Karen Gee, a Sydney-based designer and busy mom of five, has redefined the fashion scene with her bold, inspiring journey. With no formal training in design or business, she built her brand from the ground up, proving that passion, creativity, and determination can take you further than any traditional path. In just a few short years, Karen has made a name for herself in the fashion world, opening a stunning new flagship store in the iconic Queen Victoria Building (QVB) in Sydney. Her dresses, known for their impeccable quality and attention to detail, are designed to celebrate and flatter every woman—combining style, comfort, and elegance in a way that feels both timeless and fresh. Karen’s story is a reminder to women everywhere: when you trust your vision and put your heart into your work, you can create something truly extraordinary.

At the core of Karen’s brand is a fierce commitment to female empowerment and self-expression. For her, fashion is more than just creating beautiful garments—it’s about making women feel confident, powerful, and absolutely heard. Karen believes that a truly successful fashion brand isn’t just about selling dresses; it’s about crafting a personal, transformative experience for each woman who walks through her doors. By truly listening to her clients and tailoring every detail to their desires, she’s built a loyal following of women who feel seen, special, and uniquely beautiful in her designs.

Karen’s ability to truly celebrate the diversity of the female form has earned her a loyal following of women who feel as beautiful, confident, and empowered as they look in her designs. From dressing celebrities for red carpet moments to creating the perfect piece for every woman’s special occasion, Karen’s designs are all about highlighting what makes each woman unique. It’s not just about flattering different body types—it’s about embracing the stories, personalities, and lives that make every woman, well, her.

As one of Sydney’s most loved designers, Karen is all about sharing what she’s learned along the way—whether it’s balancing family, fashion, or building a business from the ground up. Her passion, determination, and vision are an inspiration, showing us how she’s not just creating beautiful clothes but transforming the way women see themselves. Get ready to be inspired by how she’s shaking up the fashion world, one confident, empowered woman at a time.

MOTIVATION

DEMI: What motivated you to create your brand?

It all began with something my mom always said: “A little hard work never hurt anyone.” That simple lesson stuck with me and grew into a deep passion for creating something meaningful. This brand isn’t just a job—it’s an extension of who I am and what I truly believe in. At the heart of it all is my commitment to empowering women. I want every woman who wears my designs to feel beautiful, strong, and worthy of celebration—no matter what society’s standards may say. Beauty isn’t one-size-fits-all; it’s personal and unique to each woman. I’m all about breaking down outdated definitions of beauty and embracing individuality. This brand is my way of telling women: You are enough, exactly as you are.

I’ve always been fuelled by self-drive and motivation, especially when it comes to pursuing my passions. It’s that inner fire that keeps me moving forward and pushing boundaries, whether in my work or in life. For me, designing isn’t just about creating beautiful clothes—it’s about creating something that makes women feel confident, valued, and seen. When women feel powerful in what they wear, there’s truly nothing they can’t achieve.

UNIQUENESS

DEMI: What makes your brand stand out from the rest?

What really sets us apart is how much we focus on individuality and customisation. We’re not just here to dress women; we want to help them express their true selves. While we have ready-to-wear options, we take it a step further by offering the chance to fully personalise each piece. From the fabric to the fit, everything is made to suit her style and make her feel like the best version of herself.

At the heart of what we do is our dedication to truly listening to our clients. We take the time to understand what they want, whether they’re looking for something classic or bold, simple or standout. That’s why we offer a bespoke service where each design is created just for them, from scratch. It’s all about giving women the freedom to bring their vision to life and wear something that feels personal and special.

In the end, we want to offer more than just clothes—we want to give women a memorable experience where they feel empowered, confident, and excited about their choices. It’s this attention to detail, our personalised service, and our dedication to creating pieces that are as unique as the women who wear them that truly sets us apart.

PURPOSE

DEMI: What’s the mission behind your brand, & what drives it?

For me, stepping into the fashion world wasn’t about just following trends—it was about starting a movement. I’ve always believed that beauty isn’t one-size-fits-all, and I created this brand to reflect that. My mission has always been to redefine beauty, making it more inclusive, more real, and more YOU. It’s about celebrating every woman—no matter her shape, size, or background—and helping her feel amazing in her own skin. Through my brand, I wanted to show women everywhere that beauty comes in all forms, and there’s no single way to be beautiful.

I’ve always been about embracing who you are, imperfections and all. Because here’s the thing—perfection is overrated. Real beauty shines when we love ourselves just the way we are. If my brand can inspire even one woman to look in the mirror and feel like a total queen, then I’ve done my job. At the end of the day, it was (and still is) all about confidence, self-love, and owning your unique beauty. That’s the heart of this brand—making every woman feel seen, celebrated, and absolutely fabulous.

BRANDING

DEMI: What key elements make your brand stand out?

At the heart of my brand is the acronym SET—Simple, Elegant, and Timeless—which represents the core values that guide everything I create. These aren’t just words; they are the foundation of the brand and reflect my belief that beauty is limitless, and it belongs to every woman, no matter her shape, size, colour, or background. This vision is what truly sets the Karen Gee brand apart from the rest.

Every piece in the Karen Gee collection is crafted with intention, using only the finest fabrics. The blend of luxurious thick jersey, functional zips, and flattering silhouettes creates garments that are both timeless and versatile—perfect for any occasion and flattering on everybody. But what really makes the Karen Gee brand stand out is how the essence of SET is woven into every design. It ensures we stay true to our values of simplicity, elegance, and timeless beauty, while embracing the diversity of all women. These elements aren’t just about style; they define our brand’s authenticity and purpose, and that’s what makes us unique in the fashion world.

ADVICE

DEMI: What advice would you give to new entrepreneurs?

In just three and a half years, my brand grew far beyond my expectations—opening a flagship store, launching new collections, collaborating with major media clients, and expanding internationally. Looking back, I would tell new entrepreneurs to trust their instincts and block out the negativity. If I had listened to those who said it was too difficult or too risky, my brand would never have existed.

I believed in my vision, stayed passionate, and adopted a “can-do” mindset. I also learned to recognise my strengths and focus on what I did best, while delegating areas outside my expertise. None of us can be experts in everything and accepting that was key. But I never stopped learning, evolving, and pushing forward. Above all, I stayed true to the original passion and purpose that sparked my entrepreneurial journey—it guided me through every decision and challenge I faced along the way.

FEARS

DEMI: What fears did you face when starting your business?

When I first launched my brand, I had no formal design training or experience in dress production. Many people thought my aspirations were unrealistic, and their doubts often made me question myself. But my passion for the idea and my belief in its potential kept me going. I wanted to create a brand that celebrated women and made them feel beautiful, confident, and empowered. That vision drove me, even in the face of scepticism.

Starting a business from scratch is hard—it takes grit, persistence, and patience. There were definitely moments of fear and self-doubt, but I quickly learned that they were just part of the journey. I accepted that entrepreneurship is a rollercoaster, with its highs and lows, but as long as I kept enjoying the ride and staying true to my passion, I knew I was on the right path. I’m incredibly grateful to turn my passion into my work and live that vision every day.

REFLECTION

DEMI: Would you have done anything differently?

I don’t believe in dwelling on regrets. Life’s ups and downs are all part of the journey and offer us valuable lessons. Every setback, challenge, and even the negative feedback has helped shape who I am today. I’ve learned that resilience and growth often come from the hardest moments. So, instead of getting caught up in “what could have been,” I choose to focus on what’s ahead, taking full advantage of the opportunities that come my way.

One thing I might change is starting sooner. I sometimes wish I’d jumped into this journey earlier, as I could have made an impact sooner. But I also believe in the power of timing. Every experience has taught me something important, and I wouldn’t be where I am now without those lessons. The path has unfolded exactly as it should, and I’m embracing every step of it. Looking ahead, I’m focused on continuing to learn, grow, and create a meaningful future—because everything happens for a reason, and each lesson builds toward something greater.

ADVANTAGES

DEMI: WHAT ARE THE BENEFITS OF HAVING YOUR OWN BUSINESS?

Running my brand has never felt like a solo endeavour—it’s always been about collaboration. While I manage key aspects of the business, I’ve surrounded myself with a talented team of experts who each bring something unique to the table. Together, we form a cohesive group driven by a shared vision of excellence. Watching my team thrive, grow, and contribute to our success brings me immense joy. Their dedication is vital to our collective achievements, and I believe in nurturing their talents, setting clear goals, and providing opportunities that keep us striving forward.

Of course, owning a business comes with its own set of responsibilities. My name is attached to the brand, and that means I must hold myself to the highest standards in everything I do. The success or failure of the brand is directly tied to my decisions, which is why I’m always committed to delivering my best work. However, this responsibility also drives me to push further, knowing that the integrity of the brand relies on my leadership. Having the ability to pursue my passion while managing the brand’s growth is incredibly fulfilling, and it motivates me to continue providing the best experience for our customers every single day.

CHALLENGES

DEMI: What was the biggest challenge you faced?

One of the biggest challenges we faced was managing the rapid growth of the brand—particularly when it came to scaling our team and refining our internal systems. As demand increased, we needed to find ways to keep up without compromising on quality or consistency. Over the past year and a half, we’ve put a lot of focus on building scalable processes to support this growth. We developed comprehensive manuals for each department, which outline key procedures and expectations, making onboarding smoother and ensuring that everyone is aligned. We also took a more structured approach to production, documenting each stage of the process to maintain control over quality and efficiency. These strategic measures have helped us stay organised and responsive, ensuring we can meet the needs of our growing customer base while maintaining the high standards we’re known for.

INFLUENCE

DEMI: Who influenced your entrepreneurial journey?

The biggest influences on my entrepreneurial journey have been my parents. Growing up surrounded by their business ventures, I absorbed valuable lessons from both their successes and challenges. Watching them navigate the ups and downs of entrepreneurship taught me resilience, adaptability, and the importance of staying true to your vision. Their experiences—both the triumphs and setbacks—shaped my perspective and gave me a strong foundation, helping me understand that failure is an integral part of growth. I’m deeply grateful for their wisdom and guidance, which have instilled in me the confidence to trust my instincts and persevere through any obstacle.

ADVICE

DEMI: What’s your advice for new founders growing a business?

As your business grows, make sure it stays true to the values and vision you started with. For us, it’s all about promoting positive body image and celebrating beauty in all its forms. These values are the foundation of everything we do, and they guide our decisions. If you stray from what you truly believe in, it can take away from your brand’s authenticity. So, always keep your values front and centre—they’ll help you build something real and lasting.

Recognise the Value of Your Team: Your team is everything. Make sure they feel appreciated by acknowledging their hard work and giving them chances to grow. A happy, motivated team will always be a driving force behind your business success, so show them how much they matter.

Build Strong Systems and Processes: Having clear systems in place makes everything run smoother. When your operations are organised and consistent, it makes life easier for everyone. It helps your business stay efficient and ensures quality as you grow.

Encourage Innovation & Stay Ahead: Create an environment where fresh ideas are always welcome. Encourage your team to think creatively and try new things. By staying ahead of trends and anticipating what your customers want, you can position your brand as a leader and keep evolving.

Set a Positive Tone: As a leader, your vibe sets the mood for the whole team. Stay positive, supportive, and enthusiastic—it’ll rub off on everyone! A good attitude creates a happy, productive workplace, and that’s key to success.

Get Expert Financial & HR Advice: Don’t hesitate to bring in experts like a finance manager or HR advisor. Their knowledge ensures your business is on track with financials and compliance, giving you more time to focus on what you love—growing your business.

Do the Right Thing: Always operate with integrity. Upholding strong ethical standards builds trust with your team, customers, and partners. Even when it’s tough, doing business the right way will set your brand up for long-term success.

Remember, success isn’t just about the financials—it’s about making a difference, creating a positive work environment, and staying true to your values. By taking care of your team, setting up smart systems, encouraging new ideas, leading with a positive attitude, getting expert advice, and always doing the right thing, you’ll build a business that not only thrives but earns respect along the way.

ADVICE

DEMI: What’s the best advice you’ve received on your journey?

One of the best pieces of advice I ever got came from a meeting with a retired businessman I really admire. He said, “You must have a purpose, Karen. What is your purpose? Put it in your tagline or build your brand around it.” His words really stuck with me. When I thought about it more, I realised that the most successful brands all had one thing in common: a clear purpose, a catchy tagline, and strong values that connected everything.

• Nike: Just Do It
• Toyota: Oh, What a Feeling
• Skoda: For those who buy the car, not the ad
• Karen Gee: Simplicity. Elegance. Timeless

That moment was a turning point for me. I learned that having a clear purpose doesn’t just set your brand apart—it helps you connect with people on a deeper level. Whether it’s about inspiring confidence, supporting sustainability, or celebrating inclusivity, a purpose-driven brand speaks to people’s values and dreams. It becomes something they can really relate to.

KEYS

DEMI: What are the key factors to business success?

I believe that passion and persistence are the keys to success in business. Passion is the fire that fuels your ambitions and keeps you excited about your vision, while persistence is what helps you push through the challenges and setbacks that inevitably come your way. Together, they create a powerful combination that keeps you moving forward, even when things get tough. A strong vision, paired with deep passion and the resilience to keep going, is what truly sets a successful business apart. It’s that unwavering belief in your goals and the determination to overcome obstacles that ultimately leads to lasting success.

BALANCE

DEMI: How do you maintain a healthy work-life balance?

Balancing everything is a bit of a juggling act, but setting clear priorities helps. For me, family always comes first—nothing is more important than their well-being and happiness. That said, my business is also a big part of my life, and I’m committed to taking care of my clients who trust my brand.

I’m lucky to have a family that understands and supports me. They know how much I care about both them and my business. My team also gets it—they respect the fact that family is a priority for me, which makes things much easier.

Finding that perfect balance is a work in progress, but having a supportive crew around me really helps. It’s nice knowing I have people who understand when things get busy, and I can lean on them to keep everything running smoothly. While the balance might shift now and then, being flexible and having a great support system helps me stay on track and manage both my personal and professional life.

BONDING

DEMI: What’s your approach to quality family time?

Every Sunday night, we have a cherished family tradition: a meal where we come together to reconnect and reflect on our week. With life often moving at a fast pace, this dedicated time allows us to slow down, bond, and create lasting memories. During our meal, everyone shares two things: the highlight of their week—whether it’s a joyful moment, achievement, or personal growth—and their goals and plans for the upcoming week.

Andrew, my husband, and I also use this time to talk about our businesses and travel plans. As entrepreneurs, staying aligned is important, so we discuss our commitments, support each other, and offer advice. These conversations help foster understanding and encouragement, strengthening our connection as a family.

This weekly ritual is something we all look forward to. It’s a time to uplift and motivate each other, offer love and advice, and feel supported in our individual journeys. The warmth and connection we share during these moments truly make our family time fulfilling.

LEGACY

DEMI: How do you model hard work for your kids?

I really want to set a good example for our kids by showing them how important hard work is. Growing up, I learned that “money doesn’t grow on trees” and “a little hard work never hurt anyone,” and I hope our kids see that same determination in us. I want them to understand that their success will come from their own effort and dedication, not just by chance.

By involving them in our journey, we’re teaching them the value of responsibility and perseverance. I want them to know that success isn’t just handed to you—it’s earned through hard work, patience, and never giving up. I hope they take those lessons with them as they go after their own dreams and face whatever comes their way.

CREATIVITY

DEMI: WHAT DRIVES AND NOURISHES YOUR CREATIVITY?

For me, creativity stems from a mix of curiosity, learning, and collaboration. While fashion runways and magazines are sources of inspiration, I’ve realised that it’s often the everyday, unexpected moments that fuel my creativity the most. I keep an open mind and stay receptive to new experiences, whether personal or professional, which has opened doors to exciting and unforeseen opportunities. A huge part of my creative process also comes from my incredible team. Our brainstorming sessions are essential for refining ideas and expanding our perspectives. The collaborative environment we’ve built helps us innovate together and stay aligned with our shared vision.

EXPANSION

DEMI: WHAT EXCITING THINGS ARE COMING UP FOR KAREN GEE?

We’re so excited about some recent developments, like adding new media customers in New York, which has allowed us to expand our shipping to cities like LA, London, Singapore, and Hong Kong. This success has really motivated us to aim even higher, and we’re looking forward to growing our international presence even more. With all the progress we’ve made, we can’t wait to see where the brand goes next and explore more opportunities to share Karen Gee with the world!

ESSENCE

DEMI: WHAT’S THE MOST IMPORTANT LESSON TO REMEMBER?

The most important lesson to remember is to embrace the journey and enjoy the process. Building a successful business requires hard work, dedication, and resilience, but it’s just as crucial to stay passionate about what you’re doing. When you love your work, it doesn’t feel like a burden; instead, it becomes something that excites and energises you every day. Passion keeps you motivated even when the challenges come, and it fuels your determination to keep going. Success doesn’t come overnight, but when you stay focused on the love for your work, every step of the journey becomes rewarding, and that drive leads to long-term fulfilment.

CONSULTATION

DEMI: What can WE look forward to in a personaliSed session?

When you visit Karen Gee, you’ll experience a fully personalised, custom service from start to finish. I’m dedicated to understanding your unique style and preferences, ensuring every detail is tailored to your vision. Whether you’re looking for a show-stopping dress for a special event or a versatile piece for your everyday wardrobe, I work with you to create designs that are as individual as you are. My custom service includes a one-on-one consultation where we’ll discuss fabrics, styles, and fits, ensuring the perfect match for your needs. I take your exact measurements, and we can even review visuals of your design before production begins, making adjustments as needed. You’ll also have the opportunity to try on sample garments to ensure the fit and style are exactly what you envision. The result is a bespoke creation that not only fits perfectly but makes you feel confident, beautiful, and truly one-of-a-kind.

Karen Gee offers valuable insights on balancing work, family, & life.

I love what I do because… It not only makes me happy, but it also it makes others happy as well.

Never be afraid of… Making mistakes.

My greatest talent is… Creativity.

My biggest challenge is… Managing conflict.

I overcame that challenge by… Dealing with it head on, sometimes the things that scare you the most are the greatest lessons.

When starting a business one must… Have a clear vision and PASSION for it.

Most rewarding career moment so far… Seeing someone on the street wearing Karen Gee. I think they thought I was stalking them, but I was so excited, I had to follow them for a few minutes just to make sure this person was really wearing my design!

Best gig… Meeting inspirational and wonderful women. This business has brought so many incredible people into my life, I am forever grateful.

Celebrities I’ve loved styling… Too many! I have loved them all in their own individual way. It is always a pleasure.

Never go to work without … A positive mind.

I hope to one day… Reflect and know I created something that brought confidence and happiness to others. I would love people to wear my brand and think, I am worthy, I am beautiful, and I feel beautiful.

In my spare time… I love to be with my family! Followed by a big training session, up to three hours, then a massage and a facial.

My favourite designers are… Those that have a defined look for every collection.

My favourite beauty products are… Vitamin A, C, and E, a great eye cream and moisturiser for both day & night, and a super hydration mask. I love the luxury of Sodashi Masks and La Prairie Skin Caviar, which is a big treat. I have a wonderful lady that has done lymphatic massages regularly for me on my skin and body; I find this helps immensely for circulation.

Additionally, we all know the benefits of water, exercise, and great eating habits when it comes to laying the foundation for great skin. I exercise every morning & most nights, mentally it is super wonderful for me.

Every girl needs… Confidence and a smile. You can tackle anything with a smile.

Every day… Wake up with a positive mind set. Every day is a new day to accomplish something, even if it is as little as getting out of bed! Remember to give yourself a break & listen to your body. You can’t take on the world without first looking after you.

Styling… I love the quote, “fashion changes, style endures.” Always opt for what makes you feel comfortable and beautiful, don’t give in to a trend just because it is there. Style is a personal thing, and it isn’t anything without a smile.

On Attitude… Stay positive!

On Purpose… Have a purpose to strive for & build your business upon, have a personal purpose, & be happy. This is always the ultimate goal.

On Living… Don’t forget to enjoy it! You only have one chance to leave your mark on this world, make sure you surround yourself with nothing but love and happiness.

I Absolutely love… My family!

Happiness is… Being surrounded by the ones I love and doing what brings me joy.

Success means… Being happy.

Living the dream... Is being happy, and content with your life. It has taken me a very long time to realise this. True happiness has nothing to do with money but has everything to do with being grateful.

Favourite quote…  In the morning you have two choices, you can go back to sleep and dream your dreams or bounce out of bed and live your dreams.

In the works… There is plenty more to come for Karen Gee. I am excited to continue to grow and see where this brand will take us.

Click LINK to explore the brand.

FLAGSHIP STORE: QVB | Level 1, Shop 15 455 George St, Sydney NSW 2000, Sydney NSW 2000 

KAREN GEE: WWW.KARENGEE.COM

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“A huge thank you to Karen Gee for sharing your incredible journey with us and our readers! Your talent, confidence, and inspiring story are a true example for women who want to crush their goals, succeed, and stay true to themselves. We absolutely admire everything you’ve achieved and the amazing impact you’re making!”

– Demi Karan, Heels Agency

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