Above: Kate Nobelius Below: Shelli-Anne Couch

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The Original Billion Dollar Babes
Women of Style: Shelli-Anne Couch and Kate Nobelius

Shelli-Anne Couch is an award-winning fashion journalist with extensive experience. Kate Nobelius on the other hand is an expert in sales, marketing and event production. Their respective talents are evidently complementary, the adage “two heads are better then one” is confirmed.

The two women conceived a media, PR and events firm simply called Couch Nobelius. Today the firm has offices in LA & London, and specializes in the fashion, entertainment and lifestyle arenas. The list of their clients is extensive such as: The Recording Academy (The ENK Grammys), ESPN International Fashion Tradeshows, Qantas Vacations, the New Zealand Consulate and Australian Fashion Week. One of their juiciest events carries the unforgettable name of “Billion Dollar Babes” and is an international, invitation-only Designer label sales event, with sales in London, New York, Los Angeles, San Francisco & now Chicago. It all began in 2001, the first sale was held in LA and about 200 select shoppers turned out. Today it is another story, celebrities, stylists & magazine editors, as well as marketing pros and businesswomen all gather at these events. The last shopper count was at 4000 for a two-day sale, with more than 40 designers featured. The forecast for the future is promising, with projects to expand worldwide. Get ready to meet the original Billion Dollar Babes...

FACTIO MAGAZINE: Describe your signature style.
SHELLI-ANNE COUCH: Maverick mama ie: Camper flatties ($120) with a layered market-find sarong ($12) & breezy aqua Lotta Stensson shift ($90). Clear nails & a fab pedicure. Being a size 12 I’m all about the loose layering.
KATE NOBELIUS: I love buying great pieces in interesting fabrics, colors and prints -whether it’s a designer jacket, dress or handbag. I’m not much for passing trends – I find if I invest in great pieces I can wear them for longer. I always look for upcoming or obscure designers when I travel. That way I find great pieces that not everyone has.

FM: Define the style in LA, as well as London and
Australian style.
SAC: LA is a lovely paradox with ugg-boot-wearing-Starbucks-sipping yummy mommies in their Juicy sweats are just at home alongside Chanel-suited-ladies-who-lunch. Casual attire is no indication of the size of your stature, for sure. Given everyone drives and there is an event every other night, we can also get away with wearing “limo shoes” ie: skyscraper heels that you can bear for just enough time to get you up the red carpet, twirl for a few photographs, and then teeter into a booth.
KN: Away from the red carpet, LA is a little more casual and relaxed. It’s a real denim culture and very body oriented. Lots of jeans with sexy heels and great tops! London is a little more bohemian chic – I see a lot of parallels btw London and NY. They’re both more formal cities where women love to dress. Australian women have great style all to their own. With amazing designers like willow, sass & bide and Scanlan and Theodore they have an amazing pool of local talent to choose from. I always describe Australian style as progressive London mixed with Italian chic.

FM: Give us an inside look at your company Couch Nobelius and your global fashion sensation, Billion Dollar Babes sample sales. What are some major labels we’ll be able to score at this sample sale?  And, give us insight as to how unique it is?
BOTH: Couch Nobelius is a media, PR and events firm with offices in LA & London, specializing in the fashion, entertainment and lifestyle arenas. We’ve been sought by: The Recording Academy (The Grammys), ESPN, Jenny Packham, Ted Baker, H.D. Buttercup, Coco Kliks, Saja, Alex Gaines, Richard Tyler, Sass & Bide, Miss Sixty and Energie, Stitch’s, Camper, Rebecca Taylor, Toast, ENK International Fashion Tradeshows, Qantas Vacations, the New Zealand Consulate and Australian Fashion Week. We conceived Billion Dollar Babes in 2001. Now an international, invitation-only event, with sales in London, New York, Los Angeles, San Francisco & now Chicago, BDB draws thousands of designer devotees: from celebrities, stylists & magazine editors, to stock market mamas and fashionable financiers.

We keep confirming designers right up until the night before, so keep www.billiondollarbabes.com bookmarked. Essentially we’re striving to bring top-tier contemporary labels to towns that don’t ordinarily have the access to them. And, at up to 90% off to boot. At our August New York sale for example, we had Normandy and Monroe silk fall coats as worn by Ashley Judd, retail: $1150, sale: $205) or Alice + Olivia pants (retail: $250, sale: $25). Plus designer Ceila Wise (favorite of Elizabeth Hurley) also personally was at the sale to advise customers on the best fit of her pants. Rather than us toot our horn, here’s what the media says: The New York Times calls “an A-list Affair”; Daily Candy says it’s “The Sample Sale To End All Sample Sales”; Los Angeles Times: “Cream of the fashion crop.”; Vogue.com “First of its kind…don’t miss the next sale”. Celebrity quotes: “It’s almost all the shopping I do.” Sarah Wynter, #1 Billion Dollar Babe. "I went there four times in 48 hours, spent about 6 hours shopping and I wanted more. Does that say enough about the Billion Dollar Babes?" Julie Delpy

FM: Did you know that when you started these businesses that they would rise to the success that they have?
BOTH: We had high hopes. Happily it’s translated to reality.

FM: Which woman (past or present) has impeccable style and why? What women in which city worldwide have the best style?
KN: My mother has impeccable style and has been my greatest fashion inspiration since I was a child. In fact she’s the one who inspired Billion Dollar Babes! She would drag me along to VIP presales that her designer friends would invite her to from a very young age so I’ve always been very familiar with the sample sale culture. I’m really drawn to what’s happening in London at the moment. I love the bohemian chic look that Sienna Miller and Kate Moss have made famous and I also love Elle Macpherson’s style – she always looks contemporary yet classic at the same time.

FM: What is your biggest fashion vice? What are your favorite shops worldwide? And, where is your favorite place to travel?
KN: Aside from Billion Dollar Babes, (we have almost 20 sales a year at the moment!) my biggest vice is definitely shoes and handbags. Shoe departments are a real danger zone for me! I love to travel to London and Paris for shopping. I’m a massive fan of British designers and stores (Coco Ribbon, Browns, Harvey Nichols, Alexander McQueen, Top Shop!, Roland Mouret, Georgina Goodman shoes) and there are GREAT flea markets in Paris.
SAC: Ditto on our sales. I always walk away with an armload. I’m a sucker for a glam flat shoe. And lush babywear. I love shopping in Australia actually because girls there are curvier and the fashion reflects that.

FM:Do you think money and style go hand in hand or can style never be bought?  Is it something you just have?
KN: As much as our style is influenced by family, friends and media, true style is definitely innate. And it’s not about affording the latest designer clothing! It’s the ability to mix a designer jacket with a gap tshirt and look a million dollars. It’s knowing what goes together and works best for you.
SAC: I’m influenced by comfort, cost & closet compatibility - in that order.

FM: What key fashion pieces do you always have in your wardrobe?
SAC: A straight jersey black skirt which I can layer with a fancy flowing tunic for evening, or a chic knit for day, silver sandals as they can take a girl from beach to boardroom. Loads of aqua & browns. Plus a luxe rabbit fur poncho.
KN: White pants and jeans – particularly in summer. A selection of sexy ‘throw on’ dresses and lots of green –in every shade – its my favorite color.

FM: What's a fashion no-no when attending special events, galas and more? Any tips for getting ready for an event?
SAC: It’s better to be looked over than over looked, but keep it simple. If we’re event producing a soiree like to wear a color or distinctive piece so staff can point me out quickly ie: see that gal in red? Of course on those ‘I’m-so-fat days’ you want to disappear in all black but still toss on a fabulous accessory like a pau shell necklace from New Zealand …
KN: Only wear one strong piece of jewelry or accessory. Less is more always! Always wear something you feel comfortable in. Don’t be too adventurous on special occasion – if you feel self conscious it can put a real dampner on your evening.

FM: Do you have any style icons?
SAC: None that I emulate, however I always look forward to seeing what Cate Blanchett’s going to throw on next. She can pull off contemporary to vintage effortlessly.
KN: When it comes to fashion, I associate the word ‘icon’ with classic and timeless style. Personal favorites include Audrey Hepburn – love her simplicity and elegance. Jackie Onassis Kennedy – epitomy of style

FM: What would people be most surprised to know about you?
KN: In addition to great designers pieces I love flea markets! I’m always most proud of great necklaces and bags I buy for $5 and $10 dollars. I’ve found some of my most cherished items at flea markets!
SAC: That I pair Plein Sud with Target.

FM: What are your own personal standards of beauty? And, what are your standards for style?
SAC: Simple bordering on spare. Sheer foundation, a swipe of blush, some Mac Lust lip gloss, scrape the hair back in a low ponytail and I’m out of there. Having two wee daughters (Ava, 2, and Ella, 6 months) doesn’t allow for lingering makeovers! That said, for special events we always get professionally glammed up. What I find stylish is seeing someone exude confidence in whatever they’ve yanked from the closet.
KN: I think it comes down to knowing yourself. Knowing which colors and shapes suit your body so you feel as comfortable and as sexy as you can. Nothing beats that feeling of wearing a great dress that you look and feel amazing in!

FM: What business advice and inspiration can you give women entrepreneurs?
BOTH: Tenacity, integrity & a darn good book keeper!

FM: What tips would you give women in general to be well rounded, balancing out life and business?
SAC: Get a cracker team together, not only professionally, but at home ie: nannies, cleaners, cooks, you name it. Whatever it takes to maintain optimum application in both realms. Guilt is a mighty strong weed and you can’t let it take root anywhere. I can’t boil water and don’t pretend to know my way around a wash cycle. As I tell my husband, “I’m international, not domestic.” I never bring my kids to work as then I end up doing both jobs badly.

FM: Where do you see Billion Dollar Babes and Couch Nobelius in 5 years?  What other business endeavors do you hope to accomplish?
BOTH: We’ve just launched in London and we’re off to Ireland and Scotland over the next year. We’ll then set our sights on Europe, Canada, Asia and of course Australia! Our business is also transforming and is as much about connecting our database of 120,000 tastemakers with the latest brands and services, as it is the sales, these days. We have many exciting new ventures including our own Billion Dollar Babes credit card, interactive newsletters profiling brands, products, services, destinations and an online shopping site on the horizon. We’re even looking at our own magazine down the track!

Credits: Intro by Kasia Koniar, Interview: Melissa Maynard