As Erika Achilles Dunseath will attest, this was never truer than immediately after the birth of her second born. With a two year old already in tow, Erika found herself redundant, while partially through maternity leave and in a complete and utter rut. After a light bulb moment, she decided to 'stick it to the man' and embark on her own fashion label - Anyone's Daughter.

Erika noticed a gap in the Australasian fashion market between high-end boutique stores, street-wear and chain stores.

'There was simply nothing that offered feminine styling with a distinctive edge.' Erika wanted to offer the intelligent, active and fashion savvy woman clothes that would take her from the office to the weekend and also be adaptable enough to wear on into the evening. The look had to be effortless with the utmost importance placed on premium fit and quality.

Each piece of Anyone's Daughter clothing you see is proudly made in New Zealand. There are no large factories or sweatshops and staff hours are flexible, with the ability to work from home.

Understanding that everyone has different things going on in their lives and allowing for flexible working conditions has been one of the most effective management decisions Erika has made. 'It makes sense to me. As long as they are doing the work required I don't really mind where or what time of the day it's being done. We actually see the people we work with face to face and have met many of their families too. Look after your team and they will be loyal to you and your company.'

Gaining recognition in the fashion industry is tough though. How does one prove to stockists just how wonderful a new label is upon starting out? Erika understood the risk stores took by ordering a new product, so decided to offer trial stock on a return basis in order to expand on and grow her brand awareness. The risk paid off. Erika believed in her product and those stores now have trust and confidence in Anyone's Daughter, leading to increased orders and sales each season.

There are so many things to think about when setting up a business. The excitable whimsy of creative souls needs grounding now and then and Erika's accountant does just that. 'When I first set up the business, he did all my paperwork and helped me register the business for GST. Although I don't see him as much now, he still helps with my monthly reports and questions a lot of my decision making; why we do things in a particular way and could it be done better or more efficiently.'

To many, Erika would seem like wonder woman. Looking at her business, you can see why, but she is humble while encouraging to other businesses. 'Don't be afraid to ask questions. Learn from people who know more than you do. I was once given the best advice: "Don't try to do too much at once. Write down your ten best ideas. Cross out nine of them. Give all your love and energy to your biggest idea - the one that keeps you up at night. If you can successfully focus on a singular vision, good things will happen. If you want something badly enough you'll figure out how to make it happen."'

Exciting times lie ahead for the talented team and this cutting edge brand. Anyone's Daughter recently started working with a sales agency based in the United States, lending a new focus toward export and expansion internationally.