Minimum effort for maximum style with Wolfe and Ordnance

Image by @weartriibe 

Dani Odgers is the visionary behind Wolfe and Ordnance. A high end clothing boutique located on Brisbane's James St, in the Luxe Calile Hotel.

Starting the boutique from humble beginnings while still in university, Dani's passion and persistence paid off and has led her to since open multiple boutiques. 

Dani shares with us her founding belief for the store, and how staying true to the brand has played a key role in the evolution of Wolfe and Ordnance. 

Q1: Hi Dani, welcome to the Woman Of Series! Can you tell us what it is you create?
I created a space that features a select edit of in-demand Australian and International designers. Wolfe and Ordnance was founded on the belief that minimal effort should yield maximum style, and all of the garments in this boutique are selected accordingly.


Q2: What inspired you to start Wolfe and Ordnance?
I was inspired by my love of fashion. I started the company as a small online store and ran the business out of my spare bedroom in a rental house in Newcastle, NSW.

I started the business in my last year of University and at the time we could only muster one designer to come on board, it was a struggle to say the least. The apartment at the time was located on the corner of Wolfe Street and Ordnance Street, so it was very fitting that the name would be Wolfe and Ordnance and your online parcel would arrive from Wolfe and Ordnance on Wolfe Street, Newcastle. However from humble beginnings the company changed and evolved and within two years we had opened two retail stores, one on Crown Street, Surry Hills and another in Forster/ Tuncurry both carrying multiple designers and labels and striving to bring the best in Australian fashion to our loyal customer base.

Following a personal decision to move closer to family, I picked up our successful Sydney store and relocated it into Brisbane where we found our forever home in The Calile Hotel on James Street, Fortitude Valley (We love it up here!). We are now in our 7th year of trading and while our name carries its own now here in Brisbane, it stemmed from a dream and a little backyard business in Cooks Hill, Newcastle.

As the saying goes - From little things big things grow.


Q3: How do you break the mould and create a point of difference with Wolfe and Ordnance?
By staying true to your brand strategy. Wolfe and Ordnance was founded on the belief that minimal effort should yield maximum style. This founding principal lives and breathes through our product selection, our people and our customers.

It’s hard not to get caught up in wanting to please all consumers, but you simply need to do what you do and do it well!

Q4: What single tool or strategy have you found invaluable to your business so far?
Find a strong mentor, be inspired and inspire.


Q5: How does Wolfe and Ordnance relate to your personality and who you are?
I see my personality in everything that we do. The brands we carry, our ethos and the way we style. Wolfe and Ordnance gives me joy and I pour my joy into the business. 

One of my favourite things about the boutique fashion industry is that you visit beautiful boutique stores up and down the east coast and you get an insight into the inspiration and the personality of the people that created them and experience the artistry in the spaces and collections they’ve put together.


Q6: What is your big hope and dream for your work?
To continue what we do for as long as we can. Growth is my main hope for the business. However, as business, we do our best to take hope out of the equation and set goals to make our dreams come true.


Q7: What is the last thing you read, listened or watched that inspired you, and how?
Frida. It’s an oldie but a goodie and is a wonderfully put together movie about a strong and powerfully inspiring woman. She is an amazing, beautiful, exceptional artist and a strong female character who dared to challenge the norm. I would love to distill those values and pour them heart and soul into pushing forward in this world as a business owner and a woman.

Q8: What are your top 3 superpowers?
Drive, determination and passion.


Q9: We’re all about women inspiring women. Who inspires you?
The great women who we work with everyday who have worked through thick and thin and created such beautiful and successful businesses. Most of our designers we have worked with from the beginning and it’s been so nice to watch our businesses grow and flourish together.


Q10: What advice would you impart on the next generation of women, and women in business?
Owning a business is a roller-coaster ride, you can’t have the ups without the downs. Your ability to overcome the downs and champion the ups is what will make you truly successful in business. Take the risk, work hard, go along for the ride and it just might pay off.