Name: Krista Eppelstun Age: 34 Title/Occupation: Owner/Sales/Buying/Marketing/Graphic Design/Photographer – different day, different job description! What's the story behind AustralianFlavour? Having a background in e-commerce already, I decided to channel the skills I’d learned over the past 8 years into something that I was personally passionate about - graphic design and fashion! I researched the business for six months before launching in January 2008. I’ve always been a bit of a multi-tasker & enjoy learning new skills so it’s been great to be able experience so many different aspects of the business. I can definitely say that I love my job!   Why the focus on Australian designs/brands? I believe that Australia has so much talent and so of course I want to mainly support Australian designers. I love discovering a new designer that is just starting out. It’s a great feeling to help give them exposure and contribute to their label awareness and growth.

Greatest career advice you've ever been given?
Be careful of what you spend! No matter how big your business grows, if your expenses are too high then you’ll never end up making any money! Also, if you love what you do, then it’s never really work.
 
What are your tips for breaking into the online market?
Research, research, research before you jump in and do anything. Find gaps in the market or focus on your own special niche. When too many people do exactly the same thing then everyone ends up suffering.

It’s also much harder work than most people realise. In a traditional shop you unpack the stock, hang it, then someone walks in and purchases it. Online you need to unpack it, photograph it, upload it to the website with all its details, then when it sells you need to pack it and post it. A much longer process to sell one item!
 
Describe AustralianFlavour in three words.
Oh, that’s hard! (I’ll have to sneak in a few extra words….) - Fabulous fashion at your fingertips 24 hours a day!

www.australianflavour.com.au