Why I left my Dream Job to Become a CEO: How FlightWear came into land
Zoe Rowell
Part 2:
My dream had become my nightmare. As I sat there in the meeting, it occurred to me that we had been through several managers over the prior 12 months, and I made the case that I have been holding the team together. It was the line that followed that was the worst part of that meeting... coupled with a reassuring pat on the arm, “Zoe, we need someone that is more than glue”.
I was completely devastated afterwards. I leaned on my close people, and it was truly like the rug had been pulled out from underneath my feet. My mind was going in overtime, because what I was told felt like such a mis match of how I had been feeling up until that point. Despite being told I wouldn’t be accepted – I still put my application in for the team leader role. They did interview me, but one of the questions I didn’t answer well (my brain drew a blank on my better examples), and that was all they needed to turn me down for it.
Within a week driving in and out to work after the meeting, I had a lot of time to think. Something I had kept for a while was a list in my phone’s notes app, of ideas “why has no one done that”. In 2015 I had travelled to Europe with my sister. Prior to the trip, I had really struggled to find an outfit to wear on the plane, that was comfortable yet elevated. I had written “travel wear” as a note back then. This idea started ruminating… what would designing travel wear look like, and what would I call it. I was working with birds at the time, and growing up in the hills… how could birds be my through line? I stated think about their colours and how that could be a cool theme for the colour pellets of collections… travel wear, birds, flight, clothing to wear on the plane…. FLIGHTWEAR.
I looked up the business name to see if it was registered in Australia. It wasn’t. I checked the domain names and social media handles, of course www.flightwear.com was taken, but www.flightwear.com.au wasn’t, @flightwearapparel was available on all social media platforms. So, I registered my business in Australia and secured the socials and so began the flightpath of FlightWear to take off. I connected with a manufacturer here in Melbourne – I did some of their free seminars and joined their paid program to launch a fashion label.
I was still working as a zookeeper with birds, and I stayed for a year after that meeting that left me devastated. They replaced me in the role. It took me about 6 weeks of introspective soul searching to realise I was valid in feeling the mismatch. A friend had once told me that not all feedback is valuable, and so I didn’t take it on, because they couldn’t give me examples. I came to understand that they couldn’t verbalise what I came to realise - I wasn’t hitting the mark, because I was a solution-based leader, not coming to them with problems. I hadn’t grown in the role because I was a star shape being forced into a square peg hole. My brand of positivity and joyful humour didn’t fit into a serious clean-cut workplace, despite my values and integrity, I wasn’t seen as “professional”. I knew I was an excellent zookeeper, so I put my head down whilst working on my savings and building something outside of the zoo world. I got a casual job at a fitness studio outside of business hours. I was working as a full-time zookeeper, starting a business and working a casual role.
The moment I knew I had to leave was on returning from leave for a conference. As I pulled into the car park on my first day back at work, I had a panic attack. My heart was racing through my chest, sweating all over - I was in fight or flight mode. I somehow managed to calm myself by breathing exercises and convincing myself I was safe and just needed to get in the gate. But that was the moment I recognised my body was telling me; this workplace is no good for me. I handed in my resignation 2 weeks after the panic attack, it was a shock to the entire organisation when I left four weeks later. I gave three reasons for leaving, the long hours of travel, the lack of work life balance and starting my own business - all very valid. But for many of my former colleagues this is the first time they will be aware there was a fourth reason that I didn’t give publicly.
As I sat with my own business - for the first time I got to make the rules. I have now come to realise that I have the entrepreneurial streak, the constant stream of ideas and drive for a solution type brain. I get to set my hours; I choose who I work with and what direction to take the business in. I get to be me for the first time. Small business is not for everyone, but three years on, I LOVE IT! In that time, I have also found out that I prefer working in silence by myself. I have gone from an extrovert scientist to an introvert creative. And trust me - it took a while to shake Zookeeper Zoe and become CEO Zo.
From my background I also knew that from the ground up, I wanted to have an ethical and sustainable business. Each choice I make in my business I want to do the best I can with the resources available to me. From choosing natural fabrics, to compostable and biodegradable or recycled packaging garments are sent in or labelled with. The fashion industry contributes greatly to environmental impact, and I want my small business to have as little contribution to that as possible and pave the way for others also stating out to do it in the best way possible with the least amount of waste and impact on nature.
With the manufacturer and doing the course I worked on my designs. I drew up 5 designs and they became tech packs, and 3 went to sampling and production. I collected my first range, a cardigan, a tee and tracksuit pants in January 2025 and launched in February, 18 months since I had left zoo keeping. In August 2025 I released a 4th piece – and hero garment, the linen pant.
And as I sit here today, I still believe FlightWear is the only Australian Brand that focuses on travel wear. I look at what I have built in the past three years. Ive released 2 collections, with 4 pieces each in two colourways – across 5 sizes, which creates 40 SKUs (individual items). There is also compostable slippers, a tote bag and a cap (which has recently sold out!). I have had a shoutout on the Content Sells podcast, spoken at RMIT as a guest for the diploma in fashion. Last week FlightWear’s Instagram just hit 1,000 followers, I have posted over 550 posts and the most popular reel has over 5,000 views. This weekend I am doing my 7th market/pop up, and I have another four booked in for the end of the year. My website has had nearly 10,700 visits from over 50 countries (even though we currently only sell in Australia). And I hit 5 figures in revenue. Each week I am making small conscious steps in building FlightWear.
This year my theme has been consolidation. I feel like these first three years have just been the traineeship. I now have a better hold of everything that’s involved. I have done a tonne of learning through networking, seminars (check out your local council and state business chambers - they have fabulous resources), and now ready to put the learning into practise. Of all the clothing available in Australia, only 3% is made in Australia. FlightWear is a tiny part, but very proud to be a part of that 3%. Here’s to continuing the journey! And remember – You’re Awesome!
