In conversation with Ragtrader, Blue Illusion co-founder Donna Guest dives into the womenswear brand’s 25-year history as a retailer and family-run business.
What does Blue Illusion’s market distribution look like today?
Blue Illusion, initially a wholesaler, moved into retail as a womenswear lifestyle brand over 25 years ago. We recently celebrated this milestone. Today, we can be found in 85 locations across Australia and seven in New Zealand. We are also on three cruise ships, part of David Jones and have just launched online in the USA this month.
Can you share any key milestones in Blue Illusion's 25-year history?
My late husband Danny and I always felt that the positive effect you can have on a woman when she feels good about herself through the garments was a huge driver for us. We want to help women feel great and the stories our retail staff share daily keep our team motivated and aligned with our purpose.
Our ongoing charity work not only helps us give back but involves our customers in the process. Recently, I travelled to Zambia with World Vision on their ‘Strong Women, Strong World’ Tour for the FMNR sustainability project we are currently investing in and it was an unforgettable and life-changing experience. The fact that Blue Illusion, as a business, has the power to create a high level of positive impact through the projects and charities we support is what keeps me going and I know my team feel the same way.
There are also the collaborations we do each year - this year with Nathalie Lètè, Catriona Rowntree and Chyka Keebaugh. Our pinch-me moment was when we worked with Academy Award Winner Juliette Binoche and ageless fashion icon Iris Apfel.
Earlier this year, I travelled with eight of my customers and Catriona Rowntree to a French Chateau and we spent a week exploring, indulging and playing dress-ups in the latest Blue Illusion collections with some serious Blue Illusion fans.
What mistakes have you faced in recent years and how did you overcome them?
The 2020/2021 COVID lockdowns were a more recent challenge, and ultimately they forced us to think differently. But in that challenge, were some invaluable lessons too— and because of that, there have been many changes to how we operate as a result of that time.
Stepping into the role of CEO/Creative Director was no easy feat while grappling with the devastating loss of Danny in 2017. I look back on those years and how we just had to keep going, for the sake of our employees, suppliers and partners. And from that most difficult time, I was forced to grow and evolve as a leader, mother and human being.
It certainly wasn’t an easy period for me, my family or the team. Since that time, three of my four children have become an integral part of the business and the joy it brings me to watch them continue Danny’s legacy with the same level of passion for Blue Illusion is the light at the end of the tunnel.
Can you share any key insights on your early days of founding Blue Illusion?
Danny and I had a passion for fashion, we loved what we did and because of that, we put everything on the line to see our dreams succeed. There were hard times when we thought we would lose it all but we learned quickly how to keep focused on the brand and our customer, and that was a real key to our success. I still remember our meetings, like yesterday, with our team of four and how we would talk about one day growing to 10 stores.
What are your immediate focus for the brand in the current market?
The current focus for our brand is to bring the essence of what we’ve always done well into 2024. As a customer-centric retailer, we are excited about the incredible advancement of technology and how that has improved the experience of the women who choose to shop with us. We have a formidable team that is always looking at improving our processes, the introduction of AI will certainly help us achieve this.
Our top goal right now is regaining momentum to levels comparable to our pre-COVID growth in both our online and brick-and-mortar spaces. Our focus is strengthening the foundation of the business, revitalising boutiques and renewing the customer experience to align with the world today so that we can be confident that we are providing the best experience possible.
What is the secret to scaling and continuing a family-owned fashion brand?
Our brand is all about ‘joie’— The French translation for joy. This joy or joie is at the heart of both the brand and the business. Working in an intergenerational business (which is very French!) provides us with an opportunity to integrate our strengths and put our heads together for a common cause. And that cause is sustaining a company that has the potential to be a source of joy, purpose and livelihood for not only 400+ employees but countless customers. Joy is something Danny instilled in all of us and we are proud to continue this legacy as a united family.