Alyce Tran, owner of monogrammed leather goods brand The Daily Edited (TDE), wanted their first standalone store to look and feel more like a living room. And the end result is a stylish affair.
“I wanted to create a relaxed space for our customers to interact with our brand and product,” she explains of the store in Melbourne’s Chadstone, where you have things monogrammed on the spot. “I really wanted to do something different to other more traditional retailers, to hopefully give our customers a more unique experience and therefore a reason to get offline and into store.”
She worked with interior design firm Just Add Cream and builder Skye Whitmore from Red Exhibitions, on a very tight schedule. “Natalie Longheon (from Just Add Cream) and I have a great working relationship and we are definitely on the same page so worked together very collaboratively on the project. We only had a week to fit out the store as I really wanted to open prior to Christmas. The whole process required the three of us to work together to get the job done. But three women, together, can do anything!”
Alyce’s favourite part is the study nook: “I keep buying accessories to add into the area. I need to stop!” Her tips for keeping your desk or home office space looking stylish include keeping things neat in trays and binders. “I’m also all about colour-coded notebooks for different work streams, especially if they’re monogrammed with your initials!”
She admits her own home is just like TDE. “When I have guests over they often say ‘this is like TDE!’ My response is ‘well I am TDE!’ Everything we have in TDE is definitely to my general aesthetic so yes, my house is full or marble, brass, pale pink and grey!”