Georgia working closely with her models and product.
Georgia Sandford is proof that you don’t have to be based in big cities to make a mark in your chosen profession.
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The businesswoman and fashion designer brought her Wisteria and Willow brand back to Denilqiuin and has built a strong and successful brand.
Her customers include fashion influencer Tayla Broad, and last year Georgia was shortlisted in the Power Retail Awards.
She now hopes to inspire other young people in regional and rural areas to pursue their dreams.
After graduating from RMIT, Georgia returned to her roots on the family farm, dedicating herself to harvest for over three months.
During long hours of farm work, she nurtured her entrepreneurial dream of launching her own fashion label.
By the time harvest had come to an end, Georgia had been accepted into Swinburne University’s Graduate Certificate of Entrepreneurship and Innovation.
After completing her studies and facing the second wave of COVID-19 lock-downs, Georgia seized the opportunity to turn her time indoors into a productive venture.
Thus begun the process of designing, sampling and sourcing materials.
After finding a manufacturer and already committing large amounts of money, Georgia was blind-sided by the manufacturer and their business going into voluntary administration due to the COVID-19 outbreak.
Since then, Georgia has achieved notable success, winning awards and managing a flood of orders, while navigating the roller coaster of business ownership.
Looking ahead, Georgia remains committed to promoting self-acceptance and embracing body changes throughout life's journey through her brand messaging.
“Everything has definitely sped up; the business has grown quite a bit and I have employed some more staff,” Georgia said.
Beyond the business growing and operation, there are also plans for it to move internationally.
Now with strong relationships with manufacturers and secured quality materials, Georgia is considering an expansion in her existing ranges.
She is also working toward a new line of sleep and lounge wear, and wants to continue to push brand messaging around self-acceptance and the changes a body goes through over the course of its life.
Another goal for the businesswoman is being able to wholesale her product, meaning she can sell large amounts to other stores or outlets who will stock and sell Wisteria and Willow products.
It’s an exciting prospect for Georgia, who said her journey has not been without its fair share of “ups and downs”.
“Everything is a learning curve - from finding a manufacturer to the quality of the product and materials, all the way to the ethics or ethical ways in which manufacturers operate,” she said.
“Hiring and using agencies for media and social media or other things can also have its rigours, so finding the right one, protecting yourself and staying resilient are all important when starting out.”
Selling online gives Georgia the freedom to look at wholesale arrangements and expanding markets, with the United States of America firmly in her sights.
Georgia's next steps include participating in international fashion, manufacturing, and business expos, aiming to propel Wisteria and Willow's continued growth on a global scale.
To complement her networking efforts, Georgia has enlisted the expertise of business coaches, ensuring a strategic approach to Wisteria and Willow's future expansion.
Some of Georgia's Wisteria and Willow product.
Georgia during her time sourcing materials and fabrics in China.
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