![]() Process & Values Tell us a little about your Sustainability Journey. I feel very grateful to have had my awareness shift so I can pass these values around our planet onto my children. My values have always been around family, friends and community – however since starting down our sustainability journey within our business, my eyes have been opened to the very real and terrifying crisis we are in as a human race. I’d say that although I’ve always thought of myself as a conscious consumer and someone who cares for our planet – it’s actually been my work that’s shaped my values around our environment, our world and our responsibility to protect it. Lately, a new layer has been added to that vision, whereby we approach all aspects of our business with people and the planet in mind, and participate in making positive changes in this industry that we love.Įlizabeth Abegg and Isabella Pennefather - cofounders of Spell & The Gypsy Collective HOW HAVE YOUR PERSONAL VALUES SHAPED YOUR WORK?ĭo you know, it’s funny. Our vision has always been to channel our passion and creative energy into something we love and bring our customers collections that make them feel beautiful. ![]() ![]() We credit our fast growth mostly to being early adopters of social media platforms like blogging, Instagram and Pinterest. Together we grew Spell into an international brand and now have an amazing team of 60 based in Byron Bay. We quickly moved into apparel and accessories and began selling all around the world through our online store. In 2009 I joined her from Sydney and everything just fell into place. My sister Isabella had been designing and hand-making jewellery for many years, first wholesaling in Melbourne and then selling at the artisan markets when she moved up to Byron Bay. HOW DID Spell & THE Gypsy Collective COME TO BE? WHAT IS YOUR VISION FOR THE BRAND? Content creation and brand communication became the crux of my role at Spell and still is today. I didn’t really know it at the time, but my 12 year career in film editing gave me the skills I needed to communicate the story of our brand. Co-Founder & Chief Brand Officer of Spell & The Gypsy Collective _ TELL US A LITTLE ABOUT YOUR OWN INDUSTRY BACKGROUND AND WHAT BROUGHT YOU TO FASHION?īefore joining my sister in the business in 2009 I was a film and video editor.
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