On Tuesday September 1, Ali took to the stage to present a speech about how our local council has supported us over the last few years. It was an emotional one, and brought many tears, proving just how special it can be when you are supported.
Here is a transcribe of her speech:
We all love the set of videos created for us, and we still promote them on our website, and even though they were filmed almost three years ago, the content remains evergreen and obviously the team and I haven’t aged a day!
I’d like to start by saying how happy we were to be part of the first campaign in 2024, and that the positive impacts personally and professionally have been more than I could ever have anticipated. When I started writing the notes up for this, I realised I had so many positive examples that I could talk for hours, but don’t worry I’ll keep it concise.
To any business owner invited to take part in this campaign in the future, my advice is simple: Say yes. Because Support Local didn’t just promote our business. It encouraged me to recognise our uniqueness, amplify our story and begin the visibility journey we now call our Year of Emergence.
When Nikki first reached out in November 23, I remember thinking: How do council even know who we are? And why on earth would they pick us?
Yes, we had loyal boutique customers around the country, a growing online presence and an incredible local manufacturing network. But I still thought of us as under the radar, a best-kept little fashion secret, and we had only just relocated to the area.
But sometimes others see potential in your story before you see it yourself. That’s what happened here, and I remain extremely grateful for that.
When the campaign launched on this very stage, I stood here shaking with nerves, as Mayor Tanya recently reminded me, and spoke about why I’d chosen Willoughby as our home.
We’ve now been at Nathan Lane for more than four years but, the reasons of timesaving, space, safety and rental value remain but I’d add another reason as to why we love it here: Community. We’ve truly made Willoughby our home.
When speaking at Parliament House in 25 about creating consumer awareness for supporting local industry, I used this experience as an example and described it as a small pebble creating many ripples.
And the ripples keep coming. And it’s those Ripples that I’d like to share with you tonight.
Ripple One: Inspiration The campaign inspired our own marketing message:
Shop small. Support local. Buy Australian Made.
Which is now a company tagline, and a statement I use often.
We began spotlighting the independent boutiques around Australia that stock us, telling their stories and encouraging our community to visit them. Which they did.
Something that started here in Willoughby has travelled across the country and continues to do so.
I’ve also tried to pay that inspiration forward by not only recommending this campaign to others to join, like my friends at UbyKate,
But talking career opportunities, and welcoming local students for work experience and advocating for an industry that employs more than half a million people, brings $28 billion to the economy, yet sees only 3% of the clothing sold here actually made locally.
I’m incredibly proud Philosophy is part of that 3% club. But how great would it be to raise that number with the next generation?
Ripple two: Connection
This campaign also encouraged me to expand my network. Two years ago, I knew only a few people here, now I know many and feel so supported by that.
I joined organisations including the Australian Fashion Council, Seamless and Australian Made, and was introduced directly to the Better Business Partnership and Chatswood Chamber of Commerce, who I know are here tonight.
But I didn’t just join, I always step up and get involved.
I engaged Michelle Broadbent as my business coach, one of my better decisions. Owning a business can be isolating, particularly when you’re responsible for a team. So, creating a circle of trusted advisers is essential not just for your business, but for your headspace.
And I love that many of mine are fellow north shore businesses, especially Robin Tabari who has become part of our integral team after an introduction from Nikki.
Ripple Three: Recognition
With growing confidence, I started putting us forward for awards, something I’d never considered before.
And it turns out my passion for the brand comes across in an application, apparently I m better at writing than speaking, because we’ve been fortunate to receive some wonderful trophies that have gone straight to the pool room.
We’ve won Excellence in Small Business with BNSW, been named National Women’s Small Business Champion in Fashion twice and, just a few weeks ago, I was incredibly surprised to be named North Shore Businessperson of the Year.
As I said when Tim presented me with the award, I feel a like a fraud and dont deserve that recognition, as its not about me, its always about our brand and I know I could always be doing better, But I keep trying, and no one can ever doubt my passion.
None of those recognitions happened because of Support Local. But without that initial invitation, I wouldn’t have put us forward.
Awards give you something good to talk about with your community, and you don’t even have to win to gain the benefit of social proof for new customers and algorithm bumps, which create exposure.
And recognition, creates another ripple: Visibility
For us, increased visibility has meant more photo shoots, collaborations, and media opportunities.
And everyone involves another small business, photographers, models, makeup artists, graphic designers and printers for example, so our increased visibility has meant revenue ripples for other local businesses.
It has also brought print, digital, radio and even television opportunities, introducing Philosophy to new customers and giving us a platform to advocate for fashion, local manufacturing and small business.
The Support Local Campaign therefore didn’t create one promotional moment.It created ripples. And those ripples created momentum.
But looking back, I think the most important ripple was a personal one. Confidence.
I’m naturally an introvert. I’m a designer, not an entrepreneur. I’m most comfortable behind the scenes, sketching, playing with fabrics and creating clothes. Standing up here? I’m still nervous, which I am sure you can hear in my voice. But I realised I couldn’t only be the heart of the business. I needed to become the face and voice too. And that meant as Anica and Kimba from team, who are here tonight say, I have to put my big girl pants on.
So, I started saying yes. To panels, interviews, writing articles, podcasts and even live television. Not just talking about fashion, but about Australian manufacturing, small business ownership and the things I believe matter.
And every time I step up, it gets a little easier. So, I therefore suggest to always taking the opportunity to get your message out there, when the chance arises.
That confidence also changed how I talk about Philosophy. I’ve stopped using the word little. We’re not little. We’re independent.
I’m incredibly proud to own a Sydney-based brand that supports staff, spotlights local manufacturing, works with independent retailers and a network of other small businesses. Keeping every dollar in and out, in a circular local economy.
I didn’t think that was particularly special or rare, but now I know it is.
There’s a saying that it takes a village to raise a child, and the same can be said for a business. Many people in this room are part of our journey, and I’m enormously grateful for their belief in our brand. Its “ours not just mine”
I’d like to wrap up by sharing my business mantra: Know who you are, what you do, why you do it and who you do it for – and strive to always do it better. Stay curious. Sprinkle kindness. And always believe.
And if you don’t quite have that belief for yourself yet, it’s perfectly okay to borrow it from someone else. Because as I mentioned at the start of my speech sometimes other people see it before you see it for yourself.
So, I’m very happy to be a cheerleader for any business owner in this room tonight. Please come and find me afterwards. Let’s connect.
Because that’s really what all of this is about: Community building Momentum.
So, in my experience, the value of Support Local can’t simply be measured in revenue or transactions.
Council recognised that supporting a business starts by making them feel seen. Connecting them with community. Opening a door with opportunity and giving the person behind that business enough confidence to walk through it.
For Philosophy Australia, and for me personally, that’s exactly what happened.
So, to all at Willoughby Council, thank you. You’ve helped us emerge.
Mayor Tanya looking fabulous in the Claire Denu Pant
