|dani rosen of DAN300|
The number plates on Dani Rosen's old 1981 peppermint green car which spelt out DAN300 inspired the name of her company and saw her live out her dream of having a 'company car.' On a dare she registered the business name DAN300 designs and then set out to work out what she was going to make/sell. After graduating from University with a Bachelor Of Fine Arts Dani began crafting samples which were immediately snapped up by stores. Since then DAN300 has diversified, with Dani launching a self titled label, a focused kids range and Nana's Garage which specialises in stationery and gifts. Last year Dani's long held dream of designing fabric became a reality with her Babcha luxe range which has been a resounding success. While Dani may nolonger have the little peppermint car, it seems she is still living the dream! Checkout the extensive collection here.
How would you describe yourself in five words?
Loyal, silly, particular, persistent, passionate.
What was your childhood dream?
To own a business and sell something I had designed and to be an Olympic figure skater.
What led you down your current path?
Funnily enough my job in retail during and after uni.
What do you love most about what you do?
Being creative and making tangible things.
Where do feel most inspired?
In my office/studio and interestingly enough in the shower.
Who do you admire?
My father for his resilience, my grandparents also for their resilience and anyone who has worked hard in a business, what ever it may be and mostly those who came from nothing and made a life for themselves.
What challenges have you had to overcome?
Financial hurdles, economic change, copy cats in the industry, the fact that I am not a formally trained designer.
What's been a 'pinch yourself' moment?
Seeing DAN300 products on people, in their homes and in the media, I've had a few pinch yourself moments this year.. One of the first times though was about five years ago when I was out with a friend and she brought along another friend and we were discussing what we did for a living. She asked what I did and I said, ‘I run a small business making accessories.’ She asked what it was called? And I said, 'it's really small you wouldn’t know it'. She said, 'try me.' When I replied 'DAN300', she pulled a little DAN300 zip case out of her handbag and said. 'Um yes, I do know DAN300. I've got heaps of your things.'
What are your top creative?
Vintage posters, my pantone books, fleetwood mac and my vintage scarf collection (a mixture of scarves form both my grandmothers and thrift shop finds.
What is your idea of happiness?
An afternoon cooking, reading cookbooks with my cat on my lap and the thought in my head of hope... oh and finding true love...
More textile designs lots more.... and possibly wallpaper (we will see.
When the weekend rolls around what do you love to:
Read – US Elle, Inside Out Magazine & Real Living & cookbooks
Watch - Reruns of The Love Boat.
Cook - Everything and anything.
Create - Mood boards and vignettes around my house.
Listen to - Fleetwood Mac, Beach Boys, old school Sting and mostly old music.
Dream about - Italy in two years.....
Look forward to - My trip to Italy in two years.