The ups and downs of Ugg Boots


Dawna Jones talks to Brian Smith, founder of Ugg Boots, about the ups and downs of his journey and the lessons he has learned that helped keep his spirits alive when all seemed lost.

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Love them or loath them, Ugg Boots are one of those instantly-recognisable brands that has spread across the world from small beginnings back in 1978. But for Ugg's founder, Brian Smith, success hasn't been plain sailing and his journey has has its ups and downs.

Earlier this year, Dawna Jones met Brian Smith to discuss what it takes to weather the uncertainty of being an entrepreneur. As he talks about the Ugg Australia story, he shares some philosophical lessons learned that helped keep his spirits alive when all seemed lost. In this interview Dawna discusses:

  • The beginnings of the UGG brand
  • The lows and highs of the company's fortunes
  • What Brian relied on to bounce back when the worst happened
  • How you can apply his experience to your personal situation


Evolutionary Provocateur

Dawna Jones
Dawna Jones

The Evolutionary Provocateur bi-monthly show is for executives, managers, and supervisors (OR for leaders at all levels) who have noticed that it is not what you know but who you are that has the biggest impact.

Dawna Jones, the show's host, believes that by raising awareness and understanding we can make a quantum leap to a new level of innovation in business - but it has to be done collectively.

What better way to do it than by provoking the evolution of how you see yourself and your role!

Find out more about Dawna at