“Everything was either sex or death, so I chose sex,” says Lisa Hili, explaining the two industries that had the most start-up potential back in 2011. Working at Australian Vogue, Hili was exposed to a plethora of luxury brands, but what she really wanted to do was launch one of her own.

“Even through the GFC, sex was one of those markets that was still booming because people were nesting more,” she says. “I realised there was a gap in the market for this stuff, so I put together a business plan.”