Lydia Moreland · An Expression of Interest

I A brief note

Dear Abbey,

I was so excited to come across the Senior Sales Associate role. I wasn't actively job hunting when I found it — I'd come to your website to look at some new pieces and see what from the most recent runway was available, clicked through to the careers page on a whim, and felt immediately that this role aligned with the direction I'm moving in.

I'm relocating to Sydney shortly to follow a lifelong pull toward fashion and design. I want to be closer to the people who create, shape and appreciate the things I love — to be inspired by them, and to contribute to that world myself.

I'm someone who loves connecting with people, and my life and work have always been shaped by art, aesthetics, design and creativity. I also bring a strong, intuitive and well-developed business sense. I understand how much it matters to connect the commercial side of a business with its creative expression, customer experience and brand world, and I've spent years doing exactly that. For that reason, this feels like it could be a very natural fit.

II Nine years of connecting with people

These days I run my own brand strategy and creative direction practice. It's a small, deliberate client base, and the relationships are the work. I manage each one personally — from the first conversation all the way through to the work itself: reading what someone actually needs rather than only what they ask for, holding a relationship steadily over months and years, following through on the small details, and being the warm, reliable point of contact they can lean on.

It's the same instinct that made me good on the floor at Camilla and Marc, and in the fitting rooms at Karen Willis Holmes — building trust quickly, reading a room, and turning a transaction into a relationship. Different settings, same skill. I think it's the part of this role that matters most, and it's the part I've been practising my whole working life.

III Why this, why now

The move is about being closer to the beating heart of design and fashion in Australia — the place where so much of the work I admire is actually made. I'm relocating to Sydney shortly, and the three-day structure of the role suits me well alongside one retained strategy client. I am available three days per week across weekdays and weekends.

And it's Beare Park specifically. I admire the restraint, the confidence, and the sense that the clothes and the world around them are considered rather than loud. It's a brand I'd want to represent honestly, because I already believe in it. The role calls for the exact combination of strengths I bring: relationship-led service, refined styling instinct, commercial maturity, sound judgement, and the steadiness to create a consistently considered client experience.

I think I'd be a genuine asset to your floor, and it would be a true privilege to work for what is, without question, the Australian fashion brand I feel most personally connected to. I'd love to talk it through with you. I'll be in Sydney from the 7th to the 13th of June, and if there's an opportunity to meet while I'm there, I would love that.

Warmly,
Lydia

Against the brief

The key requirements

Here's how I meet what you're looking for.

01Minimum three years in premium or luxury retail, with strong seniority on the shop floor.

I've worked the floor in luxury fashion at Camilla and Marc and Karen Willis Holmes, and bring more than nine years of senior, client-facing experience across premium and boutique environments. I'm at ease leading from the floor and holding a high standard while I do.

02A demonstrated ability to drive sales through elevated, relationship-led service.

At Camilla and Marc I consistently met daily budgets and KPIs and maintained VIP client lists. Selling, for me, has always come from genuine connection and trust rather than pressure — the same way I retain clients in my own practice.

03Confident, polished and professional, with a natural leadership presence in retail.

I've held front-of-house, management and leadership roles across luxury, boutique, and high-end service settings, setting a calm, polished tone that others take their cue from.

04Strong product, styling and brand storytelling capability.

This is my home ground. A decade in brand and creative direction, design study majoring in creative direction and styling, and a genuine, daily love of fashion mean storytelling and styling come naturally.

05Detail-oriented, reliable and comfortable working autonomously during trade.

Running my own practice means I work autonomously by default. Reliability and a careful eye for detail are simply how I keep the clients and relationships I have.

06Acting as a senior point of support for the store team.

I have years of experience leading teams, offering guidance, and being the person customer concerns are escalated to. I'm confident and calm under pressure, and skilled at resolving things gracefully so the floor keeps running smoothly.

07Serving as the link between store and Head Office — sharing floor observations and client insights.

This is something I did naturally at Camilla and Marc, taking what I learned from client interactions on the floor and feeding it back to the Head Office and design teams. I can be your eyes on the floor and translate what I see into something genuinely useful upstream.

08Contributing to trade reporting and the communication of commercial insight.

My whole marketing and brand background is about reading audiences, spotting patterns, and communicating insight to decision-makers. I live in the space of product, trade, and opportunity — identifying gaps in markets and helping clients' businesses fill them is exactly what I'm practised at.

09Driving sales conversion against targets.

I'm experienced and comfortable meeting sales targets, and I come at it by understanding the person in front of me and styling something perfect from the range to meet what they're after. At Camilla and Marc I not only met but exceeded budgets, and naturally looked for opportunities to grow sales.

10Flexible availability — minimum three days a week, including weekends, evenings and key retail periods.

Three days a week suits me well, and because of the nature of my client work I'm genuinely flexible across weekends, evenings, and peak trading periods.

For the record

Experience, at a glance

More than nine years of client and customer care, across luxury fashion, independent practice, and brand.

Luxury Fashion

2021 — 2023

Camilla and Marc — retail consultant & stylist; VIP client care, personalised wardrobe consultations, daily budgets and KPIs met. Karen Willis Holmes — bridal consultant; one-on-one appointments guiding clients through a milestone purchase with warmth and precision.

Independent Practice

2023 — Present

Brand strategy & creative direction for a small, considered client base — managing each relationship personally, end to end. The discipline of client retention, trust, and follow-through, self-directed.

Brand & Strategy

2012 — 2023

Strategist roles at VML and Publicis; brand and creative leadership at News Corp, Felons Brewing Co., Howard Smith Wharves, and Function Well — a decade of marketing and brand leadership: understanding and communicating with audiences, and applying design thinking to brand and communications.

Formal Education

Qualifications

Bachelor of Design (Creative Direction & Styling), Whitehouse Institute of Design. Fashion Styling & Image Making, Business of Fashion. Bachelor of Business (Advertising), Queensland University of Technology. Graduate Diploma in Psychology, Monash University.