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Brand You, Brand New. 

Refresh, recharge, reclaim …

Are these all things you'd love to have happening for 2020 in regards to your own Personal Brand and Style ?

Maybe all you really want is to be able to easily, joyfully and sustainably, style the sh*t outta life amongst the everyday chaos . 

This is your opportunity.

3 hour Masterclass & Workshop 

3 friends in real life 

3 killers stylists for your real life. 

Cate Massi (aka @individualstyle101, Sarah Merrett (@SarahMerrettstylepitstop) and author of sold out style & self love guide "Dare More, Care Less ® " Sally Steele (@STEELEMyStyle) together are  The Friday Collective .

you will get to explore all the elements you need to feel 

  • Yourself again
  • As though YOU are YOUR Brand
  • Elevated and organised 
  • Injected with Self Love, Oomph & Confidence
  • Ready to tackle 2020

Ready to give back some Energy, love and joy to yourself!

Boomtown … Let’s Do This !


When: Sunday December 1st - 1pm - 4pm

Where: The Calile Hotel , 48 James Street, Brisbane 

This 5 Star laidback luxury urban resort hotel completely changed the hotel game when it opened in Brisbane just over a year ago - where better to love yourself a bit more and elevate your personal style than in these incredible serene and stylish surroundings. 

As well as the expertise, guidance, advice & practical takeaways from 3 of Australia's most joyful and authentic Personal & Fashion Stylists and business women, you will enjoy.

The Calile - Afternoon Delight 

- Daily chef’s selection of gourmet ribbon sandwiches

- Freshly baked scones with whipped vanilla cream and strawberry preserve

- Served with tea and coffee

- Glass of bubbles or wine to celebrate the end of the day with Sarah, Cate & Sally ! 


Your Investment: $350 AUD 

* strictly limited to 21 attendees 



3 friends in real life. 3 killer stylists for your real life. 


Sarah Merrett 


Lover of all things fashion and style since a young girl, with a longtime dream of moving into the styling world; it was only after having her first child that this passion became a reality for Sarah Merrett. Teacher Librarian by trade, maternity leave gently and organically led her to the place of becoming an Accredited Personal and Fashion Stylist.

After seeing so many friends and women around her feel as though they had ‘lost their way’ after having children, she was determined to keep her own vibe and wanted to support and empower other women through this process. 

She now works with a broad range of local brands, has steadily growing her personal styling client base and hosts regular styling workshops in a wide variety of settings. 

This passion has continued to evolve into speaking at a range of community, charity and school events, including Cystic Fibrosis Queensland, Rotary, Nundah State School Annual Ladies Luncheon and now The Friday Collective; to promote a sense of self love and well being. 

In more recent times, she has also added branding into her toolkit, working with a small businesses on accelerating their brand and presence as well as startup her own family sun & style conscious label TJKnights 

Away from the teaching and styling worlds, Sarah is a wife, mum to Matilda and Kit, an Australia Zoo Wildlife Warrior, an avid reader and campaigner for all things love, laughter and Brisbane.



Cate Massi 


"Wardrobe Whisperer - Cate Massi prides herself on supporting women, by taking the stress out of what to wear.

By supporting women in change rooms all over Queensland for the last 11years, Cate has seen first hand the positive power of feeling good on both the inside and outside and how these good energies filter into everyday life with family/friends/work.

Styling over 2000 women over the last two years as resident stylist at Indooroopilly Shopping Centre and listening to what women wanted and needed, really resonated with Cate and that’s as individual as we all are with our own personal stories our commonality is the same and that’s wanting to feel our best"

Cate is also regularly called about to style ad campaigns, host fashion shows & styling workshops for brands, charities and brisbane businesses including Frankie4 Footwear, Next hotels and 97.3FM.

By sharing her realistic Styling tips and tricks, on how to best represent who you are OR who you want to become by learning to shop with purpose to curate your personal dream wardrobe.

Cate is overwhelmed and humbled by the amazing strong women she gets to work with and is fully committed to empowering women and supporting the Sisterhood.

When she's not styling up a storm, Cate is rollerskating, biking or surfing with her two teenage boys and husband, heading off to Zumba, pilates and yoga or out enjoying Queensland's incredible food & art scene.




Sally Steele


Born in Glasgow, Sally Steele has lived, studied, travelled & worked extensively in Europe, Asia & The Middle East before emigrating to Sydney, Australia in 2001.

Sally's early career saw her work in Japanese Market Analysis, Brand Direction and Trend Forecasting for Evian, The Body Shop & Calvin Klein before developing her career in Marketing Communication, Events and Strategic Consultancy with clients across film, TV, fashion and lifestyle. 

After moving to Brisbane in 2009, to help care for her mother with breast cancer and her terminal ill father, Sally's branding arm of the business evolved into personal styling, wardrobe reviews, mindset coaching and mentoring for women facing identity, style, career and business challenges.

After working with thousands of women in their wardrobes and instores, Sally realised that she could help more women express their individuality if she helped them have a Mindset Makeover and become their boldest selves. 

In 2016, Sally set up #SpotMyStyle #realstreetstyle hashtags on instagram to celebrate individuality, beauty diversity, ageless style and happy self expression and help inspire her styling clients. The now global movement has surpassed 170k posts with women of all ages, styles, sizes, shapes and ethnicities involved.

A natural optimist and believer that "Self Love is your superpower" , Sally self published her debut book in August 2019 after her decade in styling and wardrobe curating for thousands of Brisbane women. 

Dare More, Care Less ® creates a new genre - a style, self-help book. It sold out within 9 weeks and is now in its second print run. 

Sally lives in Brisbane with her husband, 2 young daughters and scruffy dog Toto and when she is not working or ferrying and cheering on kids at their various activities, she loves getting active and hanging in nature enjoying good friends, beautiful food and the incredible Australian outdoor lifestyle.