Spell is a modern-bohemian fashion brand. The story began when two sisters joined each other in the idyllic beachside town of Byron Bay, Australia, to continue a journey they'd started together many moons ago, as children.

Inspired by far-off places, vintage treasures and childhood memories. The sisters' designs allude to the dreams of their Latvian grandparents who fled war-torn Europe bound for America, but for a twist of fate ended up in a dusty refugee camp in Australia; to their hippie parents, a leather craftsman and potter, who in the 1970s hopped from town to town following their own wild dreams.

Most of all, Spell's flowing, feminine dresses, love of turquoise, florals and age-old lace, whisper to the sisters' own childhood. Spell taps into that sense of nostalgia, beauty and freedom that so compliments the female spirit. The vibrant, expressive part of you that emerges on vacation, or mid-strut at a festival, Spell brings that spirit to life, wherever you are.

All garments are proudly designed and sampled in the Arts & Industry Estate of Byron Bay, and produced ethically in factories around the world.

Community & Lifestyle

Consumer

E-Commerce

SPELL

SPELL's headquarters in Byron Bay, Australia

Sally Tullett

Carlie Matthews

Elizabeth Abegg

The Product Development and Design team at Spell is dedicated to creating unique, modern-bohemian fashion that reflects the brand's rich heritage and artistic inspirations. This team collaboratively designs and develops garments, focusing on innovative textiles and prints while ensuring sustainability throughout the production process. From conceptualization to the final sample, they strive to capture the spirit of nostalgia and freedom that embodies the Spell identity, all while adhering to ethical manufacturing practices.

Product Development and Design

The Marketing and Branding team at SPELL is dedicated to amplifying the brand's unique storytelling and aesthetic. They develop and execute strategic marketing campaigns that resonate with the modern-bohemian spirit of the company, leveraging social media, email marketing, and content creation to engage their audience. Through innovative branding initiatives and targeted advertising efforts, the team ensures that SPELL’s values of nostalgia, beauty, and freedom are effectively communicated, enhancing the overall customer experience and driving brand loyalty.

Marketing and Branding

The Sales and E-commerce team at SPELL focuses on driving online sales and enhancing the customer shopping experience. They manage digital marketing strategies, oversee inventory and purchasing, and ensure customer satisfaction through dedicated support. By combining their passion for the brand's ethos with data-driven insights, they aim to create a seamless and engaging journey for customers, from browsing to purchase.

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SPELL

Org chart

Teams

Product Development and Design

Marketing and Branding

Sales and E-commerce

Offices

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SPELL

Org chart

Teams

Product Development and Design

Marketing and Branding

Sales and E-commerce

Offices

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