Pip Edwards Unveils New Business and Romance!

After two decades in fashion retail, is stepping into a new chapter.

The 45-year-old has launched an investment company, turning her focus to backing businesses across wellness, health and travel.

She spoke to the Daily Mail about the pivot on Tuesday while attending a promotional event for Biolae, an Australian brand specialising in supplements for perimenopause and , where she is also an investor.

Pip said a major personal shift prompted the move.

'I've been working really hard for 25 years and my son moved overseas, so I had a big life shift. And then I was like, "I've got all this experience, I have all this working knowledge, and I want to package it in a way that gives back, that I'm passionate about, that I can then invest in different ways."' 

Pip added that she's now prioritising purpose alongside success: 'You always do what you've always done, and you always get what you've always got. So I've had big life changes. Now, this is my time on my terms. My way. It's a privilege to be able to do this.'

Biolae proved a natural fit. 

Pip entered perimenopause at just 39 and has been candid about her experience with symptoms including hot flushes and exhaustion.

Addressing guests at the event, she revealed: 'On the outside I probably looked exactly how I always have. Strong, in control, capable, even unstoppable, a fierce hustler. But behind the scenes I was struggling in a way I couldn't explain.'

She continued, 'I was exhausted but wired, anxious for no reason, extremely emotional at times that didn't make sense. Constantly in a confused state of mind, I felt deeply isolated and misunderstood.'

Now both a shareholder and strategic advisor, Pip said her involvement is deeply personal.

'This is life and it deserves to be understood, supported and spoken about openly. That's why I've joined the team at Biolae and that's why it's a personal journey for me as well.'

Pip's career reinvention has also played out publicly.

In January, Pip parted ways with Ksubi, shortly after being caught up in the Bondi Beach terror attack on December 14  - an experience that left her shaken. 

She and her friend were left trapped under a van and surrounded by two gunmen during the deadly attack after spending a day at the beach.

The P.E Nation fashion designer addressed her harrowing 15-minute ordeal in a lengthy Instagram post.

She described the attack as a 'crazy, wild, and unnecessarily brutal' act that unfolded 'among innocent people enjoying a glorious Bondi summer's day'.

Pip said she and her girlfriend Jess were leaving the beach and heading home when the shooting began, with the gunmen opening fire just metres behind them.

'The gunman fired his first round of shots right behind my girlfriend and I as we had just passed the bridge where they were standing, heading in the direction of the Jewish event/celebration on the Bondi grass,' she wrote.

'We immediately ducked between two parked vans as the shots continued to fire incessantly, and quite literally as close as two metres away.'

The pair were forced to take cover under one van as the gunmen circled above them.

The attack at Australia's most iconic tourist destination unfolded as hundreds gathered to attend the Chanukah by the Sea event, marking the first day of Hanukkah.

Addressing speculation around her exit from Ksubi after the ordeal, she told Daily Mail on Tuesday: 'Everything was good. I just had a big life change.' 

Reflecting on the traumatic shooting, she added: 'There are silver linings to all of that and it's perspective, and it's what really matters. So, as dramatic as that was, and traumatic, you've got to be conscious about flipping the script.'