Jasmine Edwards
Founder and Director at Jasmine And Will
Based in Woollahra, Australia
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Seniority
C-Team
Department
General Business & Management
Location
Woollahra
Industry
Retail Apparel and Fashion
Company size
3
Contact information
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j•••••••@jasmineandwill.com
Phone
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Background
About Jasmine Edwards
With a career spanning finance, investor relations, and consumer brands, I bring a unique blend of analytical insight and creative direction to everything I do. I'm the founder of Jasmine and Will, an Australian sleepwear brand built on elevated design, family values, and a sense of modern nostalgia. I lead the business end-to-end from product development and critical path management to branding, ecommerce, digital marketing, and wholesale ensuring every part of the brand reflects a clear and considered vision. Prior to founding Jasmine and Will, I held roles in accounting and finance with a strong focus on investor relations and corporate communications across both equity and debt markets. This experience shaped my commercial mindset and ability to scale a brand with both creativity and operational discipline. I’m passionate about building brands that connect meaningfully with their audience grounded in strong financial foundations, thoughtful storytelling, and modern retail strategy.
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