In 2019, designers Edwina Forrest and Adrian Norris entered the second decade of their fashion brand Aje, known for its raw beauty, tough femininity and effortless cool. In that time they have grown to 15 boutiques in Australia and a thriving e-commerce business serving customers in over 200 countries worldwide.
Their goal was to create elegant, simple pieces in beautiful natural fabrics with embellishments that could bridge the urban/coastal divide. But as their following grew, they realised that they were tapping into something deeper.
“Aje is grounded in balance – on one hand, the balance between the untamed volumes and structured forms of our silhouettes, and on the other, the balance between Edwina and me”, explains Norris.
Forest echoes, “That duality began to really resonate with women. Women can be at once assertive and vulnerable, polished and effortless, considered and untamed, and Aje had become a platform for them to celebrate their own contrasts and complexities.”
With a reputation for quality and beautifully crafted designs, they have achieved a slew of high-profile celebrity followers. Loved by the likes of Madonna, Kate Moss, Jessica Hart and Phoebe Tonkin, with an already devoted fan-base at home in Australia and a growing international profile, it is evident Aje is expanding at a rapid pace.
“As we grow our goal is to continue to service our customer seamlessly, wherever she is, and we are constantly re-examining our funding strategy in order to keep up,” said Norris.
“We use extremely high-quality fabrics and materials to produce our collections, it’s part of what people love about our brand, but it also makes production costly, especially when supplying the quantities we require,” explains Forest.
Norris continues, “We juggle seasonality with the growth in demand from our own 15 stores and e-commerce clients, to our 45 dedicated concept areas in David Jones department store, where we are the number one selling Australian designer. Timelio has helped us with a trade finance facility to bridge the cash flow gap between payments to suppliers and receipts from customers.”
“The heart of Aje is made up of our collections and our customers. Everything else needs to be perfect so that we can keep creating the most beautiful products for the Aje woman,” Forest confirms.
Great company to deal with, easy process to follow and staff are very helpful.
David and his team have made this process from set up to management of each invoice simple and easy navigate. The website for managing the invoices is easy to use and provides all details required. The team are responsive to queries knowledgeable with their help and advice. Thanks Timelio Team!
Setup is very easy and the Timelio team were extremely helpful throughout the entire process. Funding was approved and available within 24 hrs as promised. I would highly recommend Timelio.
Timelio was the answer to our funding needs. They are willing to listen and recognise that not all businesses are the same! They took time to understand our business and our strategy. The service is easy to manage, responsive and flexible. The fees are clear and upfront.
The Timelio platform has worked extremely well for my company. Every invoice we have submitted has been financed with a minimum of delay or fuss. I feel very willing to recommend it to any company that has solid invoices but needs to improve its cashflow.
Great alternative for new and coming companies to manage stock, receivables and growth. Fast and with good systems to make experience really smooth.
We love Timelio and have been funding some of our biggest customers. The platform is easy to use and we get a quick turnaround with funds into our account. It has made our cashflow improve immensely. Their fees are the most competative in the market. I would not hesitate in recommending Timelio.
MELINDA MINA GNIOT
Timelio is not your average invoice factoring company. They are very innovative with their approach to lending - even with debtors funding. I am impressed with how efficient they are in pulling the deal together - they have taken my old funding partner and myself by surprise.
We found Timelio at this years Xero conference, and it was very 'Timelio' if you get my drift. Within a week Charlotte and her team helped turn our cash flow problems around. Timelio is a very important partner in our business and we look forward to growing with you.
Timelio is a truly unique financial service that will work close with your business to achieve its goals and assist with growth. Coming from a history of using companies like Scottish Pacific and Bibby financial services I can clearly state that Timelio is a much more business friendly and well structured institue with no hidden charges and uncertainties.
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