An Interview with Eadie Lifestyle Founder, Trudie Cox

 

Home is…

My three Daughters, my Partner, my Border Collie Charlie, my tight knit family and close circle of friends, candles, delicious food cooking in the kitchen, great music, laughter, conversation, simplicity. These are the things that I consider home. My physical home is a warehouse conversion in Newcastle, currently being renovated.

What motivated you to start Eadie Lifestyle?

Eadie found me! She came to me in the shower, and from that day on, I haven't looked back. I’ve always been passionate about beautiful interiors, and coming from a consumer perspective, I felt there was a gaping hole in the market for beautiful quality basics that were affordable, functional and timeless.

Where do you find inspiration to design new & innovative products?

Eadie is my creative compass. She is a character I tap into when designing the collection and is well and truly alive in my head. I know the clothes she wears, the food she enjoys, the wine she drinks and the friendships she enjoys. I actually block out mainstream influences when designing the collection, and rather, tap into Eadie's appreciation for aesthetic, design and timeless style. All designs represent an "Eadie" experience, whether it be a destination she travelled to, a fabulous dinner party she attended or a broken love affair she went through. That is where my inspiration comes from. 

What & where is your favourite interiors space?

One of the most spectacular and interesting interior spaces I have been fortunate enough to experience is the beautiful Musee D'Orsay in Paris. I was fascinated by the fact that this Art Museum  was once a working Railway Station. I think the interior is rich in natural elements including stone, timber and natural light. It is stunningly elegant but sympathetic to its history and origin. On a local level, I am really impressed with the architecture and interior design  of some of the Melbourne homes I’ve been lucky to see and visit. I think there is an outstanding level of innovation, functionality and thinking out side of the square going on there.

What does a day in the life of Trudie look like?

It's pretty crazy - as most working Mums can relate to. I have 3 daughters ranging from 12-17 years - all at different schools. So mornings and evenings in my home are lively, chaotic and pretty busy. If I’m at home in Newcastle I usually hit the office by 9, work until early evening, then spend time with my family (I sometimes try and squeeze in a run - not regularly enough!) and then get back to emails and work for a couple of hours in the evening. I am quite an insomniac so it is pretty common for me to be emailing the team at 4am. I’ve been a light sleeper since I was a child, 4 hours a night does me. I find it very hard to switch off. I also travel fairly regularly interstate and to India a couple of times a year. It is a fast paced, crazy life, but it 's my normal now. When I first launched Eadie  2.5 years ago, the work load was unrelenting. I am starting to get a little more balance as time goes on. I couldn't have done it without the help of my parents. They are amazing with my girls - I am really lucky to have their unwavering support. 

Do you have any advice for aspiring entrepreneurs?

Oh Gosh, I don't really consider myself an entrepreneur (crazy yes - entrepreneur I’m not sure). But if I had to give anyone embarking on a start up advice, it would be this... 

  1. Whatever your assumptions are on how hard you will have to work, how many obstacles you will face, and how steep your learning curve will be, triple it. At times when the challenges seemed just impossible to get through, my passion for what I was doing got me through. For me, it has never felt like work. So you need to have passion and obsession in what you are doing. 
  2. There is no such thing as a mistake. I’ve learnt a hundred times more in this business from my hard times, than I have from my successes. Every challenge is a brilliant lesson gift wrapped in disguise. Prepare yourself for some hard times - if it was easy everyone would be doing it.
  3. Celebrate the wins! Starting and running your own business is not for the faint hearted so I have learnt to appreciate and enjoy the ups and successes. They really make the hard work worth while and nothing feels better. 
  4. Identify your areas of weakness and surround yourself by positive people who are stronger than you in those areas. I learnt this the hard way. In the beginning, I thought I should be able to do everything. I soon found out that is impossible. It isn't efficient financially or creatively, and has an adverse effect on the level of Client Service you offer, and the morale and development of your team. 
  5. Finally, back yourself to the hilt, enjoy the journey.   

What is one thing that surprises people about you?

My strange eating habits -for eg. I only eat the topping on a pizza, the outside of a Kit Kat bar, the outside of peanut M&M's and the inside of a meat pie lol. I’m a pretty open book, so what you see is what you get, however outside of work, in my personal life, I can be quite shy at times. Once people get to know me, they find that hard to believe as I become quite loud :)

Your life's motto is…

Embrace every window of opportunity. Life is short so play hard and go for it. Leave no room for regrets x