CORK woman Stephanie Lynch founded OnTheQT as a travel blog 11 years ago.
The idea came to her as a way to show places “off the beaten track”, so fellow travel enthusiasts could avoid the tourist traps and discover “hidden gems.”
Now she is ready to take her brand to the next level as she launches her own range of fleeces and swim robes inspired by her travels.
The idea for OnTheQt came when Stephanie saw a gap in the market for something different in the travel blogging space.
She said: “I noticed a lot of people came to Ireland and went to the tourist attractions. I wanted to show [places] off the beaten track.”
The platform soon expanded to include thousands of blog posts and travel tips on Ireland and international destinations such as Iceland, USA, and Australia.
At the time, social media was still evolving and nowhere near as saturated as it is today. Stephanie had studied TV, radio and new media in IT Tralee, and always had a “big interest in media”. She used her skills to write engaging posts, make and edit videos, and build a strong brand online. OnTheQT became a go-to source for adventure-seekers.
The business grew thanks to the support of the Ignite Programme in UCC. Stephanie said this helped turn OnTheQT into a viable business: “I had the creative side, but didn’t know how to make it a business.”
Her brand went from strength to strength, until Covid hit, bringing the travel industry to a standstill.
“It was like watching everything you’ve worked so hard for fall apart in front of your eyes,” she said.
During this challenging time, Stephanie took the “opportunity to look at OntheQT with new eyes, to bring it to the next level.”
She recognised that “the content creation world had changed and become saturated,” and that it was “time to add something new”.
She knew she had to diversify, so she went back to her media skills and worked on TV shows and radio, while behind the scenes she started work on her first clothing line.
The new range, which launched last week, features fleeces and swimming robes. Stephanie say they are a reflection of the brand, and “not your typical” clothing line. She noticed that a lot of the fleeces on the market were quite plain and similar to each other.
“There was a gap in the market for fleeces that stand out,” she said.
OnTheQt fleeces and robes will have “strong, vibrant patterns” inspired by Stephanie’s travel adventures, such as “sea swimming in Ireland” and “tropical vibes from global experiences.”
They will be made to last, and Stephanie said she has washed the prototypes multiple times to test their durability.
She has worked closely with Morris Fashion Consultancy on the pieces in the collection, and they have helped to bring her vision to life. The clothing line has been two years in the making, and it has been important to Stephanie to “take the time to make sure the fit and quality is right”.
She has also consulted people with experience of the great outdoors to get their input on what they want from these pieces.
For example, Steph learned that “swim robes can be heavy,” so has made sure that “ours are light, but will still keep you warm”.
If launching a new clothing line wasn’t a big enough undertaking, Stephanie embarked on her biggest adventure yet last year when she became a mum to Rose. Having a baby hasn’t curtailed her appetite for travel, though.
“Everyone said when you have a baby you won’t travel,” she said,
Everything does change, but we really enjoy bringing Rose with us. When she was three months old we went to Australia.
Stephanie loves seeing the world through her daughter’s eyes.
She said: “It’s changed how I travel, but changed it for the better. It’s exciting, as everything is new for her.”
Although she had originally hoped the clothing line would be launched before Rose was born, the timing worked out well in the end.
She completed the initial designs, and then Morris Consultancy took over while she was on maternity leave. The it was “all system go” on her return. She recalls “samples arriving when I was about seven or eight months pregnant,” and her sisters coming over to try them on as she couldn’t fit them over the bump.
Looking ahead to the future, Stephanie said there is more to come with OnTheQT clothing.
The initial launch is a “taste” of what’s coming, and she will be adding to the range and growing it. But for Stephanie, it’s important to try and test everything first.
“I won’t launch anything I’m not 110% sure of,” she said.
OnTheQT clothing is available on www.ontheqt.ie