Welcome to the House of TDE | A Snapshot of The Daily Edited With Founder, Alyce Tran
We caught up with Aussie accessories label The Daily Edited's Alyce Tran, who co-founded the must-have line while working full time as an attorney. After quitting the legal life to dedicate herself to TDE, she helped take the brand to a $16.5 million turnover in two years, and has grown the company into a lifestyle destination with popularity among Victoria's Secret models, collaborations with Lara Worthington and Hailey Baldwin, and more. Check out Alyce's interview with MISSBISH below!
What was the first idea for the inception of TDE?
The Daily Edited (TDE) actually started out as a blog where we posted about our love for fashion, food and interiors. My co-founder and I met whilst working as attorneys and launched TDE as a passion project on the side of our professional careers. In 2011 we decided to launch a clothing line under the label Edited, we actually ran that for a few years before throwing that into the can as it wasn’t commercially viable. In August of 2014, we launched a small accessories line, consisting of 3 different styles and 3 different colorways and we allowed our customers to personalize these items and we haven’t looked back since.
How long did it take to get the line to a place where it was a self-sustaining and profitable business? What advice would you give to those developing a product line?
The second iteration of our business being our accessories line was actually commercially viable from the first month, we sold out of our first range and used the revenue from our sales to continue to invest in more inventory and the business generally to continue scaling up. I don’t think there’s any right way of doing something but if I could give any advice it would be to start small and focus on getting the product out there to test the market and refine from there, rather than spending all your resources trying to perfect the product in your mind and never getting it out there.
Tell us about The Journal, and The Daily Edited Apartment--how do you use editorial content and experiences to innovate the brand?
I wish I was doing more for our the TDE Journal, it’s one of my goals for 2018. We have the Journal as we feel it adds context and personality to our product and in actual fact most of the posts are written by me and document a lot of my own experiences with the brand–when I travel, when we host events, etc. so it’s a nice way to keep everything documented in a visual manner. For our stand-alone stores, I have chosen to create a concept that is a bit more experiential for our customers. All of our stores form part of the “TDE House” with our Sydney flagship store forming the master suite, our store in Melbourne is the ultimate bar and our store on Bleecker St in NY is being converted into the dining room. This means that each store is different and there is a reason for our customers to go into our stores and explore and interact with our products. The platform allows for us to test new products and see how far our brand can go–i.e. can we sell more than accessories?!
"I don’t think there’s any right way of doing something but if I could give any advice it would be to start small and focus on getting the product out there..."
Tell us what a day in your life looks like?
I get up and check through our social media channels, slack, and emails (I feel stressed if I don’t clear the decks a bit and if I can’t fully respond to an email I star/file it to go back to later on in the day), I then go to the gym or see my personal trainer, have breakfast and then head to the office (I’m usually at my office at around 10am). Each day, I have a different agenda.
How do you define balance in your life?
I don’t really have balance, my work is all consuming but I love it!
What everyday #needs do you always have in your purse?
My phone! A lip balm, hair brush, and cardholder.
What has been the best triumph, big or small, on your journey with TDE?
I think leaving my career as a lawyer was a big triumph and also somewhat scary, making it outside of the law (well–so far) was a big turning point for me!
What does MISSBISH mean to you?
Being comfortable and being able to express yourself in any way you wish.
Who is your main MISSBISH?
There are a lot of women I admire–if I had to name one it would be Julie Bishop MP, she’s Australia’s foreign minister. She’s had an epic career and always has time for everyone in her life, I love the amount of emojis she uses to express herself and she’s not afraid of being feminine in a male-dominated world.