Gold Coast Designer is Growing the Game for Women

By and large, golf is still perceived as a gentleman’s sport, with the industry reportedly struggling with dwindling female participation – something Gold Coast designer Nicci Pawlowski is determined to change.

Sometimes referred to as “the Lorna Jane of the Gold Coast”, the 30 year old golfer-turned-businesswoman is stocking her feminine golf wear to inspire women at courses all across the Gold Coast – and Australia.

Nicci’s designer journey started four years ago in her parents’ garage, with 100 golf gloves. Last week marked the launch of the young entrepreneurs’ latest range of women’s clothing, featuring her trademark style of fun and femininity.

“We want to inspire women to play more golf,” Nicci said about her label.

“Fashion has the power to change people.

“Our motto is to bring, femininity and fashion to the course. It’s not about being one of the boys, it’s about being one of the girls.”

Today Nicci’s women’s only golf fashion label – Eighteen Eves – is being stocked in 120 stores across Australia, and with one international reseller in New Zealand.

“We’ve actually made some big inroads in Melbourne as well but of all the courses on the Coast only Southport and Sanctuary Cove aren’t stocking our label,” she said. “So that’s a great response.”

But starting a business has not been easy according to the creator, much of the groundwork entailed hours on the road, trying to sell product and create some word-to-mouth momentum.

“When I started I found a supplier in Pakistan and ordered 100 gloves to just chuck on eBay,” she said. “3 weeks later I hadn’t sold one single glove.

“The key for me was to realise I had to be a bit more proactive and hit the road and visit lady events and pro shops – so I did. My first one was at Palm Meadows where I sold about 15 that day, and I just slowly built the business from there.

“I didn’t think I’d have to move back in with my parents, that I’d be working out of their garage… it’s very unglamorous but I’m very grateful that my parents have let me carve out all this space.

“Being able to keep the cost down has been wonderful in terms of being able to grow the business.”

The idea of a female fashion business started five years ago when Nicci found her passion for golf and realised that golf wear for women were lacking in femininity.

“I thought for women’s golf wear there was limitations in term of what was available. I though the stuff was a bit daggy, or really plain, or the sizes didn’t really fit properly, especially the ones out of America,” she said.

“That’s how I decided to start a lady’s only golf apparel and accessories label, I saw the need in the market and decided to start my own business.

“I think that’s where the Lorna Jane comparison comes in. She feminised gym wear with the bigger picture in mind of promoting an active and healthier lifestyle for women.

“That’s what we want to do…”

And what started with a box of 100 gloves has now grown in to a brand stocked in 120 stores across the nation, and with an aim to bring Eighteen Eves to America within a five-year time frame.

But specifically Nicci wishes her company to create a domino effect of women inspiring each other to take up the game through her fashion label.

“I hope that when people eventually see pro golfers wear our brand, or even their friends wearing our brand, they go: that looks like fun, that something that I would like to try.

“I really like to break down those barriers of how golf is perceived among women, and particular young women.

“I hope that our community of women who wear our attire will inspire other women around them to share the fun side of golf.”

If you want to keep up with Eighteen Eves, please visit: www.eighteeneves.com.au or on Facebook