of one of the harshest Covid lockdowns in Melbourne. By acquiring the brand, we were able to establish a clear vision for OnceWas and share who we are with our customers. It also enabled us to focus on where we see the most potential. I believed there was a great amount of untapped potential in the e-commerce and digital space, and made it my key focus, while continuing to create unique investment pieces for women who want stylish and effortless clothing that’s versatile and wearable.  Our collections feature exclusive prints and luxurious leathers and fabrics, with an emphasis on natural fibres. Personally, I’m inspired by designing clothes that make women feel confident, comfortable, and good about themselves – and that’s what OnceWas is all about. Belinda Glynn, head designer and director at OnceWas. Supplied IR: What are some of the major changes you introduced after taking over the business? BG: Before taking over OnceWas, we had two bricks-and-mortar stores, which were a lot of work to manage. We made the decision, even before Covid, that this was not where we wanted to focus our efforts. After taking over, we put a much stronger emphasis on the e-commerce side of the business and digitising our retail space. As our official takeover aligned with Melbourne’s lockdown in August 2020, we had to think of new ways to maintain our connection to our customer. And while e-commerce was the focus, we still wanted to provide exceptional customer service, especially in the face of such unprecedented, and often isolating, times.  During that time we found phone calls went such a long way with an older customer base who weren’t as accustomed to online shopping. It was so important to still engage with our loyal shoppers. Human connection goes a long way in retail, and it’s one aspect of our business that I’m so proud of.  IR: What are your top priorities for the business over the next 12-24 months? BG: A big focus for our future is figuring out how to grow and scale the business while still maintaining the small business values and ethos that are at the very centre of OnceWas. We’re very conscious that when businesses scale too fast and too big they tend to lose touch with their customer base and our customer base is at the heart of everything we do. Once a fortnight, we open up our styling studio at our head office and have first-hand experiences with our shoppers. It’s great to get feedback, see what they’re loving, what they want to see more of. It’s invaluable insight for my team and especially myself, as it helps inform my design process. Finding the balance between growing and keeping our values at heart will be one of our primary focuses, along with continuing to provide versatile, unique collections that make the wearer feel their best.  IR: When it comes to the design and manufacturing side of things, how do you think the fashion industry has changed since Covid? What is harder/easier about running a fashion business today? BG: Since navigating the highly uncertain waters we faced during Covid, nothing really phases us now. Having to constantly be prepared to pivot and not knowing when, or if, stock would arrive let alone how long deliveries would take, has taught us to think on our feet, roll with the punches and always have a plan B. We’ve learned that being open and transparent with our customers helps them appreciate all the hard work and challenges behind the scenes. This definitely tends to make them a lot more understanding if things don’t go according to plan. For us, Covid was a blessing in disguise in some aspects, as our demographic was forced to become comfortable with online shopping for the first time and they are now embracing it – especially with brands they have grown to love and trust. IR: Tell me about your target customer. Who are they, and what are you doing to reach them in a unique way? BG: Our target customer is the style-conscious woman who is aware of trends but prefers to fill her wardrobe with timeless, unique pieces that represent her personality. We tend to reach our customers through very thoughtful and targeted influencer programs, engaging stylish women of substance who resonate with OnceWas pieces and make them their own. We also use a mix of digital marketing practices and our styling studio each fortnight.  IR: I know you’re passionate about reducing the environmental footprint of OnceWas. How are you doing this now? And what are the next steps you hope to take? BG: OnceWas is committed to designing quality, timeless pieces made from sustainable fabrications, and we love that our customers get so many years of wear out of their pieces. Cupro and viscose are some of the fabrics that we use across the majority of our designs. They are lightweight, breathable and durable fabrics that drape beautifully against the body. We produce in small batches and prefer to sell out rather than over-producing garments that end up being marked down and rapidly make their way into landfill. Creating investment pieces that can be cherished parts of our customers’ wardrobes and worn season after season embodies our commitment to sustainability. IR: Beyond the environmental side of things, are there any other exciting projects/initiatives in the works?  BG: We’re so proud to be partnering with i=Change, where $1 from every purchase is donated to one of our three chosen charities working to make a change in our community. As an Australian, female-owned small business, we are passionate about giving back to our community and we are committed to using our platform to promote positive change. In addition to i=Change, we’re always looking out for meaningful partnerships and initiatives to take part in for our community, so watch this space.