NEED TO KNOW
- Australian fashion label Shona Joy is closing after 26 years in operation.
- Founder Shona Thatcher confirmed the decision is not due to financial circumstances but a desire to focus on her young family in Byron Bay.
- The business is expected to keep its doors open until the new year.
Beloved Australian fashion label Shona Joy is closing after 26 years of dressing women not only here but abroad.
The brand, which was founded by Shona Thatcher in 2000, began as a pop-up at Bondi and Paddington markets, has become one of Australia’s leading womenswear labels, particularly when it comes to event and wedding dressing.
Its timeless, silky gowns in pastel hues have long been favoured by bridesmaids everywhere, including Margot Robbie, who wore a lemon La Lune Plunged Halter dress at a friend’s wedding.
While the news follows a string of Australian fashion label closures from the likes of Cue and Sass & Bide, Thatcher has revealed the decision to close the business was not due to financial hardship.
Why Is Shona Joy Closing?
Shona Thatcher has revealed she is closing her eponymous label, Shona Joy, not due to issue within the business but to focus on her young family.
The fashion founder cited the strain the commute between the business’s Rosebery headquarters and her Byron Bay home has had, saying she’d been contemplating the closure for four years.
Thatcher moved to Byron Bay with her family five years ago.
“There was always going to be a day when I thought, ‘That’s enough now,’” she told the Australian Financial Review.
“The business has grown so much, and I can’t manage being a mum as well. I want to step back. I’m successful, and I want to end on a successful note. I’m proud that I can do that.”
The loss of Shona Joy from the Australian fashion landscape will undoubtedly be felt, particularly in the bridal category. The brand was a sartorial stalwart in an increasingly fast-fashion market.
“Everyone is shopping online … and the expectations are so high – everyone wants everything so quickly,” she said. “The cycles of running four collections a year, of 80 garments each, plus bridal and bridesmaid collections, is intense.
When Is Shona Joy Closing?
Shona Joy founder, Shona Thatcher, has confirmed the brand will continue to operate until the new year.
So, if you’ve had your eye on a few pieces or are planning an entire bridesmaid haul, get in quick.
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