Founder and designer of Nim The Label.
Founder and designer of Nim The Label.
Elyse Middleton is proof that creativity, grit, and a dash of good timing can take you places—like straight to the top of the accessories game. At just 32, this Sunshine Coast native has carved out her own stylish corner of the fashion world as the founder of Nim The Label, all while raising two kids. Talk about multitasking!
If the name doesn’t ring a bell, her creations definitely will. No doubt spotted her ultra-stylish waterproof bags slung over shoulders at the beach, the shops or a summer event. They’re the perfect blend of style and functionality, designed for anyone who wants their fashion to keep up with their lifestyle without compromising on looks.
Elyse’s journey hasn’t been a straight runway to success – it’s been more like a creative detour with a few outfit changes along the way. From sketching schoolgirl fashion dreams to ditching the sewing machine and picking up a graphic design degree, she’s been remixing her passions into entrepreneurial gold for years. Remember those monochrome baby milestone cards that everyone on Insta was obsessing over? Yep, that was her first hit. And when her Chinese shower slides blew up on social media, Elyse didn’t just ride the wave, she turned it into a whole vibe with Nim Soles.
Fast forward to today, and her brand has blossomed into Nim The Label, a chic mashup of practicality and elevated design. In this interview, Elyse shares the story behind Nim The Label, from the lightbulb moment that sparked the idea for a do-it-all bag, to how she’s championing sustainable practices in design and production. She also lets us in on her creative icons, her love of interior design, and what exciting plans are on the horizon for her growing brand.
Tell us a bit about yourself.
My name is Elyse Middleton and I’m 32, a wife, mother of 2 and the founder and designer of Nim The Label. I was born and raised on the Sunshine Coast and prior to Nim I was a graphic designer.
I’m a hard worker and have great attention to detail but an absolutely terrible planner and easily distracted by spontaneous inspiration that usually hits at the most inconvenient times! I love what I do and feel so grateful everyday for the ability to contribute financially to my family whilst still being present for our children and having my own creative outlet.
What inspired you to start Nim The Label?
I was not a handbag person at all and just wanted one bag that could do it all. I had this idea for a chic waterproof bag that I just couldn’t let go and eventually decided to go for it, which turns out to be one of the best decisions I’ve made. Nim is like my 3rd baby!
Sustainability is a big conversation in fashion right now. How does Nim the Label approach sustainable design and production?
We are continually working towards improving our sustainability efforts where possible, through both the design of our products and their production and distribution. We have always shipped our products plastic free, using only recycled, biodegradable and reusable materials. We also produce in smaller batches and any damaged or imperfect stock is kept and then sold at our annual seconds sale, which helps us to eliminate production waste.
Who are some of your personal fashion icons or creative inspirations?
We’re currently building our family home so I’m deep in the interior design world at the moment and obsessed with everything Kelly Wearstler does. I find her mix of different materials, colours and textures really inspiring.
What’s next for Nim the Label?
I’ve been working on a new bag shape to add to our lineup which I’m really excited about. We’re also planning on opening our first pop up in 2025 so stay tuned for that one!
Lido the Label is all about turning the tide on waste by transforming recycled ocean plastics into bright and colourful beach accessories. We caught up with founder and owner Sasha Westwood who is making waves in fashion with her eco-friendly designs that are as stylish as they are sustainable. We dive into Sasha’s inspiring journey of building a sustainable brand on the Gold Coast.
How long have you been a Gold Coast local?
I was lucky enough to be born and bred on the Gold Coast and spent my childhood years enjoying our beautiful coastline. After a few years living in Sydney and the Central Coast of NSW, my family and I returned to the Mermaid Beach area.
What do you love most about the Gold Coast?
After a few chilly Sydney winters, nothing beats the Gold Coast’s climate in the cooler months. The beach is absolute perfection at the moment with the westerly offshore winds! I love the lifestyle and convenience of the Gold Coast. You have everything at your doorstep – beautiful beaches, stunning national parks and hinterland and a fantastic restaurant and café culture.
Tell us a little bit about yourself.
After more than 25 years working in media, communications, and change management I wanted to start a business that focused on everyday fashion accessories that are kinder to the environment. As a kid I competed in surf carnivals, so the ocean holds a special place in my heart and now more than ever we all have a responsibility to protect it. I always wanted to run my own business and creating one that aligns with my passion for the environment is a dream come true! I’m a mum of three so creating a business that can provide the elusive work/life balance has also been a big motivator to allow me to enjoy all the Gold Coast has to offer with my family.
How did Lido The Label come about?
It was during a trip to Bali, speaking with the locals I was so impressed by their ability to think outside of the box and find inventive ways to create everyday items from trash. Plastic waste and pollution are both huge issues in Indonesia but there are several organisations that are really stepping in to help solve the problem. Woven tote bags are not uncommon in Indonesia and are used by the locals to carry supplies from the markets. Most of these however are made from plastic. I did some research and visited some recycling facilities and found a factory that could use discarded plastic and recycled PET plastic pellets to create the cord which is then hand woven by local artisans into beautiful, durable bags.
As a mum I’m always carrying water bottles, snacks and toys with me and I wanted to create something that fit everything I needed to carry while still looking stylish and was easy to keep clean. Our designs have been created as a forever wardrobe staple that are perfect for everyday use, easily taking you from the beach to brunch, shopping or weekend sport and everything in between.
Tell us a bit about your product range.
Each Lido the Label tote bag is intricately handwoven by our skilled artisans using recycled and discarded plastic materials. Central to the vision was ensuring each tote bag was not only eco-conscious but also functional and stylish. The bags are super strong – you can almost fit a whole grocery shop in the one bag! Plus, they are water resistant so are great for swimming lessons, the beach or even camping. The bags are colourful and stylish and designed to withstand a lifetime of daily rituals and adventures, reducing the need for multiple bags. Our matching towels are also made from recycled plastic and are sand-free, quick drying and super absorbent.
Why is recycling so important to you?
Plastics are polluting our planet and choking our oceans. Every minute a garbage truck’s worth of plastic enters the ocean and research estimates up to 11 million tonnes of plastic pollution is sitting on the ocean floor. Fast fashion is also a real issue and Australia is now the world’s biggest consumer of textiles and accessories per capita. More than 200,000 tonnes of clothing ends up in landfill each year! We’re addicted to stuff that is harming our environment. Lido the Label is hoping to address both issues by finding materials that reduce our eco-footprint and creating accessories that minimise the need for multiple bags.
What has been the biggest opportunity and/or challenge so far?
There have been a number of challenges setting up, particularly in the current economic climate however the brand has really resonated with a lot of people, and we have an amazingly loyal customer base. I think people are becoming more conscious about the environment and their individual impact on our earth. Consumers are more willing to move away from convenience and invest in products that are better for the environment. There is an opportunity for Lido the Label to continue investigating ways to create innovative, everyday accessories out of recycled materials.
What’s next for Lido The Label?
We’ve got a new range of colourways and designs coming out in spring that incorporate feedback from our valued customers to ensure the bags continue to evolve.
What are your Gold Coast Favourites:
Café: The Holliday at Mermaid Beach
Restaurant: Billy Chow at Kirra
Bar: Mermaid Beach Surf Club
Beach: Greenmount Beach
How do you choose to spend your days off?
After weekend sport we are usually at the beach. Tallebudgera Creek is a favourite for our family for swimming, fishing or exploring. We are so lucky to live in this beautiful part of the world!
They say diamonds are a girl’s best friend, but let’s be real—any piece of jewellery can turn a day around.
Whether you’re celebrating a win or just need to treat yourself (because, why not?), there’s always a good reason to add a little extra sparkle to your life.
Luckily for us, the Gold Coast is brimming with talented designers creating unique, must-have pieces. So, why wait for an occasion when self-love and bling go hand in hand? Here are 10 Gold Coast jewellery brands you need on your radar!
Violet Gray
She’s been around for a little while now and it’s easy to see why. Violet Gray by Alexandra Olsen, creates handmade, bespoke and meaningful gold pieces made with stunning Earth-grown stones that will last for lifetimes. Each piece is absolutely breathtaking and unlike everything you’ve ever seen before. Perfection.
Where: online
Frankly My Dear
Beloved label Frankly My Dear create sterling silver and gold plated pieces you are sure to absolutely love. From layered necklaces to delicate earrings and a stunning bridal collection, it won’t be hard to find a few things to treat yourself to. We personally love the Zodiac Wheel pendant best.
Where: Pacific Fair Shopping Centre, 1529A Hooker Blvd, Broadbeach Waters
YCL Jewels
We’ve been following local brand YCL Jewels for many years now and the brand, by self-taught designer Fabienne, has grown to win countless awards and become absolutely adored by women all over the world. Designs are made in small batches and inspired by the art in every day and all consciously created. We’re big fans.
Where: 2 Rudman Parade, Burleigh Heads
Cort Jewellery
Husband and wife team, Ashley and Dean started Cort Jewellery to create handmade pieces in epic designs and they have become much-loved worldwide. Specialising in edgy signet rings that break the mould of traditional design, the pair also create pendants and bracelets and have recently launched reloved collection, made from restored jewellery. Do yourself a favour.
Where: online
Deer Honey Jewellery
Custom-made, fine jewellery including diamond bands, engagement rings, earrings, cocktail rings and pendants, Deer Honey Jewellery can absolutely create something special for any need. Their designs are unique and there’s nothing they can’t do.
Where: 14/109 West Burleigh Rd, Burleigh Heads
La Lune Jewellery
Born in Canada and now based on the Gold Coast, La Lune Jewellery specialises in creating one-of-a-kind pieces infused with stories from founder Shannon McMaster’s travels. Shannon’s self-taught craft evolved from a personal passion into a full-fledged jewellery brand.
Where: online
House of Merchants
Designed by the creative team at Merchants of the Sun, the store reflects the unique blend of architecture, street fashion, and natural textures that inspire their designs. Specialising in high-quality, statement jewelry, House of Merchants provides personalised customer service, ensuring a memorable and delightful shopping experience.
Where: Shop 1/2086 Gold Coast Highway, Miami
Australian Outback Opals
Found in Mt Tamborine, Australian Outback Opals specialise in what some of us believe is the most stunning stone in the world (they’re like little galaxies guys). You can purchase one of the stunning pieces in store or have something custom-made, which we highly recommend. All opals are sourced from outback Australia and they’re all so beautiful. We love.
Where: 1/1-5 Eagle Heights Rd, Tamborine Mountain
Ribs & Dust
As seen in Vogue (fancy), Ribs & Dust make bespoke jewellery including engagement rings and you’re going to want to get your hands on some quick smart. There are custom signet rings and double-sided pendants in 18k gold, opal engagement rings and all kinds of beautiful goodness. Choose your own adventure here, the world is your sparkly oyster.
Where: Currumbin Valley. All studio consultations are by appointment only.
My Jewellery Shop
This family-owned jewellery boutique with over 40 years of expertise in fine jewellery is a go-to for engagement rings and bespoke creations. They offer a personalised service that ensures exceptional craftsmanship as well as an online collection featuring signature pieces in gold, precious gemstones, and pearls.
Where: 2231 Gold Coast Highway, Mermaid Beach
Words by Kirra Smith and Belinda Symons
Last week, a few Inside Gold Coast team members expressed their love for a fantastic shirt they’d stumbled upon. Sporting the catchy slogan “This Senorita needs a Margarita,” the apparel struck a chord. Upon learning this fabulous creation was the brainchild of Gold Coast locals, we wasted no time reaching out for an interview. Welcome to the vibrant world of Sabbi Clothing, where Jase and Ash blend art, fashion, and a dash of their quirky personalities. Read on to learn about the masterminds of the covetable brand and how the Gold Coast lifestyle heavily influences Sabbi, translating into versatile, fun, and beach-to-bar wearable art.
How long have you been Gold Coast locals?
Jase is a vintage Gold Coast boy and has been here for 30 years. Ash moved over from Perth about 12 years ago, the weather was too hard to resist.
What do you love the most about the Gold Coast?
Jase loves the surf and the laid-back lifestyle. Also, that he can wear Crocs all year round and for every occasion. He’s a water boy so anything on the water is up his alley.
Ash: I love the weather. I’m an early riser, so love that it’s so light so early in the mornings in summer. I also love that you never have to get too dressed up fancy to go anywhere.
Tell us a little bit about yourselves.
Jase has been in fashion since he was a kid. He was born into fashion working for his Dad from age 15. He’s worked all over the world as a buyer. He lived in China for 5 years, 2 of which were spent sleeping on fabric rolls while he and his best friend Billy set up their own factory. He has many crazy stories from those years, one involving a street poo and using his socks as toilet paper. Jase is so laid-back he is horizontal. He lives in Crocs and is big believer in Karma.
Ash: I have nothing exciting to tell you professionally, I studied design and textiles when I graduated school. I designed school uniforms for 3 years where I spent my days looking at polo shirts and check shirts day in and day out. Then I left work to travel Australia in a van for 6 months, moved to the Goldie, then pumped out a set of (VERY unexpected) twins. I’ve always been drawn to anything creative, dodgy dance floors and dogs. Having twins taught me that if you can’t laugh at yourself, then you won’t make it out alive. It also taught me that those Huggies ads were a big fat lie!
What inspired you to start Sabbi?
Jase left a brand he and his family started 10 years ago and took 6 months off to paint. Jase can’t sit still so after 6 months at home we decided to combine our love of fashion and art into one crazy little brand. Fashion seems to be so serious so we wanted to bring some fun back to fashion. We wanted to make clothes that we wanted to wear with a side of our crazy personalities added.
Tell us about the process of creating your unique prints.
Jase finds a theme or a sketch or a colourway. Ash then finds a saying to match. Something funny or positive and then we both work out a print that we think works.
Sometimes this can take half an hour or sometimes Jase (drives Ash crazy) and will spend 3 weeks finetuning one print.
What sets Sabbi apart from other fashion brands?
We guess maybe our artwork. It’s all hand painted on the Gold Coast by us. We don’t buy our prints in. We then oversee the whole process from design to shipping the orders to our customers.
We’d also say maybe showing the craziness that goes on behind the scenes. We both have other jobs, we have 7 year old twins half the time and throw in two dogs, all living under one roof…the roof also happens to be our warehouse.
Sometimes I look around the house and see the twins eating breakfast at the island table next to a HUGE pile of Sabbi returns on the table, boxes of Sabbi stock stacked up around the TV and it sets off my anxiety. Jase just says, “it’s all part of the journey, baby”.
How would you describe the Sabbi community, and what kind of person do you envision wearing your designs?
The Sabbi community are bloody legends! The support we have received is just mind-blowing. We can’t believe that all these people are cheering for two absolute bogans from Palmy. It still blows our minds that so many people are wearing our clothes when we have only just kicked it off.
The kind of people wearing our clothes love art, know how to have a good time and are all about positive vibes…also love a bloody cold margarita. we didn’t realise there were so many margie lovers out there! IGC.
As Gold Coast locals, how has the local culture and lifestyle influenced the style and ethos of Sabbi?
Here on the Gold Coast, it’s all about lifestyle. Going from the beach to the shops to a cheeky margie with the gals, so we wanted to create something you could wear everywhere but also feel like a solid 10 wearing it!
What’s next for Sabbi?
We have big plans baby so strap in!
We have a killer winter range in the works. We have a men’s range dropping soon and we want to continue to make fashion-forward prints and designs that make people feel good.
We want people to love what they’re wearing and we want to promote positive energy through our clothes. If we can make a few people laugh along the way then we are winning.
What are your Gold Coast favourites?
Favourite café: Don’t hate us. but we love a 7/11 coffee. When we were starting up Sabbi we had to sell everything so our budget was TIGHT AS…7/11 coffee grew on us haha. If we aren’t 7/11ing then Well Bread and Pastry in Palmy.
Favourite restaurant: Deli by Peppi…Cheese wheel Wednesdays are something else!
Favourite bar: Scott’s in Palm Beach for a delicious Pet Nat
Favourite beach: Palmy Ave
How do you choose to spend your days off?
Hanging out with the twins, Taking Allen and Merv to the dog park. When we get some alone time we love nothing more than to get a bottle of Pet Nat and sit on the couch in our jammies watching really really sh*t TV (Housewives of Beverly Hills, Southern Charm, Below Deck to name a few) while talking…Jase usually falls asleep and is snoring an hour in.
