Heidi Correa had a late start to the career that she really wanted. But since she changed directions she has not only not looked back, but she’s been charging into new territory too. Heidi, best known by the blog then shop then Instagram account Paddo to Palmy, worked in advertising and media for many years after not being able to get a job in banking - she had studied economics and marketing. “I just never thought I would be able to succeed in the very competitive world of interiors and fashion, which is what I have always been passionate about,” she says. It wasn’t until after she got married and had two children that she decided in 2011 to start Paddo to Palmy, which began its life as a blog documenting the renovation of her Paddington terrace in Sydney’s Inner East. Soon it turned into a homewares store, as she sold wares that she had sourced to decorate her Paddington home and her holiday house in Palm Beach, pictured. Most recently she has launched a fashion range for women and children.“Now there is no looking back,” she says. “It’s probably a little busier than I would like as I am still first and foremost a mum, but I am not complaining as I know firsthand how frustrating it is to be working in something that you are not passionate about.”
Which five words best describe you? Creative, easy going, control freak - a contradiction, I know - food lover.
How did you get your career start and what path have you taken since? I started my own business from scratch. I have taken it from homewares to fashion but the aesthetic is still the same - it’s a lifestyle brand.
What’s the best lesson you’ve learnt along the way? Always trust your intuition - if you get a gut feeling on something always go with it. Karma is also a big one - always do the right thing by people.
What’s your proudest career achievement? Having the business - the ability to do what I am passionate about every day - designing homewares and clothes that I love.
What’s been your best decision? To start the fashion element of the business. It was something that I tossed up for a while thinking I wasn't good enough to compete but I just worked my ass off on the first collection designing pieces that I wanted to wear but couldn’t find.
Who inspires you? My Mum - she works so hard all the time at just being a really good, kind and caring person.
What are you passionate about? Fashion, furniture and food.
Which person, living or dead, would you most like to meet? Aerin Lauder - she has been given everything but still works so hard building her empire of good taste.
What dream do you still want to fulfil? Paddo to Palmy is still a very young business - we have big plans for its growth.
What are you reading? The Harbour by Francesca Brill. It’s a love story set in war time Hong Kong.
images courtesy of paddo to palmy