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About US

After many years as a senior fashion buyer,  product developer and branding manager for large retailers,

Paula Punch brings her extensive experience to market in a very bespoke way. 

After Graduating from the University of NSW in Bachelor of Science and studying fashion design at East Sydney TAFE part-time, Paula decided on a career in fashion.   

Starting at Grace Bros (now Myer) she managed buyerships in Swimwear, Contemporary Designer, Import Designer and was instrumental in the growth of concept shops within the stores with and the introduction of  iconic brands such as Ken Done. She introduced key categories, such as Activewear, and instigated the tremendous department store growth of Country Road Brand in its earliest phase in Grace Bros.

As Womens Upmarket Category Manager she was also able to mentor many young buyers, and was a Judge in the Fashion Industry Awards.

Starting a consultancy business in the mid 1990's, Paula assisted many businesses including, Esprit, Qualspec International and Von Troska in Product Ranging, Store Managment, Merchandising, and Quality Control.

Her other senior buying positions included Rockmans Knitwear & Knit tops, Big W and Speciality Fashion Group "1626"/"Autograph" for Plus Sizes and David Jones Womens Mainstream Fashion.

These roles gave her exposure in different fashion markets and wide experience in product development.

Until recently she was Private Label Manager at David Jones where she was responible for the Branding, Product Development and Sourcing for the Womens, Mens and Childrens Apparel, Accessories, and Shoes for all the store's Private Label merchandise.

She continues to enjoy supporting young designers as a frequent Judge on Graduating Students works, and mentoring students whenever she can.

Paula has built great network of experienced professionals who now join her on the Design Edit Group Team. These experts have worked in key roles in the fashion industry and their experience covers strategic planning and branding, design and garment manufacture, range planning, merchandising, and brand marketing.


As experienced managers in the fashion industry, we enjoy bringing Brands to life!



Paula Punch

Founder and Director     


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