Elizabeth talks about her journey taking a humble business selling jewellery at the Byron Bay markets to creating a globally recognised fashion and lifestyle brand.

About the speaker

Elizabeth Abegg is one half of sister-duo that makes up the world famous Byron Bay fashion brand Spell and the Gypsy Collective. In 2008 Lizzy took a leap of faith and moved from Sydney to Byron Bay. She joined her sister’s business selling jewellery at the Byron Bay markets. Little did she know that she had an inner entrepreneurial spirit that was about to be unleashed

With a background in video editing and a lot of gut instinct, Elizabeth drove this tiny label into a hugely successful global business by embracing social media, blogging and the online shopping world. Since this time, the brand has grown from strength to strength with over 1 million followers across their social media platforms. They now employ over 50 women in Byron Bay and are stocked in American online retailers Free People, Revolve and Planet Blue.

The label’s popularity on Instagram has given them strong brand awareness around the world with their bohemian designs now being worn and loved by celebrities such as Miley Cyrus, Sienna Miller, Vanessa Hudgens, Megan Fox, Isabel Lucas and Katy Perry.

In 2016 Spell & the Gypsy Collective won the Australian Business of the Year Award at the National Telstra Business Awards and are nominated for the Cosmo Women of the Year Awards. Elizabeth has finally titled herself, Chief Brand Officer and she is now focusing on heading up Spell’s main focus of making the company sustainable, continuing to create better lives for their global team producing garments as well as overseeing the overall marketing strategy of Spell.

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