spellbinding growth for a home grown icon
The scent, texture and aura of Byron Bay is famous, and well-loved. If that Byron Bay feeling was a fashion brand, it would surely be Spell & The Gypsy Collective.
This Byron fashion label designs and creates modern-bohemian fashion, accessories and homewares, and like many of Byron Bay’s iconic brands, Spell’s roots are modest and local.
“We were creating jewellery by hand for the Byron Bay artisan markets, and it grew from there,” says Isabella Pennefather, who co-founded Spell with her sister Elizabeth Abegg, when they traded nine-to-five city jobs for the allure of Byron.
Since 2008, Spell has certainly grown. The business is now a multi-million dollar global fashion empire, with distributors in the US including Urban Outfitters and Free People, high-profile devoted celebrity customers including US pop stars Katy Perry and Miley Cyrus, and more than 875,000 Instagram followers. In 2016, Spell won the prestigious Telstra Australian Business of the Year award, enjoying the intense media attention that followed.
“Very fast paced growth was challenging and we faced a lot of learning curves,” Elizabeth says.
“We were growing faster than we could hire, so we had to learn to adapt quickly to new things and sometimes become expert or use things we didn’t have training or degrees for. Nowadays, we’re able to hire a mix of really skilled and passionate people for our team, but there was definitely some growing pains.”
Another issue was the slower shipping times from a regional area compared to the fast shipping services of city-based brands and online stores. “We ended up moving our warehouse to Sydney because of this,” Elizabeth says
The secret of Spell’s success has much to do with the sisters being early adopters of social media, which found them a global market for their brand from their coastal home in Byron. Despite being distributed across America and Europe, and having a destinational flagship store in Byron Bay, the majority of their sales are still via their online store.
“Initially we tried to get wholesalers, but we realised we were getting more traction from our customers online,” says Elizabeth.
Elizabeth uses storytelling and carefully styled images to communicate Spell’s bohemian brand and the Byron feeling through Instagram. Even though Spell’s online audience is coming close to one million followers, social media allows Elizabeth to speak with her customers directly. “The dialogue we have with our customers is close,” she says.
Wherever they are in the world, the wearers and advocates of Spell enjoy the slice of Byron the fashion represents.
“We think our whole business has been moulded from the fact we are in Byron Bay,” says Elizabeth.
“Our designs reflect or are inspired by the region. Byron Bay is the third character in the Spell story.”
Share this story
Read more stories
lights, camera, action in ballina shire
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Byron-Studios-team-photo-scaled.jpg 2560 1750 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Byron-Studios-team-photo-scaled.jpgByron Studios
Northern Rivers has long been a hub for film makers and a popular backdrop for film and television productions. But there has been one thing missing to tie it all together…
riding the wave of success
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/06/glass-lab-tweed-heads-002.jpg 1000 661 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/06/glass-lab-tweed-heads-002.jpgThe Glass Lab
Adam Wessel may have worked in surfboard factories since the age of 16, but it was a stint in the luxury yachting industry that sowed the…
a natural business adventure
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/Mount-Warning-Tours-01.jpg 1920 1080 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/Mount-Warning-Tours-01.jpgMount Warning Tours
Despite only existing for four years, Mount Warning Tours’ short life has been eventful: from purchasing the ex-Murray River ferry Spirit of Wollumbin…
Nurtured by nature
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/GreenX7_Tim-Jack-Adams-scaled.jpg 2560 1723 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/GreenX7_Tim-Jack-Adams-scaled.jpgGreenx7
For the past 10 years GreenX7 has been running workshops and retreats internationally and in the Tweed for clients as diverse as McDonald’s, Deloitte, Six Senses, and the Australian Defence Force, to inspire both individuals and teams to tap into the healing power of nature.
true blue locals making a difference
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/mountain-blue-001-copy-2.jpg 1920 1280 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/mountain-blue-001-copy-2.jpgMountain Blue
Mountain Blue is the definition of a twenty-first century business. Not only have owners Ridley and Mieke Bell expanded their blueberry production…
partners with industry, partners with community
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/07/SCU-Enterprise-Lab-launch-copy.jpg 2000 1048 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/07/SCU-Enterprise-Lab-launch-copy.jpgSouthern Cross University
Celebrating a silver anniversary is a significant milestone, 25 years of developing your relationship, exploring and accepting your strengths…
carefully crafted business success
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/06/Evans-Head-Cabinetry-001.jpg 2000 1041 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/06/Evans-Head-Cabinetry-001.jpgEvans Head Cabinet Making
“People often say, ‘They don’t build things like they used to’,” says fine furniture and cabinet maker Justin Crisp. “But I can confidently say…”
Step back in time for ‘reel’
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Yamba-Cinema-Debbie-scaled.jpg 2560 1920 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Yamba-Cinema-Debbie-scaled.jpgYamba Cinema
Yamba Cinema is not just a popular venue to see the latest movie in an idyllic Northern Rivers town.
collectively creative social heaven
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/30715202_1014120148743120_6987131970559934464_o.jpg 1080 823 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/30715202_1014120148743120_6987131970559934464_o.jpgIsland Collective
If you are looking for contemporary artist and stylist Fleur Yorston, you’ll most likely find her among fiddle leaf figs and cane furniture, in her Yamba…
It was time the level the paying field
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Zepto-image-e1669713021167.jpg 1500 562 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Zepto-image-e1669713021167.jpgZepto
What do you do next after more than a decade building up a Byron Bay skydiving business to become a national success and then stepping back after listing it on the Australian Stock Exchange?
local, seasonal, transformative gem hits town
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/jane.jpg 960 639 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/jane.jpgGateway Fine Foods and Catering
Debbie McQueen has three words of advice for anyone starting a business in Kyogle: flexibility, perseverance and patience. They’re three traits Debbie…
putting the business into ‘show business’
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Brainstorm-Productions-image2-scaled.jpg 2560 1709 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Brainstorm-Productions-image2-scaled.jpgBrainstorm Productions
You might think that COVID-19 would rattle a business that delivers educational theatre into schools. But the “show must go on” mentality runs deep for Brainstorm Productions’ founder and artistic director Jenny Johnson…
Feeding Pets with a Passion for Purpose
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Frontier-Pets_Di-scaled.jpg 1947 2560 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Frontier-Pets_Di-scaled.jpgFrontier Pets
Diana Scott was more than a bit annoyed at being unable to find a premium quality food for her dogs that was also ethically produced, so she did what all great entrepreneurs do – she created it.
growing community, growing business
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/03/All-ways-The-Farm.jpeg 1600 1066 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/03/All-ways-The-Farm.jpegThe Farm
It’s a typical Saturday morning at The Farm, on the outskirts of Byron Bay. Families line up for freshly made pastry and coffee. Every table in the…
From cobblestones to all-terrain cranes
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Wicks-Parker.webp 1200 900 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Wicks-Parker.webpWicks and Parker
Fast approaching 100 years old, the Wicks family business has helped build motorways and carry out emergency bushfire repairs, but it once hammered out steel bands for horse-drawn carriage wheels.
Casino RSM Club
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/RMS-Club.jpeg 1360 906 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/RMS-Club.jpegCasino RSM Club
The 23 of March 2020 was the hardest day of Neale Genge’s career.
following her art’s desires
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Bingara_Angela-Parr-scaled.jpg 2560 2198 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/11/Bingara_Angela-Parr-scaled.jpgBingara Gallery
If she wasn’t painting wild animals and birds, artist Angela Parr, 62, would most likely be rescuing them, healing them, or advocating for them…
Keeping it real in the Tweed
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Tweed-Real-Food_Julia-scaled.jpg 1706 2560 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Tweed-Real-Food_Julia-scaled.jpgTweed Real Food
Tweed Real Food is a business launched in 2018 from a desire to be resilient. Little did founder Julia Foyster know how prescient her plan would turn out to be.
building bridges with water
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/Yaru-bottles.jpg 1600 1067 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2018/04/Yaru-bottles.jpgYaru Water
“This unique partnership between an Indigenous family and a non-Indigenous family enabled Yaru Water to start changing the way the procurement…
Flexing the entrepreneurial muscle
https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Summit_Matthew-scaled.jpg 2560 1707 In Good Company | Northern Rivers In Good Company | Northern Rivers https://ingoodcompanynorthernrivers.com.au/wp-content/uploads/2022/12/Summit_Matthew-scaled.jpgSummit Sport & Fitness
Like many Northern Rivers businesses, Summit Sport & Fitness has undergone immense change in 2022 – except, rather than being buffeted by floods or pandemic, these changes are positive, and mark a new chapter for owner Matthew George.