A Conversation with Amanda Shadforth - On Creativity, Choice & Living Life on Her Own Terms

In our Saya Woman series, we speak to extraordinary women who share their experiences, insights and advice on life, business and everything in between. This year, we're recording the series and sitting down in person to create space for these amazing women and their stories. We hope they inspire you as much as they inspire us.

For our Saya Woman Series #18, we sat down with Amanda Shadforth.

1. Can you take us back to the beginning what was the moment (or feeling) that led you to start Oracle Fox? Did you ever imagine it would reach the likes of Chanel, Dior and the biggest fashion houses in the world?

If I think back to the very beginning, Oracle Fox really started as an extension of my art practice.  Before fashion, I was a painter, and I think that creative instinct  and the need to tell stories visually naturally evolved into photography and digital media.  At the time, I never set out with a grand plan to build a brand or work with global fashion houses; it was really just about creating something honest that reflected my perspective on art, style, and the world around me.

To see Oracle Fox grow from that quiet, creative impulse into something that’s connected with brands like Chanel and Dior has been surreal.  I never imagined it would reach that scale, but I think that’s the beauty of leading with creativity, when you follow the art rather than the outcome, the journey takes you places you couldn’t have planned.

2. You built a global career from right here on the Sunshine Coast, working at the highest level in luxury fashion, without ever relocating to Paris, New York or London. Did you ever feel pressure to leave, or did you always trust that staying here was the right path?

There’s definitely always been pressure to leave, it almost comes with the territory when you work in this industry. People often assume that to succeed, you need to be in Paris or New York or London, and of course there were moments when I questioned that myself.

But over time, I realised that what keeps me creatively motivated is the balance and ability to dip into that fast-paced, inspiring world of  fashion and art, and then come home to the Sunshine Coast where things slow down and I can reconnect with what really matters.  Being here allows me to breathe, to feel grounded, and to create from a place that’s genuine rather than reactive.

3. In those early years, was there ever a point where you almost walked away, or doubted whether it would all work out? What grounded you and kept you moving forward?

I think in those early years I tried not to overthink things too much.  I was just so grateful to have the opportunity to be creative in new and exciting ways whether that was through photography, art, or creative direction.  It all felt very organic, like one thing was naturally leading to the next, and I didn’t want to lose that sense of curiosity by worrying about where it might all end up.

Of course, there were moments of doubt which I think every creative can feel at times but what grounded me was always the act of creating itself.  When I focused on the work and the joy of making something beautiful, everything else seemed to find its place. I think that trust in the process, and in my own creative instinct, is what kept me moving forward

4. You’re a mother, an artist and a founder all at once. How has motherhood changed or shaped the way you work, create, or make decisions?

Motherhood has definitely deepened my perspective and, in many ways, simplified how I make decisions.  Now more than ever, I trust my instincts.  I’ve learned to tune out the noise and lean into what feels right creatively and personally. There’s something about motherhood that heightens your intuition, you start to sense when to push forward and when to slow down, and that same rhythm has carried into how I approach my art and balance out the projects.

5. People love to talk about “balance” but what does it actually look like for you behind the scenes? Do you believe it even exists?

Funnily enough I’m a Libran, so finding balance seems to be something naturally built into how I move through life.  But honestly, I’m not sure perfect balance really exists. I think it’s less about achieving some ideal state and more about being aware of the ebb and flow and knowing when to lean into work, when to slow down, and when to just let things be.

For me, balance is a journey not a destination. Some days I get it right, and other days everything feels a little chaotic but I’ve learned to be okay with that. It’s in those in-between moments where things aren’t perfectly aligned that some of the most creative ideas tend to surface. So rather than chasing balance, I try to focus on being present and staying connected to what feels authentic in the moment.

6. There’s a real sense of stillness and intention in your work. In a world that rewards speed and noise was choosing slowness ever a conscious decision, or just your natural rhythm?

I’ve learned over time that a peaceful, considered approach tends to bring out the best in me creatively.  I’m not someone who thrives in chaos and I like to take a moment to breathe, to really feel connected to what I’m creating.  That sense of stillness and intention isn’t so much a strategy as it is a reflection of how I move through my creative process. In an industry that can feel very fast and loud, I’ve found that slowing down allows space for authenticity and for the work to unfold in a more meaningful way.

7. Was there a turning point, mindset shift or piece of advice that changed everything for you as a woman navigating a creative career at that level?

When I was in primary school my teacher once said, ‘You should make your vocation your vacation,’ and that idea has stayed with me ever since.  I’ve really tried to live my life that way and blur the lines between work and passion so that what I do never feels like a chore, but an extension of who I am.  That mindset has shaped everything for me especially in the creative world, where it’s so important to stay connected to joy and curiosity. When you genuinely love what you do it becomes less about navigating the pressures and more about embracing the journey with a sense of purpose and gratitude.

8. Rituals often become an anchor for creative women - do you have any personal rituals, practices or routines that help you stay grounded or connected to yourself?

I’ve always loved being in nature,  surfing is a big one for me it completely resets my mind and keeps me grounded.  I also really enjoy yoga, it’s a quiet space where I can reconnect with myself and find balance. Those moments outside of work are where I recharge and often find my clear the way for fresh inspiration.

9. For the women who are just starting or are in the messy middle what’s something you wish more people spoke honestly about when it comes to building a life or career on your own terms?

I was never super interested in finance, but I’ve learned that having some fundamentals or at least someone around you who can help keep track of that side of things is really important.  As creatives it’s easy to focus purely on the art and the vision but understanding the business side even just a little gives you freedom and confidence to build something sustainable on your own terms

10. And lastly what is lighting you up the most in your world right now?

Lately I’ve been re-immersing myself in the arts and really enjoying attending more exhibitions, artist talks, and events.  Being back in that space of dialogue and inspiration has been so energising it’s a reminder of why I fell in love with creativity in the first place and is really motivating me right now.