It's All In The Name
Introducing the Creative Director behind the label.
I'm Ingrid Wilde and it is my name behind the label. Being able to incorporate my Grandfather's name, Wilde, into our business name was really significant for me, as it was my Grandfather who was my guiding light early on. He was a Justice of the Peace and ran his own insurance company in Melbourne, doing business on the strength of his handshake and his word, He helped survivors of the Holocaust migrate to and settle in Melbourne after WW2 and taught me that Determination Defies Defeat. Thus my mantra Never Give Up. I lost him when I was 23 and have worn his ring every day since to remind me of all that he stood for.
PS. This is one of my favourite beaches and I'm happy to say it's on our shores. Wategos Beach in Byron is where I met my friend the seagull.