Rhodin Collection | RC Peach Pool Aviator

Viral success can be a game-changer, often arriving unexpectedly, but when it happens, it has the power to skyrocket visibility, drive massive traffic, and create a ripple effect that significantly boosts brand recognition and sales.

In this interview, we sit down with Alex, the founder of Rhodin, a brand born from her childhood dreams and a passion for travel, design, and quiet luxury. Alex shares the story of how Rhodin came to life during a moment of inspiration, a flight from Ningaloo Reef to Sydney, and how her experiences traveling the world shaped the brand's aesthetic. With a focus on creativity, personal style, and connecting with a global audience, Alex offers insight into her design philosophy, Rhodin's standout viral moments, and what's next for the brand.

To start, could you please tell us about your background—what led you to create Rhodin, and what inspired you to start a company of your own?

I wrote business ideas as a child and was always taking notes and writing in the side bars of magazines as I was reading them. I always knew I wanted to start a business, call it Rhodin, and for it to be stocked in the most beautiful resort boutiques. Plus, I was confident that the right time would just show itself for me to take it into reality. This happened back in 2017 - I was working as a Sales & Marketing Director within the Tourism industry at the time. I was in the air flying back from the Ningaloo Reef where I had spent the better part of a week swimming amongst whale sharks and humpback whales and feeling inspired, and I decided to just do it - finish the business plan. I wrote it as I flew back across from Perth to Sydney and put it into action that July.

Did I know how to start a fashion label? No idea, however, I had a great Sales & Marketing mind and the rest I just learnt as I went. Built the website, created the logo and ordered my first samples. I completed a huge amount of research on what product lines I would launch with and decided on sunglasses and jewellery. Resort wear and beauty lines would come later.

Being a mid-size woman I made sure that my collection included designs that complemented face shapes, broader features and made you feel cool.

I also started an Instagram account and just started posting images whilst completing the website work. I was still employed full time and so worked on Rhodin in my spare time (at night and on the weekends) just testing and learning. My studio was in my back room and I shot most of my content from there. It was in Bondi and had the best natural lighting.

Alex Nieuwenhuys - Founder of Rhodin Collection

Rhodin was born in Bondi but inspired by global travels. What personal experiences or destinations have shaped your creative vision?

Living on the Greek Island of Crete was definitely a major inspiration for Rhodin. From the architecture, the simple yet chic resort style of dressing to the beautiful landscapes and incredible boutique resorts. I fell in love with Greek Culture and always make a point to visit when the opportunity arises. There are still so many more islands to explore.

Another destination I need to mention are the Whitsundays - this region had a profound effect on me as a young woman when I lived and worked on one of the biggest resorts in the region. It was also this experience that motivated me to complete a degree in Business and Tourism when I returned to Sydney in my early 20s.

I have travelled to 45 countries so far with many more on my list to tick off.

Quiet luxury and effortless femininity are key to Rhodin’s identity. How do these ideas reflect your personal style and design philosophy?

I form instant connection to designs, colours, experiences and use my instinct when it comes to creating our collections. There is a certain pattern of style to the collections and are made to speak to each person's feminine voice. My own style is based on classic silhouettes mixed with denim, a great sneaker or ballet flat and statement accessories. I love wearing gold, especially bracelets and earrings and I like to think that my collections are filled with pieces that will complete your look for the day. A pair of classic black sunglasses can instantly lift an outfit from casual to cool.

Your brand spans eyewear, statement jewellery, and resort wear. What connects these categories under the Rhodin aesthetic?

The connection comes from the essential list that I like to pack when I travel. You can have all the basics and use eyewear, pieces of jewellery and even a resort wrap to completely change the look and style of your outfit on a daily basis. My thought was - what if I lost my suitcase and only had my handbag with sunglasses, jewellery on me? I could just buy a pair of jeans , some tees and I would be set with outfit changes for the next few days.

Colour and shape play a big role in your designs. How do you translate inspiration from landscapes and travel into wearable pieces?

I grew up in a seaside town on the NSW Central Coast which never failed to show its true colours in sunsets and sunrises. Pinks, nudes, purples, and peaches mixed with the dark of nights inspires many of my designs. I translate the memories of these days into a mood board using both digital and hardcopy platforms (e.g. Pinterest and copies of my favourite fashion magazines). I still love buying a hard copy fashion bible every month.

Loving travel and constantly on the move I learnt what pieces work and what does not. You cannot go wrong with a classic black pair of sunglasses and a coloured or textured pair when you want to mix it up. Always try to wear a frame that has a UV rated lens that offers protection for your eyes. Growing up in Australia it is like second nature to ensure we protect ourselves against the sun. Melanoma has also touched my family so I am passionate about sound sun sense.

Rhodin Collection | Noir Wing LUXE and Gold Chain

Bondi is known for its laid-back yet elevated lifestyle. How does this influence the way you design for the modern woman?

Bondi has a very unique personality with its mix of cultures, economies and styles - mixing these together forms the ‘Bondi Look’. High/low dressing is everywhere - the modern woman could be wearing latest high-street sneakers with a vintage jacket from Vinnies, topped off with a luxe accessory. I like to think my pieces will make your look stand out and prompt the question, "Where did you get those?"

Influencer gifting has become a key strategy for many brands. How has this approach helped Rhodin grow and connect with new audiences?

Influencer and creator gifting is an essential part of our marketing mix and growth strategy. We love to network with our community and enjoy meeting new faces who bring a new angle to our brand and depth to our audience.

Are there any standout moments where influencer partnerships or gifting resulted in a major brand breakthrough?

We have gone viral a handful of times over the past few years both with our jewellery pieces and our sunglasses. Our earrings were worn by Carrie Bickmore regularly whilst she was the host on The Project and sparked several viral moments.

Our biggest moment came from one of our customers in Miami - Sascha Barboza or ‘Sascha Fitness’ as she is known on Instagram. We were not aware of Sascha when she purchased our sunglasses and it was only when she wore and tagged our designs that we had the biggest viral moment our brand had ever experienced. 50k visitors in one night to our website which resulted in tens of thousands of dollars in sales. What we later learnt, is that Sascha has a massive community of followers (over 7 million) who she adores and takes along in her daily posts of her life and her wellness supplement brand.

Rhodin is expanding—can you share any hints about what’s next for the brand?

We have our eye on expanding into the US market - we already have a framework within Florida, New York and California and are looking forward to what the future holds through some strategic distribution opportunities that have come our way.

If you could see anyone in the world wearing Rhodin, who would it be and why?

Margot Robbie is on the top of our list. Quintessentially Australian who is not shy of a challenge, loves her homeland, enjoys beautiful classic design and travel is a major part of her lifestyle. Margot always looks effortlessly cool.

To find out more about Rhodin’s stunning sunglasses and jewellery collections, or to shop their products, please visit their website.

For media enquiries or to view and download Rhodin’s press-ready images please visit their Flaunter profile.

Spotlight On: Alex, Founder of Rhodin