An Interview with the Queen of Frocks, Leona Edmiston (and your chance to win a $100 Leona Edmiston voucher).

From about 10 onwards, I was determined to be a journalist. My idol was Lois Lane, played by Teri Hatcher, from The Adventures of Superman (I even had a Lois Lane haircut and was certain I was going to marry Dean Cain, after I had divorced Terrence from A Country Practice) and whilst other little girls my age were listening to Hanson and staring at posters of Leo Dicaprio I was working on the Villa Maria School Newspaper. I couldn’t wait to grow up and be a journo, specialising in hard-hitting interviews with inspirational people.

Sixteen years later and although I didn’t follow my original journalism career path, I am back into writing and get a real kick out of interviewing inspirational people (oh and I still think Dean Cain is gorgeous).

As Lipstick & Cake nears its first birthday you may begin to notice some small changes to the site.  As well as recipes, beauty product news and reviews, I’m going to be covering some travel writing, dabbling in a bit of lifestyle news and I will be sharing more and more interviews with you.

Look, I love an inspirational quote as much as the next person but what really floats my boat and gets my drive going is reading about people who have done great things in their life. Through an interview we can learn about a person’s background, how they got started, what inspires them every day, their hopes, dreams and aspirations and most importantly we gain understanding of who they are and why they are that way.

Who better to kick off my new Interview section with than one of Australia’s most successful and influential business women, Leona Edmiston.

Leona, labelled by many as the Frock Queen, launched her solo label with her partner Jeremy Ducker in 2001 and created her very own niche in the market with the dress.  ‘The label, entitled Leona Edmiston, is a tribute to the dress in all its incarnations. A Leona Edmiston Frock is elegant, versatile and ageless.  The label celebrates the confident, urban woman. It exudes classic femininity, effortless style and chic, sexy sophistication’.

I had a chat with Leona about inspirations, favourite beauty buys and what’s new for the brand in 2012.

Frock Queen - Leona Edmiston (Photo by George Anotni)

How would you describe the Leona Edmiston brand in three words? Sophisticated, Stylish, Sexy

What do you love most about your job? Finding fabulous prints from all over the world. It is such a thrill when you find something so beautiful and unique. Some of the prints I use are dated back to the early 19^th Century.

What keeps you inspired in life? Travel and meeting new people – especially women that know and love the brand.

Who is your style inspiration? I have a few. Jane Birkin Audrey Hepburn, Daphne  Guinness, Romy Schneider.

What is your number one style tip for women? Confidence is the best accessory – but great heels and bags never go unnoticed!

In your mind, what is the biggest faux par committed by women these days? Following the trends… It is so sad when you see girls/ladies following the current “it look” and you see them tugging on their outfit the whole night! My advice is to find what works for you and your body and stick to it!

You’re an extremely successful business women, what advice do you have for people who dream about starting their own business one day? Know who your customer is and cater for them.

Name 2 beauty products you just can’t live without. Sunscreen by Shiseado – Anessa, Lip Gloss – M-A-C in lust

Do you have a  favourite restaurant and dish at the moment? My favourite restaurant at the moment would have to be Pier. Such delicious seafood! Although, I have yet to visit Chiswick and hear it’s likely to become one of my regular haunts.

What’s new for Leona Edmiston in 2012? There is always a new exciting venture happening!

Want to win a $100 Leona Edmiston voucher?

Leona Edmiston is giving away a $100 Leona Edmiston Gift Voucher to 4 lucky Lipstick & Cake readers!

To be in the running for this awesome prize all you have to do is….

1. ‘Like’ the Lipstick & Cake and Leona Edmiston Facebook pages
2. Visit the Leona Edmiston website here and tell us (in the comments below) which Frock is your favourite? Don’t forget to include your email address so we know how to contact you if you’ve won!

Double your chances of winning simply by signing up to Leona Edmiston’s leCLUB newsletter! leCLUB members receive exclusive invitations to events, advance notice of sales, birthday treats and more!

Competition closes Friday July 20 at 6:00pm and winner will be announced on Monday July 23 at 10:00am.

Good Luck!

Thanks to Leona Edmiston for chatting with us.