Planet Luxe – how Toni Lawler built a successful business after a corporate career

by Toni Lawler

It’s better to look back on life and say: “I can’t believe I did that.” than to look back and say: “I wish I did that.” With a successful career building brands for other people, I had long dreamed of starting a brand of my own. But what would I do?

In 2009 I had the opportunity to work with Directioneering. I say opportunity because whilst the circumstances of my referral to them was losing my job, what happened after working with them has been the most exciting and rewarding time of my life…so far.

Planet Luxe began as an idea to develop a range of environmentally and people friendly household cleaning products in well designed packaging. We launched in late 2011 after two years development. The brand has now extended into hand washes and hand balms that are good for you and the environment.

I love my job. I don’t have a background in product development or manufacturing but here I am with a brand that is stocked around Australia, in some of the most beautiful stores, with plans to export this year. Not every day goes to plan but every day is amazing and full of new experiences.

Mine wasn’t just a desire to leave the corporate world – I have had my own consultancy business since the mid 90s – but a feeling that there was something else I wanted to do.

Now I get to do it every day.