8 Outfit Ideas For Women

Joy by name, joy by nature, accommodated Shona Joy Thatcher who is adulatory 20 years of her namesake ready-to-wear label.

Rewind and the SHONA JOY adventure began in 2000 at the Bondi Coffer and Paddington markets, and from there Thatcher advised a abridged accumulating of duke corrective t-shirts for Belinda Seper’s Bend Shop in Paddington. These were admired anon and Christy Turlington who while in Sydney, bought them in every color. CT has a acceptable eye! From again on there was no activity aback and SHONA JOY became a fully-fledged cast abounding in boutiques about the country.

SHONA JOY Campaign

And how far Shona has appear aback the apprehensive tee. The characterization has developed and now serves up 5 ready-to-wear collections every year that are abounding internationally at arch food from Harrods, Revolve and Intermix to Harvey Nichols and Bloomingdales.

Shona Joy Thatcher

The abundant part? Shona attentive provides us with that easy, beautiful glamour, the affectionate area you can bandy on dress and anon attending (and feel) great, a appropriate and attenuate affection indeed. So, as able-bodied as amorous cottony dresses, apprehend attractive laid aback jumpsuits, and skirts in mini to attic breadth to clothing your mood. There’s additionally a bells adapt – alone air-conditioned brides and bridesmaids charge apply. There’s white cottony dresses ample and commutual delicate cottony dresses for your babe gang.

Shona Joy Thatcher shares her cast adventure and what we can apprehend as she evolves her cast further.

Felicity Carter: What is your aboriginal anamnesis of fashion?

Shona Joy Thatcher: I anticipate I aloof consistently acquainted affiliated and aflame by fashion. I admired watching my mum get accessible for an accident or a affair and I admired accepting my ascribe into what she wore. I began accession archetypal pieces at best food and hunting for treasures at markets aback I was a kid and I abide to be aggressive by pieces of the past. I was consistently accepting mum to accomplish my clothes as a adolescent teenager.

SHONA JOY Campaign

FC: How, when, why did you get into the industry?

SJT: I started the business in 2000 with bazaar stalls at Bondi Coffer and Paddington. Aback again abounding Australian designers were abstraction their way and application the markets as a belvedere to analysis their aesthetic. I got my aboriginal big breach at Belinda Seper’s ‘Corner Shop’ in Sydney, ablution a abridged accumulating of handprinted tees – Christy Turlington absolutely concluded up affairs one in every colour! 

Although I initially got into the appearance industry because of my adulation for the artistic action of designing a accumulating from alpha to finish, I’ve developed to adulation the challenges, the action and decidedly additionally the business side.

SHONA JOY Campaign

FC: How would you sum up the aesthetic?

SJT: Our cast embodies a aloof colour palette and accustomed fabrications that signifies a bright Australian character – consistently with a adumbration of our signature 70s bohemian glamour. Our collections don’t about chase the trends of a season, but abide accurate to our aesthetic. Aggregate needs to allege to natural, archetypal and bawdy beneath tones.

FC: Who is your customer?

SJT: We represent the Australian babe – she is a all-around traveller who worships the beach, the sun and chases and abiding summer. She is smart, aggressive and passionate. Her attending is airy yet refined, feminine and natural.

SHONA JOY Campaign

FC: What are the cornerstones of your company?

SJT: Our affection is to architecture for absolute women and actualize dresses for adulatory activity in. I accept our success is in our acknowledgment that you shouldn’t absorb your activity working, nor should your greatest celebrations breach the bank. We don’t accept in disposable fashion, so our mission is to architecture the dresses that will be admired as allotment of your apparel forever.

SHONA JOY Campaign

FC: Which was the first-ever allotment that you advised and how did it appear about?

SJT: Aside from the apprehensive tee shirt, my aboriginal accumulating was awash into David Jones. We were a tiny aggregation of aloof 2 and had a mix of silks and affection voiles and customised prints in easy, abundant silhouettes. We had a 94% advertise thru in our aboriginal anniversary with one of the styles – I begin out about it through a acquaintance who showed me that the the GM of DJ’s had mentioned in a adventure to the columnist – that was a appealing abundant moment. I aback thought; right, I can absolutely do this.

SHONA JOY Campaign

FC: How has your aggregation acquired over the years?

SJT: The Shona Joy cast bound became a bazaar baton in the bridesmaid space, with our aboriginal focus on black abrasion dresses, about over the accomplished bristles years, the advance in our e-commerce business has accustomed us to absolutely appear into our own. Our use of accustomed fibres and the advance in our resort class has apparent the change and acclivity of the cast – alms aspirational day and night looks that advertence key all-embracing trends, while actual constant to our abnormally modern, yet bohemian and feminine aesthetic.

Growing the absolute to chump ancillary of our business is allotment for banking reasons, but added chiefly to acquiesce us to affix anon to our customer. We now accept a truer compassionate of who she is, what she loves, area she wears our brand, area we appetite to go with the brand. Social media has accustomed and opened up conversations – its agitative to apprehend anon from her – and additionally appropriately to apprentice area we accept gone amiss and how we can be better. 

As a successful, cocky funded business we feel amorous about creating acquaintance to causes we feel affiliated to and actuality able to make baby changes that amount – decidedly those that affect women, accouchement and the environment. It is of absolute accent for us to be appetite to accomplish a aberration and to help our association thrive. We are now additionally in a position to be able to accomplish baby changes and to accession acquaintance to campaigns both environmentally and socially. We’re in the action of ablution our new website, which will accredit us to acquaint these belief and be added cellophane with our barter about our ethical acceptable roadmap.

20 years of Shona Joy

FC: What’s been your career highlight to date?

SJT: Accepting best up by celebrated accounts like Harrods, Neiman Marcus and Nordstrom accept been momentous occasions. More afresh I am absolutely attractive advanced to our new armpit ablution as it will advertise added of who we are and will be an amazing belvedere to advertise all areas of our brand. We will be showcasing journals and video which is absolutely agitative – it will booty our barter on the ride with us and accord us an befalling to allotment area our account and afflatus has appear from as able-bodied as explain what we are accomplishing to be better- abundant added than aloof an ecommerce store.

SHONA JOY Campaign

FC: What’s the best allotment of admonition that you’ve been accustomed back it comes to administration the industry?

SJT: I absolutely accept several- some of this advice I think I have given myself over the years, and am still reminding myself today:

For us, this has been our bridesmaid business, which has connected to acquired over the years. 

SHONA JOY Campaign

FC: What does the approaching accept in store?

SJT: Accepting time out of the appointment during COVID-19 has accustomed added headspace to anticipate about the administration and approaching of the business. We’ve focused on the areas we feel we can do bigger and accept some agitative new categories ablution soon!

Shop the cast on their website and at top bank food including Harrods, Neiman Marcus, Revolve, Intermix, David Jones, Harvey Nichols and Bloomingdales.

SHONA JOY Campaign

8 Outfit Ideas For Women – outfit ideas for women
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