Since launching in March this year, MONDAY’s liquid gold has been one of the most sought after beauty products on the market. We caught up with Jaimee to chat all things MONDAY, her spring wardrobe must-haves and her haircare secrets.
Jamiee at home with pup Frankie
Hi Jaimee! It’s been a few months since we last spoke to you. MONDAY has well & truly taken off! How does it feel?
Very rarely do I find a moment to “stop and smell the roses” as they say, but when I do it’s incredibly humbling to know that this little dream I had, that I’ve worked so hard on, has been received in such a profound way. It’s so cool that people are enjoying our products as much as I do, and I’m still flattered when MONDAY comes up in conversation or when I hear that people know what it is!!
What was your background before starting MONDAY?
I’ve worked in PR my entire career. I completed a Communications degree, majoring in Journalism and minor in Public Relations, in Auckland and after cutting my teeth in the New Zealand industry I moved to Sydney – which, at the time, I saw as a stepping stone to ultimately ending up in New York. But after four years in Sydney, love (and my MONDAY dreams) brought me home. I’ve always had an interest in beauty and fashion and throughout my career have been fortunate enough to be guided by some of the best people in the business; women like Naomi Parry who is the owner of BLACK Communications (and former Head of Marketing at Louis Vuitton for over a decade), and Julianna Sedgers, who I met during my time at BLACK and is now my incredible Australian Marketing lead for MONDAY. Parry was always such an incredible boss to Juliana and I; constantly doing thoughtful gestures for her team to make us feel valued and appreciated, and this is a trait I’ve tried to emulate in my leadership role at MONDAY. Rarely does a fortnight go by where I don’t treat my team to lunch, a Daily Edited goodie, or a WFH tracksuit. These small gestures go such a long way to keeping a team happy and committed to the brand’s vision.
What’s your favourite formula (if you can choose one!)
The secret sauce, that all true MONDAY fans can attest to, is pairing our SMOOTH Shampoo with the REPAIR Conditioner.
What’s have you learnt since launching MONDAY?
As naïve as it sounds, I’ve learnt that when you launch your own brand, the business and workload is constant. Gone are the days of a traditional “9 to 5”: The brand becomes an extension of yourself which means you pour everything you have into it, and feel every high and every low in a much more profound way.
Something else I learnt early on was that it is up to you as the founder to build your “brand eco system”. No one is going to do that for you. It’s my job to set the vision, find the right talent, and then join forces to create magic. I definitely think one of my skills is my ability to find the right people to have on my team; I’m less interested in a person’s CV and more concerned with their passion, energy and commitment to the success of what I’m building. I get a gut instinct when I meet someone and usually know within the first hour whether they’re the right fit for MONDAY.
Best piece of advice you’ve received so far?
There will always be someone trying to tear you down, but the only voices worth listening to are those who are actually in the arena with you. I have this Theodore Roosevelt quote pinned to my desk and refer to it often:
"It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat."
Jaimee at home, artwork by Sydney artist Vicki Lee
What inspires you when creating new products for MONDAY?
I draw inspiration from all directions. From fashion designers like Edwina Forest of AJE and Maggie Hewitt of Maggie Marilyn, to interior designers Fourth Street Home, Simon James and Rufus Knight and artists like Vicki Lee. It’s never just one thing. I’m lucky in that the design team I have working on MONDAY are second-to-none, so when I take an idea or an image to them, they can execute on it and turn it into something mind-blowing.
What’s your best haircare secret?
I swear by getting a regular trim every eight weeks and I’ve done so ever since I was a little girl. It’s harder to find the time these days to get to the salon, but as long as I take my laptop with me I can multi-task and not feel too guilty about being out of the office. I’m convinced my regular cuts is why my hair grows so insanely fast (and the fact that I am a religious consumer of Dose & Co. Collagen Powder).
Go-to outfit at the moment?
I recently brought the pink CivaGz Jacket from Gestuz at Superette International and I am OBSESSED! For days in the office I pair it with a white singlet, blue jeans and comfy sneakers.
What are you listening to right now?
When I’m not listening to Taylor Swift’s new album ‘Folklore’ on repeat, I’m listening to our MONDAY On The Mic Podcast (we’ve got some incredible guests lined up… watch this space), or my friend Madeleine Walker’s Bumble podcast What We Call Love – there’s a reason it’s the number one show in New Zealand right now.
What’s your favourite thing about living in Auckland?
Being close to family has been such a joy after living overseas for so many years. Both my family and my little sister’s partner’s family live in Auckland, so we have a lot of (very loud) family dinners! I’m also so excited by the development of things like Commercial Bay (Ghost Donkey make the best frozen margaritas, and Poni Room has an incredible atmosphere). Having spent a lot of time overseas, I can say quite confidently that our food and dining scene is up there with the best in the world.
Can you share with us any of your local hidden gems?
It’s no hidden gem these days, but I’m obsessed with Lilian in Grey Lynn; their pizzas, lamb ribs, and eggplant are next level. I’m also a frequent visitor to Ripe Deli in Ponsonby, and there’s a fabulous café called Black Cottage near our home in Coatesville. My best kept secret – which I almost don’t want to share with you – is a local chef called Hercules Noble. Track down his Instagram, @ order his Superfood Granola, a jar of Crunchy Munchy Muesli Bars, and a loaf of fresh orange zest and chocolate zest sourdough….and thank me later.
Where is your favourite destination of all time and why?
New York! I’m moving to Los Angeles next year to focus on the brand roll-out of MONDAY in the US, so I’m looking forward to only being a five-hour flight from my favourite city! I love the energy of New York City - you can feel it as soon as your feet touch the ground. It’s a city of the interesting and the interested – and everyone is on a mission. Our brand muse Georgia Fowler lives there too – so lots of time to plan for future product launches and shoots in person with her.
Where to from here, what’s next for MONDAY?
The plans for the future of MONDAY are ambitious, but I could have never imagined the success we’ve had to-date so with the right team I know we have the ingredients to make big things happen. We will continue building and nurturing our community here in New Zealand and Australia, through initiatives like our Pink List (have you signed up yet?!), as well as some pop-up events later in the year, and then all eyes will be on the US as we start dropping in some massive retailers throughout the country. Ultimately when people hear the word “Monday” we want them to think of us before they think of the day of the week.