When Jessica Faddoul was a little girl, she spent hours designing clothes for her dolls.
"I would draw huge big princess dresses and that was all I wanted to do," she said.
Today the 26-year-old Wollongong fashion designer is fulfilling a lifelong dream.
She has produced her own label and recently released a spring/summer collection called Sweet Escape.
She is now working on her 2013 autumn/winter collection.
"I have always wanted to do this," she said. "I cannot imagine doing anything else."
Ms Faddoul said her current range had been inspired by her travels.
"Before I started the label . . . I was working at Zimmerman.
"I was there for a couple of years which was such good experience. I got to see how everything worked."
Ms Faddoul then travelled with her own label in mind and used the trip for research.
While in London she studied at Central Saint Martins College of Art and Design.
She is now working hard growing her customer base and building up the brand.
"The website (www.faddoulthelabel.com) has been really good," she said. "I am slowly starting to build up a really good customer base for the online sales. I really want to look at stockists Australia-wide. I have stock at Frolic in Wollongong and another stockist in Newcastle called Missy Moo. I have been doing a lot of pop-up shops as well."
Ms Faddoul's vision is to design smart and wearable outfits that people will find relaxing and easy to wear.