Phoebe has taken many brands from conception to reality. Her Creative direction is guided by her knowledge of the market coupled with her design expertise and creative playfulness. She was a pioneer in the paper retail revolution in Australia bringing Papier d’Amour to life as a retail store, boutique design studio and wholesale brand. Papier d’Amour was featured in Vogue, Harpers Bazar, Louis Vuitton City Guide, the Luxe City Guides and many other publications. She has worked with Disney Australia, Florabelle Living and various interior and decor brands successfully navigating them through the challenging waters of the last decade.