Founder In Focus

These questions mirror the ones we ask our artists — to understand process, intention, and the values behind the work.

Before launch, it felt like the right moment to turn them inward.

Where are you based, and what does a good day look like for you right now?

I’m currently based in Melbourne, but I spend a lot of time down the coast with my family. Long-term, I want my work to be more nomadic, I’d love to spend summers in the UK and eventually have a small second home there. Our suppliers are already set up in the UK, and last summer showed me that that lifestyle is possible. 

A good day starts with a decent sleep (I have insomnia, but it’s been pretty good lately 🙃). I’ll walk to my local café in the sun, order a hot chocolate or chai with a croissant, and start work around 10 or 11 — either my research role or Femme Verve — feeling genuinely lit up by it.

I’ll finish up with a walk while listening to a podcast I’m obsessed with, then head out for wine and a very Melbourne foodie dinner with friends or family, getting dressed up for the ritual of it. When I get home, I might play piano, read some nonfiction, scroll for far too long — or, ideally, skip going home altogether and go out dancing. (Preferred.)

What are you usually listening to, reading, or coming back to lately?

Reading-wise, I’m deep into Melissa Febos — I’m on my third book. I’m so drawn to the way she weaves personal narrative with cultural history, philosophy, sex, psychology, addiction, and love. I’m also reading Women Who Run With the Wolves, which is slowly changing my life. I’ve always loved Jungian psychology, but this book is on another level. It started slow, and now I’m fully immersed.

Watching… don’t come here for TV takes. Mostly YouTube videos of podcasts, Women’s WSL and Champions League football, tarot and astrology content, and whatever’s popular on Netflix — Bridgerton, Wednesday, Emily in Paris.

Listening to (on repeat, no cheating):

• Sweater Weather — The Neighbourhood
• Lay All Your Love on Me — ABBA
• Total Control — The Motels
• Endlessly — Muse

Telenova is my favourite local Melbourne band.

I’m nearly finished the audiobook The Neuroscience of Self-Love by Alexis Fernandez-Preika and one podcast I always come back to is Inherited by Shameless Media.

What tends to guide your decisions more: instinct or structure?

Instinct — very much so. Sometimes I’m confused about how I ended up where I did, but when I look back, the dots always connect.

That said, working in research has taught me to love numbers. I genuinely enjoy collecting data and using it to guide decisions, so these days it’s instinct first, and then structure to flesh it out. 

What have you had to unlearn about productivity or success?

One of the biggest things I’ve learned — especially from The Neuroscience of Self-Love — is that you have to prioritise your dreams early in the day, when you actually have energy. I’m learning that I can’t be “on” all the time, and that my hardest work deserves my sharpest mind. My friend Sian, who works in e-commerce, reinforced this over a girl dinner recently.

I’ve also had to unlearn the idea that motivation just magically arrives. You can’t wait for a future version of yourself who’s more ready, more disciplined, more inspired. There will always be something going on. Motivation is mostly habitual — our brains don’t want to do hard or uncomfortable things, but pushing through and ticking things off genuinely feels good.

And finally: rest isn’t optional. Especially if you’re neurodivergent like me. My neurodivergence therapist has taught me how important it is to intentionally refill your cup — spending time alone, engaging in your special interests, resting properly. I need that time to function.

What values guide decisions behind the scenes?

Collaboration

Communication

Sustainability

Bravery — because anything new is scary, and sometimes you just have to do it scared anyway.

What are you being more intentional about now?

Prioritising my long-term dreams in my day-to-day life.

Choosing slow learning over no learning.

Investing in my future self now — so she’s proud of me.

Being kinder to myself.

And collaborating with people and companies who genuinely share similar values.

What do you hope people feel when they encounter Femme Verve?

I hope it feels intentional. I hope they learn something — even something small. That it feels creatively and artistically inspired, and like a calm, inviting space in an era of fast, scary internet noise. I hope people feel welcome here.