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					                                                                                                                                                                                                                              Monday October 22, 2007 19
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b IT’S     A SOODA




Amanda gets handle on bags
Zsa-Zsa Bowie Wilson                           With a connection to a suc-
                                            cessful fashion label and con-
                                            tacts in advertising, it wasn’t
Amanda Hancock is holding an                hard for Hancock to source
eye-catching purple suede sack              material and manufacturers to
bag and looking at it with                  make up her bags in Thailand.
disdain.                                       But she soon discovered there
    ‘‘I’m just not sure about some          was a lot more to learn about
of the finishes,’’ she admits. ‘‘I          running her business than sim-
think I’d prefer the handle to be           ply creating a new bag brand.
made out of rope instead of the                ‘‘The business side of things
material.’’                                 was a challenge,’’ she admits.
    As the owner and designer of               ‘‘I’ve always been creative and
SOODA bags, Hancock’s criti-                have never been heavily rooted
cal eye is responsible for the              in numbers, so I had to learn
quality and detail that she                 how to do a business plan, look
believes sets her handbags                  at numbers, understand pricing,
apart from competing brands.                importing and exporting.’’
    Soft leathers, vintage fabrics,            It wasn’t until she arrived in
canvas, silks and satins are                Australia a year ago that she
luxuriously finished with semi-             was able to test her bags. She
precious gems, crystals and                 didn’t know what to expect.
porcelain.                                     ‘‘Bag parties are one of the
    ‘‘When I set SOODA up, there            ways I have marketed the brand
appeared to be a gap in the                 and they have been received




                                                                                                                                                                                                                                                                    F B 1 2 3
(Australian) market for interest-           really well and helped me figure
ing handbags,’’ Hancock says.               out what the market wants.
    ‘‘Everyone seemed to have                  ‘‘I’ve also done a trade show,
black or brown bags, but noth-              set up a website and now have
ing else, so that’s where I saw a           a PR outfit marketing it.’’
business opportunity.’’                        It may be a small start, but
    Hancock had just decided to             Hancock has big plans for SOO-
quit her job as an advertising              DA, including her own boutique
executive in Bangkok and move               and having the bags stocked in a
to Sydney for a ‘‘lifestyle change’’.       major department store.
    ‘‘The bag idea came up about               ‘‘I want people who are in the




                                                                                                                                                                                                                                                                    C M Y K
six months before moving here               know, to know the brand – it’s a
and I decided that the change of            conscious choice for girls who
lifestyle would be the perfect              are cool and funky.’’
opportunity to try something.’’                www.careerone.com.au                       Amanda Hancock is more than happy to be a bag lady with SOODA Bags.                                                                      Picture: BRITTA CAMPION




                                                               REFER A FRIEND




                                                                                                                                                                                                                                                                    MEL 22-OCT-2007 PAGE
                                                                WHAT’S IN IT FOR YOU?
     How would you like a $100 gift voucher to a day spa, a massage or a facial perhaps, or a shopping spree
     at a top department store? These are only some of the benefits you will receive from Legal Eagles when
     you refer a friend to us! To be eligible for such great incentives, all you need to do is send Legal Eagles a
     friend, colleague or an acquittance to register with us. If we are successful in placing your friend with one
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                                                                                                 Permanent                         • Do you love dealing with customers?
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    Permanent – Secretarial/Paralegal                              Patent Secretary                            up to $60k Pkg
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                                                                                                                                                                                                                                                                    19
    In-house Executive Assistant              up to $70k Pkg       Dispute Resolution (x4 days) pro rata up to $60k Pkg          professionals - and we will train you for free!
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    Environmental Markets Executive Assistant up to $68k Pkg       Personal Injury Secretary                   up to $50k Pkg      •   Over 18 years of age                                                                                                         SYD
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    **Part-time and contract secretarial roles available in all areas of law**                                                   exciting and rewarding career imaginable.
     Permanent Consultants: Jessica, Tracey and Kristy
                                                                                                  Temporary                      Star City offers excellent benefits and a great salary.
                                                                                                                                 Please send your resume to Jade Miller at employment@starcity.com.au or 02 9657-7929
     Legal Eagles are seeking TEMP staff for short/long term assignments to start immediately in Top Tier Firms,
                                                                                                                                 * Please note that employment offers are conditional upon personal probity clearance with the NSW Casino Control Authority.
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     Temporary Consultant: Jenny
         Phone: 02 9237 2300 Email: syd@legal-eagles.com.au
                          Level 11, 17 Castlereagh Street, Sydney NSW 2000


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