"Couldn't get out of bed": Effie Kats on rebuilding after failure

Summary

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Style-ish Podcast Episode Summary

Podcast: Style-ish
Date: August 6, 2026
Host: Naima Fatima
Guest: Effie Kats (fashion designer, founder of Effie Kats and co-founder of Base Brand)
Episode Title: "Couldn't get out of bed": Effie Kats on rebuilding after failure

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Episode Overview

This episode features an in-depth conversation with renowned Australian fashion designer Effie Kats, exploring her journey of resilience after the high-profile collapse of her first business, “Zachary the Label.” Effie shares candidly about starting over, the emotional aftermath of business failure, motherhood, work/life balance, and her evolution as both a founder and a person. The episode is a raw, empowering look into the realities of creative entrepreneurship in the fashion industry.

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Key Discussion Points & Insights

1. The Swap: Effie’s Manifestation Hack

[01:34-02:19]

• Effie recommends a manifestation exercise that helped her overcome her fear of public speaking, particularly after experiencing anxiety during her pregnancy.
  • Quote: “I read this thing that was like, just write, I love public speaking. My voice deserves to be heard a hundred times and you'll be fine. And so I did it.” (Effie, 01:52)
• She tests out her progress by being present on the podcast.

2. The Effie Kats Brand: Philosophy & Unique Approach

[02:29-04:26]

• Effie’s brand centers on affordable, timeless eveningwear, especially bridesmaid gowns designed for all shapes and sizes.
  • Quote: “We're classic, we're timeless… I wanted to be able to do that for myself and bring that to others… but without the price tag.” (Effie, 02:29-03:01)
• Her core collection is designed so that everyone can participate—multiple styles, one color palette—making it inclusive for diverse bridal parties.
• Effie is committed to accessibility: “I don't want people to come to my store and be like, oh, I love that, but I can't afford it.” (Effie, 04:10)

3. Empowerment Through Clothing

[04:49-06:09]

• Effie discusses how her designs empower women, acting like “armor” to help them feel confident and powerful.
  • Quote: “If I wore an outfit that made me feel sexy or womanly or like, whatever, I felt more powerful. That is what I want women to feel like.” (Effie, 04:55)
• She shares an anecdote about helping a customer find the perfect dress—emphasizing the satisfaction in seeing someone’s energy change when they feel confident.
  • Quote: “She came out in this dress and I was like, yeah, feeling yourself, I can tell. And she was like, this is the one.” (Effie, 05:43)

4. Zachary the Label: The Rise and Collapse

[06:20-09:02]

• Effie recounts building Zachary the Label from age 23: rapid growth, influencer endorsements (like Kylie Jenner), but ultimately business failure due to overexpansion and a bad partnership.
• The collapse led to a major depressive period: “To go from that and literally not being able to physically get out of bed because I was so depressed…” (Effie, 07:42)
• Signature moment of foresight: “Was there a moment … you were worried?”
  • Quote: “The second we signed the papers. I knew, because there was a shift in energy.” (Effie, 08:08)
• Reflection: The ordeal built her resilience and paved the way for her greatest achievement—surviving and rebuilding.

5. Accountability & Healing

[09:11-10:04]

• Effie shares her philosophy of radical accountability instead of victimhood, encouraging founders to take ownership even when others have wronged them.
  • Quote: “When you start to take accountability in that way, you start to take control of your own destiny.” (Effie, 09:11)

6. The Rebuild: From Nervous Breakdown to Renewed Partnerships

[10:17-11:38]

• Timeline: Zachary ended November 2017; EK business launched April 2018; Base Brand later that year.
• Effie underlines the importance of building with the right people—her dad in tailoring, Dylan for business partnership.
  • Quote: “I'm a big believer in, like, hire people that are better than you at things.” (Effie, 11:19)

7. Emotional Intelligence, Failure, and Persistence

[11:38-12:18]

• She emphasizes self-awareness in leadership, knowing strengths and weaknesses.
• Being on both highs and lows gives perspective: “I know what it's like on the top. I know what it's like on the bottom.” (Effie, 11:49)

8. Navigating Setbacks and PTSD in the Present

[12:18-14:43]

• Effie describes a recent crisis: new motherhood, business delays, financial stress, and a resurgence of PTSD from her earlier business collapse.
• Memorable story: supporting a struggling staffer through tough times and seeing the business turn around quickly.
  • Quote: “And our figures turned in two weeks. I just gave her that pay increase. That's amazing. And it was the best feeling ever.” (Effie, 13:53)
• On entrepreneurship: “There’s not a point where you can go, oh, I've made it… there's always… that’s the name of the game.” (Effie, 14:21)

9. Resilience and Support Systems

[14:43-15:17]

• Effie attributes endurance to her support network, especially her husband, whom she describes as the pragmatic “type A” to her creative “type B.”
  • Quote: “I have these huge, like, grandiose ideas and, like, he's like the guy that makes it happen.” (Effie, 14:46)

10. The Power of Founder-Led Social Media

[16:19-17:28]

• Effie reluctantly began appearing regularly in her brand’s social media, which immediately tripled sales.
  • Quote: “The second I started appearing here… Tripled.” (Effie, 17:20-17:22)
• Lesson: Getting uncomfortable is essential for growth.

11. Work/Life Balance and Mental Health

[17:38-19:14]

• In the past, Effie worked “till nine or ten at night and six days a week.” Now, she’s strict about boundaries, removing Shopify from her phone and prioritizing presence with her child.
• She gives advice on switching off: ask yourself, “What would the worst version of me want to do right now?” (Effie, 18:55-19:12)
• Learning that productivity does not equal worth.

12. Influencers, Community, and Collaboration over Competition

[19:56-22:37]

• The role of influencers is shifting to include more founder-led content, but both are valuable.
• Close friendships and mutual support—even with competitors (e.g., Nadia, founder of Henny)—are part of her network’s ethos.
  • Quote: “We don't have those fragile egos, and our friendships are more important… there's enough room for all of us to win.” (Effie, 22:13)

13. Motherhood and Self-Compassion

[22:37-24:44]

• Effie opens up about postnatal depression and learning to give herself grace.
  • Quote: “Embracing vulnerability is such an important part of growth… if I had a day where I regress, I wouldn't beat myself up.” (Effie, 23:03)
• Becoming a mother has shifted her perspective on self-worth and productivity.

14. Intuition and Risk-Taking: The Perfect Store

[25:09-26:43]

• Effie describes the “gut feeling” behind securing her flagship store in Armadale, Melbourne, the financial risk, and the persistence required to see it through.

15. Looking Back: Which Zachary Piece Would She Bring Back?

[26:48-27:11]

• She’d revive the “T bar dress”—her early design from Zachary’s heyday.

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Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |---------------|-------------|-----------| | 02:29 | Effie | “We are affordable. We're classic, we're timeless... I want to be affordable.” | | 05:13 | Effie | “If I wore an outfit that made me feel sexy or womanly...I felt more powerful. That is what I want women to feel.” | | 07:42 | Effie | “...not being able to physically get out of bed because I was so depressed and eventually find the strength to rebuild.” | | 08:39 | Effie | “I was actually on the path of my greatest achievement, which was coming out the other side of that as a winner.” | | 09:11 | Effie | “When you start to take accountability in that way, you start to take control of your own destiny.” | | 11:19 | Effie | “I'm a big believer in, like, hire people that are better than you at things.” | | 13:53 | Effie | “And our figures turned in two weeks. I just gave her that pay increase. That's amazing. And it was the best feeling ever.” | | 14:21 | Effie | “There’s not a point where you can go, oh, I've made it. That's great now.” | | 17:20 | Effie | “Tripled....The second I started appearing here.” | | 18:55 | Effie | “What would the worst version of me want to do right now? Would the worst version of me want me to pick up my phone and obsess? Or would the best version of me want me to put my phone down and actually disconnect?” | | 22:13 | Effie | “We don't have those fragile egos, and our friendships are more important. And we know supporting each other, there's enough room for all of us to win.” | | 23:03 | Effie | “Embracing vulnerability is such an important part of growth." |

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Timestamps for Important Segments

• Effie’s Manifestation Routine: 01:52
• Brand Ethos & Bridesmaid Gowns: 02:29–03:58
• The Power of Clothing to Empower: 04:49–06:09
• The Rise and Fall of Zachary: 06:20–09:02
• Radical Accountability: 09:11–10:04
• Choosing the Right People in Business: 10:17–11:38
• Overcoming Recent Business PTSD: 12:18–14:43
• Founder as Brand (Socials Triple Sales): 16:24–17:28
• Work/Life Boundaries & Advice: 17:38–19:14
• On Community and Collaboration: 19:56–22:37
• Motherhood & Self-Compassion: 22:37–24:44
• Choosing a Store by Instinct: 25:09–26:43
• The Dress She’d Bring Back: 26:48–27:11

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Recurring Themes

• Resilience in the face of failure and setbacks
• Empowerment, both personal and for other women
• The importance of genuine support systems in business and life
• Evolving views on productivity, self-worth, and motherhood
• The growing role and authenticity of founder-led brands and digital presence

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Engaging Takeaways

Effie’s journey is as much about inner work and emotional healing as it is about creative and commercial triumphs. Her story emphasizes the value of accountability, the necessity of vulnerability and support, and the importance of self-compassion—offering inspiration and actionable wisdom for anyone navigating the highs and lows of business, fashion, or personal growth.

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Transcript

[Podcast Sponsor/Ad Voice]

Foreign. This episode of Stylish is brought to you by l' Oreal Paris. Flat hair, Need a lift? The new l' Oreal LV collagen lifter gives fine hair an instant volume lift that lasts 72 hours.

[Naima Fatima]

Hi, everyone. This is Stylish, your podcast for all things fashion, lifestyle, brand and beauty. I'm Naima Fatima and welcome to our Friday episode. We've got a bit of a treat for you today. We've got a very special guest in the studio with us, Australia fashion designer and founder, Effy Katz. I'm really pumped. I've always wanted to meet Effie, so I can't believe I'm in the studio with her today. Effie is the founder of her iconic namesake label, Effie Katz, known for its meticulous tailoring, luxury evening gowns and sustainable made to measure clothing. If that wasn't enough, she's also the co founder of Base brand, creating elevated essentials that make everyday style very effortless. But before building the global brand that she has today, Effie was the founder of Zachary the Label, a hugely successful cult fashion brand worn by by the likes of Kylie Jenner that ultimately collapsed, forcing her to start again from scratch. But Effie did rebuild. Effy has recently opened her flagship store in Armadale, Melbourne and welcomed her daughter Rosa into the world earlier this year. Today, Effy and I talk about rebuilding from failure, work, life, balance and the Australian fashion industry. Let's get into it. Effie Katz, welcome to Stylish.

[Effy Katz]

Thank you for having me.

[Naima Fatima]

One thing we do on Stylish, every week, the hosts bring something called the swap, which is basically like our recommendation for the week. So it can be anything, it can be an account, it can be a beauty product, it's clothing. An article you've read. Do you have a swap for us today?

[Effy Katz]

I actually do, but it's a bit weird.

[Naima Fatima]

No, I love that.

[Effy Katz]

So I've always had this thing with public speaking and like during my pregnancy, while I was going through all the hormonal shifts and all of that, I just could not, like do interviews, I couldn't public speak, I couldn't any of that. And I was like, I've got to get over this. I read this thing that was like, just write, I love public speaking. My voice deserves to be heard a hundred times and you'll be fine. And so I. Did it.

[Naima Fatima]

Did it work?

[Effy Katz]

Oh, here we are. Well, here we are. Let's see, let's see, let's see.

[Naima Fatima]

Here we are, let's see, let's get into It Effy, for the listeners today might not be familiar with your story, how would you describe. Effie kept the brand today?

[Effy Katz]

So Effy Cats, the brand today has had quite the evolution, but today we are predominantly evening wear. We are affordable. We're classic, we're timeless. You know, I started ek predominantly because I, you know, really couldn't afford to look how I wanted to look, and I wanted to obviously be able to do that for myself and bring that to others and also produce pieces that are, like, timeless, elegant, chic, elevated, but without the price tag.

[Naima Fatima]

Do you have a certain item that you reckon you're really known for?

[Effy Katz]

I think for us, it's the bridesmaid gown.

[Naima Fatima]

Yeah. Okay.

[Effy Katz]

Yeah. Going back a little bit. When I started Effy Cats, I was doing custom, so I was dealing with all shapes and sizes. So I would be dealing with a girl who was a size 4 up to a girl who, you know, was like a 20. Right. And I would talk to my customers, and I say, what do you like about your body? What don't you like about your body? What do you want to enhance? What do want to conceal? That insight really gave me, I guess, the knowledge of the female psyche. And so what I then did was design a range of dresses. So we have our. What we call our core collection in our crate. You've got your strapless, you've got your square neck, got your high neck, and they'll all come in a range of colors so that no matter what shape or size you are, there's one that fits you, and it's all in the same color. So I think that's why we're so popular in that space.

[Naima Fatima]

That makes perfect sense, because when you see a group of bridesmaids, they're not all the same size. No, they're not. They don't have the same style. So I think it really is a gap in the market to find something that fits everyone.

[Effy Katz]

I'm here for the everyday person. Yeah. Because that's me. Yeah. I grew up as the everyday person. I couldn't afford things. So no matter what, that is a principle that I will always stick to, is that I want to be affordable. I don't want people to come to my store and be like, oh, I love that, but I can't afford it.

[Naima Fatima]

Have you always had that ethos when it comes to shopping yourself? Have you been a savvy shopper?

[Effy Katz]

Oh, my husband was.

[Naima Fatima]

No.

[Effy Katz]

These shoes would say absolutely new. When I was in my 20s. Yeah, yeah, yeah, yeah. I love to bargain, for sure. I'M an accessories gal, though. Otherwise, I just make my clothes, which is great.

[Naima Fatima]

Handy.

[Effy Katz]

Yeah. If I like something, I'm like, let's make something like this. So let's make something like that.

[Naima Fatima]

And advantages of having a brand. Yeah. When a woman puts on your designs, how do you hope she feels?

[Effy Katz]

I think for me, it's about empowerment. And I'll. I'll be very candid here. I never felt, like, the most attractive. Like, I wasn't. I wasn't the hot one of the group. I was never. I mean, like, I've had a bit of work done. I'd like to hope I'm a little bit closer to that now.

[Naima Fatima]

I would not believe that at all.

[Effy Katz]

I wasn't. So if I wore an outfit that made me feel feel sexy or womanly or like, whatever, I felt more powerful. That is what I want women to feel like. It's almost like armor. Like when you put something that you feel amazing in and you can tell when a woman's feeling herself, her posture changes, the way she looks at herself. I'm like, oh, you are feeling yourself.

[Naima Fatima]

Do you have, like, a specific experience you've seen recently with a customer?

[Effy Katz]

We had a woman in and she tried on a few things. I can read someone's energy straight away and everything she was coming out in, I was like, no, no, no, no. I can tell. I could tell by her body language. Just shifts in energy. And then she came out in this dress and I was like, yeah, feeling yourself, I can tell. And she was like, this is the one. I was like, yeah.

[Naima Fatima]

Is that just, like, the best feeling in the world?

[Effy Katz]

It is the best feeling in the world because I think empowering females in any way, shape or form, it's. It's one of my main goals in life. It's why. It's why I do what I do.

[Naima Fatima]

Your founder journey didn't start with Effie. Effie Cats. Before that came Zachary, the label. For listeners who may not know, can you tell us a little bit about Zachary, the label, and how big it grew?

[Effy Katz]

Zachary grew very quickly. I started it when I was 23. 23? Yeah. I dropped out of uni one night. I was like, I don't want to finish this assignment. I'm going to start a brand. And my mum was like, oh, my God. And I went to my dad and I was like, dad, I want to start a brand. There's such a good gap in the market. I ended up leaving dad getting an investor, and that just didn't end well.

[Naima Fatima]

Yeah. Just to go Back to your dad. There's a reason you went back to your dad, right?

[Effy Katz]

Yeah.

[Naima Fatima]

Yes.

[Effy Katz]

Dad's a Taylor.

[Naima Fatima]

Amazing.

[Effy Katz]

Yes. So Zachary grew very quickly. We had, like, Kylie Jenner, you know, when she had a green hair.

[Naima Fatima]

King Kylie.

[Effy Katz]

Yeah. Yeah. I was in the King Kylie era. Oh, my God, Kendall. All that, you know, it was. It was a really different time because there weren't many people on social media, but in the end, unfortunately, lost the business. I won't point fingers, but there were decisions made to open stores. Too many stores, not enough stock, and eventually the company went under. And that was really hard.

[Naima Fatima]

So hard. Something you worked so hard for.

[Effy Katz]

Something I worked so hard for. And also something I had before this person had built. I had 270,000 followers at that point.

[Naima Fatima]

Wow.

[Effy Katz]

To go from that and literally not being able to physically get out of bed because I was so depressed and eventually find the strength to, like, rebuild myself from absolutely nothing.

[Naima Fatima]

Yeah.

[Effy Katz]

You know, that was quite a journey.

[Naima Fatima]

Was there a moment that you can recall where you were like, this is taking a turn, and I'm worried the

[Effy Katz]

second we signed the papers. Yeah, I knew, because there was a shift in energy. I liken it to my training wheels. I didn't see it at the time, but it was actually building me my resilience. I think what I didn't realise at the time was that in my darkest hour. We're getting really deep now, guys. But in my darkest hour, I was actually on the path of my greatest achievement, which was coming out the other side of that as a winner.

[Naima Fatima]

How did you pull yourself out of it? Did you see that there was a future?

[Effy Katz]

I am relentless. Yeah, you can knock me down, but you can't stop me. And I always knew what I wanted my life to be, and I wouldn't have it any other way. So I was like, okay, we've cried, we've wallowed. Let's get to work.

[Naima Fatima]

When Zachary went under, you've kind of mentioned as well, affordability is really important to you. How did it feel not having financial control over your life?

[Effy Katz]

One thing for me, I've had a really challenging upbringing, and so that's taught me a lot of resilience. But also, I've trained myself, I think, in survival mode to never blame others if something's happened, even if they did it to me. I met them. I brought them into my life. I brought them into my business. I did that. No matter what they did to me, I allowed it. I allowed them into my existence. So instead of pointing the finger and being A victim. I was like, okay, why did I allow this person into my life? When you start to take accountability in that way, you start to take control of your own destiny. And that's what I found in my healing journey. It was really important for me to take accountability for my actions that led Zachary to go under.

[Naima Fatima]

That's so reflective of you and amazing that you're like, okay, I can blame others or I can move on, but

[Effy Katz]

what's that gonna do?

[Naima Fatima]

Yeah, exactly. Yeah, I love that. And how much time was there between Zachary and Effie Katz?

[Effy Katz]

I ended officially. Zachary ended in. I think it was like, November 2017.

[Naima Fatima]

Yeah.

[Effy Katz]

I had my little nervous breakdown in the middle, and then I restarted in April 2018 for the EK business, and I started Base Brand December that year. Later. Later that year, you know, I work with my dad with EK and I work with one of my best friends, Dylan, on Base Brand. And, you know, Dylan was someone who really supported me through Zachary and the winding up of all of it. And that's how we started Baze, because he believed in me and he said, I'll never come into your lane. And that was an issue in the past.

[Naima Fatima]

Well, it's like finding what you're good and knowing that. Right. Yeah. And I guess in a business, you're not going to be good at everything.

[Podcast Sponsor/Ad Voice]

No, I'm not.

[Effy Katz]

I'm shit at numbers.

[Naima Fatima]

Yeah.

[Effy Katz]

So it's like finding a strategy. Forget it. Like.

[Naima Fatima]

Yeah. Well, it's like finding the person who can do that with you.

[Effy Katz]

Yes.

[Naima Fatima]

Create this partnership.

[Effy Katz]

Well, I'm a big believer in, like, higher people that are better than you at things. So, you know, I've always looked at myself with a really open mind and gone. These are my strengths, these are my weaknesses. And this is where I need someone. This is where I don't, you know, this is where I thrive. This is where I don't, you know.

[Naima Fatima]

Yeah.

[Effy Katz]

I think running a business, it takes a level of emotional intelligence. I think in any business, really going through so much devastation as well, because

[Naima Fatima]

I guess you're on the other side. Yeah.

[Effy Katz]

I know what it's like on the top. I know what it's like on the bottom.

[Naima Fatima]

A lot of people might be listening to this and they might have their own businesses and they might be feeling at that low point.

[Effy Katz]

It happens all the time. It's like, I. Yeah. I'll be really candid. The start of this year was horrific for me. I had just given birth, My store was taking forever to open, and it's amazing how quickly Ptsd kicks back in.

[Ruby Hall]

Yeah.

[Effy Katz]

Right. In the weeks leading up to the store being open, I spiraled into a really, really dark mental space. And I think hormones were playing a part as well. You know, I was a new mum, but, you know, I was like, what if we open? What if no one comes? What if I lose everything again? You know, what if it happens again? Really challenging time, because I had to face old wounds that I thought I'd healed from, that I hadn't healed from. You know, when everything that could possibly go wrong goes wrong. Everything. It's like I was being tested. I had the worst birth ever. My store was taking forever. My stock had every problem under the sun and every delay under the sun. Our figures at that point weren't great. We were owed collectively about seven hundred grand from all our suppliers. And my husband and I were just shelling out for this store.

[Naima Fatima]

And. Out of your own pocket.

[Effy Katz]

Yeah.

[Naima Fatima]

Yeah.

[Podcast Sponsor/Ad Voice]

Wow.

[Effy Katz]

You know, and then I was dealing with ptsd. I went to a really dark place, and I remember one of my staff members. I'm going to get emotional now.

[Naima Fatima]

Take a breath if you need.

[Effy Katz]

Who I love. She came up to me and she was teary, and she said, I can't afford to live on this wage. I really need this pain craze. But I know at this point, you can't afford it. And I don't know how we're gonna do it. And I had a plan in my mind. Cause I've always got a plan. And I grabbed her hand and I said, listen, do you believe in me? Listen to me. Help me execute this. And if it doesn't work, no hard feelings, you can go get another job. As much as I love you and I don't want you to go, let's give it a. Let's give it a crack.

[Naima Fatima]

Yeah.

[Effy Katz]

And our figures turned in two weeks. I. I just gave her that pay increase. That's amazing. And it was the best. Is the best feeling ever. I just. I adore her so much. And it was such a. A proud moment for me. Facing the demons of the past, and then everything's coming at you from every direction. I think as a business owner, no matter what, there's not a point where you can go, oh, I've made it. That's great now.

[Ruby Hall]

Yeah.

[Podcast Sponsor/Ad Voice]

No, there's.

[Effy Katz]

There's always. But that's just. That's. That's the name of the game, and that's how I choose to live my life. And I'm a sicko, and I wouldn't

[Naima Fatima]

have it any other way any other way.

[Effy Katz]

I love it. Just remembering who I am.

[Naima Fatima]

Yeah.

[Effy Katz]

I have this belief that no matter what, as long as my mind is intact, I can get myself through anything. So I keep going back to that.

[Naima Fatima]

Is there people around you who remind you who you are?

[Effy Katz]

My husband is such a believer and supporter of me, so our marriage is very much like, he's type A, I'm type B. So type A. Yeah, B. But we just work because I have these huge, like, you know, grandiose ideas and, like, he's like the guy that makes it happen.

[Naima Fatima]

Yeah.

[Effy Katz]

I'm like, don't take me into the kitchen. Just like, let's make it happen. Yeah, let's go.

[Podcast Sponsor/Ad Voice]

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[Naima Fatima]

You said there was a turnaround in figures. What do you really attribute to that this time around?

[Effy Katz]

Well, the stock finally fucking came in, so that was great. But also one huge thing to overcome was getting in front of the camera. That was part of the strategy.

[Naima Fatima]

And do you mean getting in front of the camera for your socials?

[Effy Katz]

Yes. Talking through the product. Yeah. Wearing it, styling it. It was actually my base girls that started sort of forcing me to do it, but then I sort of adapted it to the EK model in a different way. So we'll do it in store or around store or whatever. So we did it our way. And now I'm like, every Monday is our filming day in store. And I'm like, filming day? Let's go. Where? Before I'd be like, I don't want to do it. Yeah.

[Naima Fatima]

Like, you get over it.

[Effy Katz]

I had no fucking choice.

[Naima Fatima]

Yeah, exactly.

[Effy Katz]

That is exactly it. You know, I think if you want to get where you want to get, you've got to do what you hate doing sometimes.

[Naima Fatima]

Can I be nosy and ask if it's made a difference in sales?

[Effy Katz]

Tripled.

[Podcast Sponsor/Ad Voice]

Wow.

[Effy Katz]

Yep.

[Naima Fatima]

That is crazy.

[Effy Katz]

The second I started appearing here.

[Naima Fatima]

That's an amazing motivation to keep going.

[Effy Katz]

Yeah, totally.

[Naima Fatima]

I listened to the podcast episode you did with Shameless in 2019. Yes. And you were working till nine or ten at night and six days a week.

[Effy Katz]

Yeah.

[Naima Fatima]

Is that still what your week looks like?

[Effy Katz]

No, no, no. And I've worked damn hard to make sure it doesn't.

[Naima Fatima]

Yeah.

[Effy Katz]

Yeah.

[Naima Fatima]

What is your relationship with work, life balance now?

[Effy Katz]

Like I said, now I think I've taken Shopify off my phone. I was addicted to it. And, like, if we were having a bad day would really dictate my mood. I found bases on this today.

[Naima Fatima]

Yeah.

[Effy Katz]

You know, Ek's on this today. Like, we just dropped that. Why isn't that working? Or when I'm with my child, I want to be as present as I can be and also for my mental health.

[Naima Fatima]

Yeah.

[Effy Katz]

And I know it's so hard as a business owner, as a founder, to really draw that distinction.

[Naima Fatima]

Yeah.

[Effy Katz]

But it has been one of the most pivotal things that I. I've done. I know. I've noticed such an amazing, like, increase in my happiness, my day to day happiness. I don't know how else to put it. If you're looking at it day to day and you're constantly like, your phone's pinging, pinging, pinging, pinging, pinging. I was always in fight or flight, so I could never be present. I just didn't want to be that anymore.

[Naima Fatima]

I'm someone who's recently found themselves working two jobs. I find it quite hard to switch off. Do you have any tips for me in terms of how to disengage?

[Effy Katz]

I've started to think of it like this. Right. What would the worst version of me want to do right now? Would the worst version of me want me to pick up my phone and obsess? Or would the best version of me want me to put my phone down and actually disconnect so that I can be better for me tomorrow?

[Naima Fatima]

That's really Good.

[Effy Katz]

Yeah, thanks. Sometimes I'm profound.

[Naima Fatima]

No, the manifestation is working.

[New Balance Sponsor Voice]

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[Naima Fatima]

In the same interview, you were talking about how much of a difference someone like Sophie Kaysha made when she wore. Oh, yes.

[Effy Katz]

Long, long, long time ago. I was doing custom. Yeah.

[Naima Fatima]

And obviously, there's just, like, a lot of talk in the industry about influencers and where that industry is going and the trust the consumer has. How do you see influencers still fitting into your business?

[Effy Katz]

Well, it's interesting because I think there is a shift towards, like, founder.

[Naima Fatima]

Yeah.

[Effy Katz]

LED content. People are really connecting with people that are, like, doing and creating and, you know, all that kind of stuff. But I think there is still a space for influencers because I think people love to feel a part of people's lives. Right.

[Naima Fatima]

If.

[Effy Katz]

If that influences wearing a dress or a necklace or whatever, it's that person's way. Or I'll buy the same dress, I'll buy the same necklace. And we're connected in a way because it makes them feel closer to that person or they trust that person and they like their taste or, you know, whatever it. So I think there is room for two. Yeah.

[Naima Fatima]

Has there been a recent occasion where, like, you've seen something really pop off because of an influencer?

[Effy Katz]

Oh, yeah. All the things that were worn by my friends who are influencers at my event, all this. The coverage on what their outfits were, Obviously they all have their audiences. Right. And as that stuff was being released, when they were wearing it, it was just selling out.

[Naima Fatima]

You just mentioned that your friends have a profile. Were they ones that you've kind of made along the journey?

[Effy Katz]

For me, much of it has been, you know, I was coming up through the ranks. I was a newbie for, you know, quite some time. And, you know, I'd work with people on certain things. And then you start attending events and then you're chatting and then connections with people, and they've ended up becoming, you know, some of my Closest friends. And I'm truly blessed to have this circle. A lot of my friends. And we're also equally supportive, even if, you know, we're in a similar niche. Still supportive. You know, Nadia does Henny. Henny makes denim. Henny does basics. I have base. I make denim. I do basics. But I will be at a Henny event and she will come to a base event. We don't have those fragile egos, and our friendships are more important. And we know supporting each other, there's enough room for all of us to win.

[Naima Fatima]

Yeah. It doesn't need to be competition.

[Ruby Hall]

No.

[Naima Fatima]

Does it feel like a nice support system as well, because they kind of know what you're going through?

[Effy Katz]

Yeah, definitely. I think I couldn't have got through this period, to be honest. Like, I'm on the tail end of it. I'm still feeling it. There's still some challenges. I wouldn't be at this point if it wasn't for the support of my husband, my family and my friends. Yeah, I'm very lucky.

[Naima Fatima]

Obviously, one of the biggest milestones this year has been becoming a mum.

[Effy Katz]

Yes.

[Naima Fatima]

Very exciting. How have you, I guess, navigated becoming a mum, having this, like, massive change to your life and then also so having quite massive changes to your business and continuing to grow it?

[Effy Katz]

Like I said, I'm a psychopath, so I like to take on a hundred challenges at once. You know, like, how many challenges can I take on? How many is too many? I don't know. Let's see. What really hit me the hardest was the hormones. I wasn't expecting that. There was no way I would do a podcast. I wouldn't talk to anyone. I had that much anxiety just to speak, be seen, be heard. That was really hard. And then I had postnatal depression, which I struggled with. I don't like being vulnerable, but embracing vulnerability is such an important part of growth. I didn't beat myself up about it. I think giving myself the grace of, you know, if I had a day where I regress, I wouldn't beat myself up. We really touched on my kinesiologist and I. She said, if you were your daughter, would you talk to her the way you talk to yourself? And I was like, no, that would be cruel. And she said, then why don't you do it to yourself? You need to give yourself grace. That really hit me. And I think when you have a child, your perspective on so many things shifts. And so now, where I never would give myself grace, I found the space inside me to allow myself that grace of feeling my feelings or. You know, there have been days where I just, just. I don't want to get out of bed and go to work. I don't have the capacity. I haven't slept, you know, as a new mum. Well, she's six months old now. She's still not sleeping. You know, sometimes I'm exhausted and I'm like, you know what, I'm working from bed today or I'm not working at all. You know, before I was like, no, I have to get up, I have to work, I have to this. That was my worth. My worth was directly correlated with my productivity where now I'm like, no, it's not. And that's fine. It's for the greater good and it's not something that's, you know, it's taken me 36 years to get there.

[Podcast Sponsor/Ad Voice]

Yeah.

[Effy Katz]

And a lot of kinesiology pills.

[Naima Fatima]

Yeah. I think, I'm sure 23 year old you would look at you and be very proud.

[Effy Katz]

Yeah. You know what, And I think about that, you know, I was on the climb and I was an outsider in many ways and I had all these dreams and goals and I think about that girl, what she would think if she saw me now. I think she'd be impressed.

[Naima Fatima]

Yeah.

[Effy Katz]

And it's taken me a long time to just recognize that and even talk about myself like that.

[Naima Fatima]

Coming into, obviously this year you've opened this new store. What made you want to open a store?

[Effy Katz]

You know what, other than being complete psychopath, like I said.

[Naima Fatima]

Yeah.

[Effy Katz]

I feel I'm very intuitive. I feel very aligned with my gut instincts and I know inherently when something's wrong or when something's right. And when that store became available or, you know, I sort of knew it was going to be, I was like, that's my store. Yeah, you knew that's my store. Yeah, that's my store. And I did everything to make sure that I got that store. And I was like, if I don't get that store, that store.

[Naima Fatima]

So it was about that one.

[Effy Katz]

That one specifically. Yeah. I just knew that we were aligned.

[Naima Fatima]

Yeah.

[Effy Katz]

I will never open a store unless it's that store. I was the real estate's worst nightmare. He was like, can you stop calling me like, you know. But whilst we were going through the renovations and like I said, everything that could have gone wrong, the builder, like we missed our builder's window and then Christmas, then he wasn't back till Feb. We paid six months rent in advance. We were just bleeding money and just hemorrhaging and I was like, why did I do this to myself? I don't understand. And my husband's like, cause it's you, and we'll get there. You know? And they're those moments where you doubt yourself. Every. Every human being on the planet, I don't care who you are, has those moments of doubt. But my gut was like, that's your store. So it was worth the sleepless nights and the anxiety attacks.

[Naima Fatima]

Well, it's beautiful, so it's very exciting. Well, final question for me.

[Effy Katz]

Yes.

[Naima Fatima]

Obviously, there are so many, like, iconic designs from Zachary that were, like, so viral. Is there one you'd bring back?

[Effy Katz]

Yes, there is. We had this T bar dress.

[Naima Fatima]

Yes.

[Effy Katz]

I think it was my fifth design. My first or my second. And I think it's still so relevant today. You know what? But I still got the pattern for it. So I'm gonna go into the office. I'm gonna pull it out. Let's bring the T bar back.

[Naima Fatima]

I love it. Amazing. Thank you so much for coming in today, Effy. It's been a delight to talk to you.

[Effy Katz]

Thank you for having me, guys.

[Naima Fatima]

Thanks so much for joining me today. You can follow us over on the stylish Instagram for more content, and we also have a newsletter that drops every Wednesday. Thank you so much to the whole stylish team, Lucy Hunt and Zoe Twedell. And we'll see you you next Wednesday.

[Effy Katz]

This podcast was recorded on Wurundjeri land. Always was, always will be, aboriginal land.

[Ruby Hall]

Hello, it's Ruby hall here. I'm the host of Shameless Media's interview show Inherited, and I'm popping up to let you know about the conversation I had this week with national treasure Robert Irwin.

[Effy Katz]

Rob likely needs.

[Ruby Hall]

Needs no introduction. He's the son of Steve and Terry Irwin and one of the world's most beloved conservationists and now TV personalities. Robert was only 2 years old when his dad, Steve passed away after he was tragically killed by a stingray. And in our conversation, Robert speaks so beautifully about the legacy his father has left behind and how he feels about following it and carving out his own. Here's a quick snippet of our conversation.

[Robert Irwin]

I've had people come up to me a lot who, similar to myself, grew up without a father figure in their lives. And they would say, oh, I grew up watching your dad. And he almost filled that kind of void just watching him.

[Effy Katz]

That's so special.

[Robert Irwin]

Yeah, like, that's pretty cool.

[Naima Fatima]

Like, that's so cool.

[Robert Irwin]

Yeah, that's pretty amazing to hear. Like, that. That is that's actually very healing when I. When I hear something like that.

[Ruby Hall]

You can listen to my chat with Rob Irwin in full by searching Inherited wherever. You're listening to this right now, now. And you can find us on Instagram and TikTok inherited the pod. New Inherited episodes drop every single Tuesday. So we'll see you then.