When I started this store I had a vision. I had a passion. I wanted to support the talent BEHIND the Australian fashion industry and showcase it to the world. I wanted to acknowledge the individual talents, the heart, soul, tears and heartache that goes into each and every design, and each and every fashion business in Australia so that we can have one of the most incredible fashion industries in the world.
There are real people behind these businesses. People who make mistakes. People who succeed. People who employ other people. People who have risen from nothing, working 70 hours a week and never having two cents to rub together, just to pursue their passion, to be true to who they are, knowing that they may never actually make it to the top of their game. They risked it all without any guarantee of a reward. That’s inspiring! That deserves our support to help this industry grow and flourish and be recognised as one of the best fashion industries, and arts, in the world.
But it quickly became something else. We quickly exploded across social media and suddenly we were reaching tens of thousands of women every single day. And I suddenly realised this little store of ours had the potential to be so much more than what I first thought.
This store had the power to connect women and lift them up, support them through some of their darkest days. Do you know the power of a kind word from a stranger? It can be even more powerful than kind words from people who know you. That person, that stranger, doesn’t need to care about you. But they chose to reach out to you, to make you feel like a valued human being, to show you that the world does care, whether we know you or not. We have that power every single day, through the customers we interact with directly, through social media and through being able to provide a platform where you can interact and provide that to each other! Our heart swells when we see you connecting with and supporting each other on social media. And you don’t want to know the number of tears that have been shed when we receive notes from customers saying “you didn’t know this but my mother died of breast cancer that week and your little note in my parcel was the first thing that had made me smile all week”, or “I had just left an abusive relationship of 12 years and when I put this outfit on I knew for the first time in years that I AM that woman. I am the woman who deserves better”. And being able to do that for you, and to be there for you when you need a kind, smiling face or words that mean more than people know, is the greatest gift we’ve ever been given. So THANK YOU for letting us have this honour. For letting us reach women every single day and make them feel better, valued, supported. We take it so seriously and pinch ourselves every day that this is the impact we get to have all from starting a little clothing store in 2016!
In saying we take our role seriously, we mean it. We lend our support to campaigns for equality and AGAINST violence against women every day, not just on International Women’s Day. We actively seek to influence and create change. We are working on some very special projects this year that we hope will make a huge difference in our efforts to make Australia (and the world) a fairer and safer place for women to exist alongside men. But in the meantime, we’d like to celebrate the things we have achieved so far, and the beautiful little community we have here with you that we know is having a positive impact on lives every day.
So thank you again and enjoy 20% off storewide today using code THANKYOUWELOVEYOUWEWILLFIGHTFORYOU (some exclusions apply like already discounted stock and the discount code cannot be used in conjunction with any other offers).
Thank you. We love you. We will fight for you.
Courtney, Lily, Ebony, Jess and the squad of absolute superstars who support us and make this dream happen every single day.
Image credit: fabulous female powerhouse, Georgina Solomon, Clique Magazine.