Rina Chia is the founder of Fash Forward. A pre-loved fashion consignment business that curates and re-sells garments from some of Melbourne’s most coveted wardrobes.
A wife, mother of two teenage boys and self confessed lover of second hand and vintage fashion, Rina launched Fash Forward in 2015 after noting a significant gap in the market for buying and selling pre-loved womenswear.
Initially setting up her own market in the late 2000s, Rina’s love for pre-loved fashion saw her successfully run Take 2 Markets for 8 years, and earned her a City of Boroondara Business Innovation Award. But it was after selling Take 2 Markets in 2015 that Fash Forward was born and evolved into the business we see today.
Her consignment model sees Rina re-selling both online, through Instagram and Ebay, as well as many Melbourne Fashion Markets, which she gleefully celebrates are finally starting to come back after the past few years were affected by Covid.
With and aim to always get the best possible prices for her clients and provide fabulous customer service Fash Forward has steadily built up a loyal following of shoppers looking for an ethical way to shop for quality, stylish pre-loved clothing.
Read on below for my interview with Rina, as we discuss the evolution of her business, who’s wardrobe she’d like to get a hold of, and her top tips for successful op-shopping.
You can shop my wardrobe over at Fash Forward now.
Tell us a little bit about yourself and how Fash Forward came about
Fash Forward came about quite unexpectedly after I’d sold my other business Take 2 Markets. I’d accumulated quite a collection of clothes and I was moving house so it was definitely time for a wardrobe cull and a market stall. I did so well at the market l that I booked another stall and then friends started giving me their fashion and before I knew it I had so much fashion that wasn’t mine that I had to create an inventory system for it and ta-da! A business was born. Being a consignment seller means I don’t have to fork out $$ for stock and if it doesn’t sell it gets returned to the client and I’m not out of pocket. There’s way too much fashion being produced that doesn’t get sold. Buying and selling secondhand makes good financial and environmental sense.
Can you explain how the Fash Forward Store works?
Fash Forward is a full consignment service. I go to the client’s home or workplace, check out what they have to sell, take it to my studio and do an inventory with estimated selling prices. I then photograph, describe and upload to eBay, or do an Instagram sale. It’s also nice to be back at markets and selling in person! I’ve missed markets.
Clients receive a sales report and money deposited to their bank account on the first of every month. Any items not sold after 3 months are returned to client or donated to charity (I choose to support Red Cross and Fitted for Work).
I don’t advertise my consignment service. Every consignment client is a recommendation from another client. I’ll very rarely take on a newbie who hasn’t come recommended.
I sell mostly on eBay and Instagram plus the occasional fashion market in Melbourne. I always give my IG followers first dibs on anything new that comes in before putting it out to eBay. Shoppers reap the benefits of purchasing gently worn fashion at a fraction of retail price. I think it’s awesome that someone else has already paid full price so we don’t have to!
I’m very picky and if I wouldn’t buy it then it’s not coming into my store or stall.
What are some of your top tips for purchasing second-hand garments?
I like to shop alone so I can focus. I like to take my time and wear things that are easy to get on and off when I want to try things on. I examine each piece carefully when I’m trying on. I’ve been caught out a few times where I’ve bought items that have holes or stains so I’m very discerning about any pieces make it back to my wardrobe.
If I’m op shopping I always check the men’s section. You’d be surprised at what ends up in there sometimes.
Shopping secondhand is very different to buying brand new and (for me) the thrill is the hunt and you just never know what you might find. Go in with an open mind and have fun playing with different styles.
What is the best garment or wardrobe you’ve had the pleasure to resell?
A garment I really enjoyed selling was a 1980s vintage House of Merivale leopard print jacket. It was just stunning and had clearly lived quite the party life, but was still highly valuable and collectible. The person who bought it was doing fashion history and was so excited to have a piece of Merivale in their collection.
I found a vintage Leonard Paris gown in an op shop for around $12 and resold it for over $200. I love when great fashion finds loving new homes.
I’ve really enjoyed selling for Melbourne stylist @styledbysally – she’s been a client of mine from the outset. Her gear is always in top notch condition and whenever I announce a sale of her gear on Insta it always creates a bit of excitement.
I really enjoy catching up with another client who is in her 60s and is from one of Melbourne’s retail dynasties. I love her zest for life and impeccable taste. She buys lots of Lee Mathews, Bassike and Trelise Cooper. She’s also my size which is a blessing and a curse!
Who is someone whose wardrobe you’d love to get your hands on?
Oh gosh, too many to mention…Frida Las Vegas, Lady Melbourne, Jan Fran, Iris Apfel – the list goes on!
What are 5 essentials in your personal wardrobe?
- Jackets – denim, leather and a great blazer.
- A great pair of trousers that can be dressed up or down – don’t really like jeans.
- Band tees and colourful printed tops
- A go-to dress and a fun dress – like my cat print one.
- Sneakers – in all colours and prints
Tell us about some of the people in the Industry who inspire you and why
I take inspiration from so many people so it’s really hard to narrow it down. I’ve been very lucky to meet many designers, business owners and industry leaders and I’ve always learned something from them. Apparently I’ve also been a source of inspiration for others as well!
What are the top 3 resources you turn to for inspiration?
- It used to be magazines but now mostly Instagram. I’ve unfollowed a bunch of brands and people who don’t align with my values and I only get served the good stuff now (well, mostly)
- The street. I’m an avid people watcher and love to see what everyone’s wearing! I usually strike up a conversation about fashion when I’m complimenting their outfit. Sometimes I’ll even get a photo.
- My library. I have an extensive collection of fashion books and magazines and I always love a look back at my old photos to see what I was wearing.
Where are your personal favourite places to shop in Melbourne?
I love a good op shop. Especially an old school one that’s attached to a church or is out in the country. A lot of people hate rummaging but I love it. That’s where treasure can be found! Around 80% of my wardrobe is secondhand or vintage.
Garage sales can be a goldmine of bargains but you need to be prepared to get up early and bring cash with you. Same goes for fashion markets.
I love Harlow’s designs and I have many pieces that I’ve had since the brand started.
I love a fashion market or a consignment boutique – we really are spoilt for choice when it comes to shopping secondhand in Melbourne.
What’s next for Fash Forward?
Who knows? I’d like to do less selling eventually. I’ve already achieved what I set out to do with the business and more. I had a 3 day pop up shop in 2018 and may do one again. I’m really keen on the idea of a recycled fashion festival or a museum of fashion in Melbourne. I’d really love to be part of setting that up.
I think there will always be a need for a service like FashForward, but at the same time I’m really pleased that so many women are selling their own gear via FB Marketplace, groups, markets and other avenues. We should ALL be resellers.