Never has there been a house warming quite like the one thrown by Alyce Tran on Wednesday night to celebrate the opening of The Daily Edited Apartment in Westfield Sydney.
With Christmas party season in full swing, this was the one soiree the who's who would not dare miss with a seemingly never-ending supply of Veuve Clicquot (rose to match the millennial pink decor, of course), mouth-watering canapes (gluten-free, of course) and $500 TDE gift vouchers given out to some lucky guests.
The TDE Apartment - complete with sitting room, bedroom, his and her en suite, and study - is in prime real estate position on level four, with neighbours such as Chanel, Celine and Prada. With such classy competition, Tran told Fairfax Media they needed a draw - and an Instagram-able one at that.
"We wanted to create a space that was really unique that allowed us to stand out amongst the sea of the top-tier international brands, we had to pull something out of left-field to bring the customers in," she said.
Less than three years in the market and TDE, which specialises in monogrammed leather pouches, is on target to meet its forecast $30 million turnover this year - up $8 million on last year.
It's a good result for Tran, a corporate lawyer who co-founded the company in 2014 with $7000 in savings. She recently sold a 30 per cent stake to Oroton for a tidy $4.5 million and TDE is now a fashion staple for Australian It girls.
However, Tran swears she's "not rolling in it". "We put a lot back into the business, I am all about reinvesting," she said.
Already open in New York, the next stop for TDE is Los Angeles followed by London in February.
On Monday, Sydney Morning Herald editor Lisa Davies hosted the SMH Live Year in Review subscribers event at The Star with 1500 loyal readers flocking to hear from Fairfax Media favourites.
Peter Hartcher was on stage with economics editor Ross Gittins and senior economics writer Jessica Irvine, one of five panel sessions hosted by Davies, on topics including Donald Trump's 10 months in the White House, state politics, and sport.
Perhaps the session with the most impact was when photographer Kate Geraghty and foreign editor Michael Bachelard showcased their work from Mosul, and the horrifying stories they uncovered as they probed the reign of Islamic State in Iraq.
On Tuesday, Santa Claus took some time out of his Christmas preparations to pay an early visit to the Variety Kids Xmas Party at the International Convention Centre.
As the elves were busy back at the North Pole, Claus enlisted the help of the Ladies of Variety, singer Jimmy Barnes and Channel Nine's Airlie Walsh and Amber Sherlock to hand out gifts and hear the wishes of more than 5000 children living with a disability, chronic illness or facing financial hardship.
Across town, the red carpet was rolled out for the return of Porpoise Spit's Muriel Heslop, who is back, this time in stage form, at the Roslyn Packer Theatre.
Carla Zampatti, Amanda Keller and Larry Emdur all showed up in their Sunday best for the opening night of Muriel's Wedding The Musical, which has been greeted with rave reviews.
Allbirds, the preferred footwear of the Silicon Valley tech giants, aka "the most comfortable shoes in the world", have made their way Down Under.
The trainers, which are made from merino wool from New Zealand sheep, were launched in San Francisco in 2014 by Joey Zwillinger, an American engineer and renewables expert, and New Zealander Tim Brown, the former vice-captain of the Wellington Phoenix.
On Tuesday, Zwillinger hosted a lunch at Rocker in Bondi to show off their goods.
As seen on Sundays in The Sun-Herald's S liftout.
Do you have a Sydney social event coming up? Email amy.croffey@fairfaxmedia.com.au.
