We sat down with the dynamic entrepreneur Danielle Johansen, CEO and founder of Threadicated, to discuss the inspiration behind her online personal styling business and what keeps her motivated during uncertain times.
Tell us about Threadicated?
We are an end to end online personal styling service. We like to think of ourselves as the ultimate matchmaker, using the expertise of our personal stylist, combined with technology to send customers a five-piece parcel of clothing and accessories that fit well and we think they’ll love; they keep the items they love and return the rest. Customers love having an expert stylist do the shopping for them and enjoy the convenience and simplicity of our service.
How did you come to develop the concept?
I was in a retail store and saw a sign promoting their styling service. I asked the sales assistant about it as I thought it would make a great gift for my mum, but when I found out you had to come in-store for the styling service, it made me think again as she lived hours away. It got me thinking personal styling should be available to everyone no matter where they live, or where they shop. And when I saw no one in Australia was offering an online delivered-to-your-door styling service, I decided to do it myself.
What inspired you to take a leap of faith as an entrepreneur?
I love books and had just finished listening to an audible book, Brene Brown’s “Daring Greatly” I love her and find her advice to be so refreshing and easy to absorb. There was one phrase in the book that I could not shake, “choose courage over comfort”. I think all great things happen when you decide to get out of your comfort zone, so I decided to take the leap and follow my dreams.
Around the same time I was listening to “Of gold and dust” which is the journey of the amazing Australian jewellery designer Samantha Wills, and I felt throughout the whole book she was talking to me about taking the leap of faith. I messaged her on Instagram telling her how much her book inspired me and she wrote back encouraging me to follow my dreams.
How did your background influence your love for fashion?
Probably one of the first times I felt influenced by fashion and knew I wanted a life around fashion was when I was watching The Parent Trap with the late Natasha Richardson and Lindsay Lohan. Natasha was in bed speaking French to a supplier on the phone and in comes Lindsay Lohan, Natasha suggested they head to her design studio for a fashion shoot. And it was all so glamorous and the fashion shoot just looked like the most fun. At that point I knew I wanted to be around fashion, and learn French. I am still working on learning French part.
What keeps you motivated during these uncertain times?
Definitely our customers, they are the focus for absolutely everything we do. And they motivate me every single day, when someone contacts us after we have sent them a parcel saying they didn’t think they could look this good again, after having a baby. Or that they weren’t sure if they should go for the promotion at work until they tried on the blazer we sent them. It shows us with each piece we send we are making a positive difference in people’s lives, and that is a huge driver knowing with each piece we send we are changing people’s lives.
What informs your work ethic?
I am a self starter, easily motivated by what I want to achieve. It helps me to always push forward. I also like to think how my actions could affect others and I try to ensure I am making the right decision for the greater good rather than just what is needed right now.
Do you have a vision for yourself in 5, 10 years?
For Threadicated, I see the opportunity to not only help Australians look good and feel great, but to take our service globally.
Somewhere down the track when I have a lot more time on my hands I would love to live in France for a year or so, immerse myself in the culture. I find French style to be so effortlessly chic and inspirational. And I love champagne, warm croissants and cheese so it is a perfect fit.
By Candace Little
Order a style parcel today, one of our Threadicated stylists would love to help you create your dream capsule wardrobe. They'll style and send you five pieces to suit your lifestyle, shape and budget.