Over the past couple of year’s blogging, fashion websites & online stores have really started off here in Australia, but you started yours in 2005, slightly before everyone here seemed to jump in on it. Can you explain the exact moment or final motivation that made you decide to start SassiSam?

I was really lucky to have grown up travelling and shopping in the US, my Dad was a pilot with Qantas, and besides swearing I was an American in another life, I have a tonne of favourite US brands that I couldn’t live without, so when I needed a top up and Dad couldn’t purchase for me, I would buy online.

I was in Honolulu in 2005 and my idea started there and even though I knew it would be a battle to start something in the online space here, because Australia was so far behind the US and Europe, I hoped that we would follow suit quickly. We are only now starting to catch up and I’m so happy but we still have a way to go.  Our mindset for online shopping is different; we grew up ‘going to the shops’, we didn’t grow up with a catalogue culture, so I believe the US and Europe were able to adopt online shopping much faster than us because it was an easy transition of shopping from printed catalogues to online catalogues.

But back to what made me do it, besides insanity, I don’t really know I came up with a vision and just went with it. It’s been the steepest learning curve and I’ve never worked so hard in my life but my vision is now just starting to all come together and I just love the online space.

What did you do before SassiSam? Were you in the fashion industry?

I come from a media/marketing background, I worked for Westfield where I learnt the importance of branding and why I focused on creating a brand from the beginning right down to a Style Guide dictating colours, fonts and how my branding elements could all be used and I drive people crazy about always being ‘on-brand’.  I also worked in Government Media, I used to look after the PR for a Government Department, organise the Minister’s press releases, speeches and news conferences.  It was a great job and I really loved it.  I have a very diverse background, but a love of shopping and all things American is what drove me to create Sassi Sam.

You mention on your website how passionate you are about shopping! What are your favourite stores/brands according to levels of budget (cheapest to luxury).

I love my bargains and my style would be described as classic and practical.  My wardrobe is very American (once again I swear I was an American in another life), it’s mainly Banana Republic and Calvin Klein and other fun US brands like Charlotte Russe. It’s filled with US designer shoes like Guess, Kenneth Cole and Coach always bought on sale in the US.  I usually travel to the US once a year, shop all the sales and the Designer Outlets (Woodbury Common in New York) and bring home approximately 60kgs of ‘stuff’ and then here I just top up on basics.  Victoria’s Secret is another favourite and I’m fan of spending hours and hours in Macy’s and Sak’s Fifth Avenue.  When I go to New York, I just wander around meandering in and out of different districts and stores; it’s about what catches my attention and most times I don’t care about the brand.

What is your most recent fashion purchase?

I’m a bit of a fan of Target’s diffusion lines and I recently purchased a really cute 1950’s style dress with the fuller skirt just like what January Jones wears in Mad Men which I love right now.

What is your most recent beauty purchase?

I’m really lucky; I rarely have to spend money on beauty products because I get sent amazing products from companies to review and giveaway on my blog.  My favourite beauty product right now is Lanolips and I love body creams. Principessa, [http://www.sassisam.com/_catalog/Beauty] with a scent to die for and a cult-celebrity following in the US and Canada, is a fave and I’m the only one who sells it online in Australia.

Favourite trend right now?

I’m a big fan of pretty dresses; so comfy and girlie you can wear them with heels or flats, and look stylish quickly and easily. And I’m lovin’ the nude look this spring/summer, although not all of us can wear the colour, we can add the nude accessories to our look.

Who are your celebrity style icons?

I’m not a fan of the word ‘icon’ I think it’s overused, but I absolutely adore Cate Blanchett, she never puts a foot wrong, Jennifer Aniston has casual chic down pat, Blake Lively because she’s curvy and she embraces those curves and looks awesome and Leighton Meester (yes I’m addicted to Gossip Girl); these two hot young thangs are rockin’ the fashion stakes right now.

What online stores do you shop at?

I don’t shop as much as I used to, starting your own business you tend to put money straight back into the business rather than yourself and being out of the corporate sector I just don’t need to shop as much. But locally I love Peter Alexander and EziBuy (naff I know but they have great basics – and ironically both are our most popular and biggest ‘catalogue’ shopping companies).  For gifts, obviously I shop at my online store.

What fashion websites do you visit regularly?

I have a tonne that I visit, one of my local faves is Nedahl Stelio’s Celebrity Style Watch at CocoLee Fashion, and she’s just hilarious; the way she analyses and dialogues the Celeb’s styles is brilliant.  And a long-time favourite, Jill Sherman’s Trend de la Creme.

Any quick tips or advice for anyone wanting to start their own fashion website or online store?

It’s hard work and takes lots of commitment and self belief.  Everyone always talks about doing your research, it’s true, you can never do enough research, but sometimes you just have to give things a go, as long as it’s feasible and can be sustainable then it’s worth giving a go but you really have to believe in yourself.  I also think it’s important to find your unique selling point in whatever it is that you choose to do.