Felicity Cooney launched her namesake label in May 2016, with a range of Australian made women's leather sandals and summer bags.
For spring/summer 2017, she has expanded the collection to include new sandal designs, new summer bag colours, leather pouches and belts.
All products are designed by Cooney in her studio shed on Queensland's Sunshine Coast Hinterland.
With a strong focus on sustainability, the sandals, bags and belts are made from kangaroo leather and hide sourced from a Brisbane tannery.
What is your previous experience in the industry?
I studied fashion design at Parsons in New York City and undertook a shoe-making elective there. That's what really sparked the passion and it has really continued since then. I love designing shoes and have actually made all the shoes from my thesis collection.
What is your day to day role?
Felicity Cooney is a start-up label, so my role is everything all rolled into one: designer, manager, product photographer and social media person! Anything that needs to get done, I do.
What is an initiative you are most proud of?
I am very proud that all Felicity Cooney products are made here in Australia. It means that I can be in control of every step and every process, and know that our goods are ethically and sustainably-made.
What is the greatest reward in your position?
When everyday people recognise and support the brand. But also, the relationships we have built with suppliers and the network we are creating are incredibly rewarding.
What is the greatest challenge?
I have a beautiful studio-shed on the Sunshine Coast, but it is isolated. I would love to have a team of creative people around me 24/7 to help the business flourish.
What is the biggest change you've made in your business?
Last season, for my inaugural collection, I handmade all the shoes myself in my studio. However, I came to the realisation that if I wanted to expand, I had to change that process. And I did. Now, I make all the uppers for the sandals and send them to a small factory in Melbourne to get them complete. The shoes look incredible and it is just the best decision I have ever made.
What do you see as the biggest change coming to your industry?
I think brands are going to have to become more personal again. Many companies are starting to blend together; similar images on social media and similar products. Soon only brands with unique voices and identities will be able to stand out. This is something that I continue to work hard on.