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Edward Meller’s creative director on achieving the perfect balance between motherhood and career

In this day and age, countless women juggle being both a dedicated mother and loving wife with their careers and work-related passions, but just because it’s become today’s norm, that doesn’t necessarily make it any easier. 

So when a successful businesswoman manages to find a balance that seems to work for her, we can’t help but ask just what it is she credits that success to, in the hopes that it will help those keen to follow in her footsteps.  

That is exactly why we quizzed the woman at the helm of Edward Meller, creative director Yael Star, on how she manages to do it all with such success.

Purposely setting incremental goals and working tirelessly to achieve them has allowed Star to visualise where she ne to be and the path she ne to take to get there. That being so, she admits she works best when her days “start and end with a meal with the family.”

“I think it is so important in our busy lives that we spend this time together and I try [to] cook for them as much as I can,” she says, before confessing that ‘me time’ before bed is also a must.

Adding that she works to split her mornings in the office with her afternoons in store, the creative director of the internationally renowned footwear label explains that it is this balance that “I think we do better than any other shoe retailer and it allows me to gain such insight into who our customer is, what people are coming in for and what we are missing in our collection.”

Citing Edward Meller’s partnership with David Jones as one of the brand’s most successful avenues for greater reach, Star says that as Edward Meller focuses on “quality, design and image at a price point that situates us above entry price point but below designer,” the unique niche in the market the brand has found itself in allows it to set itself apart from others like it. 

“I’m a mother and a wife and a career woman and I love shoes and fashion,” she continues, touching on her idea of the brand’s ideal woman. “I like to think that’s our core customer; someone who is juggling a busy life, loves beautiful things and appreciates the easy, comfortable and high quality product we offer.” 

“All those amazing everyday women are my greatest inspiration season after season,” she adds, before confessing there is not one shoe in the brand’s line that she has not personally taken for a test run. 

As for what is next for Edward Meller? Star explains that as of right now, it’s all about the brand’s new Platinum Collection, “a trend-driven and fashion-forward line we will continue to evolve as we further explore event dressing and evening styles to sit alongside our casual and day collection.”