by Badejo Fuwa

  

Fashion retailing still remains as competitive as ever, so only the best stand out – the most creative. Sometimes all that really matters is a brief reminder of a brand’s raison d’être to those that really matter, to its customers. Jute Fashion Magazine caught up with “Tree of Life“, and guess what? We found the most intriguing facts about this creative brand!

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Firstly, I would like to know how long your brand has been in the online retail industry and how did you start?

Tree of Life has been around for 30 years! Amazing isn’t it? But we’ve been really seriously online for only about 5 years. Before that, we felt our stores were so much about the touch and smell and see that you get from bricks and mortar but we, of course, had to eventually join the online world.

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Well, how hard was it to begin and maintain such a standard up till now?

I think we’re lucky (and sometimes challenged) by our somewhat niche offering. We’re always chasing the trends and the latest, but it also always has one foot in the bohemian aesthetic. We definitely have a bohemian heart! So that has meant that we are able to work towards that type of offering for our customer and it keeps us focused. It can be hard when the trends really swing away from boho, but we keep our fingers crossed that they’ll swing back around again.

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According to popular belief, it’s said that a fashion brand’s creativity comes from its name. How did you come across your brand name?

The name came from founder Wendy Borthwick, I think while she was swimming in the pristine waters of Heron Island at the time of its inception, so appropriate for Tree of Life! She searched for a name that would encompass all people and all things. Tree of Life is for everyone – all genders, sizes, religions, creed, and backgrounds. Tree of Life seemed to encapsulate that and allow us to bend and shape the company with the ever-changing tides.

Editorial fashion, fashion magazine, fashion magazines, fashion magazines that accept submissions, fashion magazine submissions, fashion magazine submissions, fashion publication, Jute Fashion Magazine, Jute Magazine, Jute Mag, online fashion magazine, online fashion publication, online magazine, submissions, submission magazine, submission fashion magazine, style, fashion, editorial, model, New York, NYC, New York Magazine, NYC fashion magazine, New York fashion magazine, Sydney, Australia, Badejo Fuwa, designer, Australian fashion, Tree of Life

I noticed that your major market is targeted at the female gender only. How have you been able to maintain that over the past year, knowing how the menswear industry possesses a vast market in the fashion industry?

We have dabbled in menswear from time to time, but it is true that women’s fashion remains our main focus. Having said that we do feel like our products appeal to everyone. We are however a company run mostly by women and our main suppliers are run by women, so I guess it makes sense that we enjoy making beautiful clothes for women to feel fabulous in. That’s always our main aim – that people come to our stores and find something that makes them feel special and beautiful regardless of size or gender actually.

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So, what could possibly be the easiest way to purchase an item from your brand?

In one of our beautiful stores or of course online at our website www.treeoflife.com.au

Where are the locations of your stores and where are your major markets?

We currently have nearly 50 stores Australia wide. We are now mostly located on the East Coast of Australia and of course, we love warm, sunny beach climates which suit our floaty, bohemian wares that you can wear to the beach or dance under the moon in. We receive lots of feedback that Tree of Life offers a little something for everyone, but we definitely find those warm and sunny locations do very well for us.

Editorial fashion, fashion magazine, fashion magazines, fashion magazines that accept submissions, fashion magazine submissions, fashion magazine submissions, fashion publication, Jute Fashion Magazine, Jute Magazine, Jute Mag, online fashion magazine, online fashion publication, online magazine, submissions, submission magazine, submission fashion magazine, style, fashion, editorial, model, New York, NYC, New York Magazine, NYC fashion magazine, New York fashion magazine, Sydney, Australia, Badejo Fuwa, designer, Australian fashion, Tree of Life

 You’ve worked with various faces for your collections; could you tell us some of the influential personalities that wear some of your collections?

We definitely try to feature a variety of looks in our campaigns and marketing, but also as many ‘real faces’ as we can, not just professional models. It’s so amazing now with social media that you can easily discover the most wonderful talent just by trawling through different feeds! SO many of my favorite girls I’ve worked with I found through social media – Billie Edwards, Madeleine Relph, Helena VestergaardMahalia HandleyChristina MacphersonSarah Lamkin and the list goes on and on and on!

Wow! So how have you been able to sustain your brand over the years with the vast market competition?

I think it comes down to the bohemian heart and it is a family run business. Everybody working for Tree of Life is so incredibly passionate about the brand, the values and the people who started it all. We all live and breathe the culture and are constantly working towards integrity & authenticity, be it in our supply chain, our marketing, our customer service and our product offering.

I checked your shop categories and I was curious when I noticed your merger between fashion and homewares what is your inspiration for your merger in fashion and homewares?

We offer a wide variety of products at Tree of life because there are so many products we feel passionate about!! The countries that we work with are so talented across a lot of different areas and we are really committed to supporting as many as we can for as long as our customers keep buying them!

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What could you say makes your brand stand out from the rest?

All of the above!! But I think it’s the people. We attract such beautiful souls in our stores, our business and we really try to seek out talented artisans who share the same passion for preserving the traditional Indian handicrafts that we do. And I think that’s the trifecta, isn’t it? Customers, Company, and product – if you’ve got the heart in each of those you should keep on beating long after most stop.

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