NEW BREED SCHOLARSHIP

ABOUT THE JUDGES

The New Breed Scholarship is a program designed to support up and coming designers as they take the leap into wholesale. With a prize that will most definitely change your future, learn a little about our judges who have already been in your shoes.

Jenny Cui, Co-Founder, Rhino Rhino

Why did you want to be a part of this exciting initiative?

To empower emerging founders. Seeing fresh ideas gain momentum—especially with a platform like Life Instyle—is energising. Contributing to a community of driven, like-minded creatives is genuinely rewarding

What is it that you look for in a new brand or product?

Clear purpose: the problem it solves and for whom.

Distinctive aesthetic: cohesive, original, and on-brand.

Go-to-market readiness: an intuitive website and compelling, consistent social presence that tells the story and convert

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small businesses?

One piece of advice for new start-ups/small businesses? You don’t know what you don’t know—map your gaps early, seek advice from people who’ve done it before, stay curious, and iterate quickly.

Lauren Henry, Founder, Common Circus

Why did you want to be a part of this exciting initiative?

I love the idea of supporting new brands on their wholesale journey. Many brands don’t quite get the wholesale relationship right from the beginning, and it is already a challenging time to start a business. Often, they have spent so long focused on the production side that transitioning into wholesale and understanding what retailers are looking for can be a steep learning curve.

I am excited to be part of these brands’ early journeys and to offer insight from a retailer’s perspective at such a pivotal stage.

What is it that you look for in a new brand or product?

Firstly, I ask myself if I am drawn to it instinctively, without knowing what it is. Branding, overall vibe, and aesthetic are incredibly important, both to me and to my customer. A brand needs to capture my attention from the outset.

I also look for brands that I can genuinely recommend, use, or stand behind. Sometimes a brand may look great, but if it does not align with my world, it is not the right fit.

Finally, it needs to sit seamlessly within my existing curation. My store is carefully curated, and if a brand does not align or its story does not make sense within that mix, it becomes difficult to successfully sell in our marketplace.

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small businesses?

Back yourself, even before you feel ready.

It might sound simple, but confidence is incredibly powerful. When you present yourself with clarity and belief, the people around you feel it too. They trust you and feel secure in your direction. Over time, that confidence becomes real.

You do not need to have everything figured out from day one, but if you believe in what you are doing, others will too.

Heidi Albertiri, Owner, The Life Style Edit

Why did you want to be a part in this exciting initiative?

Nothing beats supporting someone in the beginning of their journey. It takes guts to get something off the ground and whatever support we can offer to assist in that we are happy to do.

What is it that you look for in a new brand or product?

Originality. I am not interested in something that has been copied from another brand. Authenticity is important. It’s ok to get inspiration but if you dont create the product and make it your own it will never work.

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small business?

( that’s nice, thanks… ) Make good choices, but don't be scared of failing. Most people start their own business because of an itch, or need to share something that they love, remember that when you are doing the day to day grind, reconnect with your values, what you stand for and what makes you unique, it's easy to compare yourself and lose track of your original game plan but having you driving it, your vision, your passion, your love for it will be what makes the difference in the end.

Nina Vidale, Event Director, Life Instyle

What made you want to continue the New Breed Scholarship?

The Life Instyle team love nothing more than seeing our brands flourish and thrive, it’s why we do what we do! We know that it takes a hell of a lot of blood, sweat, tears and sleepless nights to start a new business and we want to support the bold and the brave business owners who take these risks. We understand and appreciate one of the biggest challenges for small start-ups is getting your product in into the hands of potential customers, there really is no substitute for retailers being able to touch and try the product out. In addition to this growing your networks is also an essential part of the mix. The program has been designed to provide just that and is complimented with expert mentoring during the journey to ensure you feel supported and have the best chance at success. We have been completely humbled by the positive feedback of this program being a game changer for start-ups and we are excited to continue to play a part in the growth and success of emerging small business.

What is it that you look for when a new brand applies to exhibit at Life Instyle?

We know that Life Instyle visitors are continually looking for ‘what’s new’ so we are always on the lookout for brands that are original, creative, innovative, unique, and of course…beautifully designed. Brands that have a strong focus on being, sustainably produced, ethically produced, cruelty free , socially conscious and Australian designed and owned.

What is your one piece of advice to someone starting out?

Don't be afraid of being afraid. Sometimes the one thing you need for growth is the one thing you are most afraid to do.

Melissa Robbins, Product Business Coach, thelotco

Why did you want to be a part in this exciting initiative?

I love seeing all the new creative business owners out there! There truly is so much innovation. To see those who have a passion for a new product or new approach and maybe just need a little leg up or kickstart to get in front of the right people is something I love being able to help with. help with fresh perspectives to help guide through that start-up phase.

What is it that you look for in a new brand or product?

Someone who has thought of a unique selling point. Whether that is a new design, product or way of doing things. That may be in packaging, branding, the story they tell or even colours. I also want to see if they have thought of the whole package. Who their customer is, how they will sell it, the packaging, the price points and that USP again!! To see the imagery and the way they present that product is so important now also. No longer can it just be a good idea. You have to know how to market your product too.

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small business?

Running your own business requires persistence and resilience. You cannot give up if barriers present themselves or things go wrong. It is about constantly learning and improving. You need to be resourceful and know when to ask for help and outsource certain tasks. You cannot do it all yourself. Accept that early on and get a mentor or coach to guide you.

Arabella Selby, Founder, Styleware

Why did you want to be a part of this exciting initiative?

We’re so excited to see new businesses launch and to support product innovation. As a brand built on a love of design, it’s incredibly rewarding to be part of an initiative that champions emerging talent.

We also know firsthand how overwhelming those early years can feel, so being able to support new founders at that stage — even in a small way — is something we really value.

What is it that you look for in a new brand or product?

I look for brands that have a clear point of view — where the product, branding and story all feel considered and aligned. A strong aesthetic is important, but it needs to be backed by function and purpose.

I’m also drawn to products that feel like they’ve been designed to live in someone’s home — not just to look good on a shelf, but to be used, loved and returned to every day. The brands that stand out are the ones that balance beauty with practicality, and have thought through the entire customer experience.

Being a successful business owner, what is your one piece of advice to new start-ups and people running their own small businesses?

Done is better than perfect.

Trying to make everything perfect can often stop you from ever getting started. It’s far more valuable to put something out into the world, learn from it, listen to your customers, and refine as you go. Staying open-minded — and being willing to pivot — is what allows a business to grow.