massive gap in the market for eventwear in my price range. There was nothing I could ever find in shoes and clothing that was unique and made a statement. We launched on a Facebook page and the brand just blew up. So, quickly, organically, I had to drop out of uni and quit my casual jobs to keep up with the demand. Once I started seeing the growth, I became obsessed with seeing how big we could grow it. Now, 10 years later, we have hundreds of thousands of customers worldwide, 45 employees and international offices. We’re on track to double in size again this year and have no plans to slow down at all.  IR: What does the Babyboo customer look like and what are they looking for?  AC: I don’t think the Babyboo customer has a certain look. I think the Babyboo customer is defined by an outlook. The Babyboo audience is a collective of like-minded badass women, who all dress for the lifestyle they either have, want or are working towards. The Babyboo customer is a power force to be reckoned with; she is confident, sexy, ambitious, fun-loving and she likes to express that through her fashion. She likes to look good, and is empowered to do so in its entirety. She is the life of the party, she is best dressed and dresses to look and feel powerful and confident. From a product POV, she is always wanting to look and feel her best self, and strives to turn heads when she leaves the house. She is looking for quality and ensuring that her ‘fit is on point. She has come to expect only the best from Babyboo; that’s where we have set the bar, and nothing else will do. And on a more personal level, I’d say she wants to feel like part of a community. She is looking for a brand to mirror her own best attributes and that embodies her values within its brand output. She’s looking for a brand to connect with that gets her on every level – her humour, her dress sense, her values, her priorities. She’s looking for a friend; she’s looking to be inspired by and motivated by us. The customer wants to know she is our priority, and we empower her at every opportunity – through our product, our content and our brand ethics.  IR: Tell me about the design and production process at Babyboo and what’s involved.  AC: This is a process I am so very proud of. We have spent a lot of time and resources on our design and production process, both in Australia and internationally. We design and develop every single product in-house at our Babyboo Sydney headquarters. We scour the world to make sure we’re at the forefront of global fashion trends. Every design is 100 per cent exclusive to Babyboo. A lot of work goes into production of a design – from drawing, to fabric selection, to fitting on a model for the perfect fit, to a 12-week perfecting process to developing the final sample. Currently, every month we release a new signature collection that has a different aesthetic and vibe and varies in product categories to provide variety to our audience.  IR: Ethical manufacturing is of importance to you. Can you tell me about how that’s monitored and measured within the business? AC: Yes, of course. Ethical manufacturing is and always will be a priority for Babyboo. We use ethical manufacturing practices where human rights are always at the forefront. Making sure all our manufacturing employees are treated well, with great working conditions. We employ staff members internationally to monitor human rights conditions and [make sure they] are up to our high standards at all times. Regardless of how big the company grows, this will always remain a priority. We also invest heavily in the product team, ensuring every product is designed to the highest quality to ensure a long-term product lifecycle, meaning the products can be reused and worn for many years, as opposed to the typical fast-fashion industry.  IR: Diversity and inclusion are increasingly becoming important in business, particularly in fashion. Do you see Babyboo expanding its size range in the future, beyond XL?  AC: Yes, definitely. Diversity, inclusivity and body positivity are key initiatives for us as a brand going forward. Speaking truthfully, this is something we are determined to do better, and we have dedicated resources to ensuring this is a prevalent pillar in our brand. As our brand continues to grow, it presents us with new opportunities to diversify our ranges and our size offerings, which is something we are going to be pushing this year. We are thankful that the fashion world continues to evolve, and we can commit to our audience that Babyboo will be proudly championing all women, of all sizes, in its future. We don’t believe our product is going to change the world, but the women that wear it will.  IR: You recently shifted the business’s marketing focus to TikTok and you’ve got 10 global ambassadors. What do those partnerships involve and what do you think has made them so successful?AC: TikTok users have massively surpassed Instagram within the past year. We are very reactive and fast moving, so of course we are jumping on the platform. We do have ambassadors who reflect our brand mission – to empower women. These women vary from micro-influencers to globally recognised influencers. They are strong, confident, powerful women who love Babyboo and share the same mission as ours: to build the Babyboo community for empowering women.  IR: Tell me about Babyboo’s growth in the US and UK markets, and how you’ve developed exclusive products for those regions.  AC: Over the past year, we have expanded quite heavily in the US and UK markets, our product is really in demand in those regions. We [understand] very well what our US and UK customers want and expect and design specifically for their wants and needs and season. We scour the world to make sure we’re at the forefront of global fashion trends. As a result, our international sales make up almost 50 per cent of our total revenue. It’s an exciting feeling that you’re able to make thousands of women in these countries look and feel powerful. But we are really just getting started in these regions. Our US and UK customers don’t know what’s coming for them…exciting times ahead.  IR: What are your plans for Babyboo this year?  AC: Babyboo has no plans for slowing down, we are on track to double in size again this year in revenue and team members, and to continue expanding internationally.