A weekly Q&A with interesting people in the Australian Media Industry
Pip Edwards
  • Name Pip Edwards
  • Company P.E Nation
  • Position Cofounder
  • Interviewed by Social Diary on 6/7/2016
  • Q
    Describe your career path to date?
    A
    My first job was actually at PriceWaterhouseCoopers in Risk Management before moving into PR and then Design for Ksubi. Following this I worked as a Senior Creative for sass & Bide followed by my current role as the Design Director at General Pants. I met my now business partner Claire Tregoning whilst as sass & bide and we launched P.E Nation together in March of this year.
  • Q
    What do you love about your job?
    A
    I love everything about my job!! I especially love working around brand building and the strategic vision of P.E NATION. It's exciting to keep the momentum moving forward.
  • Q
    And what's not so great?
    A
    Managing all aspects of the business can be hard to stay on top of, but we have such a fantastic team and everyone is worth their weight in gold.
  • Q
    Describe your typical day?
    A
    I wake up early and jump into bed for cuddles with my son and Max (my dog). Then it's a mad rush getting us all organised and out of the house on time. My days vary, Wednesdays are spent at General Pants and all other days of the working week are at our P.E NATION office. They're mostly made up of meetings, creative brainstorms, overseeing design production, marketing and sales, I also work on creating content and styling... As the Cofounder of P.E Nation, I am required to be across all areas of the business so no day is the same!
  • Q
    What is the best experience you've had in your career?
    A
    Every role has been incredible and taught me invaluable skills for the next adventure. However, working at General Pants Co. was a bit of a gamechanger for me - it brought me back to my street roots, taught me about comfort and function which in turn has impacted the end vision for P.E Nation.
  • Q
    How do you manage the demands of the industry with the role of motherhood?
    A
    I'm incredibly lucky to have a great support network around me. My own mother is my backbone and allows me to do what I do.
  • Q
    What do great PR people do?
    A
    They get shit done strategically, with integrity and with a smile.
  • Q
    What do bad PRs do...
    A
    Don't research the brand/product/influencer they're pitching to or just apply a blanket approach.
  • Q
    How do like to be contacted and when?
    A
    Firstly, through my Publicist!! Haha! Otherwise, through email so I have the request in writing. I make it my business to return all emails with a quick turnaround. I'm always available.

    Pip's Publicist: hello@kellymuller.com
  • Q
    How has social media altered your job since the days when you started out?
    A
    Absolutely! The rise of social media allows product to get the customer instantaneously, sometimes before it even hits the shelves!! It used to be about locking in exclusives with key media, and while this still exists to some extent, it's also about how to launch via social media strategically, effectively and before anyone else does.

    More importantly, though, the rise of social media has allowed me to personally connect with likeminded creatives, working mothers and of course, customers!

    I now use social media to not only showcase my life but to expose my business and how the two integrate.
  • Q
    Do you enjoy attending industry events, and if so - which are your fave kind?
    A
    Given I am a mother and now a business owner, it's certainly a lot harder to get to all of the events I am invited to however I love to support friends in the industry and will always do my best to get to their events. Supporting my friends is a big one - and supporting product I believe in as also key.
  • Q
    If you weren't a Designer, what would you be?
    A
    I don't think I would be anything else. I have been interested in fashion since I was about 3 years old, it's in my blood and it's part of who I am.
  • Q
    Your Instagram/Twitter:
    A
    I: @pip_edwards1
    T: @p.e.nation