About Me - My Biography

Leona Edmiston began her career in the 1980s with her first fashion label Morrissey Edmiston, shared with former business partner Peter Morrissey. The Morrissey Edmiston label received significant local and international recognition and dressed a string of celebrity clients.

Leona launched her solo label with business partner Jeremy Ducker in 2001 and they formed the present company of Ducker Edmiston Pty Ltd. 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.

Leona uses a variety of fabrics from her signature sleek jersey to soft luxurious silks and crisp cottons. Prints and colour blocks are a favourite. The fabrics compliment the style and flattering cuts of the Frocks, they allow for confidence during the day and sheer elegance during the evening, taking you from the ‘office to opera’ with ease.

The Leona Edmiston brand is sold in 18 signature boutiques, Westfield White city is the most recent Leona Edmiston boutique to open, and all boutiques interiors are a reflection of Leona’s personal style.

The White City boutique has a simple colour palette of satin slipper paint used with bronze mirror paneling and chinoiserie wallpaper. Frocks are positioned delicately around the store and accessories are displayed within internal wall panels. The changing room area is concealed behind a bronze mirror wall allowing customers full privacy. Red silk curtains are pulled back with vintage French tassels and a marble fire-place is positioned towards the back of the store with bronze framed paintings.

Due to great success of her beautiful frocks Leona Edmiston’s label extended into a range of dresses for the little ladies ‘Little Leona’, ‘Nighties’ a sleepwear collection, a diffusion line named ‘Leona,’ and has fuelled accessories collections including Eyewear, Heels, Purses, Leona Edmiston PINS, a Signature Fragrance and Candle.

With the addition of the London Boutique, Leona Edmiston has acquired many more devoted Leona Edmiston fans which include UK celebrities such as Jasmine Guinness, Olivia Inge, Daisy De Villeneuve, Brenda Blethyn and Kathy Lette to add to the list of previous fans such as Elle MacPherson, Geri Halliwell, Emma Bunton, Britney Spears and Kristin Davis.

Her Story

Leona Edmiston is the picture of feminine sophistication with her Audrey Hepburn-esque looks, frequently-spotted bright red smile and undeniable élan, but Australia’s favourite frock connoisseur started out her career as one half of the label Morrissey Edmiston.

After studying fashion design at East Sydney Technical College, Leona teamed up with fellow student Peter Morrissey to launch their widely-celebrated label. The duo forayed into the style scene dressing an illustrious clientele including INXS frontman Michael Hutchence and pop diva Kylie Minogue.

After a collaboration spanning across many years, the pair decided to separate creatively to pursue solo careers. It was at this point that Leona took a leap of faith in the biggest risk of her career- investing in her favourite sartorial item, the dress, and turning it into her signature style. At a time when dresses had largely disappeared from womens wardrobes, specialising in a seemingly non-existent trend was a big gamble, but one that paid off beautifully.

So where did she get the courage to take such a risk? Leona believes the best path to success is to trust your instincts.

Many years since, Leona now commands an incredibly successful solo career with her eponymous label. It does not take long to relate the widely recognised, bold red and elegantly cursive hand of the Leona Edmiston price tag with the lady behind the wheel.  Though the brand’s core philosophy is focused on the perfect dress, Leona and her husband and business partner Jeremy Ducker have expanded their range into jewellery, shoes, handbags, swimwear and more. Today, the company has a total of 30 stores including an online store, 11 signature boutiques, six Leona Edmiston Vintage boutiques and 12 Myer concession stores.

Apart from her commercial success, Leona has also been applauded with a number of accolades, including InStyle Magazine’s 2014 Women of Style Fashion award. She has also received the 2015 Intersection Walk of Style Plaque.

Strategies for Success

1.    Develop your own signature – you have to provide a point of difference in the market place.

2.    Run your own race! Don’t be too influenced by others.

3.    Be adaptable – business is a constantly moving beast.

4.    Stay close to your customer – they are the pulse point of your business.

5.    Always keep learning – strive for excellence!