Interview with Edwina Forest, Co-Founder of Aje

11 Mar 2020

Founded in 2008 by best friends, Adrian Norris and Edwina Forest, Aje is the iconic brand paying homage to Australia's quintessential coastal and urban style through a curated mix of effortless essentials and statement occasion pieces.

Forever inspired by their mutual love of the arts, the like-minded pair devote each seasonal collection to the celebration of traditional artisanal techniques, craftsmanship and quality of design.

 

What makes your QueensPlaza store different from the other stores around the country? 

With each of our stores we want to create a truly unique and impactful brand experience. We feel that it is important to take the time to celebrate the unique qualities and touchpoints specific to each location. We find this a truly special and authentic way to engage with each customer that walks through the doors. As Aje originated out of the Sunshine Coast each of our Queensland stores hold a very special place in our hearts, and our QueensPlaza store is no exception. When concepting our QueensPlaza store, we made a concerted effort to maintain a beautiful flow in store, where customers are able to browse and explore with ease. The store itself posses such a light and spacious feel to it, which emits a wondrous sense of calm and tranquillity - inherently aligned with beautiful Queensland. The in store product offering has been specifically curated for the store, and appears luminescent in contrast to the vibrant white walls, and our formidable Queensland retail stylists endeavour to make each experience a special one. The polished concrete flooring, wooden finishings, and brass accents, embody the perfect coming together of the urban and the coastal that live at the core of our brand. 

 

What is something that makes your brand unique from any other Australian Designer? 

As Aje has evolved and continues to do so, our foundations and spirit have very much remained constant. The ethos of tough femininity and effortless cool has remained consistent throughout our brands' evolution, being as relevant today as it was eleven years ago when we first launched. Just as the beauty of our creations innately comes from the differences in aesthetic between Adrian and I, it is this contrast, and duality that serves as the underpinning of the brand. We have always organically embraced these differences and the beauty in contrast. As humans, we are emotional beings and we can be so unconsciously contradictory - hard and soft, feminine and masculine, powerful and gentle, assertive and vulnerable, polished and effortless, considered and untamed. Our design philosophy embraces this play on duality creating pieces that empower the wearer to embrace their own contradictions.

 - Edwina Forest, Creative Director and Co-Founder