5 Things We Learnt From The Daily Edited’s Alyce Tran

Here are five pearls of wisdom we learnt at her sold-out Adelaide Fashion Festival masterclass.


To kick off Adelaide Fashion Festival, Adelaide’s own Alyce Tran, co-founder of The Daily Edited, ran a sold out masterclass at the Art Gallery of South Australia.

The accessories brand has dominated the market since 2014, and their customisable products can be found in wardrobes, handbags, desks and hands around the world.

Didn’t nab a ticket? Here are five pearls of wisdom we learnt (including Alyce’s exclusive reveal of what’s next):

On digital marketing:

“No one’s an oracle – everyone’s moving with the times and moving with the changing algorithms and figuring out what happens next.”

On trusting your gut:

“You know more than you think. Every area of the market is being disrupted so there are no rules. Do what’s best for you and your customers.”

On what not to do:

“Overthinking it kills everything. The bottom line is you lose a bit of money. My mum says don’t even worry about it aren’t you having fun?”

On imitators:

“It doesn’t bother me that much. We have a competitor we’ve kind of kicked to the curb. You have to know your competitor and I am all across people doing similar things to us and I’ll be prepared to one-up them… People say run your own race but no – if someone is stealing your customers you’ve got to defend your territory.”

On what’s next:

“I’ve got two new projects. I have a homewares brand that I’m launching called In The Roundhouse. That’s because I just love homewares! And then I have a beauty brand that I’m launching. So I’m just excited to create things!”

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