Joanne Mercer is an accomplished entrepreneur, fashion industry expert, and the founder of Joanne Mercer Shoes, a leading Australian footwear brand. With over 30 years of experience in fashion, footwear, and retail, Joanne has built an impressive career marked by strategic leadership, exceptional product development, and a deep understanding of both the Australian and international markets. She is known for her entrepreneurial talent, her ability to empower teams, and her knack for driving commercial results through innovative business strategies.
Early Life and Career Beginnings
Born in Oldham, England, in 1965, Joanne’s early years were marked by a series of international relocations. By the age of 18, she had moved countries six times before settling in Melbourne, Australia, with her parents. Joanne’s early career was marked by hard work and determination. While studying arts at the University of Melbourne, she juggled multiple part-time jobs, including working as a sales assistant at Miss Shop in Myer, a barmaid, and a house cleaner for several families.
In 1987, Joanne embarked on a traineeship with Myer, where she gained invaluable experience in various departments, including marketing, buying, distribution, and personnel. She quickly climbed the ranks, taking on roles as customer service manager and buyer for Myer’s footwear division. As she honed her skills, Joanne’s eye for fashion and her business acumen led her to manage a $5 million turnover department before eventually overseeing up-market and designer shoes at Myer.
Founding Joanne Mercer Shoes
In 1998, Joanne took a significant entrepreneurial leap by securing venture capital funding with two partners to purchase a retail business with 21 shoe stores operating in Melbourne. This acquisition laid the foundation for Joanne Mercer Shoes, which quickly became a major player in Australia’s footwear industry. Under her leadership, the brand expanded to 27 stores, with a wholesale business generating over $22 million in annual sales.
Joanne’s exceptional leadership in product development, buying, and brand management propelled Joanne Mercer Shoes to new heights. Her ability to anticipate market trends and curate stylish, quality footwear has earned her recognition as one of Australia’s top fashion entrepreneurs.
Leadership and Commercial Success
As a leader, Joanne has demonstrated a unique ability to guide large teams in high-pressure environments, fostering a culture of collaboration and empowerment. She has successfully led buying, product development, and marketing teams for a business with a turnover of over $300 million. Joanne’s keen commercial eye and strategic thinking have driven profitable growth, reduced costs, and significantly improved the EBITDA of the companies she has worked with.
With a deep understanding of financial planning, merchandise systems, and strategic business development, Joanne has played a pivotal role in raising capital to fund major business projects. She also introduced private label brands worth over $50 million, marking a significant milestone in her career.
The Launch of Matilda Life
After exiting the Joanne Mercer Shoes brand over a decade ago, Joanne turned her attention to a new venture—Matilda Life, a fashion brand she co-founded in 2021 with business partner Lauren Mastromanno. Matilda Life focuses on offering sustainably produced “relaxed essentials” made in Australia using locally sourced materials. With an emphasis on quality, ethical production, and environmental responsibility, Matilda Life caters to the growing demand for conscious consumerism in the fashion industry.
The brand’s launch has resonated with consumers who seek to support Australian-made goods while making responsible purchasing decisions. Matilda Life opened its first boutique in Armadale, Melbourne, in 2023, and the positive customer response has demonstrated a strong appetite for high-quality, locally produced fashion.
A Passion for Fashion and Sustainability
Joanne is a passionate advocate for sustainability in the fashion industry, particularly as consumer sentiment shifts away from fast fashion and toward more conscious buying habits. She believes in supporting the local industry and ensuring fair wages and ethical production standards, which is reflected in the philosophy of Matilda Life. Joanne’s commitment to building a more sustainable future for fashion aligns with the growing pushback against disposable consumerism.
Her perspective on the industry has been shaped by her extensive experience and the evolution of the market over the years. She notes that while budget-focused retailers have seen a surge in recent times, there remains a strong demand for high-value, Australian-made apparel, particularly among consumers over the age of 35.
Personal Life
Outside of her professional endeavors, Joanne enjoys a fulfilling personal life with her daughter, Samantha Jane, in Brighton, Melbourne. Joanne’s commitment to maintaining a balanced lifestyle includes regular jogging and skiing, which helps her stay fit and energized to manage both her business and personal responsibilities.
Legacy and Future
Joanne Mercer’s journey from a part-time sales assistant to a successful entrepreneur and founder of Joanne Mercer Shoes and Matilda Life is a testament to her hard work, entrepreneurial spirit, and deep expertise in the fashion and retail industries. Her contributions to Australian fashion continue to inspire and influence both consumers and industry professionals alike.
As she leads Matilda Life into the future, Joanne remains dedicated to creating a positive impact on the Australian fashion landscape—one that values quality, sustainability, and responsible consumerism.
