Who are you, and what do you do?

I’m Phoebe, I’m studying Communication Design at RMIT and early last year I started designing and making jewellery under the moniker Phi. I try to design pieces that have a classic style that will last the test of time from materials that will also last.


How did Phi get started and what steps did you take to put the idea into action?

I started making earrings for myself and then I had people asking me where they were from and where they could get them. So I started an Instagram and taking orders! It really just naturally evolved to be the brand it is today. 


What advice do you have for young women wanting to launch their own projects, and turn hobbies into actual brands?

Be confident in yourself and your work. If you love what your creating chances are other people will too. Social media like Instagram makes it so easy to share your work as it’s developed and to get instant feedback. I think it’s really nice to get a glimpse of a brand or makers process. 



Any plans to branch into different products, or start an online store?

An online store is on the way! I’ve also recently released a few new items and there will be more to come over the next few weeks.


Apart from other art and design, what directly inspires your work and your creative style?

Women are a big inspiration for me, their style and their demeanour. Strong, confident, interesting women that make you want to know them. I’m also really inspired by colours and shapes in nature.



What inspires you to keep doing what you’re doing?

All my lovely customers who are so supportive and encouraging. My passion for design and beautiful objects.


No matter how small or insignificant, what is one thing you’ve done this week that has made you happy?

Starting a new book that I can’t wait to finish.


What’s next for you?

Next is releasing new styles, launching the website and finishing uni!




All images by Phoebe Veldhuize

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