South Australian Style Magazine : South Australian Style 32 Summer
/ PEOPLE #SPOTLIGHT / Modern Muse – RAYNA HOOPER From property management to homewares and fashion, Rayna Hooper has achieved a lot in the past seven years. We find out more about the face behind the brand. WORDS ALEXANDRA MOORE You started out in 2010 after moving from Sydney to Robe. How was that transition from city life to the seaside? It was a steep learning curve! Learning the ways of a rural community takes time but Robe has an incredibly diverse make up filled with very creative and talented people who, like me, are inspired each day by the beauty of the place. Tell us about your growth – I believe you started with a boutique as well as a property management business marketed to holiday-makers... When I first moved to Robe I saw an incredible holiday destination but most of the accommodation was standard beach shacks with no higher-end options. Purchasing a couple of run down but welllocated shacks, I re-designed them and filled them with my own style of aesthetic. Over time others started asking me to re-design and rent out their shacks and I ended up with an interior design and property management business, which still operates today with assistance from Robe Lifestyle Properties. How did it morph into Holiday Trading & Co? Guests that were staying in the houses were constantly asking where they could buy the linen, homewares and artwork. From this, the idea was born to start a homewares and lifestyle store in Robe. What sparked your interest in fashion? With the store in place I started to design more of my own lifestyle products, but as time went on there was something missing. I felt that if I could capture the relaxed essence of the way people dress and feel on holiday, I could translate this into a collection. This is how Holiday was born! Describe a typical day in your life. No two days are the same! When in Robe, my day starts early with emails coming in from overseas. I spend an hour or two dealing with operational matters before tackling the more real-life issues of getting my beautiful boy Jimmy off to school. 5 QUICK-FIRE QUESTIONS IF I WASN’T A FASHION DESIGNER I’D BE… I would love to be a writer. I have so many stories to tell. One day I’ll write a book! LAST FASHION PURCHASE.. A beautiful cropped pale blue/grey linen jacket from South Africa. I wear it with a white tee and dark wash jeans, or at night I throw it over a silk dress. GREATEST INDULGENCE… I buy a book wherever I go. I love looking back on the memories of my journeys, and a book is always a permanent record. WHERE DO YOU SEE YOURSELF FIVE YEARS FROM NOW? Designing my collections from a Greek island... kidding! Maybe… 16 SA STYLE SUMMER 2O18 Then it’s to the office, which I try to drive to via the beach! A lot of our staff are based in Robe and they understand the importance of our brand heritage; it’s integral to the design aesthetic. Spending time with each of them, I look at new fabrics and prints, deal with factory issues or freight and logistic matters, and I touch base on marketing and promotional initiatives. We have a sales team in each state and NZ, plus an office in the US and South Africa, so I’m also talking to them, looking at sales reports and working closely with stockists to get the best possible feedback on what’s working. What’s the best thing about your job? The best part is finally seeing a beautiful garment on the rack, then a customer trying it on and being thrilled with their purchase. It is incredibly satisfying!
South Australian Style 28 Summer