5 Minutes With ... Sara Toia, Fashionista Depot






I love a good bargain - don't we all? With designer clothing being so expensive, it can be hard to stay on-trend with the latest styles. Many of us lust over shopfront window displays and dare not step in the store - until now. FashionistaDepot.com.au launched online in March 2013 and brings designer brands to you at affordable chain-store prices. Created by Sara Toia, who has worked in the fashion industry for two decades, Fashionista Depot came about after she noticed a gap in the market. Why trawl through sale racks in store when you can shop online from the comfort of your home and discover a bunch of fab finds you would have never discovered? Still in its early days (and bound to become a household name) we chat with Sara about Fashionista Depot...

Sara congratulations on Fashionista Depot! How did the concept eventuate? After 20 years in the fashion industry, it was to  time to step away and start my family. Then the time came when my love of fashion was once again ignited. After spending a few months back in the industry and talking to my peers and colleagues, I realized that my idea, Fashionista Depot could work.

There are so many affordable and stylish pieces on the website! How do you select designs to stock? We work with lots of fantastic Australian labels, we plough through lots of end of season clearance stock, and then using our knowledge and experience from the fashion industry, we pick only the best for our fashionista’s!

Why do you think many consumers prefer to shop online than in-store? With online shopping now you can get the same experience as shopping in a store. We offer Style Files to help you put a look together and with free returns, you can’t go wrong.

How often can we expect to see new stock roll out in store? We usually inject new stock every 2 or 3 weeks.

Does Fashionista Depot support both emerging and established labels? Yes we do, we have the likes of Peter Lang and Natasha Gan who are industry veterans as well as emerging hot new labels like Anizoe accessories. If they are Australian labels and can offer our customer a great deal, we will work with them.

Sounds good to us! How would you describe your personal style? My wardrobe is built around timeless classics because I believe that with every season comes a fresh injection of colour, print & accessories to update any wardrobe.

Which styles on the website are your current favourites? I am always having to stop myself from buying everything! But my 3 faves at the moment are Natasha Gan Embroidered Detail Tunic Dress, Something Else Kimono Dress and Anizoe Maia Rivet Top Bag.

Is it difficult to juggle a two children under 5 whilst promoting your business? Absolutely! But I’m not one to shy away from a challenge - now it’s like having 3 babies under 5 and there is always one keeping me up at night!

What can we expect from Fashionista Depot in the future? To continue to bring a selective range of Australian fashion to all our fashionista's at amazing prices and personalized service.

Sara, what makes you feel Spoilt? Diamonds… and lots of them!