ARTIST IN RESIDENCE
We meet the sisters who created bohemian fashion brand Spell & The Gypsy Collective
THE SISTERS BEHIND FASHION BRAND SPELL & THE GYPSY COLLECTIVE TAKE US ON A JOURNEY INTO THEIR COLOURFUL WORLD AND RIDICULOUSLY COOL BYRON BAY OFFICE
CALL IT INTUITION, CALL IT MAGIC – Elizabeth (Lizzy) Abegg and Isabella (Spelly) Pennefather have an uncanny knack for manifesting their destiny. From the spontaneous decision to work together to utilising the powers of Instagram, they even managed to turn their vision of finding the perfect office space into a reality. “Isabella and I went for a walk around an old industrial estate and saw this place with its big old balcony,” Lizzy recalls. “We said to the guy who was here, ‘Are you leaving?’ and he said, ‘No way.’” But seven years later, the girls and their team of 45 now call the former timber chopping board factory home. It’s had a face lift, and now has a crisp white palette interspersed with Moroccan-style archways and exotic
furnishings. “We played on the original features and added natural elements,” Lizzy says. “We’re surrounded by factories so we wanted to bring a feminine softness and warmth.”
With just one flagship store in Byron Bay, Spell has caught the attention of fans and celebrities around the globe, largely thanks to its extraordinary Instagram following. Even in the early days, Lizzy knew the app would be perfect for taking their wares to the world. “We used to do a lot of blogging and then Instagram came along and suddenly we had a platform for all this content. It was great,” she says.
As business boomed for creative sisters Isabella and Lizzy, they decided to consolidate their entire team in the one place. “It’s the first time we’ve had 45 people under one roof,” Lizzy says. “Having the collective energy in the office has been so positive.”
Made to measure Isabella’s office boasts custom clothing racks that were made by a local craftsman to accommodate the brand’s iconic maxi dresses. Work desks were also custom made to fit in with the rustic interiors. LIZZY AND ISABELLA’S STYLE FORMULA: “CREATE A WHITE ROOM WITH NATURAL ACCENTS AND NEUTRAL TONES. ADD ITEMS COLLECTED ON YOUR TRAVELS THAT MEAN SOMETHING TO YOU.”