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A TALE OF CREATIVE BONDS

The Phay Sisters

Home / Discover / Collaboration / A Tale of Creative Bonds: The Phay Sisters

A family of sisters with creative streaks - Laura and Lesley Phay make light work of breathing life into a building space through drawings and organising fairytale events. One rarely finds a family of siblings who work in varying fields yet, are so linked by their drive for all things creative.

A TALE OF CREATIVE BONDS

The Phay Sisters

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Collaboration
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A Tale of Creative Bonds The Phay Sisters

A family of sisters with creative streaks - Laura and Lesley Phay make light work of breathing life into a building space through drawings and organising fairytale events. One rarely finds a family of siblings who work in varying fields yet, are so linked by their drive for all things creative.

Meet the eldest daughter, Laura - at 45, she is a multi-hyphenate who is an architectural designer and an F&B co-owner, overseeing four concepts, including mod-Australian cafes Punch and Gather as well as Japanese-inspired tea studio Asaru and Paaru.

Her sister Lesley, 41, is a Senior Manager for Experience Creation at Directions Group Inc - an integrated communications agency with expertise in PR, events, content creation and brand strategy.

Each sister exudes a different energy and vibe - be it when sharing about their creative endeavours or discussing their creative process. Lesley is thoughtful, calm, and reflective while Laura is more effusive and exhibits a busy verve when she speaks. However, when they sit at a table to exchange ideas and thoughts, the conversation is generative and lively.

We ask them what drives their creative streak, how they ideate, and how this transcends to their personality and style.


(L to R) Lesley wears the POPPY Jacket and ANSLO Shorts, Laura wears the KENNEDY Dress.

Both of you had different occupations prior to your jobs today. How did you get to where you are now?

Laura:

My husband Vincent and I spent our entire 20s in Melbourne, Australia, where we worked after university. We only moved back in 2009 when our BTO was ready. I was doing late nights at a large architecture firm (mostly crunching authority-related submissions) when Vincent decided to rent a unit at Craig Rd to start the cafe he always wanted. It was the 2008 economic downturn; honestly, we had nothing to lose. That’s how we started The Plain. I did the 3D sketchup for it during our honeymoon, and took only a few weeks from site takeover to turnkey with lots of IKEA furniture - those were much simpler days!

After that, I quit corporate architecture and started doing private residential interiors. We followed up with Ronin at Hongkong street, then Punch at North Canal Road. Gather was designed on our babymoon.

Every three years, we try something new. My role after handing over each space, is to create content and manage all the respective Instagram accounts, except @asaru.studio which is run by our creative and business partner, Shan.

Lesley:

I was a specialty baker for birthday and wedding cakes - until I helped a friend who does events in a previous company. Through that, I found that I enjoyed it despite the job being both physically and mentally demanding.

Being the young and ambitious me (then), I felt I could do more than just bake and do wedding/birthday cakes. Now, my job is basically to plan the happiest milestone in people’s lives. I’ve never looked back!


“The only constant is change and always expect the unexpected. You must learn to roll with the punches, pivot or reframe as necessary, and also know when to quit.”

- Laura Phay

A question for Laura: as an architect by training and vocation, how has that influenced how you manage your entrepreneurship?

Laura:

Honestly, I’m highly risk-averse - a learned occupational hazard but I find this trait to complement my husband’s audacity to venture into the unknown. One might almost say it borders on naivete! But it’s a necessary quality to straddle the beast of business ownership. So in fact, the entrepreneurial spirit is his really. Although, I’m there to materialise his vision and turn his doodles into reality.


(L to R) Lesley wears the ANNABELLE Dress, Laura wears the ORLANDO Jacket and RITA Pants.

Tell us about the greatest lesson from your entrepreneurship journey.

Laura:

The only constant is change and always expect the unexpected. You must learn to roll with the punches, pivot or reframe as necessary, and also know when to quit. Money can be recouped another day, but your mental wellness is paramount. Shit *can* and will always hit the fan, so learn to tune out and don’t forget to enjoy your first coffee every morning.

Lesley:

One very important lesson that I learned is: Communication is key! Also, assumption is the root of all your problems. Learning how to communicate effectively impacts the success of my projects.

What drives your creativity?

Laura:

For me, self-discovery through travel, memory-making, and meeting people through creative collaboration. My clients are my muses, I enjoy getting to know them on a deep level, and then infusing their homes with their style. I sometimes refer to myself as their design doula.

It helps that every one of my clients has a similar design ethos, that’s the prerequisite before I will take on a project.

Lesley:

The exposure to diverse ideas! I love this ability to plan, and then execute the vision for an experience beyond my clients’ expectations.



“Assumption is the root of all your problems. Learning how to communicate effectively impacts the success of my projects.”

- Lesley Phay

How would you best describe your style?

Laura:

Utilitarian, lightweight, zero effort, capsule and mostly black. A loose black dress with flats is my usual daily uniform. I’m so proud to own so little in my wardrobe, I think I have 20 pieces max each of tops, dresses and a total of ten bottoms. Seven pairs of (flat) shoes. Inspired by the movie Clueless, I use the Stylebook app to digitise my wardrobe and create as many outfits as possible and track the cost per wear.

Lesley:

Minimalist. I often wear a one-piece dress to work. To me, comfort is essential. I am always seen in black, white, or neutral colours. They are easier to match and work in. I am hardly seen in anything with any pop of colour!


(L to R) Laura wears the YOGA Dress and Lesley wears the ORORA Dress.

What is the one thing you admire about each other?

Laura:

One thing about Lesley is her reliability. Whether it’s showing up for battle (and always on time too!) or problem-solving creatively within tight parameters.

Lesley always upholds the role of The Fixer, but hardly ever lets the sweat show. She also has this keen sense of what’s timeless, yet she makes it cutting-edge enough for her discerning clientele. Her tastes have been honed over the years and now I lean into her for opinions - and she has a great many!

Lesley:

I admire my sister's foresight, her impeccable taste, and her unwavering passion. Laura can transform any space, even those with many constraints. That really showcases her creativity and determination. That dedication to realising her vision is inspiring.

I have the utmost trust and confidence in my sister's choices, creative direction and decision-making.

You are sisters in vastly different industries but revolving around something to do with creation. Many will wonder what dinner conversations are like! Tell us about the creative dynamic when you come together.

Laura:

It’s nice to be surrounded by unapologetically creative siblings - two sisters and a baby brother - who is the only tech bro. Together with their respective partners, none of them follow the mould and each has their unique point of view. Family dinners are a blast, as are our travels. We touch base on the latest, then it’s a free-for-all analysis, complete with my mum and dad’s uncensored commentary.

——————————

According to novelist William Plomer, “Creativity is the power to connect the seemingly unconnected.” The beauty of this family is that they are connected with an unbreakable bond and their shared creative nexus is undeniable. On their own, their individual style speaks volumes despite a minimalist brief - make it easy, functional, and fuss-free.

Laura and Lesley Phay wears the collection from IN GOOD COMPANY.
Special credits to Gather for hosting the photoshoot. Photography by Nicky Loh.

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