Australian lifestyle accessories brand The Daily Edited has opened its first South Australian store in David Jones, Adelaide Central Plaza. Adelaide, it has finally arrived!
Alyce Tran, co-founder, launched the brand in August 2014 with fellow lawyer Tania Liu. The Daily Edited is a passion project where creation of luxury lifestyle accessories to enhance everyday lives at an attainable price point is key to the founders.
“We have been fortunate to follow our passion having identified consumer desire for a more personalised approach to premium accessories,” said Alyce Tran. Personalisation is a massive trend right now and being able to give a gift or buy a product that is unique and thoughtful is one of the best gifts anyone can receive.
“Although we are a predominately online business, we have taken our business into the retail space through partnering with David Jones for our concession stores across Australia in Brisbane, Sydney, Melbourne, and now we have brought the brand to my hometown, Adelaide. I’m very excited about having a physical touch point for the brand in Adelaide and to be presenting our latest collection and the Mercedes Benz Adelaide Fashion Festival next month. All pieces showcased during AFF will be available for immediate purchase at our concession store in David Jones Adelaide Central Plaza.”
TDE products range from $49.95 for a leather iPhone case up to $350 for a tote bag. Fashionistas are invited to visit the TDE in David Jones, Adelaide Central Plaza to play, shop and peruse the fit-out designed by The Block’s Darren Palmer and have their purchase personalised on the spot, choosing from a range of colours and fonts to truly make their piece their own. TDE also offers a full bag customisation service via their online store that TDE staff can assist customers with instore, taking personalisation to a new level.
TDE is a fast-growing brand with sales growing ten-fold in the last year into the double digit millions. The brand is coveted by consumers and celebrities, such as Hailey Baldwin, Lara Worthington, Kate Waterhouse, Bambi Northwood Blyth, Jesinta Campbell, Nadia Fairfax and Bec Judd.
The Daily Edited will be taking part in the ‘New Classics’ Runway on Friday, 21 October as part of Adelaide Fashion Festival. Tickets are available here. Glam Adelaide are giving you the chance to WIN a $500 prize pack from The Daily Edited as part of our #AFF16 Instagram Competition. Get the details here.