Name: Elyse Daniels
Age: 29 (Born: February 1988)
Known for: Exodus Wear – http://www.exoduswear.com.au
Elyse Daniels, 29, started Exodus Wear in 2009 at the age of 21 with the premise of creating completely customisable jackets—inside and out—for Year 12 students and community groups.
Daniels dove right into the making of her first order with no planning or experience, of course, she ‘completely stuffed up the order’ but corrected the problem and learned a lot in the process.
“Fail fast right? I loved that I could have a business that sells customers exactly what they want,” exclaimed Daniels.
Daniels wanted to leave her mark on this world and found that entrepreneurship was the vehicle she’d use to take her there. Seeing opportunities unlike most people who think ‘what if’, Daniels thinks ‘it’s impossible’.
One of the ways she built buzz around her business was when she partnered with 2DayFM to build a jacket for Justin Bieber. 2DayFM ran a two-week contest around this initiative and the prize was a matching jacket. This was an opportunity Daniels sought once she found out he would be arriving in Sydney.
She now shares her entrepreneurial journey with others by doing presentations for groups including Leaders in Heels and the Chartered Accountants. Along with a YouTube channel that shares tips and advice for other people wanting to start their own business.
Since its inception, Exodus Wear has grown from one person, to a team of three full-time employees in Sydney, twelve casuals located all over Australia and seven freelancers located all over the world. A company that generates multi-million dollar revenue because of more than 50,000 jackets sold in Australia. Eighteen Australian artists and three international musicians have worn Exodus Wear.
Anthill asked Daniels what is your super-power?
“My super-power is my bullshit radar. A lot of people try to take advantage of your inexperience and so I learnt very quickly to listen to my gut and to only spend money on what we really needed.”
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