4 December 2014, Written by Laura Daquino


DOUBLE happiness and financial prosperity - that's the aim of the sister act in charge of end-to-end business consultancy XiXi Lu.

Dani-elle Davidson, one half of the duo, admits the business name - pronounced She She Lu - is somewhat of a "double-edged sword" that she stumbled upon serendipitously. 

However, as a co-founder of a marketing operation, you can bet extensive market research took place before launch.

"XiXi Lu generates a lot of buzz and produces high-ranking search engine optimisation - it's a bit of a marketing ploy," says Davidson.

"It's a namesake to the street I lived on in China while studying, and translates to double happiness and financial prosperity, which is exactly what we are trying to do as a duo.

"We also love the attitude China employs to business relationships and in a behavioural sense, something that we try to emulate."

Davidson, a former corporate litigator, and her sister Paula Grant, a former marketing executive, started XiXi Lu as a marketing and public relations business in 2012. The company has since grown more than 260 per cent from the end of that financial year to the most recent financial year.

"As we went behind the scenes with clients we realised that marketing can only take you so far," says Davidson about quickly adopting a corporate consultancy model.

"We are committed to going behind client walls to really raise product and service quality, Paula through marketing and myself through business advisory."

Davidson says they are conscious of growing too quickly too soon, and instead are focused on "building a sustainable business".

"Our greatest collective strength is our attitude to work as a young lawyer, I became accustomed to working 16 hour days for little remuneration," she says.

"Contrary to how it is trending at the moment, entrepreneurship isn't always glamorous, and in the early days especially it is all about building strong foundations.

One way Davidson and Grant are doing this is partnering with bigger organisations. They are the founders of the Marketing to Millennials Excellence Award which runs with the support of partners including Griffith University to offer secondary and tertiary students the opportunity to win a trip to Singapore to meet with business leaders and investors. 

"We saw it as a great opportunity to give our business a backbone and also fitting when we reflected on how honoured we are to be recognised for awards in our early days.

"We wanted to give back to Griffith for such valuable educations and providing us with bright-minded interns over the past couple of years."

Picture: L-R, Dani-elle Davidson and Paula Grant

Author: Laura Daquino Connect via: Twitter LinkedIn





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