Emilia Rossi – founder of Capriess

Emilia Rossi is co-founder of Capriess, a second hand wedding classifieds site that allows Australians to buy and sell pre-loved wedding items.

Based in Docklands, Melbourne, she is passionate about the online space and has a background in retail, business management and online marketing. Her entrepreneurial achievements include co-creating, launching and overseeing the management of two websites, including Capriess, with her partner who has extensive online experience.

When she’s not blogging, reading up on the latest digital marketing trends or helping others with their online marketing and SEO queries, she loves spending time with her other big source of happiness – her little Pomeranian dog, Goochie.

We brainstorm to see if the idea is sustainable, something that we will enjoy working on, and something that people will find useful.



Tell us a little bit about your idea and what made you decide to take the plunge and make it happen? 

I was looking for pre loved wedding items and noticed the websites I was browsing were old, hard to use and not pretty to look at. I also felt that some sites were charging too much to sell second hand wedding items (some charging more than the amount charged to sell a car online). I thought this was crazy and whilst my partner and I were taking a road trip, we started to think that if we combined our skills we could come up with a better solution and create something different; something that was easy to use, looked good and that also provided couples with general wedding advice through an active wedding blog.

And so virtually overnight, my partner and I had an intense brainstorming and research session, before creating the name, logo and branding for Capriess.

What are you working on right now and what are you most excited about in the next three months? 

Learning from our other online business, we noticed a huge increase in mobile and tablet traffic and we believe this will only increase in 2014. Therefore, ensuring the site continues to be mobile and tablet friendly is of particular importance. We are also excited by the prospect of working with wedding experts and other passionate business owners and bringing to light the wealth of advice and tips they have to offer.

How do you make ideas happen?

  1. We brainstorm to see if the idea is sustainable, something that we will enjoy working on, and something that people will find useful (and of course is in demand).
  2. After identifying the idea, we then research and investigate to see who could be our potential competitors and what they are doing wrong that we could do better.
  3. If after the research stage the idea still seems like something that people would find beneficial, we then work out the details, such as how much it would cost to design, develop and launch. Also, how much of our time we would need to invest to get the idea up and running, and how much of our personal cash we would initially need to inject into the idea to get it off the ground. I also like to prepare forecasts to see what the running costs would be once the idea is up and running to see if we can/or are willing to fund it.

What challenges have you faced when starting or growing a business/organisation in Australia?

One challenge, which I think would apply to any online business, is making sure you are up to date with the industry and what is happening in the online space such as website design trends, social media changes etc. Things change weekly so we ensure that we are always up to date with the latest news, trends and changes that affect our digital efforts.

What people/companies/organisations do you think are doing really cool stuff in your industry, in Australia at the moment?

I have been socially stalking Shoes of Prey since 2008. I have always been fascinated at their business idea of made to order custom shoes and have admired how they have created a powerful online community through the use of their video marketing and blog, as well as their very cool website which is so easy to use.

What about internationally?

One of the most valuable websites that I have used for a while now is Hub Spot. I consider myself one of their brand advocates, as I cannot shut up about these guys. Their content is truly awesome and they are usually the first to release articles about online marketing trends and news. Things that I use in my everyday life and news that always inspires me to do things online better.

Speaking of affecting social change, is there a particular charity you like to support?

Being an animal lover (especially dogs) I would love to show my support for a local dog shelter. We are fortunate enough to live in an area where owners really treat their dogs well and you only ever see well-groomed pooches out in the park.

Name 3 websites you would recommend to our readers.

1. Hub Spot

2. Shoes Of Prey

3. Moz


We’re aiming to build a community of Australian idea makers helping each other. If you could have one question answered about startups, marketing, social media, accounting, monetization, product development etc. What would it be?

What government initiatives are available to assist with the conception and creation of my business?

I think this one would be most useful as it tells me not only what monetary subsidies there might be within my state of operation, but it also provides guidance on workshops and expert advice which may be available (but not actively promoted).

What’s your favourite bar/café/restaurant?

Since moving to Melbourne, I have no doubt become obsessed with dumplings. The best place for dumplings by far would have to be China Red. 😉

We thought it would be cool to crowdsource an annual prize to award to the interviewee’s choice (each person interviewed gets one vote) winner for the year’s best interview. Are you willing to kick in a prize?

Of course – a breakfast date.

Get serious about making ideas happen!

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