With so many incredible local businesses on the Gold Coast, one begins to wonder: how did they all come to be? In our series, ‘The story behind…’, we chat with local founders and owners about how their business came to be, their biggest learnings and their tips for other self-starters.
This time, we caught up with Vanessa Levey, founder and creative director at Cleo Harper Activewear.
When did the idea for your business first come about? And how?
The foundation of Cleo Harper was built during 2013 and 2014 when I was developing stretch fabrics that would bring something new and unfounded to the activewear space: a feminine, modern brand, focusing on a beautiful aesthetic and customer experience.
I wanted to create pieces that felt luxurious, and design in a way where these pieces constantly had new life by incorporating past collections and styles with current and future creations. I want to give that feeling of excitement when you try on something for the first time. This is why everything from the fabric, design, fit, packaging, shipping and customer service is so important to me.
With a background in the arts, design and business, my worlds have all collided to bring forth collections that are cohesive and performance driven. We focus on the little things like our gold metal tags and packaging. In 2015, the nervous wait was over, and we launched our first collection.
Where did you start?
Cleo Harper was born in Burleigh Heads, famous for many other well-known global brands who started in the industrial estates. We grew from a small warehouse space to a beautiful flagship store and warehouse in Stevenson Court, Burleigh Heads. Our first ever customer order in 2015 was from Belgium, so we knew – with our strategies and our want to serve women all over the world – we could go global from the outset.
What were some of the challenges you faced in the beginning? How did you overcome them?
The start felt like a rollercoaster. Some days you are feeling good about your accomplishments and achieving small wins, but there are days where you feel like you are going backwards. I learnt you have to take each day as it comes, and you have to balance work and family.
Producing a quality product took great care and time. Our BodyCapsule™ fabric is one of three signature fabrics we have carried since the beginning, but the first year was a long year. I am so thankful our brand manager and I found each other. We have worked as a great team since the word GO. She and I have built our online community from the ground up. It’s been a beautiful working relationship, all while working remotely from one another. I love how we’re able to come up with ideas and explore new ways of doing things. We had one collection to promote that whole first year and we had to be very creative to keep reintroducing it to new audiences. It set us up for what was to come. Nowadays, Cleo Harper releases a new collection every month.
What has been your biggest learning since starting the business?
Business never stays the same. It constantly evolves and you have to evolve with it. Fashion changes, so you have to change with it – and, where possible, be ahead. That could be with your marketing or business strategies, or fashion trends and fabric technology.
We feel we are at the forefront of trends and that we create pieces that women have never seen done in a certain way. You have to offer a product or service that is different or better than what is on offer in the market. We have known from the start that it is important to stay true to your vision. So much time and thought goes into the design process for us.
And what about your biggest ‘I’ve made it’ moment?
Back in the glory days of Instagram, Kelsey Wells, Whitney Simmons and Sarah’s Day were all wearing Cleo Harper before their big collaboration deals. These women truly loved the product, and we were thrilled that they would choose to wear Cleo Harper. Pieces would sell out every time they wore them, and we felt like we were onto something different and exciting.
Cleo Harper has a very distinct, feminine style and that’s what women love about it. We have customers who have placed over 100 orders with us now! That is the best compliment we could receive as a brand – women who want to shop with us time after time, not wanting to miss a collection because every new campaign is so unique.
What does a working day in your life look like?
I have a well-structured week now, but in the early days you are really working in the moment.
My week is designed to cover all the aspects of the business I’m responsible for. Design and creative direction, campaigns and photoshoots, company direction and marketing strategies. These are the elements that make Cleo Harper what it is, so I hold onto these areas tightly.
I am a wife and mum of three, so we have a very busy work/life schedule. But I have built Cleo Harper as my family has grown and family always comes first. Taking time to do a quick Cleo Method workout on YouTube everyday and go for a walk is always a great way to start the day. I have to have a very organised, structured week to make sure I can balance work with family. My marriage and my family are so important to me, so I make sure I am involved in all the activities my children are doing. These are the real rewards in life.
What do you love about the Gold Coast community, especially as a business owner?
I love that Gold Coasters are early risers and are very active. The weather and climate make this very easy, of course. Our whole household is up bright and early – surfing, walking, exercising to start the day. I often reflect on how blessed we are to work within the fitness industry as everyone is so happy and motivated. We have met so many incredible gym and studio owners as well as local business owners, business leaders and customers in general.
So, where to next? What’s in the pipeline for Cleo Harper?
We started 2024 with a bang – we have just launched our third collection with Kelsey Wells who spent a week with us from the USA. We had two huge events at our store with a fashion show and shopping evening, and a workout event. Cleo Harper will continue to expand into other categories that our customers love.
We are best known for beautiful, quality activewear, but our heart is in all areas of fashion – denim, sleep, swim, jewellery and accessories. Thankfully our customers love what we bring to life. Women can build their wardrobe with Cleo Harper pieces that are classic and designed to go across multiple categories.
I can’t wait to share the new designs and collections I have been working on, but I can’t spoil the surprise. You will just have to wait and see – we have our 50th collection coming up in April 2024!
What is your biggest tip for local business owners?
Cleo Harper has far more customers worldwide than locally, but we LOVE our local community. Our Burleigh base is the heartbeat of our brand. We designed our flagship store to be more than a boutique. It is our in-house content creation space, our offices, our shipping hub, and our event space. It’s where we welcome so many tourists and visitors travelling to the Gold Coast, and of course locals who just want to stop by and hang out in our beautiful space.
Supporting other local businesses and gyms is what we love to do. There are so many great local businesses, and we are constantly working on ways we can support each other. I think this is really important. Sometimes your next opportunity is just around the corner, and it might happen in a way you least expect. You have to try new things – even if they don’t work, don’t get disheartened. Just move on, learn from the experience and try again.
You can read all about Cleo Harper’s latest collection with Kelsey Wells right here.