Liv Coleman discusses All Things Golden’s growth and challenges

In Short:
– Liv Coleman founded All Things Golden, focusing on minimalist fashion and accessible pricing.
– The brand overcame challenges with US tariffs by reinforcing values and fostering community connections.

Liv Coleman, founder of minimalist fashion label All Things Golden, joins Jesse Leeworthy and Jonno Byrt on The Founders Method to unpack how she built a brand grounded in clarity, structure and community while navigating the pressures of rapid growth.

The business started with a simple idea: minimalist wardrobe basics that balance form and function at accessible price points.

As the team expanded, Coleman introduced structured design systems using tools like Figma and templating to keep creative output consistent and aligned.

That structure was soon tested when US tariff increases impacted around half of the company’s revenue, forcing the brand to rethink operations without compromising its identity.

Rather than downsizing or shifting aggressively to third-party logistics, the company reinforced its core values and invested in long-term structural change.

This included establishing a US entity and implementing an intercompany transfer pricing model, helping reduce tariff pressure while continuing to fulfil orders from Australia.

At the same time, the flagship store evolved into an experience hub, blending retail with wellness, yoga and education to deepen community connection and brand loyalty.

Coleman also opens up about leadership and mindset, particularly her relationship with perfectionism. While it initially helped set high standards, she realised it could become a barrier to growth.

Through self-reflection, she learned to separate non-negotiables from areas where control could be shared, enabling her team to contribute more effectively and the business to scale more sustainably.

For Coleman, All Things Golden is more than a fashion label — it is an extension of her values, where success is measured through clarity, community and long-term resilience.