Katie Naprasnik: I was 16 years old, attending T.A.F.E. and I noticed there was nowhere for me and my friends to buy clothes on the Redcliffe Peninsula [near Brisbane]. I was in Redcliffe when I spotted an empty 19sqm little shop not far from where our store is today. I applied for my ABN, and the next thing I knew, the store was open. At the time, I didn’t expect I would still have my business 16 years later. I opened Orange Sherbet in 2006 when there was no such thing as Facebook, Instagram, or TikTok marketing. For years I did not take a salary, and we bootstrapped everything. I was very fortunate to have support from my family and to be able to work other jobs. Today, the business has grown into a team of 40+ employees (in-store and online) with a social following of over 300,000. I’m grateful for our social media community, but I’m also a big believer in a holistic marketing approach. Part of that for us is interacting with our customers face-to-face.

IR: You started your brand when you were 17, almost 20 years ago. What was it like to own a brand as a teenager when most of your friends would have been partying?

KN: I was naive and eager. I just jumped off the swing without any fear. I come from a hard-working family, so for me going out and partying was not something I felt I was missing out on.

IR: How would you describe the Orange Sherbet customer? What is her lifestyle like, and what is she looking for when she shops?

KN: Our community is so broad that we have customers from age 16 up to 70. When ladies come to Orange Sherbet, they are coming for the experience. They come, not to feel pressured into purchasing, but to see a familiar face.

IR: How has the brand evolved over time, and how have you as an entrepreneur evolved?

KN: As I have grown, the business has grown. From 16 to 21, I was young and looking for outfits for my friends and me to go out in. At 25, I had my first child and entered the world of breastfeeding-friendly styles. I was looking for styles a little bit longer with buttons! Now that I am 32 and have two young boys, everything requires pockets. I always found it odd that suppliers and brands only catered for a small size range. For me, it was a no-brainer to increase our size range.

IR: What does inclusive fashion mean to you, and what has that journey been like for the business? What were some challenges of creating a wide size range for women?

KN: It was a no-brainer to introduce larger sizing into our range, going from sizes 6-24, a decision based on our desire to encourage body positivity and actioning feedback from our customers. I’ve also always been passionate about ensuring diversity in our range. We pushed our suppliers to create larger sizing, which most did not do at the time. We were simply told it wasn’t possible. So we just kept looking and pushing until some finally started noticing. 

IR: Inclusive fashion has been a buzzword lately, but not all brands get it right. From your experience, what are some of the key things that have helped your plus-size range succeed and resonate with your customer base?

KN: As more companies are starting to cater for plus-size clothing in their online stores, many do not carry these lines in their bricks-and-mortar stores. That is where Orange Sherbet sets itself apart; we ensure that our entire size range is available in-store. This is a big reason Orange Sherbet is leaps and bounds ahead of other businesses (even big ones). Ladies can come and try on and buy the clothes they have seen online. Fashion is meant to be fun – if you feel comfortable, wear it!

IR: Tell me about the new physical store that you’ve just opened. Paint me a picture of what it looks like.

KN: We thought, let’s just give our customers a beautiful experience. The shop was busy, and we were doing well; we wanted a beautiful place for staff to work and a beautiful place for our customers. The store is now a huge 500sqm space, almost double the previous shop size. We have 15 luxurious change rooms which seem to be the talking point of the shop at the moment! This is the main focus of the shopping experience when coming to Orange Sherbet. With views of Moreton Bay whilst shopping…you wouldn’t want to shop anywhere else.

IR: E-commerce has been a big focus for businesses in the last couple of years. What are your plans for Orange Sherbet in that regard?

KN: As we open our newly renovated boutique, we are excited to see the support continue for our e-commerce side of the business.  Currently, we are developing Orange Sherbet label exclusive prints in collaboration with a design studio. We are also expanding our in-house studio so that we can photograph our designs. Down the track, we would love the opportunity to wholesale also.

IR: What are your plans for Orange Sherbet’s store network? Is expansion on the cards?

KN: The business will continue to evolve; as we are very hands-on, we quickly respond to what customers need in-store and online. If they want more locations, that could be on the cards.

IR: Can you tell me about Orange Sherbet’s work with Share the Dignity?

KN: Orange Sherbet has been working with Share The Dignity for the past three years. We started by taking part in their Dignity Drive, which is held twice a year (in March and August), where our Redcliffe boutique is a collection point for people to donate period products that the charity distributes.

In August 2020, we released our first Dignity Dress, where $20 from the purchase was donated directly to the charity. It sold out within 48 hours.  I believe this goes back to our amazing customers and their support.