For nearly two decades, my life was measured in taglines, campaign pitches, and client deadlines. In the world of advertising, you learn very quickly how to spot a story that rings true and one that's just... noise.
People often ask why I left a career in agencies to pick up a pair of pliers and a pastry whisk. The truth? I realised that while I was great at directing the 'Lead Role' for global brands, I was neglecting my own script.
Advertising taught me that details aren't just details; they are the message. When I design a Continuum Buckle or a Luminous Rhythm set, I'm using the same 'creative copywriter's brain' I used for big-budget ads. I'm looking for balance, for a 'hook,' and for that emotional connection that makes you feel something when you look in the mirror.
The irony isn't lost on me: I spent 17 years crafting narratives about what women want, and now I'm finally creating it.
Iris By Hazel isn't a hobby; it's a brand built on nearly two decades of understanding what women actually want—quality that lasts and a story they can be proud to wear.
So if you've ever felt like you're brilliant at building everyone else's vision but your own keeps getting pushed to 'next quarter,' consider this your permission slip. Your story deserves the same attention you give to everyone else's.
Direct it. Design it. Wear it.
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