LIZ DAWES

A quick chat with local designer Liz Dawes behind the label Cocoon and her Fremantle store. 

 

When did you first start your own label?

About 6 years ago now

What did you do prior to Cocoon and how did it all start?

I did a fine arts degree in Sydney and did a few textile classes at Central Tafe but otherwise not a lot to do with fashion, as I was a chef in my own café in Sydney for many years. I started out with printing home wares and had a small market at the Arts Centre Bazaar. The label Hustle asked me to join them and produce my home wares and expand my range into clothing in their shop and from there people slowly dropped away, Hustle could no longer afford to continue with their business and I took Hustle over as my own label Cocoon.

Did you find the study that you did worthwhile?

I really just went for the printing facilities, I learnt the most from actually owning my own café and learning all about the business side because I don’t think you will ever really understand that or know what you’re doing until you’ve done it yourself. Running your own business is a whole other world that you certainly don’t get taught at Uni or Tafe.

I know you do a lot of your own fabrics, have you employed other sewers or pattern makers?

I have a few sewers but otherwise I do it all myself. I make up my own patterns, print and dye my own fabric, cut out the patterns and then send them to my sewers to be made up for samples. The business isn’t big enough to be able to hire a million other people to do it for me.

Do you source your fabric locally or internationally?

I would love to say that I travel a lot, but no I get my fabric from anywhere and everywhere in Perth. A few companies from over east that obviously get their fabric internationally but I just take whatever I can find at the cheapest price I can find!

You’ve got a few other labels in your store, are they all WA based or Australian and international?

I only stock local labels, you have to have that point of difference from other stores and mine is keeping it really local. I only stock 2 other labels beside Cocoon (both from Melbourne) and they are both basics as my stuff is already graphic and loud enough.

What do you find most challenging?

Definitely just owning your own store. There’s a whole lot more to organize beside just your label, there’s bills, rent, shop fittings, advertising etc. I’m lucky I had my own shop before so I knew what I was doing. I don’t advertise through Facebook or any online media either, so advertising and building up a strong customer market is difficult too.

Any advice for someone wanting to start their own label or business?

Do a marketing course before starting, there’s so much more to know. And work in the industry first to really hone in on a certain skill and get as much knowledge as you can from working.