Fashion & Beauty
A former flight attendant has revealed how she turned her “hobby” into a hugely successful fashion label that has been worn by some of Australia’s most well-known celebrities.
Ashleigh Vallis initially launched a children’s clothing line as a way to keep busy after welcoming her first daughter.
But when friends kept asking for adult versions of her kids’ designs, Ashleigh decided to “give it a crack,” and Summi Summi was born.
The mother-of-two, from Yamba, Australia, threw “every dollar” she had at the business venture, telling news.com.au the gamble “thankfully” paid off.
“I remember sitting down with my partner and saying, ‘I’m throwing it all in, every dollar I have, I’m rebranding and giving it my best effort and I won’t stop until I’ve got literally nothing left to give,’” she said.
“Thankfully it took off. The first range of basic bodysuits in our famous ribbed cotton was a sellout and I’ve never looked back.”
The 31-year-old, who was previously a flight attendant for Virgin Australia, said one of the reasons her brand has succeeded is thanks to influencer marketing and the fact the designs are deliberately made for anyone to wear.
“There’s no false advertising, we aren’t super polished ‘fashion’ girls,” Ashleigh said.
“We are real and want the brand to be attainable and inclusive.
“After we launched in 2019 the collection sold out immediately, thanks to a little help from [influencers] Ruby Matthews and Elle Ferguson who kindly promoted and loved the bodysuits.”
But while her first collection was cleared from shelves, leaving her with “high hopes” for her fashion career, she said “reality quickly set in.”
“I had a lot of learning to do. While it was quite liberating – I love being in control of my work, especially being a mother – the flip side of that is that I don’t have enough hours in the day to get everything I need done, which can be quite stressful,” she said.
“Owning and growing a business can become so consuming and while I want to throw myself into it completely, I also need to make sure I never neglect the other parts of my life.
“It keeps me up at night; my brain never stops turning over designs and ideas. It’s quite exhausting.”
The hard work is definitely paying off. One garment, the brand’s A-line mini dress, features in every collection and has become a cult item among shoppers.
“It’s simple, timeless and flattering on all body shapes and has become that perfect outfit to wear when you don’t know what to wear,” she said.
“Customers DM me about it all the time requesting specific new colors to add to their collection.
“The thick ribbed cotton is super smoothing, so it’s something you can quickly slip on and feel confident and cute in for any occasion.”
The fabric, along with her “unique” prints which change in every collection, is now part of the Summi Summi brand’s identity – capturing the attention of Australian personality Abbie Chatfield.
“I find Abbie Chatfield super inspirational as a woman, she really emulates the Summi Summi ethos, so when I saw her in one of my designs it was such a fabulous moment,” Ashleigh said.
“I think all business owners get a little bit of impostor syndrome, and this was one of those moments, particularly as the piece she was wearing then completely sold out.”
Another factor Ashleigh has focused on is the brand’s environmental impact, with the mum-of-two taking steps to minimize its impact on the planet.
“That’s why we only design limited runs, once it’s gone there’s no re-stock, to avoid mass production,” she said.
“All orders are shipped in certified eco-friendly packaging and our international supply chain is transparent – meaning that all products are responsibly made.
“We don’t claim to be totally green, but we do aim to ensure our manufacturing processes align with our environmentally friendly ethos.
“Plus, any old stock is donated to credible Australian charities that empower and support women.”
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