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Case Study

ToniMay – Employee to business owner

See how Laura from ToniMay turned her part time passion project into her full time passion.

“It all started with a competition for me. ToniMay has always been my passion project and was once a glorified hobby founded on my bedroom floor. At the time I was working a full time job as a graphic designer, in an industry I wasn’t cut out for. Jewellery and design is in my blood – my mother started out as a silver smith and I have been surrounded by it since such a young age that it’s a natural extension of me.

However, starting a new label and getting a small business off the ground with no savings and no investment was unfamiliar territory, and required some serious hustle.

Their have been a few pivotal moments which have transformed ToniMay into the bustling little empire it has become – the most significant was winning the 100 Squared and Grazia Magazine search for Australia’s hottest up and coming label. I can remember sitting at my desk at my 9 to 5 and receiving the call to say I had won – part of the prize was a free space at 100 Squared Sydney City for a month.

I was equal portions ecstatic and scared pantless knowing that this was the first real step in getting the label out into the public realm. The opening night was a massive success and so was the month to follow – I now had the capital to expand and grow ToniMay and to take that leap of faith to full time self employment – when I think back on the crazy whirlwind of the past two years I can attribute much of where I am today to that unexpected phone call.”

ToniMay is a jewellery and leather accessories label inspired by the urban gypsy and has been at 100 Squared Sydney for the last 18 months.

To find out more about ToniMay and Laura visit her at 100 Squared Sydney City or at www.tonimay.com.au



100 Squared aim

To support and provide a high profile platform for emerging fashion designers.

100 Squared measure of success

To take your business to the next level.

Aspiring designers and new labels

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