LUMI LOVE CLUB: Anita + Est. 90
My name is Anita Jedinak and I am the owner of Est.90. For as long as I can remember I have always loved fashion and putting outfits together. After high school I studied a bachelor of design majoring in Fashion Marketing at Raffles. From there I was able to test out all avenues of fashion from PR to magazines. Retail and that side of the fashion industry always came to the forefront. At the age of 22 I started managing a small boutique near home where I also became the women’s wear buyer. This really solidified my love for retail and buying. I then moved to the UK for 6 months at the age of 24 and when I returned home the following year I then started working for Sass and Bide and managing one of their stores. From there I moved into my family business and then after an amazing 6 week European holiday in 2016 I decided it was time to start my own business and open my store. The process took about a year from signing my lease to opening the doors in August 2017 and I haven’t looked back since.
Any advice for anyone out there thinking of starting a business or a brand?
I think just go for it. Don’t wait around for the right time because there is never a right time. I always said when I was younger that I would love to open a store when I’m older and married with kids. Let me tell you - I’m so glad I didn’t wait because I would still be waiting now.
Where do you find your inspiration?
Instagram and friends.
The hardest part of starting out / being a business owner and how you overcame any challenges/stay motivated?
The hardest part starting out is finding the balance with still having a life and being a business owner and knowing where the line is in taking working home with you constantly. I think I have done a good job of that - at the end of the day I’m selling clothes not saving lives. I had a really good manager years ago who reminded me of that and I’ve always kept that mind set. It ensures that I still love my job day in and day out and don’t hate being at work. I stay motivated by literally switching off whenever I feel the need - if I don’t want to respond to emails I won’t. This year has been the most challenging as I haven’t actually had the chance to do that and I am really looking forward to a nice week off over New Years.
Tell us about your AM routine eg skin products, routines and rituals?
I have always tried to look after my skin. I suffered with a lot of congestion and breakouts over the years and would get frequent facials and tried everything and anything however last year right before my 29th birthday I took the plunge and invested in Rationale products. I literally have never missed a day with my routine and honestly it shows. I usually cleanse in the morning with the Catalyst Cleanser. Then I apply the #1 Serum followed by the #2 Hydragel and then I alternate with either the #3 day creme or the Catalyst Gel Creme and then when I remember zinc from my facialists at Zecca. After that if I’m in store or going to showings I will apply make up however I do love trying to go make-up free a few days a week.
And now your PM routine?
My PM routine - I use the Bioderma Micellar water to take off my make up and then I’ll do a double cleanse with the Rationale Catalyst cleanser. After that I apply the #5 Serum followed by the Catalyst Milk Concentrate and then the #6 DNA Night cream. I sometimes might do a mask or a bit of a face roll with a jade roller then once a fortnight or like every 3 weeks I’ll do a deep exfoliation with the Aspect Fruit Enzyme Mask - its life changing.
Three skin care, beauty or wellness items you couldn't bare to live without?
I don’t know how I can pick three. Definitely the Aspect Fruit Enzyme Mask - makes you look like a baby. All my rationale products (they can be classified as one right?) and finally my multivitamins (I have them compounded just for me and if I don’t take them I honestly feel horrible).
What does self-love/self-care mean to you?
Is it an important part of your day or something that may fall by the wayside? Self love and self care to me are very important. Self-care if the easy one - I’m all for a regular facial, weekly blow-dry and fortnightly mani-pedi, honestly even just doing my AM PM routine is great and if I can throw in a work out twice a week it’s a bonus.
Self love is one that I have been focusing on a bit more this year. Turning 30 this year was a big thing for me and honestly I wanted to feel like the best version of myself and I have really focused on that. I started seeing an amazing nutritionist who helped me focus on my eating habits and not use excuses because I am always so busy.