Turning a Pandemic Pastime into a Business
When the COVID-19 pandemic forced 21-year-old Julia Tonna to return home from university, she found herself clearing out her wardrobe. Unable to part with her cherished items, she learned leather cleaning and repair techniques from her father. This newfound skill sparked the idea for a sustainable fashion service in Malta.
Building a Sustainable Fashion Brand
Julia launched WhizzFix in Malta, focusing on restoring and reselling luxury fashion items. Her mission was clear: promote sustainability in the luxury fashion industry. WhizzFix quickly gained traction, offering services like shoe and bag restoration, clothing repairs, and laundry services. The brand encouraged clients to repair and reuse items, reducing waste and promoting a circular fashion economy.
Expanding to Dubai: The Birth of The Refined Luxury
Recognizing the potential for growth, Julia set her sights on Dubai, a city known for its luxury market. She rebranded WhizzFix as The Refined Luxury and expanded her services to the UAE. The Refined Luxury offers a range of services, including luxury handbag and shoe restoration, wardrobe consultations, and a boutique for pre-owned luxury items.
Challenges and Triumphs
Expanding into a new market came with its challenges. Julia had to learn when to delegate tasks and trust her team to maintain the brand’s high standards. Despite these hurdles, The Refined Luxury has established itself as a go-to destination for sustainable luxury solutions in the GCC region.
A Vision for the Future
Julia’s goal is to make The Refined Luxury the leading provider of sustainable luxury services in the GCC. She continues to focus on growth, aiming to expand her services and reach a broader audience. Julia hopes to be remembered as someone who brought honesty, care, and heart into the luxury industry.
Connect with Julia Tonna
Follow Julia’s journey and explore The Refined Luxury’s services through the following platforms:
- Instagram: @therefinedluxury
- TikTok: @therefinedluxuryuae
- Website: The Refined Luxury
- Email: Julia@therefinedluxury.com
- Phone: 0508099779
Inspirational Takeaway
Julia’s journey from a simple wardrobe clear-out to leading a sustainable luxury brand in Dubai serves as an inspiration to aspiring entrepreneurs. Her story emphasizes the importance of passion, resilience, and the willingness to seize opportunities, even in challenging times.
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