Initials monogrammed on chic leather accessories – a seemingly simple business plan less than two years old that is expected to net its savvy owners $15 million by the end of 2016.

What started out as a hobby blog has turned into a multimillion dollar, international fashion business for The Daily Edited designers, Alyce Tran and Tania Liu.

Australian personalised accessories brand The Daily Edited has signed Hailey Baldwin as new brand ambassador. Credit:The Daily Edited

Launched in August 2014 on Instagram by the two friends, who met as graduate law students working at the prestigious Allens law firm in Perth, the business has turned over just under $5 million in 2015. Tran and Liu expect that figure to triple this year thanks to an aggressive new business strategy.

The lawyers-turned-entrepreneurs have just announced their international campaign starring model Hailey Baldwin, 19, daughter of The Usual Suspects actor Stephen Baldwin, and aptly named her three-piece capsule collection #TheHaileyEdited.