Each founder’s journey and what motivates them to begin their business and to continue the process is unique. A founder’s story is not just about growing a business. It is a human story incorporating inter alia, vision, courage, necessity, perseverance, and resilience. It can be a story about overcoming challenges and/or failure. It is about seeing obstacles not as insurmountable but as opportunities to learn, adapt and pivot. 

Jordan Gibbons, Commercial Director at Payments Consulting Network, spoke with Janine Leghissa, one of Inside Retail Australia’s Top 50 people in ecommerce 2024, about her journey founding Desiderate, a multi-award winning jewellery brand, and subsequently Taleeta, the sister fashion brand to Desiderate. As a featured speaker at eTail Australia 2025, the premier event where Australia’s top retail leaders gather to explore the future of ecommerce, Janine shares how she started Desiderate out of necessity, following a chronic illness that left her unable to work and ultimately losing her home. But Janine’s story is an inspiring tale of trying, learning, adapting, resilience, and the power of truly listening, especially to your customers. Janine also shared some salient lessons in scaling a business – eventually you cannot do it all yourself and you must learn to trust and let go. For Janine, this also resulted in changing how she operated and developed the leadership skills to look after a growing team. 

Read the full conversation and be inspired with Janine’s story and how her ability to understand her customers and build loyalty has been key to the success of her growing ecommerce empire. 

 

Jordan Gibbons: What inspired you to start this business and how did your firsthand experiences as a designer shape your vision for the brand? 

Janine Leghissa: Well, life took a direction that I had never anticipated. Diagnosed with a chronic illness, I could not work and lost my home. With three kids to support as a solo mum, I was a proper mess. 

Out of desperation, I started selling stuff online. Jewellery was a hit, so I tapped into my creative background – hairdressing taught me about colour and shape, and I had made a living as an artist. I have always been creative, designing clothes for myself and my kids. 

I combined my love of gemstones with my creative streak and launched Desiderate. It was born out of necessity but grew into something more. All my past experiences – colour theory, design skills, problem-solving as a solo mum – came together. 

It was not easy, but somehow, it worked. From selling jewellery to running an ecommerce brand, it has been one hell of a journey. And I did not stop there. A few years later, I launched Taleeta, a fashion brand for mature women. Because why not add clothes to the mix, right? Not exactly the career path I had in mind, but life is funny like that. Two brands, countless designs, and a whole lot of learning curves later, here I am. 

 

JG: How did your initial business idea differ from your current business model? Can you provide examples of how a customer’s feedback or a market shift led to a significant pivot in your business model? 

JL: When I started Desiderate, I did not have a grand master plan. I was sourcing gemstones, designing settings, and selling them. Pretty basic stuff, really. But necessity is the mother of invention, and I needed this to work! 

The real game-changer came when I started truly listening to my customers. People loved our large gemstone pieces and simple designs so much that they wanted to collect them in different stones. We pivoted to offer simple signature styles in a wide range of gemstones. Soon, customers were asking for matching earrings and pendants. We expanded our product line, creating complete sets, which increased sales and deepened customer loyalty. 

We found our niche in what I call the ‘A bit Boho – A bit Bling’ vibe. It is not quite Michael Hill, not quite Tree of Life – we are somewhere in between. 

The real ‘aha’ moment came about two years in. I kept hearing, “I can never get a bangle to fit me,” or “Rings don’t fit over my knuckles.” We started offering bangles from XS to XXL – rather than the standard one size fits all and rings from size 5 to 14, beyond the industry standard of 6 – 10. Suddenly, we were not just selling jewellery; we were solving problems.  

In the end, it was not about sticking to a plan. It was about being flexible, listening to our customers, and adapting. 

 

JG: What was the most significant challenge you faced when first launching your business?  

JL: When I launched Desiderate, my biggest challenge was operating on a shoestring budget. I was broke, with no funding and three kids to support. This was not just a tight budget situation; it was a “make a profit from day one, or we don’t eat” scenario. 

I became a one-woman show out of necessity – designer, marketer, web developer, customer service, you name it. Learning everything from scratch was a massive challenge. I searched information online with Facebook and Google as my primary educators. 

Finding reliable craftsmen and sourcing quality gemstones at reasonable prices was another hurdle. It was time-consuming, and I was working constantly. 

These challenges forced me to be creative and really listen to my customers. I paid attention not just to their comments but to what they actually bought. 

When I launched Taleeta, I applied these lessons. I based the clothing brand on what women were asking for – comfortable, flattering styles for those experiencing body changes due to peri and menopause. It is not necessarily plus size, but it accommodates different shapes. The goal was to create easy-to-wear pieces that made women feel confident in their changing bodies. 

These obstacles shaped both my businesses and me as an entrepreneur, teaching resilience and adaptability in unexpected ways. 

 

JG: Were there moments when you considered giving up? What kept you motivated during those times? Any advice you have for peers facing similar challenges?  

JL: Giving up was not an option. You do not have the luxury of throwing in the towel when you are unwell and cannot work a regular job but still have bills to pay and kids to feed. I worked constantly, often from my bed, because I had to make it work. 

My motivation was not some grand vision or passion project – it was pure survival instinct.  

There were definitely tough moments. I remember nights when I would be up late, trying to fix website issues or stressing about which pieces to make, I did not have the money to make them all. Sure, I thought, “Is this even worth it?” But I did not have a Plan B. I had to succeed. 

For anyone facing similar challenges, here is my advice: Everything is “workoutable.” It might sound cheesy, but it is true. When you are staring down a mountain of problems, break them down into smaller, manageable chunks. Tackle them one by one, and before you know it, you have got a plan that actually works. 

Remember, business is a constant evolution. Things will always break or need tweaking. That is not failure; it is part of the process. Focus on what is working, refine what is not, and keep moving forward. It is like constantly putting out fires sometimes but each problem you solve makes you stronger and your business more resilient. 

In the end, it is about persistence and adaptability. Keep pushing, keep learning, and do not be afraid to pivot when necessary. You have got this. 

 

JG: What was the most pivotal strategic decision you made that contributed to your business success?  

JL: The most strategic decision I made was simple: treat customers the way we would want to be treated ourselves and aim to delight them at every step of their journey with us. This customer-centric approach became the base of our success.  

Practically, this meant listening to our customers – not just to what they were saying, but to what they were buying. We paid close attention to their purchasing patterns and feedback, using this information to guide our product development.  

This strategy led to some game-changing decisions: 

1. We noticed many customers struggling to find rings that fit, so we extended our range to include plus sizes. 
2. We introduced bangles in a large range of sizes, ensuring everyone could find the perfect fit. 
3. For Taleeta, we focused on creating styles that flatter body shapes, particularly catering to women experiencing changes due to peri and menopause. 
4. We prioritised comfort and quality by using natural materials in our clothing line.  

By consistently putting our customers’ needs first and adapting our offerings and customer service accordingly, we have not only built a loyal customer base but also carved out a unique niche in the market.  

I also realised that having the best product in the world means nothing if people cannot find it. So, I ventured into the world of SEO. I decided to learn everything I could about it and implement it across our platforms. It was a game-changer for us. 

This approach has allowed us to grow organically and sustainably, always staying true to our core values of inclusivity and customer satisfaction. 

 

JG: What leadership skills did you have to develop or learn to successfully run your business? Specifically, what leadership skills did you hone to navigate the balance between creativity and operational success? 

JL: The biggest challenge was learning to let go and trust others. After being in control of everything, delegating felt uncomfortable at first. But I quickly realised that to grow, I had to outsource and build a team.  

As the team grew, I shifted from being hands-on to more of a manager. This meant developing skills like effective communication, strategic thinking, and people management. I focused on making my team’s roles as straightforward as possible by creating clear procedures and providing all the necessary information upfront. It was like creating a recipe book for the business – detailed enough that anyone could follow it without constantly asking for help. This enabled team members to feel empowered because no one wants to be micromanaged or have to constantly ask questions about what to do or the best way to handle something.  

I had to create an environment that encouraged innovation and also maintained structure. This meant knowing when to let ideas flow freely and when to focus on practical implementation.  

These leadership skills did not just help the business; they transformed me as an entrepreneur. It was a significant shift from being a solo operator to leading a team, challenging but ultimately rewarding. 

 

JG: How do you ensure Desiderate stays ahead of trends and resonates with loyal Customers?  

JL: We have always taken a balanced approach to trends. While I keep a close eye on what is happening in the fashion world, our focus remains on what our loyal customers truly want and love.  

We are known for our big gemstones and chunky silver jewellery, and that is our core identity. 

When fine gold pieces had their moment with the younger crowd, we did not pivot our entire collection. Instead, we released a small, curated selection of those styles, mainly so our customers could buy gifts for their daughters or nieces. This allowed us to acknowledge the trend without compromising our signature look.  

Now, with chunky silver jewellery making a splash on the catwalks, we are in our element. It perfectly aligns current trends with our established style, and I could not be happier.  

This reinforces our strategy of staying true to our aesthetic while subtly nodding to current trends. Our approach ensures that we remain relevant without losing our identity. We incorporate trends in a way that resonates with our existing customer base rather than chasing after every fleeting fashion moment. This strategy has helped us maintain a loyal following while still attracting new customers who appreciate our consistent yet evolving style. 

 

JG: If you could go back and tell your younger self one thing about business, what would it be?  

JL: If I could go back and tell my younger self one thing about business, it would be this: Everything is “workoutable.”  

When you are faced with challenges that seem insurmountable, break them down into smaller, manageable obstacles. Tackle them one by one, and you will find solutions.  

I would also emphasise the importance of truly listening to your customers. Pay attention to what they want, not just what you think they should have. Sometimes, this might mean creating products that are not exactly your personal taste, and that is okay. Your business is not always about you; it is about serving your customers.  

Lastly, I would stress the golden rule of business: treat your customers as you would like to be treated. This simple principle goes a long way in building loyalty and creating a positive reputation. 

Remember, success does not happen overnight. It is a series of small victories, lessons learned from failures, and constant adaptations. Stay patient, stay focused, and keep pushing forward. 

 

JG: What is the most important lesson you have learned about building a sustainable and ethical brand? 

JL: The biggest lesson I have learned about building a sustainable and ethical brand? It is not about grand gestures or jumping on trendy bandwagons. It is about making thoughtful choices day in and day out in every part of the business.  

For us, sustainability starts with quality. We are not into throwaway fashion that ends up in landfills after a season. We create pieces that last, which means sourcing quality materials and working with skilled craftspeople who take pride in their work.  

On the ethical front, we have learned it is crucial to know our supply chain inside out. We have built solid relationships with our suppliers and manufacturers, making sure they are treating workers fairly and sourcing materials responsibly. It is not always the easiest or cheapest way, but it is the right way.  

We have also realised that sustainability is not just about products – it is about people, too.  

Creating a positive work environment and providing excellent customer service are just as important as our production practices.  

At the end of the day, building a sustainable and ethical brand is an ongoing process.  

You have got to keep evaluating and improving. But our customers appreciate these efforts. So, it is not just the right thing to do, it is good for business too. Win-win, right? 

 

JG: What personal habits or routines have contributed to your success?  

JL: Adaptability is right up there when it comes to habits that have contributed to my success. In this crazy world of ecommerce, being able to roll with the punches has been a lifesaver.  

I have also got this thing about always trying to see the bright side. It is not about being naive but more about spotting opportunities where others might just see problems.  

Trust me, this outlook has gotten me through some pretty rough patches.  

Then there is my stubborn belief that I can learn and figure things out. Give me enough time and coffee, and I will work it out. 

Hard work? That is a given. If I am awake, I am working on something. But it is not just about clocking hours; it is about making those hours count. I hate wasting time and constantly come up with ways to make things easier, faster, and more productive. I have gotten pretty good at prioritising what really makes a difference for the business.  

And let us not forget about continuous learning. I always try to stay on top of industry trends and sharpen my business skills. In this game, if you are not learning, you are falling behind.  

These habits have not just helped me succeed – they have been my secret weapons. They have kept me pushing forward, even when things get tough. And in business, things always get tough at some point. 

 

JG: How do you see retail evolving over the next five years, and where does Desiderate fit into that future?  

JL: We are still seeing massive growth in online shopping in Australia. In 2024, 17.08 million Australian shoppers shopped online monthly. That is about 63.94% of our population, up from 11.78 million in 2020.  

And it is not slowing down – if the stats are to be believed, ecommerce in Australia hit a whopping AU$56.07 billion in 2024. That is a lot of online shopping carts.  

One thing I am excited about is voice search. It is changing the game in how people shop.  

We are optimising our website for voice search. When someone says, “Hey Siri, where’s the best place to get a silver bangle?” I want Desiderate to be the answer.  

Looking ahead, I reckon online shopping will get even more personal and seamless. The line between online and offline shopping is getting blurrier. We are recreating the in-store experience with cool tech like augmented reality and AI recommendations. We already have a Virtual Try-On tool to see how the jewellery actually looks on you.  

We are always looking for new ways to make shopping with us easier, whether you are on our website, using voice search, or whatever new platform pops up next.  

It is an exciting time to be in retail, and we are here for it. 

 

JG: Can you share what the audience can expect to hear from you at eTail Australia and what excites you about this event? 

JL: I will be participating in a Q&A session, which I am looking forward to.  

My goal is simple – to be as helpful as possible to the audience. I will be there to answer whatever questions come my way, drawing from my experiences with Desiderate and Taleeta. Whether it is about starting an ecommerce business from scratch, navigating growth challenges, or adapting to the ever-changing retail landscape, I am ready to share my insights.  

What excites me most about this event is the opportunity to learn as much as I share. eTail Australia always brings together such a diverse group of retail leaders and innovators. The energy is fantastic, and the exchange of ideas is invaluable.  

I hope everyone attending my session will walk away with at least one nugget of information that helps them in their business journey. If I can provide that for even one person, I will consider it a success.  

So, come armed with your questions, and let us have a great discussion. Who knows, you might even teach me a thing or two. After all, in this industry, we are all constantly learning and evolving. 

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Janine Leghissa, Founder and CEO of Desiderate and Taleeta, is speaking at eTail Australia 2025 Founders’ Stories Panel and Movers & Shakers AMA: Ask Me Anything sessions. This is the premier event where Australia’s top retail leaders gather to explore the future of ecommerce. 

Payments Consulting Network is a media partner for the conference. Get 15% off your tickets when you use PCN15 code at checkout. 

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Author: Jordan Gibbons, Commercial Director, Payments Consulting Network 

Jordan has over 30 years commercial experience traversing law, financial services, payments and consulting. He has a strong track record in driving profitable business outcomes through a focus on practical business strategy, strong financial analysis and understanding of market conditions and trends. He is an innovative thinker prepared to challenge the status quo. He has served on industry bodies/working groups and boards including being Chair of ATM Access Australia Ltd.  

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