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Welcome to the herBusiness program, where we interview inspiring businesswomen and entrepreneurs.

Leona Edmiston began her career in the 1980s with her first fashion label, Morrissey Edmiston, shared with former business partner Peter Morrissey.

In 2001, Leona launched her solo label with business partner Jeremy Ducker and they formed the present company. The label, entitled Leona Edmiston is a tribute to the dress in all its incarnations. A Leona Edmiston Frock is elegant, versatile and ageless. (I know! I’ve owned a few over the years.)

The Leona Edmiston brand is sold in 18 signature boutiques, concession stores in Myer department stores.

Due to great success of her beautiful frocks, Leona Edmiston’s label extended into a range of dresses for the little ladies ‘Little Leona’, sleepwear, accessories, her PINS hosiery, a Signature Fragrance and Candle.

Listen to this herBusiness interview with Leona Edmiston to learn:

• Why she established her fashion in a niche and has stuck to that niche
• How she keeps in touch with her customers needs and wants
• The importance of planning and working to deadlines
• three top strategies for success