When Hayley Birtles-Eades migrated to Australia from the UK at a young age, times were tough, she had to drop out of school to provide for her struggling family. Born with an entrepreneurial spirit and drive, her head down, bum up work ethic has gotten her to where she is today.
Recognising she wasn’t employee material, she started Porcelain Rose at 21; creating an innovative fashion trend (featured in the Museum of Modern Art) amongst affluent Sydneysiders. This was her first stepping stone to entrepreneurial success. Taking all she learnt from Porcelain Rose, she created the Baby Wedge and Born Brand.
Never one to rest on her laurels, whilst shopping online in 2011, Hayley stumbled across a locket filled with charms, after ordering and receiving a poor-quality product, she decided she’d do a better job.
Love Lockets was created. Borrowing $900 from her dad, Hayley set up a trestle table at the markets and quickly grew the business into a global multi million dollar brand.
Hayley’s true prowess lies in business enhancement and brand strategy. Turning her passion into profit, Hayley’s unique way of looking at business has helped 100s of client across multiple industries realise their goals and visions. Walking side-by-side with her clients, Hayley offers real-life experience, insight, and expertise. Hayley’s ’no BS’ approach and quick thinking are alchemy to business, leading to savvy and bold solutions for the businesses she works with. With specialties in brand strategy, creating solutions, spotting opportunities and innovative solutions, this award winning, bighearted entrepreneur’s energy and verve business is intoxicating and enigmatic.
Visit: http://www.beinc.com.au
Nominees three achievements
- Maestro at pivot and change – over the past 20 years, Hayley has founded three impactful and successful businesses but using out of the box thinking and seeing where the gaps are. For a range of reason, two of the three didn’t last. Instead of tucking her tail between her legs, Hayley went searching for the next thing. Now after 20 years of entrepreneurship, lessons learnt and wisdom gained, Hayley has entered the market with a business concierge service that brings together all her knowledge and expertise to benefit businesses who are travelling the path she has.
- Rebranding a national women’s networking organisation. Women’s Network Australia (WNA) was beinc.’s first paying client when it started the business 18 months ago. Hayley has always, naturally, shared her learnings and experiences with building a brand. Given her previous and current success, people gravitate to her generous nature. When she decided her next venture, she went with her heart and love of strategy and brand building. WNA came on board a tired, old brand. After almost 20 years, it was losing its membership base because it had not kept with the time. Hayley and her team totally revamped it from the ground up – redesigning the bi monthly magazine and taking it online (making it more accessible), changing the editorial content, revamping the monthly meetings and engagement face to face and the overall look and feel of the network. It was a huge undertaking and vital given the role this organisation has played in helping women in business prosper and grow over the past 20 years. WNA has now grow its membership based month on month since the rebrand – increasing membership by 25%. Subscriptions for the magazine grew by 100%.
- Taking control of Motor Hospital – Moving in as the CEO of the 40 year old family business by making tough decisions and after 18 months, turned the business around. Profits increased from $16k a week to over $32k per week and now employs ten people. This personal accomplishment demonstrates the power of how Hayley looks at business; saving a traditional trade by implementing innovative marketing strategies, improving customer service and streamlining processes.