Sally Crinis - Founder, Stella & Co

Meet the Founder of Stella & Co, who specialise in project management of events, activations, sponsorship and brand experiences. Read how SL|C and Stella & Co collaborated on a series of corporate events.

Tell us a little bit about yourself and what you do for a living in 3 words?
Passionate, Organised, Driven.

How did Stella & Co come about?
These qualities all lead to my development and creation of my business Stella & Co founded in 2017, which specialises in project management of events, activations, sponsorships and brand experiences. I have been in the industry for 18 years so the desire to go out on my own felt only natural and a challenge I wanted to take on. I have had some amazing experiences through work and with 11 years at Crown managing the events team I had the pleasure of working on some incredible projects with inspirational people. The main thing I have taken away from those years is the experiences, friendships and an amazing business network. The other hat I wear is being a wife and mum to our gorgeous 3-year-old Sofia and another baby girl arriving in April. Family is always number 1 and these early years for Sofia and the new baby I really cherish working from home and being able to be flexible with my schedule

What’s your main source of inspiration?
For me inspiration is something I find in everything I do from the people I meet, my travels and life experiences. I love what I do which inspires and motivates me to grow, persist and aim higher everyday as a person.

Do you frequently collaborate with suppliers and other companies? If so, what are the key characteristics to good team work and bring together a collective idea?
We collaborate frequently with suppliers and likeminded companies - the characteristics I believe are important are having clear direction, common goals, open dialog, being reliable and having fun along the way. We recently collaborated with Styled by Louisa Curtis on 5 projects – the dream team! I collaborate with my sister daily, who is a fashion stylist… we talk through work, life, family issues. Also, I love to collaborate with my old work colleagues, we continually ask each other for advice. It’s daunting starting a business and I have heavily relied on my networks to be where I am today.

What’s the scariest thing about your job?
The anticipation of what could go wrong on event day, but it’s those butterflies and nervous adrenaline that keep you on your toes and sparks you to continue to develop.

Can you share an experience where a project dramatically shifted direction at the last minute? What did you do?
Ummm this happens pretty much every week!
I’ve learnt to stay calm and work through the uncertainty and know there is always a solution.

Tell us about an idea you started that involved collaboration with your colleagues or suppliers that improved the business?
Bringing passionate minds together always delivers exceptional results. Collaborating with Styled by Louisa Curtis was a highlight for 2018 and delivering 5 major projects over Melbourne’s major events in a couple of months was a daunting task at the start but working together we did an amazing job (well I think so!). Louisa has a level of confidence in styling and visualising the end result that I really admire, her level of detail and passion really shines through and nothing was overlooked. We of course had a blast working together and the ability to laugh when sh!t hits the fan and work through issues was key. The projects would not have been a success without collaboration and has helped amplify my brand and business.

Sunline Suite Moonee Valley before
Sunline Suite Moonee Valley after


How do you react when faced with many hurdles while trying to achieve a shared vision?
I take on the approach that all problems have solutions and if there’s no solution then it’s not a problem it’s a regrettable situation hence I try to stay calm, level headed and work with the flow.

What’s the best piece of advice you’ve ever been given?
To be successful, you have to have your heart in your business and your business in your heart.
Just be true to yourself and listen as much as one is able to, to other people whose opinions you respect and look up to but in the end you can’t really worry too much by looking to the left and the right about what the competition is doing or what other people in your field are doing it has to be a true vision. “Anna Wintour”

What should everyone try at least once in their lifetime?
Following their dreams and letting go of their inhibitions

Words you live by?
Purpose is the reason you journey, passion is the fire that lights your way.

How do you define what it means to be an efficient and reliable employee?
There are many qualities and attributes that contribute to defining what it means to be an efficient and reliable employee. The five I favour most are:
- Write a to do list. Every. Single. Day
- Ability to Multitask 
- Being Adaptable
- Taking Initiative
- Honesty, ask questions
- Never stop laughing and having fun, in the end we are creating memories and experiences in our line of work, it’s not meant to be too serious!

Text or call?
Text - I’m always on the run, I don’t like voicemails – I’ll call you back when I can and text if its urgent. I can’t always take a call so a text is easy, straightforward and gives me flexibility to respond when I can. For example as I write this I am doing a tender proposal, responding to emails and have a toddler sitting on my back pulling my hair #workmumlife