A former flight attendant has revealed how she turned her “hobby” into a hugely successful fashion brand worn by a few of Australia’s most famous celebrities.
Ashleigh Vallis initially launched a kid’s clothing line to maintain herself busy after welcoming her first daughter into the world.
But when friends kept asking for adult versions of her kid’s designs, Ashleigh decided to “give it a try” and Summi Summi was born.
The mother-of-two from Yamba, Australia, has thrown “every dollar” she had into the business enterprise, telling news.com.au that the chance “luckily” has paid off.
“I remember sitting down with my partner and saying, ‘I’m throwing in all the pieces, every dollar I have, and I’m rebranding and giving it my all, and I’m not going to stop until there’s literally nothing left to offer me,’ she said.
“Fortunately, it took off. The primary run of basic bodysuits in our famous ribbed cotton was sold out and I never looked back.”
![Former flight attendant Ashleigh Vallis](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009178448.jpg?w=650)
The 31-yr-old, who was previously a flight attendant at Virgin Australia, said a part of the rationale her brand has been so successful is due to marketing influence and the proven fact that the designs are intentionally created in order that anyone can wear them.
“There isn’t any false promoting, we’re not super polished fashion girls,” Ashleigh said.
“We’re real and we would like the brand to be reachable and inclusive.
“After launching in 2019, the gathering sold out immediately because of a little help from you [influencers] Ruby Matthews and Elle Ferguson who kindly promoted and loved bodysuits.”
![A model wearing Vallis' clothing](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009178449.jpg?w=819)
But while her first collection has been faraway from shelves, leaving her with “high hopes” for her fashion profession, she said “reality has set in fast”.
“I had a lot of learning to do. While it has been quite liberating – I love having control over my job, especially as a mother – the opposite side of it’s that I do not have enough hours within the day to do all the pieces I have to do, which may be quite stressful,” she said.
“Owning and growing a business may be very consuming, and while I wish to devote myself fully to it, I also have to be sure I never neglect other parts of my life.
“Keeps me awake at night; my brain never stops going through designs and concepts. It’s quite tiring.
![A model wearing Vallis' clothing](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009178450.jpg?w=820)
Exertions definitely pays off. One piece of clothing, the brand’s A-line mini dress, appears in every collection and has grow to be a cult item amongst shoppers.
“It’s easy, timeless and flattering for all shapes and has grow to be the right outfit to wear if you do not know what to wear,” she said.
“Customers send me messages about this on a regular basis, asking for brand new colours to be added to their collection.
“The thick ribbed cotton is super smoothing so you’ll be able to put it on quickly and feel confident and cute for any occasion.”
The material, with its “unique” prints that change with each collection, is now a part of the Summi Summi brand identity – capturing the eye of Australian personality Abbie Chatfield.
“I find Abbie Chatfield very inspiring as a woman, she really emulates the Summi Summi ethos, so when I saw her in considered one of my designs it was a great moment,” Ashleigh said.
“I think all business owners have a little bit of imposter syndrome, and this was considered one of those moments, especially for the reason that piece she was wearing was completely sold out.”
One other factor Ashleigh has focused on is the brand’s environmental impact, and the mum of two is taking steps to reduce her impact on the planet.
![Ashleigh Vallis](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009178455.jpg?w=820)
“That is why we only design limited runs, and once they run out, there is no restocking to avoid mass production,” she said.
“All orders are shipped in certified eco-friendly packaging and our international supply chain is transparent, meaning all products are responsibly produced.
“We don’t claim to be completely green, but we try to be sure that our manufacturing processes are according to our eco-friendly ethos.
“As well as, all old shares are donated to credible Australian charities that empower and support women.”