Energy, creativity and action walk into a bar. Lou Giles buys them a drink!
Fresh out of uni at 19 with a degree in marketing and computer science, Lou Giles was ready to make waves. She stepped into the role of marketing manager and creative director at Parachute Music, driving an indie label, distributor, and festival brand to new heights.
“It was my ‘first real job’ and an excellent environment to cut my teeth,” she tells Verve, “giving me the skills and network to launch my creative career, establishing Husk, my brand and design ‘unagency’ in 2000. And I haven’t looked back.”
Seven years ago, Lou also co-launched Morningcider, closely followed by Side Hustle and Phat Philly’s, having already helped brand local eateries, Crave and Kind in the Morningside ‘hood.
“When I was invited to jump on board Morningside’s next ‘good time’ initiative, Morningcider, it was a big yes from me – initially because I like a good pun, but also Nige and Tim were friends of mine and who doesn’t love activating a new idea with your mates?”
Looking back, have you always had an entrepreneurial spirit?
It’s always been there! Both of my parents were hard workers who started their own businesses, so it was in my DNA. I like the energy of new ideas, solving problems and pulling something off – even better if I can convince others to join me for the ride! Youth camps, school leadership, uni camps, balls, weddings – you name it, over the years I have dreamed it up and made it happen. Don’t stick me in a hui – I just want to do the do-ey!
What are you most proud of?
It sounds cheesy and probably a bit predictable, but I’m eternally proud of my two sons, and no other achievements, events, businesses, whatever come remotely close.
My eldest – Oli – is 19, able to pick up any sport in minutes, loyal, forthright and funny and currently hunting for an automotive apprenticeship. My youngest, Reuben, is sweet 16 – loves tech, is linguistically brilliant, sassy, helpful and excellent company.
What are essential leadership characteristics?
I preach ‘customer orientation’ as the fuel behind great brands, and empathy is really at the heart of it. Holding hands with empathy is curiosity – how can you know whether what you are doing is working, or how someone perceives your business, brand or product, if you don’t ask? And, then of course, you must be willing to listen and take on board feedback, even if it’s ouch.
What should everyone consider when starting a business?
I recommend a mentor or a startup coach – so much so that I have trained to be one! There is a wealth of wisdom out there but having someone in your corner who can shape and tailor their expertise and experience to you is way more useful than any google search or YouTube tutorial.
Describe yourself in a sentence or a few words…
A mum. A serial entrepreneur. A mischief-maker, sanctuary-seeker, foody and a word-nerd. I have a penchant for classic VWs, rap and donuts. Oh, and you can’t shut me up about pickleball!
