Total Image Group (TIG)

Fashion-Forward Leadership

Keeping favorable aesthetics in mind that ‘work’

In an industry where first impressions matter, Pamela Jabbour, CEO of Total Image Group (TIG), has made her mark by bringing fashion-forward designs into the traditionally conservative uniform space. Founded 19 years ago, TIG now dresses over 350,000 Australians daily, blending functionality with style to create a workplace wardrobe that tells a story. Built on family values and innovation, the company has become a significant player in the uniform industry with no signs of slowing down.

Fusing fashion and function

For Jabbour, entrepreneurship was part of her upbringing. Growing up with a father who ran a successful fashion manufacturing business, she saw the impact of invention and determination firsthand. “My dad was an entrepreneur with a successful business producing shirts and suits for major retailers,” Jabbour recalls. “He was one of the first Australian businesses to set up an office in China, bridging that manufacturing gap when no one else was.”

This exposure gave her an early understanding of the fashion industry and a passion for business. While studying marketing at university, Jabbour was intrigued by fashion’s role in brand identity and how first impressions shape experiences. “I was really passionate about the power of dressing the part and how what you wear impacts how you feel,” she explains.

That insight was the seed that led to the founding of Total Image Group. Jabbour saw a gap in the uniform industry where fashion and function rarely met. “Nineteen years ago, the uniforms’ options were limited unless you were a bank or an airline. You had minimal women’s styles, boxy cuts, and polyester fabrics that didn’t represent the companies they served,” Jabbour notes.

With a vision to create fashion-forward uniforms that also served practical needs, Jabbour launched Total Image Group, leveraging her father’s experience in manufacturing while adding her flair for design and brand storytelling. “Our goal was to make great uniforms that represented the brands they stood for. We wanted to create uniforms that employees would feel good wearing,” she says.

From learning to leading

One of Total Image Group’s unique aspects is its deep family involvement. Jabbour’s father, who initially helped guide her through the business’s complexities, now serves as TIG’s Chief Financial Officer (CFO). Her husband, who joined the business a few years later, plays a role in project management, IT, and operations. However, Jabbour stresses that working with family requires careful navigation.

“Initially, my father had a much more active role, and I was learning from him. But as the business grew, we had to figure out the balance. We had a conversation where I said, ‘There can only be one leader, and I’d like to captain the ship.’ Fortunately, he was very comfortable with that, but it was a moment of growth for both of us,” Jabbour reflects.

Similarly, Jabbour’s relationship with her husband in the business required boundaries and clear communication. “We drive to work in separate cars to avoid unnecessary arguments over things like who’s ready first,” she laughs. “And we’ve set rules about separating work from home life. If a conversation about work gets too heated at the dinner table, we’ll pause and pick it up the next day at work.”

This approach has allowed them to maintain a healthy balance between their personal lives and their roles within the company, ensuring that work does not overshadow family time. “Working with family has its challenges but also gives us flexibility. My husband’s project-based role allows him to do school drop-offs and pick-ups for our boys, and that’s a huge benefit.”

Adapting to the changing world

For Jabbour, innovation is at the heart of Total Image Group’s success. She believes in constantly pushing the boundaries of what a uniform company can offer. “One of our values is being game changers,” Jabbour says proudly. “I always remember a quote I heard from the CEO of Sportsgirl: ‘Innovate or die.’ That has stuck with me throughout my career.”

When TIG first launched, Jabbour was just 21 years old and brought a fresh perspective to an industry that had long been stagnant. “I came into the market with the best website and marketing strategy, which helped us stand out,” she recalls. “But I’ve never wanted to rest on that success. We’re always looking for ways to be different, whether through technology, customer experience, or design.”

One of the ways Total Image Group has continued to transform is through its use of technology. The company offers clients custom online portals to login and manage uniform orders. “While we’re not a tech company, we use technology to enhance our services,” Jabbour explains. “We’re exploring how AI can help streamline our processes and improve customer experience. It’s about staying ahead and adapting to the changing world.”

Mutual respect and growth

Total Image Group’s success is also built on solid supplier relationships. Jabbour emphasizes that these partnerships are an integral part of the business, and the approach is one of collaboration rather than demand. “We don’t have one key partnership, but we treat all our suppliers as an extension of our business,” she says.

Rather than focusing solely on price and product, Jabbour believes in open and honest communication with suppliers. “It’s easy to go in and demand the best price, but that’s not our approach. We want to grow with our suppliers and create a mutually beneficial relationship. We’ve built a reputation for being respectful and transparent, and that’s helped us succeed.”

Creating moments of connection

One of the most important lessons Jabbour has learned as a CEO is the value of building a strong company culture. In the early days of Total Image Group, the focus was primarily on sales and marketing, and she admits that she didn’t give much thought to the importance of culture. “I hired fast, hired cheap, and fired slow,” she says candidly. “Managing people is hard, and I had to take a step back and think, ‘Do I really want to run a business that involves people?’”

The turning point came when Jabbour realized that culture couldn’t be an afterthought—it had to be an integral part of the company’s DNA. “I created what we now call a ‘culture calendar,’” she explains. “It’s a way to ensure we’re building fun and learning opportunities for the team throughout the year. Without it, those moments wouldn’t happen.”

From hot chocolate days in winter to trivia nights hosted at the office, the culture calendar combines small and large events that unite the team. “It doesn’t have to be expensive—it’s about creating moments for connection,” Jabbour says. “Our HR team also incorporates key dates around diversity and inclusion, ensuring that culture is tied to our values as a company.”

The impact of this focus on culture is evident in TIG’s employee retention rates. Many staff members have been with the company for over a decade, and new hires often cite the company’s culture as one of the main reasons they joined. “When I hear people in the team talking about how much they love working here, it’s a testament to the work we’ve done on building a positive environment,” Jabbour says.

Leading by example

Community is another core value at Total Image Group, and it’s a value that Jabbour is deeply committed to. “For the longest time, I struggled with how to give back as a startup,” she says. “I thought you needed a lot of money to make a difference, but I’ve learned that’s not the case.”

Today, Total Image Group is involved in various community initiatives, from toy drives for children’s hospitals to blood donation drives for local blood banks. “We regularly donate our time, whether making sandwiches for local schools or organizing blanket drives for the RSPCA,” Jabbour explains. “It’s about creating awareness and doing things as a group.”

Beyond these initiatives, Jabbour also focuses on reducing the company’s environmental footprint. “We’re constantly looking at how we can do better regarding waste management and sustainability,” she says. “We want to lead by example.”

Ambitions and certifications

As Jabbour looks ahead, the vision for Total Image Group remains ambitious. “In the next five to ten years, I see us being the largest privately-owned uniform company in the country,” she says confidently. “We’re already working with some of the biggest names in retail, healthcare, hospitality, government, early education, and fitness, but we want to work with all of them.”

Another goal is to achieve B Corporation certification, a mark of the company’s commitment to social and environmental responsibility. “We’ve hit the midpoint in the process, and whether we get the certification this round or not, it’s about the journey,” Jabbour says. “It’s about learning, evolving, and making sure that every decision we make has a positive impact.”

Trusted partner for major brands

Over the years, the company has been trusted to create uniforms for major brands, including designing the Australian Winter Olympic team’s uniforms and the famous checked shirt for Australia’s supermarket chain, Woolworths. “When a major brand needs a redesign, we want Total Image Group to be the first name that comes to mind,” she says.

Jabbour focuses on the core values driving TIG’s success as the company grows—innovation, community, and culture. “We’re passionate about what we do, and we’re always looking for ways to do it better,” she says. “The future of uniforms is fashion-forward, functional, and full of possibility, and we’re excited to be leading the way.”

AT A GLANCE

Total Image Group (TIG)

What: An Australian-owned family business that designs and supplies custom, fashion-forward uniforms.

Where: Headquartered in Marrickville, New South Wales, Australia

Website: https://totalimagegroup.com.au/

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