Behind Billini | 15 Years in the making
Q & A WITH SUSANNAH KHOUZAME, CO-FOUNDER & CREATIVE DIRECTOR

HOW DID BILLINI START?
I started Billini 15 years ago as a uni student studying a double degree of law and accounting while working in fashion retail, which was my true passion. I loved styling outfits inspired by high-end designers but couldn’t afford them. At the time, there weren’t any brands offering stylish, high-end-looking footwear and accessories at an affordable price. I wanted to fill that gap and create a brand that made women feel amazing without spending a fortune. This drove my determination to create something great, even with literally no knowledge of the footwear industry, or business experience… I didnt even have a supplier to start.

Billini grew from very humble beginnings, I started the brand from the garage of my apartment block, operating as a one-man band — I was the the sole-designer, salesman, marketer, pick-packer, & accounts department. I flew to China frequently to source products, performed quality control and managed cash flow, and hustled every day to bring my vision to life. That determination and hands-on effort are what got Billini off the ground.

WHAT WAS THE TURNING POINT FOR BILLINI?
Opening our own retail stores was the game-changer. Until then, we were a wholesale-only brand, but having our boutiques in prime locations, like Sydney’s and Melbourne’s CBDs, gave us greater exposure and strengthened brand awareness. Today, we have 35 stores across Australia and have expanded to the US with a distribution center in LA. The excitement and early success in the US show the potential for Billini to become a globally recognized brand.

WHAT IS ONE CHALLENGE YOU FACED, AND WHAT DID YOU LEARN FROM IT?
A major challenge was having my first son while managing a fast-growing business. I couldn’t take maternity leave or delegate much. I am always honest about how difficult I found this period — balancing being a new mum and focussing on a fast growing brand was incredibly tough. That experience taught me the importance of scaling with a strong team behind you. I realized the business wasn’t sustainable if everything relied on me, so I focused on hiring, training, and mentoring a talented team. Today, we have over 300 people working together to grow Billini, and I’ve learned to focus more on the business’s growth than being involved in every detail. I can honestly say that we have the most talented, passionate, and amazing team that are on the same journey and mission, and that is to create a globally recognised, on-trend brand that is affordable and accessible, leading the industry on a global scale. I am still very hands on in the business, but ultimately the goal is to continue to build a high performing and passionate team while I focus on growing the business by working on the business, more so than in the business.

WHO IS THE BILLINI CUSTOMER, AND WHAT DO THEY WANT FROM THE BRAND?
The Billini customer is confident, feminine, and trend-driven. She loves experimenting with new styles but also values timeless staples. She seeks quality and affordability but also wants a brand that offers a meaningful, memorable experience — whether shopping online or in-store. Billini is about more than just shoes; it’s about telling a story, making her feel confident, and empowering her to step out in style.

WHAT MOTIVATES YOU TO LEAD THE COMPANY EVERY DAY?
Simple moments keep me inspired:
+ Seeing women wearing Billini shoes
+ Hearing how our brand makes customers feel confident and fabulous
+ Regular conversations in the kitchen about all the exciting things happening in other departments
+ Celebrating wins in our weekly trade meetings
+ Watching my team grow and achieve amazing things. I literally sit through so many performance reviews and hold back tears after watching some of my team grow and achieve great things year after year — it is so rewarding knowing I am part of that journey with them.

IF YOU COULD GO BACK IN TIME AND GIVE YOUR "NEW BUSINESS OWNER SELF" SOME ADVICE, WHAT WOULD IT BE?
+ Invest in your brand and outline what your core values are from the start
+ Don’t grow too fast without the right support and structure
+ Know your numbers! We started using a business coach early on and this was my first test, which I failed miserably…I didn’t know my numbers like I should have!
+ Learn to make decisions without letting emotions drive you. Being a true creative at heart, although I was still very analytical, I needed to learn how to make decisions without being emotionally driven! You do need to put emotions aside sometimes and think purely business!

AFTER 15 YEARS IN BILLINI, WHAT'S NEXT FOR BILLINI?
We’re focusing on expanding our retail presence in Australia, aiming for 50 stores soon and eventually 100. Internationally, we’re growing beyond the US and Australia, with plans to open boutiques globally. We’re always innovating, from launching new categories to exciting brand moments. Our latest venture, Billini Mini, has just begun, and there’s much more to come in 2025! Stay tuned.