Michelle Matthews
'Spotlight' is designed to give us all inspiration and confirm that anyone can make his or her business dream or that promotion a reality...
Read on this month to find out about the fabulous Melbourne and Sydney 'Shopping Secrets' guides and all about the woman behind the concept - Michelle Mathews.
Occupation/Title
Book and Web Site Publisher
Company
Shopping Secrets Pty Ltd
State
Victoria
Age
30
Business Profile
I was frustrated when visiting other cities and not knowing where to find the really interesting shops; the ones doing things that others imitate. I realised that Australia needed a series of guide books so that shoppers could identify the retailers that make each city unique and play a large role in defining the style of each city. I saw a similar concept in Europe and was inspired to create Shopping Secrets.
The first book took 14 months to complete from the product development phase through to research and production. The Melbourne book was then launched by the Lord Mayor at the funky boutique hotel The Adelphi. Attended by retailers, tourism industry representatives, the media and others, the night was a great success and the concept has been enthusiastically received. The Sydney edition followed this book and San Francisco is not far off thanks to my US associate.
My lifestyle lacks any kind of routine generally but things get particularly crazy during the production phase. Once I've created the database of shops I then hit the road and visit all the shops identified and I usually uncover a lot more. A typical research day may entail flying to Sydney and visiting a few areas and talking the retailers. This is the most rewarding and dangerous part of the job. The retailers are a wealth of information and inspiration so I learn a lot along the way. The dangerous part is trying to resist buying everything. During the production phase I'll often accompany Rupert Lorhaldar, the photographer, on many of the shoots. The rest of the time is spent writing the pages, which is a wonderful excuse to sample many of the cafes in each area and absorb the atmosphere.
The criteria for each shop included is that it must be worth a trip across town for and therefore the product or experience must be unique or unavailable generally. Following this strategy results in a book that will delight even the savviest local shop-a-holic while offering visitors instant insider knowledge to the grooviest shops.
For the past year I have been working with an associate in the US. Together we have been working on a San Francisco edition and an upgraded web site. The company is working towards a global goal of producing annual retail-travel guides for intrepid consumers.
The books are available through all good bookshops (distributor is Kirby Books 1800 225 271) General enquiries or shop suggestions to 03 9329 9663 or hotshop@shoppingsecrets.com
The web site is up and running at:
Where did you grow up?
Sassafras in the Dandenong Ranges
What was your first job?
Waitress at a Devonshire Tea House
How many hours a week do you work?
55 on average
Name a movie that actually inspired you?
The Princess Bride it's full of charm, wit and adventure
Name a talent you don't have that you wish you did?
To speak a few different languages
What was the last book you read?
Zarafa by Michael Allin
If you could solve one environmental problem, which would it be?
Stopping the decimation of wilderness areas
Have you ever had a celebrity crush and if so who?
Sting
What song transports you to another place when you hear it?
The theme song to Kimba The White Lion cartoon
What's your idea of the perfect Sunday?
Sleep, newspapers, breakfast, a coastal drive incorporating a winery or two and finishing off with dinner and a movie with friends.
Looking back 10 years ago are you now where you expected to be?
Yes in terms of achieving basic goals but I couldn't have predicted I'd become a publisher.
What's your favourite city in the world and why?
Tokyo because it's like a theme park full of surprises and mystery and doesn't feel quite real.
Read on this month to find out about the fabulous Melbourne and Sydney 'Shopping Secrets' guides and all about the woman behind the concept - Michelle Mathews.
Occupation/Title
Book and Web Site Publisher
Company
Shopping Secrets Pty Ltd
State
Victoria
Age
30
Business Profile
I was frustrated when visiting other cities and not knowing where to find the really interesting shops; the ones doing things that others imitate. I realised that Australia needed a series of guide books so that shoppers could identify the retailers that make each city unique and play a large role in defining the style of each city. I saw a similar concept in Europe and was inspired to create Shopping Secrets.
The first book took 14 months to complete from the product development phase through to research and production. The Melbourne book was then launched by the Lord Mayor at the funky boutique hotel The Adelphi. Attended by retailers, tourism industry representatives, the media and others, the night was a great success and the concept has been enthusiastically received. The Sydney edition followed this book and San Francisco is not far off thanks to my US associate.
My lifestyle lacks any kind of routine generally but things get particularly crazy during the production phase. Once I've created the database of shops I then hit the road and visit all the shops identified and I usually uncover a lot more. A typical research day may entail flying to Sydney and visiting a few areas and talking the retailers. This is the most rewarding and dangerous part of the job. The retailers are a wealth of information and inspiration so I learn a lot along the way. The dangerous part is trying to resist buying everything. During the production phase I'll often accompany Rupert Lorhaldar, the photographer, on many of the shoots. The rest of the time is spent writing the pages, which is a wonderful excuse to sample many of the cafes in each area and absorb the atmosphere.
The criteria for each shop included is that it must be worth a trip across town for and therefore the product or experience must be unique or unavailable generally. Following this strategy results in a book that will delight even the savviest local shop-a-holic while offering visitors instant insider knowledge to the grooviest shops.
For the past year I have been working with an associate in the US. Together we have been working on a San Francisco edition and an upgraded web site. The company is working towards a global goal of producing annual retail-travel guides for intrepid consumers.
The books are available through all good bookshops (distributor is Kirby Books 1800 225 271) General enquiries or shop suggestions to 03 9329 9663 or hotshop@shoppingsecrets.com
The web site is up and running at:
Where did you grow up?
Sassafras in the Dandenong Ranges
What was your first job?
Waitress at a Devonshire Tea House
How many hours a week do you work?
55 on average
Name a movie that actually inspired you?
The Princess Bride it's full of charm, wit and adventure
Name a talent you don't have that you wish you did?
To speak a few different languages
What was the last book you read?
Zarafa by Michael Allin
If you could solve one environmental problem, which would it be?
Stopping the decimation of wilderness areas
Have you ever had a celebrity crush and if so who?
Sting
What song transports you to another place when you hear it?
The theme song to Kimba The White Lion cartoon
What's your idea of the perfect Sunday?
Sleep, newspapers, breakfast, a coastal drive incorporating a winery or two and finishing off with dinner and a movie with friends.
Looking back 10 years ago are you now where you expected to be?
Yes in terms of achieving basic goals but I couldn't have predicted I'd become a publisher.
What's your favourite city in the world and why?
Tokyo because it's like a theme park full of surprises and mystery and doesn't feel quite real.
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