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 started, their biggest learnings and their tips for other self-starters.
This time, we caught up with Alicia Stephens, founder of STYLD. Read on for our chat with Alicia.
When did the idea for your business first come about? And how?
The idea for STYLD. came while I was styling events at our destination farm. I loved alfresco dining but noticed a gap in the market for tableware that was fun, functional, and sustainable. I kept running into heavy plates that chipped, breakable glassware, or kids’ dining ware that didn’t match the aesthetic.
STYLD. was born in October 2023 – a brand designed to elevate indoor and outdoor gatherings with stylish, practical and sustainable tableware. Our mission is to celebrate life’s simple pleasures while minimising waste, creating products that help make every moment unforgettable.
Where did you start?
I was born in Sydney and studied at Coco Republic to become an interior stylist. My hubby and I later renovated and opened a destination farm in the Scenic Rim that hosted beautiful photoshoots and events. Before that – B.K. (Before Kids!) – I was a marketing manager for Aston Martin right here on the Gold Coast.
What were some of the challenges you faced in the beginning? How did you overcome them?
Starting an e-commerce business has been both incredibly challenging and rewarding. The e-commerce world is vast and constantly evolving, so staying true to my vision while adapting to changes was key – a hard lesson that I’m still working on daily. I’ve learned to ask questions, embrace new skills and most importantly, believe in my dreams.
What has been your biggest learning since starting the business?
Navigating the influencer world has been a huge learning curve. There are plenty of promises and opportunities in e-commerce, but not all of them work out. I’ve learned to focus on collaborating with people who genuinely believe in our vision of sustainability without compromising on design.
And what about your biggest ‘I’ve made it’ moment?
Definitely getting the call from scout magazine! I’ve lived on the Gold Coast for 14 years, and I love this place and the magazine. It felt like such a full-circle moment to be featured by a publication I admire. So, thank you for having me!
What does a working day in your life look like?
My day starts at 6am with yoga or Pilates, then to school drop-off, and by 9am, Charley and I are debriefing over a matcha from HOLLIDAY – so much happens overnight in the online world!
From there, every day is different. Whether it’s product design, packaging, barcodes, or coordinating with warehouses and suppliers, we’re a small team with big goals. Today, we’re celebrating STYLD.’s first birthday with cake from The Gluten Free Patisserie – it’s on our IG, super cute!
What do you love about the Gold Coast community, especially as a business owner?
I love how supportive and engaged the Gold Coast locals are. There’s a great energy here, and I’m lucky to have about 10 very close business owners’ that are my good friends on speed dial, all doing incredible things – from e-commerce to wedding venues to skincare. It’s a unique place where everyone lifts each other up.
So, where to next? What’s in the pipeline for your business?
We’re gearing up for something really exciting – ‘Baby, Let’s Go Outside’. This new range of unbreakable, reusable plateware and drinkware has been in the works for a long time, and seeing it hit the market this summer is going to be an incredible milestone. It feels like the culmination of all the passion and effort that’s gone into creating pieces that truly elevate outdoor dining experiences.
I’m also thrilled to say I now “own” a word – that’s unique, right? We trademarked the word ‘placekin’, which is a multifunctional homeware item that combines a placemat and napkin into one. Not only did we create the product, but we also coined the term! It’s all part of how STYLD. is committed to designing items that are both innovative and practical, and always with a bit of flair.
What is your biggest tip for local business owners?
Support each other – it means a lot to feel like your supported. And smile often.
