With an aesthetic firmly rooted in “Daisy Jones & the six” – think Indian block printed fabrics, delicate cotton gauzes, filigree metal hardware and a whiskey edge  – Spell has, in the last 15 years travelled from Byron Bay market stall to multimillion dollar business, without ever losing its sense of purpose, it’s romantic sun soaked DNA or commitment to producing pieces that make their customer feel so beautiful that they return again and again.

Spell founders, sisters Elizabeth Abegg & Isabella Pennefather, think of their brand as the passport – a way to imagine living a certain type of lifestyle, wherever you are “There's a sense of adventure to Spell, but you can enjoy it in the suburbs. It's for everybody. [It's] a way to bring sunshine into the mundane.” Sunshine in the form of gorgeously combined colours, prints and textures – crafted into easy to wear and instantly recognisable pieces that meet at the intersection of romanticism, escapism, and rock & roll. Pieces that are simultaneously forgiving and elevated with a heady dose of nostalgia, perfect for the next long lunch, farmers market run, music festival or night of dancing.

Designed to instil a sense of joy, beauty and individuality, Spell is so much more than a
pretty dress or gorgeous crochet – Spell is a universe – a place to connect, collect and play – and we couldn’t be more excited to welcome the brand.

New to Self Service for 2024

UK & International Sales Contact