We love stories.
We love stories so much, we want TO share yours with the world.

We also love business. Can you see the link here?

Good stories make good business.


Hello! I’m Katarina Kroslakova, the Director of Primary Ideas, bringing almost 20 years’ experience writing for, consulting to and editing respected national publications with global reach.

My career spans eight years as editor of the Australian Financial Review’s Life & Leisure and Luxury Magazines, as well as working for a high calibre of media outlets across Australia including Fairfax Media, News Ltd, Pacific Magazines, Bauer Media, the ABC and Macquarie Radio Network.

In addition to writing and editing, I work regularly with media outlets across Australia offering commentary and expert opinion on the business of lifestyle and luxury, with topics covering retail, food, fashion, arts, travel, retail and motoring.

Together with my team of some of the best editors and content creators in Australia, we’re ready to share your story with the world and turn it into good business.