MEL COLMAN
About
Mel Colman is a business advisor and creative with two decades of business experience, including fifteen years in the fashion and lifestyle industry.
Most notably, Mel spent over a decade as General Manager of Zulu & Zephyr, helping shape its evolution from an emerging swimwear label into a globally recognised, eight-figure lifestyle brand. Her experience combines commercial understanding, operational leadership, and a strong creative instinct.
Having worked across the breadth of business, from brand development and product strategy to financial performance, operations, retail, wholesale and international expansion, Mel is equally comfortable in creative and commercial conversations. Her perspective is shaped by an understanding of how the two intersect and the importance of balancing creative vision with commercial performance.
Curious by nature, Mel’s interests have always extended beyond business into fashion, interiors, art, design and culture. A natural observer with an appreciation for considered ideas and thoughtful design, she brings that same sensibility to the people and businesses she collaborates with.
Today, Mel works independently with founders and growing brands through her advisory practice, The Business Behind the Brand. Beyond her career, she’s a mother of two and a lifelong learner, sharing her perspective on work, life and everything in between through writing on Substack and creative projects.
The Business
Behind the Brand
The Business Behind the Brand is an independent advisory practice for founder-led fashion, lifestyle and beauty brands.
A modern roundtable bringing together independent thinking, commercial expertise and honest conversations to challenge assumptions, exchange ideas and shape more considered business decisions.
Growth is rarely linear. Every business moves through periods of momentum, uncertainty and change. As businesses mature, so do the demands on their founders, teams and operations. The strategies, structures, and capabilities that supported one stage of growth may not be what the next stage needs.
Ways of Working Together
Every business is different, and so is the support it needs. From focused strategic sessions to ongoing advisory and fractional leadership, each engagement is tailored to the needs and stage of the business.
Areas of focus may include:
Commercial strategy and financial performance
Business planning, budgeting and forecasting
Product strategy, range architecture and pricing
Retail, wholesale and distribution strategy
E-commerce performance and digital growth
Brand positioning and market expansion
Operational structure, systems and efficiencies
Team structure, leadership and accountability
Growth opportunities and strategic priorities
Strategy Workshop
A focused session designed to step back from the day-to-day and take a broader view of the business.
Together, we'll explore opportunities, identify priorities, and establish a clear direction with a practical path forward.
Advisory Partnership
Consistent access to senior-level commercial expertise, without the commitment of a full-time hire.
A trusted advisory relationship built around regular strategic conversations, commercial guidance and accountability, providing continuity and clarity as the business navigates opportunities, challenges and change.
Fractional Leadership
Senior executive leadership embedded within the business, combining strategic direction with hands-on operational leadership and commercial accountability, without the commitment of a full-time executive.
More than an advisory role, each partnership brings experienced leadership into the day-to-day, taking ownership of key business priorities, strengthening financial performance, building team capability and driving the operational and strategic decisions that shape long-term growth.
In Good Company
“Mel joined Zulu & Zephyr during its early stages and played a pivotal role in helping transform the business from a small, founder-led company into a recognised global fashion brand.
Throughout her 11 years with us, she combined strategic thinking with operational excellence, helping drive our wholesale growth, establish key domestic and international partnerships, and implement the systems and processes that continue to underpin the business today. Her ability to strengthen reporting, improve overall business performance and build strong teams earned the respect of colleagues, suppliers and stakeholders alike.
Mel’s contribution has been significant, and her impact on the business will be felt for many years to come.”
Candice Rose-O’Rourke
Co-Founder & Director, Zulu & Zephyr"We've now worked with Mel across two years, and each time she has brought clarity exactly when we needed it most.
Most recently, she helped us prepare our next 12 months financial strategy to maximise profit, lower MER and better forecast our cashflow.
Mel has been a true champion of our brand, is so open in sharing her knowledge and experience, and the fact we keep coming back to her says everything.
I look forward to continuing our relationship with her for years to come.”
Fabienne Costa
Founder & CEO, YCL Jewels“Working with Mel has been one of the best decisions I’ve made for myself and my business. She isn’t about a generic, one-size-fits-all approach. She truly understands my values and the vision I have for my brand.
Working with her has been transformative—from reviewing costs and margins to making sense of social media analytics, to simply having someone experienced to bounce ideas off. What has surprised me most is the reassurance and clarity she’s brought to my business. I no longer feel alone in the challenges of running it.
What started as a one-time session quickly became an invaluable ongoing partnership.”
Frédérique Lessard
Founder & Creative Director, Les Basics
