Madeline Veenstra, Co-founder, Wikifashion

Thinking of an idea and seeing it through even though it can be terrifying ...

Finding the daily grind of life as an econometrician for Queensland Treasury a little too dry, Madeline Veenstra took her retail-loving roots and created Wikifashion. Merging skills learned during her business and arts degrees with a love of fashion and entrepreneurial drive, Madeline began Wikifashion as a creative outlet to pursue in her spare time, before it took off as a full-time gig. Along with tech guru Coen Hyde, Madeline found a gap in Wikipedia’s coverage of fashion labels and history. With plans to relocate to Wikifashion from its Brisbane base to opportunity-filled New York this year, Madeline is also currently in the midst of building Pop Basic – a new fashion subscription service offering American and Australian subscribers free shipping. Each month a parcel will arrive on subscribers’ doorsteps containing a basic fashion item and choice of two trend pieces, assisting you to build your staples and follow the front-row fashions. Madeline is one of the panelists at GOMA Talks this evening, discussing entrepreneurial opportunities for women in the business world. The Weekend Edition caught up with this 26-year-old female entrepreneur to discover her perfect weekend.

How do you like to start your weekend?
By visiting the Rocklea markets and stocking up on fresh produce for the week.

What’s your favourite thing to do on a Saturday morning?
Buying flowers and enjoying a chai latte after shopping at the markets.

How do you like to unwind?
Catching up on the hundreds of fashion and food blogs I have bookmarked.

What are your essentials for a well-spent weekend?
A good stash of magazines, hot chocolate and ingredients for a yummy pasta dish.

What’s something you’ve been meaning to do on the weekend but haven’t got around to yet?
I’d love to visit Laruche in Fortitude Valley – the cocktail menu looks fantastic.

What’s your favourite thing to do on a Sunday evening?
I must sound like I never leave my laptop … however, I like catching up on fashion blogs and reading miscellaneous articles online.

What are you looking forward to next weekend?
My little nephew’s second birthday party.

What are you reading at the moment?
The Wind-up Bird Chronicle by Haruki Murakami.

What inspires you?
Fashion and lifestyle bloggers and other fashion/technology founders.

What was your childhood dream?
To live and work overseas, preferably Tokyo or New York.

What has been your greatest achievement?
Having Wikifashion featured in The New York Times and speaking at SXSW this year.

What is success to you?
Thinking of an idea and seeing it through even though it can be terrifying.

What are your words of wisdom?
Don’t worry, be happy. Not wisdom exactly, but a good song nonetheless.

Only a local would know … how to get anywhere on our roads.


Perk up … Produce markets
Relax … The Little Larder, New Farm
Dine …  Sake, Riverside
Indulge … Max Brenner, South Bank
Shop … Latrobe Terrace, Paddington
Catch-up … The Tea Centre, Brisbane City
Be inspired … GOMA, South Bank


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