Hi, I'm Erika…
Before we hit play, let’s rewind for a sec…
Hi, I’m Erika. Fashion rebel, coach, tarot reader, author, wife, mum… rule breaker.
One Friday afternoon at 23, I rocked down the aisle to Metallica and married a boy I hardly knew. We had two kids with no money and zero clues. Then I built a global fashion brand from scratch, wrote a book about risk and daring to be yourself, faced cancer head-on and chose adventure every time life dared me to slow down. My life has been messy and magical. I wouldn’t have it any other way.
Through it all, I’ve followed intuition, curiosity and a love of
storytelling.
I’ve always loved reading tarot, helping people uncover their truth, manifest their goals and step into potential. I’ve designed workshops and coaching programs that combine mindset, branding, intuition and strategy, helping women unapologetically build lives and businesses that reflect their values, their voice and their vision.
I’m known for saying what I think, drive a V8, wear a lot of black, love rock music and roller skating. I’ve been called a witch, a bitch and a bogan - sometimes all in the same day. So I think it’s safe to say I’m not your average coach. Then again, I’m not your average anything. Chances are neither are you and that’s why you’re here.
For 25 years I worked in fashion, holding top positions with the biggest names in NZ fashion,
17 of those years with my own label - Anyone’s Daughter - designing, manufacturing and supplying to boutiques across New Zealand, Australia, USA and online. I learned to create, sell, brand and rebuild. Along the way, I took risks that made people gasp - opening stores in postnatal madness, leasing a New York showroom and even writing a book while $800k in debt. Rules and Rebels is the story of those wild lessons and the manifesto I wish I’d had when I started.
Then cancer turned my world upside down. While doctors suggested slowing down, I turned my bucket list into a to-do list, trained for life in the gym and explored the world - Venice, Rome, the Swiss Alps, Amsterdam, Monaco, Paris, London, Tokyo… proving that fear doesn’t get the final say.
Rebel Collective – Backstage Pass
Rebellion isn’t what it used to be. Back in high school, it was blasting heavy music, skating, driving loud cars, sneaking drinks at parties and wearing outfits that made teachers raise their eyebrows.
Here, we’re not chasing perfect. We’re creating something real. A space to rise higher, think bolder, work smarter and live louder.
I know what it takes to build something from nothing - because I’ve done it. A global fashion brand. A bestselling book. Surviving cancer. Reinventing myself again and again. I get the juggle, the doubts, the risks and the wins because I’ve lived them.
That’s what Rebel Collective is all about: cutting through the noise, trusting your gut and building a life and business that actually feels like you.
Work with me, and you won’t just get strategy - you’ll get real talk and the rebel energy you need to do it your way.
If you’ve ever felt like the rules weren’t written for you - welcome home. You’re already one of us.
Now? In my 40s, rebellion looks different.
It’s falling in love and actually committing. Raising a family. Starting businesses. Eating real food. Getting offline and outside. Lifting weights. Questioning what we’re told and grounding ourselves in something bigger. It’s doing life and business on your own terms - no permission slips required.
That’s why I created Rebel Collective.
For the women who are done with rule books and copy-paste strategies.
For the ones building careers out of passion, pixels and persistence.
For the hustlers, the dreamers and the doers who know “success” doesn’t have just one definition.
