Two Fashion Industry Creatives Share Their Journey – and What Other Women in Fashion Should Know

For Ashley Bradley of Palma Eyewear and Alex Antoniou of handbag label Le Sept, the pathway to an independent business wasn’t always clear-cut. “I had a clear vision, but bringing that to life with limited resources and no roadmap was definitely a learning curve,” Bradley says.

It’s a challenge the team at F5 Collective understands deeply. The women-owned fund is dedicated to platforming and supporting female-founded businesses just like Palma and Le Sept. That mission came to life last week with their first in-person shopping event, which invited customers and investors to meet the founders and engage with their products in real life.

In conversation with Bradley and Antoniou, we explore what it took to get this far – and what they’d tell other women hoping to follow in their footsteps. This interview has been edited for length and clarity.

What inspired you to launch your business?

Bradley: I’ve always loved the way a great pair of sunglasses can completely change how you feel. They’re powerful, confident and expressive. But I could never find styles that really matched my aesthetic: timeless yet fashion-forward and high-quality with polarised lenses, but at an accessible price point. That’s what inspired me to start Palma – to create pieces that make women feel like their best selves without needing to overthink it.

Antoniou: I’d been looking to exit my day job in advertising for a while. Having your ideas rejected over the years is a tough thing. My bottom drawer was pretty full, so I was keen to create a brand from the ground up. Bags were not on my radar, but after going on a buying trip with my husband, who sources vintage clothing, I found recycled material that I thought would make a great bag, and it started from there.

What was the biggest challenge you faced in the initial stages?

Bradley: Starting out, the biggest challenge was doing everything from scratch – from design and manufacturing to marketing and logistics. I had a clear vision, but bringing that to life with limited resources and no roadmap was definitely a learning curve. Finding the right suppliers and maintaining quality from the beginning was tough, but it taught me how important it is to stay true to your brand standards from day one.

Antoniou: The branding side of the business came easily to me, but when it came to product design, this was a whole new world. The long process of sample-making, finding materials, getting sizing and proportions right, and language barriers with suppliers can all get a bit much. Things take time, and patience is key.

Is there any resource or support system that helped you early on, or one that you wish you had?

Bradley: I relied a lot on intuition and trial and error; there really wasn’t a guide for building an eyewear brand from the ground up. My sister gave me invaluable support, and joining the F5 Collective family has been an incredible way to fill that gap. Now, I try to offer that same support to others where I can – not because I’m an expert, but because having someone who’s been through those first stages of building a business makes such a difference.

Antoniou: My support system was my friends in advertising – directors, writers and stylists. A simple ask to help me shoot some content turned into a full-blown campaign. When you’re starting out, hustling and leaning on your people is important; you’ll be surprised how many people just want to make something great.

What advice would you give to other women in your industry?

Bradley: Teach yourself as much as you can about every part of the business – from manufacturing and supply chain to marketing and even postage. Understanding how things actually work behind the scenes gives you confidence and control, especially when you’re starting out. You don’t have to be an expert in everything, but knowing enough to make informed decisions and spot problems early on is invaluable.

Antoniou: You’d be surprised how many women are building incredible brands, especially in retail. My advice? Connect, share and stay curious. There’s so much to learn from one another – the struggles, the wins and everything in between.

This article is produced by Broadsheet in partnership with F5 Collective.