Working in fashion media offers access and insight to a talented collective of original and creative thinkers. This group has inspired The Visionaries, a series made in collaboration with Specsavers that squares our focus on three Australian women whose vision is unmatched.
Alice Bennett started her first business out of necessity, after her career ended practically overnight. Drawing on her creative nous and background in marketing, she found a way to sell an unexpected product – cakes – at a time when no one was gathering for celebrations. This led to a second business that saw Alice partner with a fellow baker (or competitor, depending who you ask) to create a collaborative space that supports small business. Here, she steps through the career decisions and creative vision that led to her success, showcasing pieces from the Mimco Eyewear range, available exclusively at Specsavers.
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Like Alice’s endeavour, the Mimco Eyewear collection was born from collaboration, offering elevated, modern frames across both optical and sunglasses styles. The range prioritises quality craftsmanship, originality and style, three principles mirrored across each of The Visionaries’ work. As you read more about these women, you’ll see how each brings a unique lens to her work, adding an original voice to a landscape that often rewards sameness. Below, Alice shares her story.
On starting from scratch
Miss Trixie Bakes first started as a blog while I was in university. I liked sharing my experiences creating desserts, and I wanted somewhere I could condense all of my thoughts surrounding sweets and sugar. It was 2010, the peak of blogging. Everyone had these weird and whacky blog names, and Trixie was my grandmother’s name.
I started to dip my toe into cake decorating and realised it was a great way to get creative. I’m not very good at drawing or sewing, but I enjoyed making food look good. I started baking on the side while I was working full-time in experiential production at an agency. The hours didn’t lend themselves to doing any more than one or two cakes a day, and I was burning the candle at both ends. However, I loved my full-time job and I never imagined I’d own my own business.
I loved what I did; I was involved in really major events like the Australian Grand Prix and Australian Open, bringing brand activations to life. When Covid hit, my job went overnight. My only saving grace was that I had Miss Trixie.
On creative solutions
During lockdowns, I created a range of cakes with puns on them like, ‘This shit is bananas’ or ‘You’re one in a melon’. People were ordering left, right and centre, and it took off. I wouldn’t use the word ‘viral’ but it went from being a side hustle to full-time business very quickly. I’m never going to use the word ‘lucky’ because I hate when women say they’re lucky, but I feel very proud of how far I’ve come.
I was doing this from home for a while but as we grew, I decided to move into a commercial kitchen. I was fortunate enough to have contacts I could call on but it was difficult figuring out how to place my own orders. How exactly do you order 180 eggs? Thankfully, I had a little black book of contacts to get me started.
On sharpening her vision
One day, my friend Alisha Henderson (of Sweet Bakes) and I got to talking about creating our own shared kitchen. I’d been dreaming about a workspace for creatives who needed space, rather than just a physical desk, and I wanted to somehow combine these ideas.
When plotting out what it could look like, we were imagining a warehouse for creatives, like bakers or florists, who needed space to work but might not be able to afford one. I became obsessed with this idea but realised that buying a warehouse in Melbourne was going to be expensive. Eventually, we stumbled across a site in Richmond. It already had a kitchen and a separate front retail space we’ve been using for pop-ups and pick-ups. That’s how Co.Bake was born.
People are still confused by the concept which we find wild. It’s more than another white warehouse on Chapel Street. We’re heavily involved in people’s pop-ups and we always want the best for them. There’s a lot more flexibility than a typical workspace – it’s designed for creatives.
My imposter syndrome is on another level. I think it’s tenfold in hospitality, where men really rule the roost. Even though we’re not a restaurant and we’re on the very edge of hospitality, we’re still there. We’re trying to change the industry with Co.Bake. If someone has a little business at home and they can’t afford commercial real estate, they can come and trial a physical presence here.
On Collaboration
I’ve had so many comments from people like, ‘How can you share a kitchen with one of your competitors?’, and that’s just the most boring argument to delve into. Some of the best creative projects and products are born from collaboration. Take Mimco and Specsavers. Working together has allowed Mimco to engage with a whole new market of people who wear glasses while also giving Specsavers’ customers access to a really elevated, fashion-forward product. Instead of shying away from a competitor, there’s strength in banding together.
On function over form
Our cakes, first and foremost, have to be delicious. The insides are just as important as the outsides. There are ways of making your cake look particularly polished but you risk jeopardising the taste. So we’ve got our rules in place, as to what we do and don’t create, to ensure the products always taste amazing.
In terms of designing Co.Bake, function came first. We needed to ensure the space could be used across a multitude of industries. We wanted people to walk in and think, ‘wow’, but at the same time, they had to be able to make it their own.
On dressing for work
I like having fun with my optics. Because I wear fun, colourful clothing, people sort of expect that. I don’t want to be a carbon copy of something you can already get. Right now, I’m really enjoying the big, wire-framed glasses from Mimco, available exclusively at Specsavers. When I feel good in what I’m wearing, I’m ready for the day.
An abridged version of this article was originally published in Fashion Journal issue 196.
The new Specsavers Mimco Eyewear range is available exclusively in-store and online. To browse the range, head here.
This article The Visionaries: Melbourne baker Alice Bennett on collaborating with your competitors appeared first on Fashion Journal.
2025-02-26 05:48:00
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