don’t know who they are.

What’s wrong with cats?
I dunno…..nothing really….got nothing against cats…..I’m just way more a dog person. The unconditional love and bucket loads of affection might have something to do with it. Cats are too cool. Dogs are clumsy and I can relate to that more closely….

What motivates you to succeed?
The response I get from people about the idea is so positive and re-assuring it contributes highly to my motivation, it keeps me propelled. The risk that I’m taking on the young designers, their reputations, our collective futures and the need to be involved in the creative community every day. A desire to make this work for everyone concerned, especially those that have put their faith, both emotional and financial, in me.

Where do you want to be in 2 years with leeloo? :)
I already have plans to begin shipping our Aussie talents overseas as soon as possible, or at least once I’ve completed the reading on export legislation and taxes (yaaaaawn). By then I’ll have built a huge portfolio of designers and artists that are involved through Leeloo, and would like to see the launch designers who have themselves taken a risk on me in a way, taking their careers above and beyond their expectations. I see Leeloo as being an established part of the Australian design and art community, all things going well of course!

I’d love to have an assistant by then too. Or maybe a few people to help me…..

related links

www.leeloo.com.au

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Tags: Angela D'Alton, designers, Fashion & Lifestyle, leeloo