Emily Cole didn’t set out to become an entrepreneur. As a burnt-out teacher longing for comfort at the end of exhausting days, she stumbled upon a problem she couldn’t ignore—a gap in the market for loungewear that was both stylish and comfortable. That realisation became the spark for Dawn & Dusk.
But while finally starting her business was exciting and purpose-led, Emily shares that the constant highs and lows have been challenging to withstand. From navigating the long, often unexpected timelines of launching her first collection to finding solidarity in a sometimes-isolating small business world, Emily opens up about what it really takes to build a brand from scratch.
She also talks about the realities behind her viral social media post about making zero sales at Paddington Markets, why she believes in bringing humanity to branding, and her hopes for the future of Dawn & Dusk.
Can you take us back to the beginning of Dawn & Dusk? What inspired you to start the business, and what was the initial vision you had for it?
I was a burnt-out teacher, I would come home exhausted and all I wanted to do was slip into something comfortable. But all my comfortable clothes were pretty daggy looking. I struggled to find loungewear that felt comfortable, but also looked good. Thats when I realised there was a gap in the market. My initial vision was to create loungewear/sleepwear to help busy women relax, unwind and still look good.
You recently shared a post about making zero sales at Paddington Markets. How did that experience shape your perspective on entrepreneurship, and what motivated you to share it so openly?
Entrepreneurship can be a lonely place to be. Often social media is the only place you can gauge how you’re doing, but this in itself can be problematic. In most cases, what you’re comparing yourself to is only what people are willing to share, so it’s generally skewed to the wins and highlight reels. After a zero sales day it made me think that I cannot be the only person who has experienced this, but I feel like I am, so I am going to share it. I never in a million years expected for the video to go viral.
Many people romanticise starting a business. What has been the most surprising or difficult aspect of running Dawn & Dusk that you didn’t anticipate when starting out?
Timelines is a big one, mostly because I did not actually realise how many steps it takes. When you are creating designs from scratch there is a long process involved to do things properly. From product design, to finding a manufacturer, fabric sourcing, print testing, sampling and then finally manufacturing. I registered Dawn & Dusk Co. started in April 2022, but I didn’t have my first collection in hand until July 2024.
Female founders often talk about the importance of community and connection. What has your support system looked like?
I have a supportive fiancé, which helps a lot. I didn’t know anyone who had started a bespoke clothing line when I started. I do have friends who run a range of different businesses and just finding solidarity in experiences has helped a lot. But of course, you don’t know what you don’t know. It has been a journey of failing forwards, and I have no idea it will continue to be that way. The best way to learn is often in making mistakes, but then learning from them.
Your honesty on social media has resonated with many. How do you balance sharing the realities of your journey while also maintaining a positive image for your brand?
This is always tricky, there is a fine line, and I am not sure I know exactly where that is just yet. However, I do think that people like to know who is behind the brand. As a new brand owner, I felt I need to share the story behind the brand and part of that is me. I also think that people are fed up of seeing “perfect” brands all the time, I want to bring a human element to that.
After moments like the Paddington Markets experience, what strategies have helped you persevere and stay committed to your business goals?
Reminding myself that it was just one day, a snapshot in time. Like I said in my video it was “a blip”. I have the mindset that you have to take the rough with the smooth, not everything is plain sailing all of the time, and that is ok. Most of all its about reminding myself why I started this journey in the first place.
What advice would you give to other women considering starting their own businesses, particularly in dealing with the inevitable challenges?
Be prepared to pivot. Have a clear goal, and work towards that, but know that you can adapt and change along the journey. Don’t be afraid to reach out to others – friends, family and other small business owners. I have found a huge amount of support from fellow business owners online.
Despite the ups and downs, what are your hopes and plans for the future of Dusk & Dawn? Where do you see the brand in the next few years?
To ride the wave, whether that is up or down, to keep learning and to keep building a brand I am proud of. I have a lot of ideas that I would love to execute and sometimes I get ahead of myself. But I am working on some more items to add to the collection, along with more print designs. I want to enjoy the journey. I have already learnt so much, and I truly believe the more you learn, the more you grow. So lets see where the wave takes me.
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