“I plan on getting the message of the ANTI brand out in the world and in doing so help bring people together in creating positive and collective change.”
What country are you from and where do you live?
I am originally from Australia. I have spent many years in New York City and now in London.
Title of what you do and what company you work with?
Founder and CEO – ANTI Collective
Education background (Hair school, salons, self taught)?
I was a salon owner originally, then ventured out into product and created ANTI. I own Prema in Sydney, New York and London. My role in the salon is a salon receptionist, i’m not actually a hairstylist but have worked in hair for over twenty years now. I have learnt to work intimately with and understand both hair stylists and consumers.
What is your signature style/artistic expression to your work?
My style is chic with an edge. ANTI is luxury haircare with street cred.
Do you have a career turning point or big break that has helped your career?
It’s been a long journey with many ups and downs but I guess moving to New York was a big turning point.
What was your scariest and proudest moment in your career?
Designing and creating ANTI’s packaging and first production run was exciting but a very involved and sometimes scary process. One of the proudest moments was the release of our first brand campaign in Soho, London directed by our Creative Director Nick Irwin and shot by Rankin.
What is next for your career goals?
I plan on getting the message of the ANTI brand out in the world and in doing so help bring people together in creating positive and collective change.
What advice would you give to someone starting out in your business?
If you are creating a brand when you start out get your brand message right. Know that you will most certainly have production problems when you start. Bring in a team of experts who know their given area. Start small. Expect the worst.
