Dig if U Will

Lydia Siamando
Nov 3, 2018
4 min read

Q: Can you tell us a bit about yourself?

A: My name is Vaya, and my background is of Greek Origin. I was born in south of Australia and I am one of three children – I am the youngest. I had a fantastic upbringing in Adelaide and my mother was a big influence on me. She had a lot of style and so I owe my taste to her.

I moved to Melbourne 15 years ago for work purposes – my career – my background is media. I worked at The Age newspaper for 6 years and then I moved over to News and I worked at News for 9 years.

A fun fact about me is I’m a big Prince fan. That is probably something my close friends know about me and I got to meet him two months before he unfortunately passed. So fun fact was that I got to go to the after-party and when he got on the dance floor, I danced next to him. That was a lot of fun for me – it was a dream come true.

Q: How did you start this business and what inspired you?

I have always wanted to do something for myself but I didn’t know how to. I have worked in corporate for so many years – in the office and managing other people. But in the back of my mind, I have always believed that there is something out there for me. And I have always loved beautiful things. So for me, it felt natural to try and do something later in my life where I could put the brakes on, and maybe create something from scratch.

The way that I started this – I feel like fate stepped in as well. Because I had tried to garner interest with retail and giftware with my friends at home and doing a little bit online. But it wasn’t enough and I needed to get more attraction.

Then one day I walked past this series of little shops in Oakleigh and it was interesting because I’d only came to Oakleigh to get a cake. So I feel like, on that day, fate helped me make that decision. So I’ve had a little bit of a nudge from heaven sort to speak – in terms of you know, the next step.

Did that inspire you? It did, I stopped and spoke to few of the store owners and I met with the real estate agent the following week. I just decided that I would take a leap of faith and do it.

Q: What is your vision statement?

A: My vision is to provide personalized service, affordable but aspirational product. And I want everyone to feel like they also have a relationship with me when they purchase something from me. So for me, they are not only coming to purchase a product, but they are coming to engage with me and form a relationship with me. So I don’t have a statement per se, but I know what I have to offer; personalized service, above and beyond what you would normally get in a retail store.

Q: What is the story behind your shop's name 'Dig if U will'?

A: It does actually connect to what I mentioned before about my love of music and Prince. But last year I did some contract work for a small independent film company and I created the name Dig if U will because it’s a lyric from a song of Prince’s, 'When Doves Cry'. And I thought it would be a great intro for when I was to prepare my presentations. 'Dig if U will this presentation' or 'Dig if U will this idea, this pitch, this creative idea'.

I just kept the name from that and I transferred it into retail. So whether or not it lends itself to retail – probably – not necessarily. But it is a little bit of creative, cute and different name for the shop.

Q: What is the biggest challenge for you as a businesswoman?

A: My biggest challenge is time management and resources. Because I've committed to getting this business on the ground and at the moment, it's just me. So I am here manning my store, I am also uploading and creating content for my website.

I am also purchasing all the products, seeking new product and I am managing my customer's follow-up needs. For me, my biggest challenge is keeping motivated and energized in that time frame.

Q: What inspires you to be creative?

A: I love being creative. I think learnt to be creative in my previous role, managing bunch of young people and we had to come up with creative ideas to pitch to big advertisers. I was very fortunate to work in a publishing company that allowed us that freedom of creativity.

I find I am best creative in the mornings, when I first wake up and I think about things. My mind is always thinking constantly - 24 hours - now more so with my business.

From a creative perspective, I try to think about; what are the next trends? what are people wanting? what do my customers seek out that they can't find? So I try and if something speaks to me, from a creative perspective, I'm also then drawn to it.

Q: Vaya, I think you are wonderful and creative. I am so inspired by what you are doing! If you were to encourage someone with 6 words, what would those words be?

A: I would encourage them to - be brave, be grateful, and be humble.

Q: Lastly, what is one advice you wish someone told you when you were younger?