04/06/2026
10 years ago we opened our first ever store. But more importantly, 10 years ago my now wife and girlfriend at the time made the huge decision to quit her job and work with me at Oli. At the time I’d been running Oli for 4 years, but truthfully didn’t really know what my “plan” was. I’m a creative, I always have been which occasionally (often) gets in the way of all this, the businessy stuff. That’s where Phoebie comes into it. Whilst I’m the one who puts my name on everything (literally), there’s way more to the brand than just me. We have an elite team, now more than ever, but truth be told none of this would be a thing if it wasn’t for Phoebs. She initially started “working” at Oli in June 2016 to help me open our flagship Mount Lawley Store, but a year later we became equal directors in the company with a big dream to make Oli a successful long term brand. Since day 1 Phoebs has been the business mind - she is a forward thinker, loves planning and strategy, and f**k she’s organised. Also doubt her or tell her she can’t do something and I promise she will do it by COB, legit. Me however - I’m quite literally none of those things.
Early days we often joked that Phoebie was the backbone of the business. But was it actually a joke…she took over the bookkeeping, accounting, cash flow etc all whilst working from our retail store, making coffees, packing and even hand delivering orders in Perth.
10 years on, it’s no joke. Phoebie is legit is the backbone. She’s the CEO and the smartest person I know. She continues to grow the brand, even 12 months ago taking over our marketing account & strategy and making it our best year yet, go figure 😅
Oh and did I mention she’s done all of this whilst also having 3 kids… crazy work.
Anyway, I’m a lucky man. Cheers to 10 years Phoebs 💓
