Eve Walton-Healey, the visionary behind Ricepaper the Label, embarked on a journey to turn her dreams into reality. The name “ricepaper” itself reflects the core value and ethic she holds dear – transparency in fashion. Her brand stood for simplicity, elegance, and ethical practices, with a commitment to crafting timeless, versatile, and enduring pieces.
During her university years, Eve’s passion for ethically produced and premium clothing took centre stage. The influx of major fast fashion brands into Australia and the absence of transparent, eco-friendly, and locally-made options in Melbourne left her yearning for more. Rather than letting these challenges discourage her, they fuelled her determination. Eve set her sights on overcoming the obstacles within the industry, laying the foundation for her future endeavours.
FACING CHALLENGES AND EMBRACING SETBACKS
Eve’s journey with her label spanned over five transformative years, with numerous highs and lows. Just as her brand gained traction, the world was shaken by the onset of COVID-19. Despite the pandemic’s unexpected impact, Eve’s two-year-old label gained momentum, riding the growing interest in sustainability and conscious consumerism.
Amid the pandemic’s challenges, Eve expanded from an online platform to a physical store, only to face a nine-month closure in its inaugural year. This setback pushed her to rethink strategies and adapt her marketing approach to navigate the uncertain times.
Image: Imogen Turnbull
The pandemic-driven need for adaptation led Eve to streamline her offerings, releasing two collections annually. Yet, increased fabric orders and Australian lockdowns brought logistical complexities and financial pressures. Balancing industry demands for upfront payments with cash flow realities became a delicate balancing act.
Eve’s solo efforts magnified these challenges, but she persevered. Despite her label’s blossoming success, she faced the dilemma of authenticity versus affordability. Should she continue local production and raise prices, risking alienation, or compromise values by outsourcing production, with potential human rights concerns? Neither aligned with her ethics.
RESILIENCE AND LESSONS LEARNED
In the end, Eve’s story is one of resilience. It demonstrates how the interplay of passion, values, and the intricacies of business can weave a complex tapestry. Reflecting on her choices, Eve stands by her decision to stay true to her values and keep her manufacturing local, regardless of the challenges.
Eve’s hands-on experience not only shaped her ethical beliefs but also equipped her with the tools to navigate the dynamic fashion industry. Her journey informed her personal and professional growth beyond the label’s closure. Today, she channels her learnings into her work at a non-profit organization, empowering women to achieve financial security.
ADVICE FOR ASPIRING ENTREPRENEURS
Eve’s journey offers valuable advice to aspiring entrepreneurs in the fashion industry. She encourages them to follow their dreams with unwavering dedication. While the path may seem uncertain, Eve’s success story attests that dreams can become reality. She emphasises the importance of staying true to one’s ethics and values, a principle that guided her through challenges and triumphs alike.
You can keep an eye on the brand on its Instagram account @ricepaperthelabel, just in case it reopens.
Discover more interesting designers in our Brands & Designers section
