The One Thing This Cult Australian Label Did Differently

Amanda Stavropoulos

Byron Bay-based bohemian fashion label Spell Designs has enjoyed enormous success and gained a major cult following since it launched seven years ago. Founded by sisters Isabella Pennefather and Elizabeth Abegg in 2009, their savvy social media skills (627,000 Instagram followers and counting) and huge celeb fan base (Miley Cyrus is often snapped in the store), has helped them succeed in a notoriously tough industry. But there’s one clever shift the label made in its early days, that’s been critical to its success.

Spell Designs caters to girls who want to achieve a relaxed, boho vibe, but if you dig a little deeper, there are pieces in the collection for every girl. From kimono jackets, to maxi skirts, and little lace dresses, there’s a piece that can slip into any wardrobe.

We sat down with the sisters to discover what they did differently that’s been integral to the growth of the label today. Keep scrolling to be inspired! 

Do you own a business? What have you done differently? Share in the comments below and then shop Spell Designs if you're feeling inspired!

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